前景电子公司营销战略研究

发布时间：2018-03-18 18:13

本文选题：前景电子　切入点：节能产品　出处：《燕山大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着电梯行业的快速发展，加上国家政策的有利支持，电梯节能回馈产品市场广阔。如何在竞争中占领市场并谋求长久的发展，，是每一个电梯配件厂商需要考虑的问题，企业营销战略的选择对企业的长期发展尤为重要。本文研究的目的是试图结合企业战略和营销理论，找到适合前景电子公司的营销战略，帮助企业在激烈的市场竞争中获胜。首先，通过对前景电子公司的外部宏观环境、行业竞争环境和企业自身内部环境进行了多角度、深入细致的分析，找出影响前景电子公司生存和发展的外部机会和威胁，企业自身存在的优势和问题。其次，通过SWOT分析和STP分析确定前景电子公司的营销战略方针、战略目标和战略重点。根据企业过去五年的销售业绩，对未来五年的主要销售指标做出了预测。在对资料进行详细分析后，制定前景电子公司的营销战略。最后，为了保证营销战略目标的顺利实现，制定了营销组合策略、品牌建设策略、技术开发与管理策略、电子商务网站策略以及内部协同策略，并设计了营销制度建设、建立市场导向型的营销组织、营销激励与员工培训、全员营销与塑造营销文化、营销审计等策略控制和实施的保障措施。课题研究的成果为前景电子未来市场营销工作提供了理论指导，指明了发展方向和目标，并将确立公司在未来行业发展中的优势竞争地位。
[Abstract]:With the rapid development of the elevator industry, coupled with the favorable support of national policy, energy-saving elevator feedback product market is broad. How to occupy the market in the competition and seek long-term development, every elevator accessories manufacturers need to consider the issue is particularly important for enterprise marketing strategy choice of long-term development of enterprises.
The purpose of this paper is to try to find out suitable marketing strategies for future electronic companies based on enterprise strategy and marketing theory, and help enterprises win in the fierce market competition.
First of all, we make a deep and detailed analysis of the external macro environment, industry competition environment and the internal environment of the prospect electronics company, find out the external opportunities and threats that influence the survival and development of the prospect electronics company, and the advantages and problems of the company itself.
Secondly, determined by SWOT analysis and STP analysis of the marketing strategy of the future of electronic company, strategic objectives and strategic focus. According to the enterprise sales over the past five years, has made the forecast to the main sales target for the next five years. The detailed analysis of the data, making the prospects of electronic marketing strategy.
Finally, in order to ensure the smooth implementation of marketing strategy, marketing mix strategy, brand strategy, technology development strategy and management strategy, e-commerce sites and the internal coordination strategy, and design the marketing system construction, marketing organizations to establish a market-oriented incentive and employee training, marketing, marketing and marketing culture marketing, audit control strategy and implementation of safeguard measures.
The research results provide theoretical guidance for future electronic marketing, indicate the direction and goal of development, and establish the competitive position of the company in the future industry development.

【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

【参考文献】