H公司的产品营销策略研究

发布时间：2018-03-27 20:29

本文选题：PC电源　切入点：目标市场　出处：《天津大学》2013年硕士论文

【摘要】：随着全球移动通讯和移动互联网技术的迅猛发展，，人们的消费热情更多的转向了以苹果iPhone、iPad等为代表的新型智能终端，传统个人台式计算机、个人笔记本产业企业及其相关配件产业企业面临着严峻的挑战。H公司在新的市场环境中能否成功应对关系到公司的生存与发展。本文的研究不仅对H公司具有重大意义，且对以H公司为代表的其他计算机配件厂商的经营也具有指导意义。本文对H公司所处的市场营销环境分别用PEST宏观环境、波特五力模型微观环境、竞争分析，依据STP理论对H公司所面临的市场进行细分，选择目标市场和市场定位。H公司应该充分立足于自身品牌、技术、管理上领先于同行业的优势，应选择PC电源产业市场、DIY消费市场、电子商务市场为三大目标市场。在产业市场，H公司对自身的定位点应该在价值属性，将“创造价值，分享价值”的全球优质电源与动力一体化方案商作为与其他企业差异化定位。在消费市场和电商市场，H公司可以采取“国内第一品牌”的品牌定位”和“差异化产品定位”的双定位策略。本文依据经典的4P理论制定新IT市场环境相适应的市场营销组合。H公司产品策略上运用性能差异化、服务差异化的差异化；价格策略上针对不同的消费群体和产品系列灵活采用需求定价、竞争定价、成本定价，并制定灵活产品价格调整；渠道策略上建立复合型渠道模式，加强核心二级渠道的管理，运用信息化渠道管理平台；促销策略上通过开展全国性和区域性促销活动，组织面向目标市场的市场推广活动，打造“立体”的广告宣传等方法将营销能力打造成H公司的核心竞争力之一。不仅可以助力H公司完成企业经营目标，而且可以助力H公司在后PC时代抓住新的市场机遇。
[Abstract]:With the rapid development of global mobile communication and mobile Internet technology, people's consumption enthusiasm has turned to a new type of intelligent terminals, such as Apple's iPhone and iPad, traditional personal desktop computers, etc. Personal notebook industry enterprises and related accessories industry enterprises are facing severe challenges. Whether H Company can successfully cope with the survival and development of the company in the new market environment is not only of great significance to H Company. And to H company as the representative of other computer accessories manufacturers also have a guiding significance. In this paper, the marketing environment of H company is analyzed by PEST macro environment, Porter five force model micro environment and competition analysis. According to STP theory, the market of H company is segmented. Choosing target market and market orientation. H company should be based on its own brand, technology and management, and should choose PC power industry market as DIY consumer market. E-commerce market is the three major target markets. In the industrial market, the positioning point of H company should be in the value attribute, which will "create value," "share value" the global high quality power supply and power integration solution provider as a differentiated positioning from other enterprises. In the consumer market and e-commerce market, H company can adopt the "domestic first brand" brand positioning and "differentiation" Product positioning "dual positioning strategy." According to the classical 4P theory, this paper formulates the new IT marketing mix. H company applies the performance differentiation and the service differentiation on the product strategy; According to different consumer groups and product series, price strategy adopts demand pricing, competitive pricing, cost pricing and flexible product price adjustment. Using the information-based channel management platform; organizing marketing activities for the target market through national and regional promotional activities in sales promotion strategy, The methods of creating "three-dimensional" advertising and propaganda make the marketing ability one of the core competitiveness of H Company, which can not only help H Company to complete its business objectives, but also help H Company to seize the new market opportunities in the post-PC era.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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