HP电脑内蒙古市场营销策略研究

发布时间：2018-03-29 22:13

本文选题：HP公司　切入点：内蒙古市场　出处：《内蒙古大学》2013年硕士论文

【摘要】：2012年,全球的PC市场结束了多年的快速增长,首次出现市场的萎缩。移动互联设备的快速兴起宣告了传统PC市场黄金年代的结束。在PC市场从快速发展到市场逐渐成熟的过程中,各类品牌都以自己独特的方式为这个市场留下了许多闪光点。 HP公司作为多年的PC全球老大,在中国的市场表现经历了10年前的飞速发展到10年后的迅速衰退,成为在中国这个被称为全球经济发动机的市场里少有的经历了一个完整的营销周期的品牌。这其中的营销方式和营销手段,队伍搭建到执行层面的得与失都有很多值得我们参考和借鉴的地方。内蒙古市场作为一个在全国占比只有1-1.5%的边缘地域的小市场,因其独特的地理位置,横跨东北,华北,西北三个销售大区。因此,不管从营销的手段,政策,及物流层面都成为了全国独一无二的一个特殊的省份。又因其属于少数民族地区,和蒙古及俄罗斯接壤,为内蒙古的市场额外增加了许多营销时需要额外关注的地方。所以研究HP公司在内蒙古市场的营销成败不仅对国际品牌在进入不发达地区的营销策略及营销方式有借鉴意义,还有助于研究内蒙古的市场特点,了解内蒙古市场在信息化浪潮来临时的表现和反应。本文第一部分,阐述了本课题的研究背景,并简单介绍了本文的研究方法和研究思路,分析介绍了当今国内外对营销管理问题的研究现状,方便读者理解本文研究课题的研究意义；第二部分介绍了全球PC市场及内蒙古市场现在的发展现状的所处的发展阶段,让读者对本文所介绍的外部环境有所了解；第三部分从公司的外部环境及内部条件分析了HP公司存在的优势劣势,机遇和威胁,解析了HP公司在中国的营销过程中遇到的政策法律和实施层面的问题；第四部分提出作者本人对HP公司在内蒙古市场营销管理中出现的问题的分析和解决方案,通过对当前HP公司的解决方法的分析和提出别的假想解决方案的尝试解决HP公司在内蒙古市场营销管理中在外部环境和内部管理中的缺陷,对所有IT品牌进入内蒙古这类不发达IT市场有重要的参考和借鉴意义；第四部分得出结论,把论文的主要成果提炼出来,供读者参考。
[Abstract]:In 2012, the global PC market ended years of rapid growth. The rapid rise of mobile connected devices has declared the end of the golden age of the traditional PC market. All kinds of brands in their own unique way for the market has left a lot of bright spots. HP, the world leader in PC for many years, has experienced a rapid decline in the Chinese market after a decade of rapid growth. To become a brand that has experienced a complete marketing cycle in a market known as the engine of the global economy in China. Team building to the implementation of the level of gain and loss have a lot of reference and reference. The Inner Mongolia market, as a small market accounting for only 1-1.5% of the country's marginal regions, because of its unique geographical location, spans the three sales regions of the Northeast, North China, and Northwest. Therefore, no matter from the means of marketing, policies, And logistics has become a unique province in the country, and because it is a minority region, bordering Mongolia and Russia, the market in Inner Mongolia has added a lot of additional marketing attention. Therefore, studying the success or failure of HP marketing in Inner Mongolia not only has reference significance for international brands in entering underdeveloped areas, but also helps to study the market characteristics of Inner Mongolia. Understand the Inner Mongolia market in the wave of information when the performance and response. In the first part of this paper, the research background of this subject is expounded, and the research methods and ideas of this paper are briefly introduced, and the present research situation of marketing management at home and abroad is analyzed and introduced. The second part introduces the current development stage of the global PC market and Inner Mongolia market, so that readers can understand the external environment introduced in this paper. The third part analyzes the advantages and disadvantages, opportunities and threats of HP Company from the external environment and internal conditions of the company, and analyzes the problems of policy, law and implementation in the marketing process of HP Company in China. The fourth part puts forward the author's analysis and solution to the problems in the marketing management of HP Company in Inner Mongolia. Through the analysis of the current HP company's solutions and the attempt of putting forward other hypothetical solutions, the defects of HP company in the external environment and internal management in Inner Mongolia marketing management are solved. It has important reference and reference significance for all IT brands to enter the underdeveloped IT market such as Inner Mongolia. The fourth part draws a conclusion that the main achievements of the paper are extracted for readers' reference.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.671;F274

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