青岛H电缆公司营销策略研究

发布时间：2018-04-02 12:08

本文选题：电缆公司　切入点：营销策略　出处：《中国海洋大学》2013年硕士论文

【摘要】：在竞争日益激烈的市场环境中,要做大市场就必须懂市场营销,要做好市场营销就离不开营销策略。市场营销是企业生存和发展的根本,现代企业必须建立市场营销体系,依据市场客观分析目标市场,制定切实可行的营销计划和营销策略。青岛H电缆公司作为中国线缆行业中的一个大型企业，公司规模较大、产品种类齐全，，尤其在高压超高压电缆市场占据着领先位置。但近年来其营销业绩却不够理想，个别地区甚至出现了下滑趋势，特别是国际市场营销一直处于绝对的劣势地位。因此，根据实际情况制定正确的市场营销策略是摆在青岛H电缆公司面前亟待解决的问题。本文以市场营销理论作指导,采用定性与定量相结合、层层推进的分析方法,对青岛H电缆公司所处的宏观环境、产业环境和内部条件进行了系统分析,并采用波特五力模型分析法对该公司的机会、威胁、优势、劣势进行了定量分析,指出其营销体系的优势和不足。同时，本文对电线电缆产品的市场需求及行业竞争进行了详细的调研和分析,指出未来的行业发展趋势,产品技术、环保性能及国际市场开发的重要性。通过目标市场细化、市场定位分析,结合青岛H电缆公司的优势产品市场情况，本文确定该公司应采取以差异化为基本竞争战略，以4P组合为主的营销策略。为了确保营销策略的顺利实施，该公司应重点做好四方面的工作：优化组织结构、加大研发创新力度、提高成本控制能力并加大国际营销力度。
[Abstract]:In the increasingly competitive market environment, if we want to make a big market, we must understand the marketing, to do a good job of marketing can not do without marketing strategy. Marketing is the basis of the survival and development of enterprises, modern enterprises must establish a marketing system. According to the objective analysis of the target market, Qingdao H cable company, as a large enterprise in the Chinese cable industry, has a large scale and a complete range of products. Especially in the market of HV UHV cable, but its marketing performance is not ideal in recent years, some regions even have a downward trend, especially the international marketing has been in an absolute inferior position. It is an urgent problem for Qingdao H Cable Company to make the correct marketing strategy according to the actual situation. Under the guidance of marketing theory, this paper systematically analyzes the macro environment, industrial environment and internal conditions of Qingdao H Cable Company by combining qualitative and quantitative analysis methods. The paper also analyzes the opportunity, threat, advantage and disadvantage of the company by using Porter's five-force model analysis method, and points out the advantages and disadvantages of its marketing system, and at the same time, points out the advantages and disadvantages of the marketing system. This paper makes a detailed investigation and analysis on the market demand and industry competition of wire and cable products, and points out the future industry development trend, product technology, environmental protection performance and the importance of international market development. Through the target market refinement, market positioning analysis, combined with the advantages of Qingdao H cable company's market situation, this paper determines that the company should take differentiation as the basic competitive strategy. In order to ensure the smooth implementation of the marketing strategy, the company should focus on four aspects: optimizing the organizational structure, increasing R & D innovation, improving the cost control ability and increasing the international marketing strength.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61

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