远东集团电线电缆产品营销策略研究
发布时间：2018-10-05 07:48
【摘要】：随着经济全球化的迅猛发展，我国的各行各业都面临着激烈的竞争，而电线电缆行业作为国家经济发展的重要组成部分，又是传媒、通信的必备的传输工具，其发展必然是构成国家经济发展的重要组成部分。因此，如何提高我国电线电缆的质量与通信水平，已受到人们的关注，，电线电缆行业的市场竞争就越发严重。在此背景下，远东集团电线电缆产品如何运用合理的营销战策略以提高自身的市场地位，使企业在残酷的市场竞争中发展壮大，如何在变化的环境中发挥企业优势、寻找发展机会，是企业当前所必须解决的问题。 本文对远东集团电线电缆产品的营销现状，在销售中存在的问题进行了阐述，并在此基础上对影响企业生存发展的宏观环境和电线电缆行业微观环境进行了深入的分析，明确了环境因素对远东集团发展的有利影响和不利影响，为进一步深入研究、制定合适的营销策略奠定了的基础。通过分析远东集团电线电缆产品的市场自身的优势和劣势以及环境提供的机会和企业面临的威胁，通过SWOT分析矩阵寻求企业的最佳发展策略，并进行了产品的市场细分，在此基础上确定了产品的市场定位和目标市场。 依据4Ps理论，对远东集团的营销策略进行了设计。在产品方面，文中提出对于科技含量高、产品附加值大的产品，应增加产品深度，而对于附加值比较小的产品应采用缩减产品组合的策略。在价格策略方面，应根据实际情况采取组合定价和“一单一议”方式。在渠道方面力求渠道扁平化，以减少流通环节来实现成本优势。在广告上注意户外媒体、电视媒体、网络媒体和印刷媒体的有效结合，并利用人员推销扩展销售机会、通过开展公共关系活动提升企业形象。本文通过对远东集团电线电缆产品营销策略实施的保障措施的讨论，近一步打造高效的营销团队、制定科学的营销激励机制和加强企业文化建设。
[Abstract]:With the rapid development of economic globalization, all kinds of industries in our country are facing fierce competition. As an important part of national economic development, wire and cable industry is also an essential transmission tool for media and communication. Its development must be an important part of the national economic development. Therefore, how to improve the quality and communication level of wire and cable in China has attracted people's attention, and the market competition of wire and cable industry has become more and more serious. In this context, how to use reasonable marketing strategy to improve their market position, how to make the enterprise develop in the cruel market competition, how to give full play to the advantage of the enterprise in the changing environment. Looking for the development opportunity, is the problem that the enterprise must solve at present. In this paper, the current marketing situation of wire and cable products in far East Group and the existing problems in sales are expounded, and on this basis, the macro environment which affects the survival and development of enterprises and the micro environment of wire and cable industry are deeply analyzed. The beneficial and negative effects of environmental factors on the development of far East Group are clarified, which lays a foundation for further research and the formulation of appropriate marketing strategies. By analyzing the market strengths and weaknesses of far East Group wire and cable products, the opportunities provided by the environment and the threats faced by the enterprises, the best development strategy of the enterprises is sought through the SWOT analysis matrix, and the market segments of the products are carried out. On this basis, the market positioning and target market of the products are determined. According to 4Ps theory, the marketing strategy of far East Group is designed. In terms of products, it is suggested that the product depth should be increased for the products with high scientific and technological content and high added value, while the strategy of reducing the product combination should be adopted for the products with lower added value. In the aspect of price strategy, combination pricing and "one single discussion" should be adopted according to the actual situation. In the channel aspect strives to channel flat, in order to reduce the circulation link to realize the cost superiority. In advertising, we should pay attention to the effective combination of outdoor media, television media, network media and print media, and use personnel to promote sales opportunities and promote corporate image through public relations activities. This paper discusses how to implement the marketing strategy of wire and cable products of far East Group, and builds an efficient marketing team, establishes a scientific marketing incentive mechanism and strengthens the construction of enterprise culture.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6
本文编号：2252577
[Abstract]:With the rapid development of economic globalization, all kinds of industries in our country are facing fierce competition. As an important part of national economic development, wire and cable industry is also an essential transmission tool for media and communication. Its development must be an important part of the national economic development. Therefore, how to improve the quality and communication level of wire and cable in China has attracted people's attention, and the market competition of wire and cable industry has become more and more serious. In this context, how to use reasonable marketing strategy to improve their market position, how to make the enterprise develop in the cruel market competition, how to give full play to the advantage of the enterprise in the changing environment. Looking for the development opportunity, is the problem that the enterprise must solve at present. In this paper, the current marketing situation of wire and cable products in far East Group and the existing problems in sales are expounded, and on this basis, the macro environment which affects the survival and development of enterprises and the micro environment of wire and cable industry are deeply analyzed. The beneficial and negative effects of environmental factors on the development of far East Group are clarified, which lays a foundation for further research and the formulation of appropriate marketing strategies. By analyzing the market strengths and weaknesses of far East Group wire and cable products, the opportunities provided by the environment and the threats faced by the enterprises, the best development strategy of the enterprises is sought through the SWOT analysis matrix, and the market segments of the products are carried out. On this basis, the market positioning and target market of the products are determined. According to 4Ps theory, the marketing strategy of far East Group is designed. In terms of products, it is suggested that the product depth should be increased for the products with high scientific and technological content and high added value, while the strategy of reducing the product combination should be adopted for the products with lower added value. In the aspect of price strategy, combination pricing and "one single discussion" should be adopted according to the actual situation. In the channel aspect strives to channel flat, in order to reduce the circulation link to realize the cost superiority. In advertising, we should pay attention to the effective combination of outdoor media, television media, network media and print media, and use personnel to promote sales opportunities and promote corporate image through public relations activities. This paper discusses how to implement the marketing strategy of wire and cable products of far East Group, and builds an efficient marketing team, establishes a scientific marketing incentive mechanism and strengthens the construction of enterprise culture.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6
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