PSE公司市场营销策略研究
发布时间：2018-12-11 06:38
【摘要】：在经济高速发展的今天,从事紧固件行业的PSE公司面临着激烈竞争的市场环境,迫切需要分析公司内外部环境,制定适合公司发展的市场营销策略。 本文运用了波特五力模型从供应商、客户、新进入者、潜在的替代品及竞争状况等方面对PSE公司所处的行业环境进行了分析,同时运用SWOT的分析方法,从优势、劣势、机会、威胁等方面对PSE汽车紧固件中国公司的市场营销状况进行了分析,指出了当前公司营销存在的问题,并基于外部市场环境选定了公司的目标市场,明确了其市场定位,并从产品策略、价格策略、渠道策略、品牌推广、促销策略等方面提出了适合PSE公司市场营销的策略研究。 PSE公司应该从利用其品牌及技术优势,研发制造运用于汽车关键部件的紧固件,并大力推广公司自有品牌的专利产品,同时运用优质的客户服务提高客户满意度及忠诚度,从而迅速抢占市场先机,扩大市场份额。 该研究不仅有助于提高公司的竞争优势,同时对紧固件相关行业的公司也具有一定指导意义,更重要的是,对于其他相关企业的营销策略制定具有一定的借鉴意义。
[Abstract]:With the rapid development of economy, PSE Company, which is engaged in fastener industry, is facing the fierce competition in the market environment. It is urgent to analyze the internal and external environment of the company and to formulate the marketing strategy suitable for the development of the company. This paper analyzes the industry environment of PSE in terms of suppliers, customers, new entrants, potential substitutes and competition conditions by using Porter's five-force model. At the same time, it uses the analysis method of SWOT to analyze the advantages, disadvantages, opportunities, and so on. This paper analyzes the marketing situation of PSE automobile fasteners in China from the aspects of threat, points out the problems existing in the marketing of the company at present, and selects the target market of the company based on the external market environment, and clarifies its market position. And from the product strategy, the price strategy, the channel strategy, the brand promotion, the promotion strategy and so on, proposed the suitable PSE company marketing strategy research. PSE should take advantage of its brand and technology to develop and manufacture fasteners that are used in key parts of automobiles, promote proprietary products of its own brand, and use high quality customer service to improve customer satisfaction and loyalty. Thus quickly seize the market opportunity, expand market share. This research not only helps to improve the competitive advantage of the company, but also has certain guiding significance for the fastener related industry companies, more importantly, it has certain reference significance for the marketing strategy of other related enterprises.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
本文编号：2372071
[Abstract]:With the rapid development of economy, PSE Company, which is engaged in fastener industry, is facing the fierce competition in the market environment. It is urgent to analyze the internal and external environment of the company and to formulate the marketing strategy suitable for the development of the company. This paper analyzes the industry environment of PSE in terms of suppliers, customers, new entrants, potential substitutes and competition conditions by using Porter's five-force model. At the same time, it uses the analysis method of SWOT to analyze the advantages, disadvantages, opportunities, and so on. This paper analyzes the marketing situation of PSE automobile fasteners in China from the aspects of threat, points out the problems existing in the marketing of the company at present, and selects the target market of the company based on the external market environment, and clarifies its market position. And from the product strategy, the price strategy, the channel strategy, the brand promotion, the promotion strategy and so on, proposed the suitable PSE company marketing strategy research. PSE should take advantage of its brand and technology to develop and manufacture fasteners that are used in key parts of automobiles, promote proprietary products of its own brand, and use high quality customer service to improve customer satisfaction and loyalty. Thus quickly seize the market opportunity, expand market share. This research not only helps to improve the competitive advantage of the company, but also has certain guiding significance for the fastener related industry companies, more importantly, it has certain reference significance for the marketing strategy of other related enterprises.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
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