通达公司整体解决方案的营销战略研究
发布时间：2019-04-19 22:01
【摘要】：伴随着移动互联网和4G通信时代的到来,中国数据机房市场规模持续快速扩大,为了提供更多的服务内容,数据中心将会快速增加,用户对于机房设备的需求也越来越大,这些都为机房整体解决方案提供了巨大的市场和商机。各设备厂商都将迎来历史性的发展机遇,同时厂家间的竞争也会日趋白热化,通达作为新进入机房行业的台湾厂商,要怎样做才能在外资品牌和国产品牌的双向挤压中求得生存空间?如何在激烈的市场竞争中快速建立自己的品牌?必须将长期积淀的技术优势与本土制造的成本优势相结合,创新和发展出更符合客户需求、更具价格竞争力、更符合市场方向的产品和解决方案；同时还要建立完善的销售系统,并且制定正确的营销策略。在这历史性的机遇和挑战到来时,营销战略的选择和制定对通达公司是关乎生存和发展的首要大事。 本文先用PEST方法分析了通达公司在数据机房市场的宏观环境中的面临的机会和威胁；然后要进行行业分析,运用五力模型分析行业环境和通达公司面临的各种机遇和挑战；还要对公司内部资源进行分析,总结出通达公司营销资源的优势和劣势；之后运用雷达图和SWOT工具就运用通达公司的营销资源和应对外部竞争环境进行分析,总结出各种备选的战略；同时结合通达公司所面临的问题深入剖析,最终确定通达公司未来五年的营销战略方向,并确定了公司的总体战略目标及战略内容。再之后,运用营销理论,在对目标市场进行选择和公司产品合理定位的基础上,进一步提出了4P营销战略组合的具体实施措施,并配合品牌、服务和替代品等辅助战略,依靠“建立战略管理执行制度”的推动,将公司的营销战略进行实施。 本文所提出的总体战略与通达公司的现状相匹配,能够帮助公司在竞争中拓展市场,塑造公司品牌,对现实工作有很强的指导意义。在增强通达公司核心竞争力的同时,也为建立和健全数据机房方案提供商及设备供应商的营销战略体系提供了参考和借鉴。
[Abstract]:With the advent of the mobile Internet and 4G communication era, the size of the data room market in China continues to expand rapidly. In order to provide more service content, the data center will rapidly increase, and the demand for equipment in the computer room will also grow more and more. All of these provide a huge market and business opportunities for the overall solution of the computer room. All equipment manufacturers will usher in historic opportunities for development, while competition among manufacturers will also become increasingly white-hot, reaching Taiwan manufacturers as new entrants to the computer room industry. How can we get the living space in the two-way extrusion of foreign and domestic brands? How to quickly establish their own brand in the fierce market competition? It is necessary to combine the long-term accumulated technological advantages with the local manufacturing cost advantages to innovate and develop products and solutions that are more in line with the needs of customers, more competitive in price and more in line with the direction of the market. At the same time, it is necessary to establish a perfect sales system and formulate the correct marketing strategy. When this historic opportunity and challenge come, the choice and formulation of marketing strategy for Tongda Company is the most important matter related to survival and development. This paper uses PEST method to analyze the opportunities and threats faced by Tongda in the macro environment of data room market, and then analyzes the industry environment and all kinds of opportunities and challenges faced by Tongda by using the five-force model. It also analyzes the internal resources of the company and summarizes the advantages and disadvantages of the marketing resources of Tongda Company. Then using radar chart and SWOT tools to use the marketing resources of Tongda Company and to deal with the external competitive environment for analysis, summed up a variety of alternative strategies; At the same time, combined with the problems faced by Tongda Company, the marketing strategy direction of Tongda Company in the next five years is finally determined, and the overall strategic objectives and strategic contents of the company are determined. Then, on the basis of the selection of the target market and the reasonable positioning of the company's products, using the marketing theory, this paper further puts forward the concrete implementation measures of the 4p marketing strategy combination, and cooperates with the auxiliary strategies such as brand, service and substitute, and so on. Rely on the establishment of strategic management implementation system to promote the implementation of the company's marketing strategy. The overall strategy proposed in this paper matches the current situation of Tongda Company, which can help the company expand the market in the competition and shape the company brand, which has a strong guiding significance to the practical work. It not only enhances the core competitiveness of Tongda Company, but also provides reference and reference for the establishment and improvement of the marketing strategy system of data room solution providers and equipment suppliers.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6;F274
本文编号：2461328
[Abstract]:With the advent of the mobile Internet and 4G communication era, the size of the data room market in China continues to expand rapidly. In order to provide more service content, the data center will rapidly increase, and the demand for equipment in the computer room will also grow more and more. All of these provide a huge market and business opportunities for the overall solution of the computer room. All equipment manufacturers will usher in historic opportunities for development, while competition among manufacturers will also become increasingly white-hot, reaching Taiwan manufacturers as new entrants to the computer room industry. How can we get the living space in the two-way extrusion of foreign and domestic brands? How to quickly establish their own brand in the fierce market competition? It is necessary to combine the long-term accumulated technological advantages with the local manufacturing cost advantages to innovate and develop products and solutions that are more in line with the needs of customers, more competitive in price and more in line with the direction of the market. At the same time, it is necessary to establish a perfect sales system and formulate the correct marketing strategy. When this historic opportunity and challenge come, the choice and formulation of marketing strategy for Tongda Company is the most important matter related to survival and development. This paper uses PEST method to analyze the opportunities and threats faced by Tongda in the macro environment of data room market, and then analyzes the industry environment and all kinds of opportunities and challenges faced by Tongda by using the five-force model. It also analyzes the internal resources of the company and summarizes the advantages and disadvantages of the marketing resources of Tongda Company. Then using radar chart and SWOT tools to use the marketing resources of Tongda Company and to deal with the external competitive environment for analysis, summed up a variety of alternative strategies; At the same time, combined with the problems faced by Tongda Company, the marketing strategy direction of Tongda Company in the next five years is finally determined, and the overall strategic objectives and strategic contents of the company are determined. Then, on the basis of the selection of the target market and the reasonable positioning of the company's products, using the marketing theory, this paper further puts forward the concrete implementation measures of the 4p marketing strategy combination, and cooperates with the auxiliary strategies such as brand, service and substitute, and so on. Rely on the establishment of strategic management implementation system to promote the implementation of the company's marketing strategy. The overall strategy proposed in this paper matches the current situation of Tongda Company, which can help the company expand the market in the competition and shape the company brand, which has a strong guiding significance to the practical work. It not only enhances the core competitiveness of Tongda Company, but also provides reference and reference for the establishment and improvement of the marketing strategy system of data room solution providers and equipment suppliers.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6;F274
【共引文献】
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