旭硝子公司玻璃产品营销策略研究

发布时间：2017-12-31 13:04

本文关键词：旭硝子公司玻璃产品营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来我国电子产业不断在发展甚至有赶超发达国家欧美日本的趋势,最近10年内我国先是在基础建设领域投入四万亿为方便人们的出行,大大使得老百姓的出行比从前更加方便,同时在电子消费品行业,国内知名企业华为、小米、OPPO、VIVO销售目标实现一年赶超一年,大有蓬勃发展的劲头,因此需要大量的工业玻璃和电子显示玻璃来满足这一需求,国内在原材料的产能和技术部分与世界巨头还有一些距离,需要与世界巨头紧密合作,达成一个互相学习互相进步的良好状态。旭硝子进入中国市场无论于人于己都是趋势所然。本文首先介绍了旭硝子是一个500强公司,其顶头是日本四大财团之一的日本三菱株式会社,拥有非常雄厚的资本实力和资源整合能力,为世界很多的建筑项目和包含汽车业、电子消费品行业都贡献了自己的产品和系统解决方案。但随着集团的发展,员工数量越来越庞大,原有的机制和制度已经跟不上时代的发展,为使旭硝子继续保持往日的辉煌,企业也面临着巨大的机遇和挑战。其次从旭硝子目前的产品营销及问题出发,主要问题是企业原来采用的产品营销策略模式过于守旧、没有本地化,日本总部与中国国内直销团队因为文化的差异导致沟通不顺畅,直销团队的营销模式过于保守,不敢冒风险,使得营销团队没有积极去拜访客户,积极获取市场上竞争对手的信息,最终导致市场被抢夺;另外在分销商的部分也没有充分利用其资源,导致了项目进度信息、竞争对手的产品信息都没有获取到,直接导致被竞争对手抢占市场。再次从企业所处的宏观环境,包括法律政策环境、经济环境、社会文化环境、科技环境的分析得出了宏观环境对旭硝子公司来说是非常有利的,尤其是在经济环境中,因为未来5年电子消费品行业的业绩是在呈倍数增长的;另外从微观环境包括供应商、目标客户、竞争对手、替代品和新进潜入者综合分析得出旭硝子遇到了一个千载难逢的机会,同时又伴随着居多的挑战,尤其是竞争对手康宁在电子消费品行业最近这么多年稳坐着龙头老大第一把交椅,旭硝子要想赶上康宁公司无疑有着太多的功课需要去完成。最后依据SWOT理论分析得出旭硝子的优势、弱势、机遇和威胁选择高端、中端、低端目标市场,通过分析高端、中端、低端三个市场,结合旭硝子的综合实力,主要以高端市场为主,确定企业自身的市场定位,及产品营销组合策略,主要从产品策略、价格策略、渠道策略、促销策略展开,并从人才培养、考核机制、激励机制等部分确保该产品营销组合策略实施的可操作性。
[Abstract]:In recent years, China's electronics industry has been developing and even overtaking the developed countries, Europe, America and Japan. In the last 10 years, China first invested 4 tillion in the field of infrastructure to facilitate people to travel. Greatly make the travel of ordinary people more convenient than before, at the same time in the consumer electronics industry, domestic well-known enterprises Huawei, Xiaomi OPPOOVIVO sales targets to achieve a year to catch up with each other. There is a lot of momentum to flourish, so a lot of industrial glass and electronic display glass are needed to meet this demand, the domestic raw material production capacity and technology part is still some distance from the world giants. Need to work closely with the world giants. To reach a good state of mutual learning and mutual progress. It is a trend for Asahi to enter the Chinese market. This paper first introduces that Asahi is a top 500 company. Its head is one of the four Japanese consortia, Mitsubishi Corporation of Japan, with very strong capital strength and resource integration ability, for a lot of construction projects in the world and including the automotive industry. Electronic consumer goods industry has contributed their own products and system solutions. But with the development of the group, the number of employees is increasing, the original mechanism and system has been unable to keep up with the development of the times. In order to keep the brilliance of the past, the enterprise is also faced with great opportunities and challenges. Secondly, from the current product marketing and problems of Asahi. The main problem is that the original product marketing strategy is too conservative, not localized, Japan headquarters and China domestic direct sales team due to cultural differences resulting in communication is not smooth. The marketing model of the direct selling team is too conservative to take risks, which makes the marketing team not actively visit customers, actively obtain the information of the competitors in the market, and finally lead to the market being robbed; In addition in the reseller part also did not make full use of its resources, resulting in the progress of the project information, competitors' product information are not available. Directly lead to the competitors to seize the market. Again from the enterprise in the macro environment, including the legal policy environment, economic environment, social and cultural environment. The analysis of the scientific and technological environment shows that the macro environment is very favorable for the subsidiary company of Asahi, especially in the economic environment, because the performance of the electronic consumer goods industry in the next five years is increasing exponentially; In addition, from the micro environment including suppliers, target customers, competitors, alternatives and new entrants comprehensive analysis shows that Asahi meets a once-in-a-lifetime opportunity, but also accompanied by the challenges of the majority. In particular, rival Corning has been at the top of the list for so many years in the consumer electronics industry. There is no doubt that there is too much homework to be done in order to catch up with Kangning Company. Finally, according to the SWOT theory analysis, the advantages, disadvantages, opportunities and threats of Asahi are selected to the high-end, mid-end, low-end target market. Through the analysis of the high-end, mid-end, low-end three markets, combined with the comprehensive strength of Asahi, mainly to the high-end market, determine the market positioning of the enterprise itself, and product marketing mix strategy, mainly from the product strategy. Price strategy, channel strategy, promotion strategy, and from the talent training, assessment mechanism, incentive mechanism and other parts to ensure the implementation of the product marketing mix strategy maneuverability.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.71

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