上海N公司市场营销策略研究

发布时间：2018-01-02 07:01

本文关键词：上海N公司市场营销策略研究　出处：《兰州大学》2015年硕士论文　论文类型：学位论文

【摘要】：本文以N公司及所处的液晶显示驱动芯片IC行业为研究对象,结合市场营销策略研究的相关理论和工具,对上海N公司整个行业做了描述,并对N公司的市场营销现状做了具体分析,指出了目前N公司的市场营销存在的核心问题,对未来N公司将要实施的新市场营销策略做了明确的拟定。首先,本文对N公司所处的液晶显示驱动芯片IC行业进行了整体分析,重点阐述液晶显示驱动芯片IC行业发展历程及趋势展望,对其中研发技术因素和需求因素对行业发展的驱动作用进行了梳理,论述了行业竞争格局和主要竞争对手情况。并对驱动芯片IC终端行业做了具体描述,同时还回顾了N公司的发展历程,总结了N公司在发展初期和中期的市场营销策略的利与弊。其次,对N公司目前的情况做进一步了解,运用PEST分析、五力模型分析以及SWOT分析等工具对N公司所处的内部环境、外部环境、强势、弱势做深层次的分析,得出了影响企业发展的关键因素和深层次原因,还对N公司目前存在的营销问题以及原因做了细致的分析。再次,由于液晶显示驱动芯片IC的整个终端市场大部分是消费品电子市场,更新速度快,生命周期短,这样需要IC的研发速度要跟的上市场的变化,稍有落后就会被淘汰,在这样的现实环境下对驱动芯片IC市场做了进一步的分析,要明确目标市场,做差异化产品赢得市场,并且合理制定营销组合策略如:产品策略、价格策略、促销策略等,重新制定高效的营销策略.最后,本文阐述了上海N公司新的营销策略的实施与保障措施,对N公司新的营销策略的实施步骤,实施重点与难点,实施保障措施都做了一一描述,最终对驱动芯片IC行业做了结论与展望,盼望能对同行企业做一点示范作用。
[Abstract]:This paper is displayed in N company and the IC LCD driver chip industry as the research object, combined with the theory of marketing strategies and tools, to Shanghai N company the whole industry is described, and the current marketing situation of N company has done a detailed analysis, and points out the main problems existing in the N company's marketing new market, marketing strategy of N company in the future will be the implementation of a clear formulation. Firstly, the liquid crystal of N company display driver IC industry for the overall analysis, focusing on the development and trend of liquid crystal display driver chip IC industry outlook, driving effect on the development of technology and demand factors of industry the development of the sort, discusses the industry competition pattern and main competitors. And the driver chip IC terminal industry in detail, and also reviews the development history of N company History, summarizes the advantages and disadvantages of N company in the development of the early and mid market marketing strategy. Secondly, further understanding of the N company's current situation, the use of PEST analysis, five forces model analysis and SWOT analysis tools for N company's internal environment, external environment, strong, weak to do deep analysis that, and the deep reason of the key factors affecting the development of enterprises, but also on the marketing problems of N company and the reasons are analyzed. Thirdly, the liquid crystal display driver chip IC of the terminal market is the most consumer electronics market, update speed, short life cycle, so need the development of IC the speed to catch up with the change of the market, slightly behind will be eliminated, in such a realistic environment to do further analysis on the driving chip IC market, to clear the target market and make differentiated products to win the market, and Reasonable marketing strategies such as product strategy, price strategy, promotion strategy, to develop effective marketing strategies. Finally, this paper describes the implementation and guarantee measures of the marketing strategy of Shanghai N company's new, the implementation steps of the new marketing strategy of N company, the implementation of the key points of the implementation of security measures to do a description of the final driver IC industry made the conclusion and outlook, hoping to do a demonstration to peer companies.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.63

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