A公司连接器产品营销策略研究

发布时间：2018-01-14 21:01

本文关键词：A公司连接器产品营销策略研究　出处：《广东工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：连接器是两个电子元器件之间进行能量和信息交互的界面和通道,被广泛应用于全球各类工业领域。连接器在经过近一个世纪的发展在全球已形成市场规模在500亿美金以上的全球性竞争产业。近年来中国经济迅猛发展,服务器、通讯、交通、石油等产业飞速增长派生各类工业产品的需求,使得中国这个“世界工厂”和“世界市场”成为全球连接器增长最快和容量最大、市场最有发展潜力的地方,全球连接器生产能力不断向中国转移。然而近年来受全球经济整体低迷带动,国内外市场整体需求减缓,连接器行业产品积压,业绩普遍下降,这种情况下导致全球连接器行业白热化竞争不断升级。物竞天择适者生存,顺应全球化竞争局势及发展,面对国外老牌连接器厂商环伺,国内众多连接器厂商纷纷崛起的局面,A公司要改变目前销售收入下滑趋势,实现企业业务再增长,必须要结合企业实际情况,分析企业现有资源情况和所处营销环境,重新思考和设计企业的市场营销策略,为企业未来市场销售策略提供更加科学决策。本文第一部分阐述连接器行业发展情况及安费诺集团概况,提出了本文的研究目的和意义,在回顾国内外的有关工业品营销发展理论研究的文献综述基础上,并提出本文的研究思路和研究内容。论文第二部分介绍A公司营销现状并指出存在问题,第三部分第四运用PEST和波特五力模型分析连接器营销宏观微观营销环境环境,第五部分针对A公司市场定位不明的问题用STP理论进行A公司市场营销战略规划,第六部分对A公司营销模式落后现状结合工业品市场营销新模式和A公司现阶段营销现状及资源,提出关系营销、品牌营销、技术营销、信息化营销、服务营销和内部营销六种营销模式。这些新的营销模式着眼于建立和培养与客户的长期合作战略关系,强调企业的市场营销是企业品牌与资源的营销,企业必须将服务战略贯彻到企业工作的全部过程,通过信息化技术的运用,实行内部营销对人员的激励,打造企业的核心优势。第七部分是针对随日益发展的连接器市场,结合市场营销理念与实际战略规划,运用4P营销理论对产品策略、价格策略、渠道策略、促销策略对A企业目前营销策略进行改进。
[Abstract]:Connectors are interfaces and channels for energy and information interaction between two electronic components. It has been widely used in all kinds of industrial fields all over the world. After nearly a century's development, the connector has become a global competitive industry with a market scale of more than 50 billion dollars. In recent years, china's economy has developed rapidly. The rapid growth of servers, communications, transportation, oil and other industries has given rise to the demand for all kinds of industrial products, making China, the "world factory" and "world market", the fastest growing and largest connector in the world. The global connector production capacity has been transferred to China in recent years. However, in recent years, driven by the global economic downturn, the overall demand at home and abroad has slowed down, and the connector industry has a backlog of products. The general decline in performance, this situation led to the global connector industry white-hot competition continues to upgrade. Natural selection survival of the fittest to comply with the global competitive situation and development in the face of foreign manufacturers of old connectors around many domestic connector manufacturers have emerged. In order to change the current downward trend of sales income and realize the business growth, Company A must combine the actual situation of the enterprise, analyze the existing resources and marketing environment of the enterprise. Rethinking and designing the marketing strategy of the enterprise, providing more scientific decision for the future marketing strategy of the enterprise. The first part of this paper describes the development of the connector industry and the general situation of Anfino Group, put forward the purpose and significance of this paper, on the basis of reviewing the domestic and foreign literature review on the theory of industrial product marketing development. The second part of the paper introduces the marketing situation of company A and points out the existing problems. The third part 4th uses PEST and Porter five-force model to analyze the macro and micro marketing environment of connector marketing. The 5th part aims at the problem that A company's market position is not clear, and carries on the marketing strategic plan of A company with STP theory. In the 6th part, the author puts forward the relationship marketing, brand marketing, technology marketing, information marketing, combined with the new industrial marketing model and the current marketing status and resources of A company. These new marketing models focus on the establishment and cultivation of long-term cooperative strategic relationship with customers, and emphasize that the marketing of enterprises is the marketing of enterprise brands and resources. The enterprise must carry out the service strategy to the whole process of the enterprise work, through the use of the information technology, carry out the internal marketing to the personnel's encouragement. 7th is aimed at the connector market with the growing development, combined with the marketing concept and actual strategic planning, using 4P marketing theory to product strategy, price strategy, channel strategy. The promotion strategy improves the current marketing strategy of Enterprise A.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

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