BM公司营销策略研究

发布时间：2018-03-13 03:34

本文选题：硒鼓　切入点：国产通用耗材　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：作为现代日常办公中必不可少的设备,几乎每个公司或机构单位都或多或少拥有各种各样的打印机。激光打印机作为应用最广泛的打印机,其在工作过程中消耗最多的东西是硒鼓和碳粉。以硒鼓为主要产品的国产通用耗材行业,随着我国经济的飞速发展,也得到了大幅的增长。再加上中央政府逐渐加大对国产产品的采购比例,硒鼓行业更是迎来了又一次发展良机。BM公司是一家生产和销售硒鼓为主要业务的私营小企业。在其发展初期,由于进入市场相对较早,取得了一定的发展。随着近年来世界经济增长放缓和市场的逐渐饱和,国产通用耗材行业正面临着重新洗牌的威胁。BM公司由于长期以来不注重品牌营销工作,产品毫无特色和相对竞争优势,亦因此出现了负增长的态势。作为一家小公司,要想在行业竞争日益激烈的市场环境中取得一席之地,加强市场营销方面的努力和创新成为了唯一的突破口。本文的研究目的即是为BM公司设计出一套全新的营销策略,从而确保其经营继续健康向上发展。本文首先在相关理论综述的基础上回顾了 BM公司的营销现状和存在的问题,进而分析外部整个行业大环境的各方面态势、企业的微观环境和所具有的优势劣势与面临的机会威胁,找出合适的目标市场与市场定位,最后制定出一套切实可行的营销策略,同时辅以全面的实施保障措施,确保其实行的效果。本文主要以定性分析方法为主,同时通过与大量业内专家进行采访,辅以作者本身多年的从业经验进行综合研究分析本文在4P的各个分点的策略上均提出了自己的见解,希望能对BM公司和行业内其它中小企业具有一定的实际参考价值。但由于文中大部分研究结果缺乏精密的数据模型来进行验证,使本文的研究价值具有一定的局限性。
[Abstract]:Almost every company or institution has more or less a variety of printers as an essential equipment in modern everyday office. Laser printers are the most widely used printers. The consumption of selenium drum and carbon powder is the most in the working process. With the rapid development of China's economy, the domestic universal consumables industry, which takes the selenium drum as the main product, There has also been a substantial increase. In addition, the central government has gradually increased the proportion of domestic products purchased. The selenum-drum industry has ushered in another development opportunity. BM is a small private enterprise that produces and sells selenium drums as its main business. At the beginning of its development, because of its relatively early entry into the market, With the slowdown of world economic growth and the gradual saturation of the market in recent years, the domestic general consumables industry is facing the threat of reshuffling. BM Company has not paid much attention to brand marketing for a long time. As a small company, it is necessary to gain a place in the increasingly competitive market environment. Strengthening marketing efforts and innovation has become the only breakthrough. The purpose of this paper is to design a new marketing strategy for BM Company. In order to ensure its continued healthy and upward development. Firstly, this paper reviews the current marketing situation and existing problems of BM Company on the basis of relevant theoretical review, and then analyzes the external situation of the whole industry environment. The microcosmic environment, advantages and disadvantages of the enterprise and the opportunities and threats it faces, find out the appropriate target market and market positioning, and finally work out a set of feasible marketing strategy, and at the same time, with the comprehensive implementation of safeguard measures, This paper mainly focuses on qualitative analysis and interviews with a large number of industry experts. In addition to the author's many years of experience in the field of comprehensive research and analysis, this paper has put forward its own views on the strategy of 4P. It is hoped that this paper will have some practical reference value for BM Company and other small and medium-sized enterprises in the industry. However, because most of the research results in this paper are lack of precise data model to verify, the research value of this paper has some limitations.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

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