TCDZ公司营销策略研究

发布时间：2018-04-02 23:07

本文选题：电子元器件　切入点：小微企业　出处：《中国地质大学(北京)》2015年硕士论文

【摘要】：信息经济、智能工业、网络社会、数字生活体现了中国正在向高度信息化迈进,人们生产生活方式发生了重大变革,消费电子、通讯与网络、新能源、便携设备、汽车电子等电子设备得到了广泛的应用。电子设备升级换代将给元器件行业发展带来巨大的市场。电子元器件的需求量巨大,作为其中关键件之一的连接器需求量也会相当巨大。同时,国家对小微企业扶持力度加大,对从事电子元器件的小微企业而言是机遇也是挑战,市场竞争将更加激烈,面临的市场形势会更加严峻。TCDZ公司作为一家从事销售连接器的小微企业,目前正处在学习调整期,而正确的营销策略对其是否可以顺利走出学习调整期进入快速发展的阶段起着至关重要的作用。本文以营销策略和企业生命周期理论为基础,探索制定适合TCDZ公司发展的营销策略。本文综合运用访谈法、案例研究法、文献研究法,首先对TCDZ公司的营销现状与存在的问题进行了系统的分析。其次对制定TCDZ公司营销策略的影响因素从宏观、行业、微观和SWOT因素四个方面进行了分析研究。最后,本文基于4P营销策略理论,从产品策略、渠道策略、价格策略和促销策略提出了针对性的营销策略改进建议,期望能够帮助TCDZ公司顺利渡过学习调整阶段,为其长远发展打下坚实的基础。本文的研究无疑对处于学习调整期的TCDZ公司有着重要的现实意义。
[Abstract]:The information economy, intelligent industry, network society, and digital life reflect the fact that China is moving toward a high level of information technology. The way people produce and live has undergone major changes, including consumer electronics, communications and networks, new energy sources, portable equipment,Automotive electronics and other electronic devices have been widely used.The upgrading of electronic equipment will bring a huge market to the development of components industry.The demand of electronic components is huge, and the demand of connectors as one of the key components will be enormous.At the same time, the state has increased its support for small and micro enterprises, which are opportunities and challenges for small and micro enterprises engaged in electronic components, and the market competition will be more intense.The market situation will be even more severe. TCDZ, as a small microenterprise engaged in selling connectors, is currently in a period of learning and adjustment.And the correct marketing strategy plays an important role in whether it can get out of the period of learning adjustment and enter the stage of rapid development.On the basis of marketing strategy and enterprise life cycle theory, this paper explores the development of marketing strategy suitable for TCDZ company.This article synthetically uses the interview method, the case study method, the literature research method, first has carried on the systematic analysis to the TCDZ company marketing present situation and the existence question.Secondly, the influence factors of TCDZ marketing strategy are analyzed from four aspects: macro, industry, micro and SWOT.Finally, based on the 4P marketing strategy theory, this paper puts forward some suggestions to improve the marketing strategy from product strategy, channel strategy, price strategy and promotion strategy, hoping to help TCDZ Company to pass through the learning adjustment phase smoothly.Lay a solid foundation for its long-term development.The research in this paper is undoubtedly of great practical significance to TCDZ Company which is in the period of learning adjustment.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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