X公司智能型教学仪器营销战略研究

发布时间：2018-05-22 07:39

本文选题：SWOT分析 + 五力模型　；参考：《北京工业大学》2015年硕士论文

【摘要】：学校办学的基础建设离不开实验室建设,特别是理工科的实验室建设。实验室的建设是学校做好教育的是基本的技术手段和最基本的软硬件设施的要求。也是实现我国教育现代化的重要保证之一。理工科专业化实验室的建设离不开专业化的教学设备,因此,智能型教学仪器设备的研发与创新是关系到我国教育事业发展的头等大事。X公司教育科技集团旗下的教学产品事业部主营业务是以智能型教学实验、实训装备系列产品的研发、生产、销售。在市场各企业日益激烈竞争和利润普通不高的紧迫形势下,X公司教学产品事业部现有的业务结构导致公司目前的市场竞争力逐渐下降,营销思路不明确,营销理念相对落后,导致企业整体销售额下降,制约了企业的发展。本论文首先通过对整个行业的宏观环境进行叙述,对行业环境中的外部竞争压力运用“波特-五力模型”进行分析。结合对X公司的教学产品事业部的当前营销战略,以现代化的营销管理理论为指导,进行分析研究。最后结合企业的内部优势、劣势与行业环境中存在的机会与威胁运用SWOT分析法得出切实有效的适合本企业可持续发展的市场营销战略。并对营销战略的实施做了详细的规划及保证措施。本选题选用多种营销战略的分析方法,对智能型教学仪器营销模式进行理论研究和创新,在一定程度上丰富了企业营销战略理论。X公司从该行业的目前状况及该业务的宏观环境进行分析,制定和设计出X公司事业部的业务营销战略的方案。因此,从某些意义上来说本选题有一定的实践意义,并有助于企业的可持续发展。
[Abstract]:The basic construction of the school is inseparable from the laboratory construction, especially the laboratory construction of science and engineering. The construction of laboratory is the requirement of basic technical means and basic hardware and software facilities. It is also an important guarantee to realize the modernization of education in our country. The construction of specialized laboratory of science and engineering can not be separated from specialized teaching equipment. The R & D and innovation of intelligent teaching instruments and equipments is the most important matter related to the development of education in our country. The main business of Educational products Division of X Company is the research and development of series products of intelligent teaching experiment and practical training equipment. Production, sales. Under the urgent situation that the enterprises in the market are increasingly fierce competition and the profits are not generally high, the existing business structure of Teaching products Division of X Company causes the company's current market competitiveness to decline gradually, the marketing idea is unclear, and the marketing idea is relatively backward. As a result, the overall sales volume of enterprises declined, restricting the development of enterprises. This paper firstly describes the macro environment of the whole industry, and analyzes the external competitive pressure in the industry environment by using the "Porter-five Force Model". Combined with the current marketing strategy of the Teaching products Division of X Company, this paper analyzes and studies the modern marketing management theory. Finally, combining the internal advantages, disadvantages and opportunities and threats in the industry environment, SWOT analysis method is used to obtain a practical and effective marketing strategy suitable for the sustainable development of the enterprise. And has made the detailed plan and the guarantee measure to the marketing strategy implementation. This topic selects various marketing strategy analysis methods, carries on the theoretical research and the innovation to the intelligent teaching instrument marketing pattern, To a certain extent, X Company enriches the theory of enterprise marketing strategy. X Company analyzes the current situation of the industry and the macro environment of the business, and formulates and designs the scheme of the business marketing strategy of X Company. Therefore, in some sense, this topic has some practical significance and is helpful to the sustainable development of enterprises.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274

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