H公司连接器产品营销策略优化

发布时间：2018-06-25 13:08

本文选题：连接器 + 产品策略　；参考：《华东理工大学》2017年硕士论文

【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,广泛应用于国防、通讯、工控、医疗、消费电子等各个领域。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,通讯、医疗等电子产业飞速发展,连接器作为电子产品中不可缺少的零部件产品,在电子产品功能多样化,设计模块化的今天发挥着越来越重要的作用,但由于连接器生产门槛较低,众多连接器厂商不断崛起,导致全球连接器行业竞争不断升级,怎样在激烈和无序的竞争中持续发展,是当前面临的首要问题。本文以H公司连接器产品在大陆市场的产品营销活动为研究对象,以市场营销理论为基础,第一部分首先对连接器行业的发展趋势和H公司的公司概况进行阐述,提出本文研究的目的和意义。第二部分介绍H公司的市场现状并指出存在的问题,针对面临的市场环境,运用PEST和五力模型分析方法进行细致的分析；第三部分通过市场调研方法,了解市场对连接器的需求,影响连接器购买选择的因素,对调研结果进行充分分析和总结,找出H公司的优势和不足。第四部分通过STP分析,结合H公司自身的情况,明确连接器产品的市场细分,目标市场选择以及公司的市场定位。运用4PS营销理论对公司做全面的分析和研究,进行营销策略优化。
[Abstract]:Connector is an interface and channel for energy and information exchange between two electronic components. It is widely used in defense, communication, industrial control, medical treatment, consumer electronics and other fields. After nearly a century of development, connectors have developed into a global competitive industry with a market size of more than $50 billion. In recent years, with the rapid development of China's economy and the rapid development of electronic industries such as communications and medical treatment, connectors, as indispensable components in electronic products, have diversified functions in electronic products. Modular design is playing a more and more important role today, but because of the low production threshold of connectors and the rising of many connector manufacturers, the global connector industry competition is constantly upgraded. How to develop continuously in the fierce and disorderly competition is the most important problem. This paper takes the product marketing activities of H company connector products in the mainland market as the research object, and based on the marketing theory, the first part describes the development trend of the connector industry and the general situation of H company. The purpose and significance of this paper are put forward. The second part introduces the market situation of H Company and points out the existing problems, aiming at the market environment, using pest and five-force model analysis method to carry on the detailed analysis; the third part through the market research method, Understand the market demand for connectors, the factors that affect the connector purchase, analyze and summarize the research results, find out the advantages and disadvantages of H Company. In the fourth part, through the analysis of STP, combining with the situation of H Company, the market segmentation, target market selection and market positioning of connector products are defined. Use 4 PS marketing theory to do a comprehensive analysis and research on the company, marketing strategy optimization.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

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