ZHDG科技公司电缆产品营销策略研究

发布时间：2018-08-22 07:12

【摘要】：电缆广泛应用于各行各业,而电缆行业被称为国民经济的神经,在过去30多年的发展过程中,取得了一个又一个的佳绩,成为我国仅次于汽车行业的第二大产业,电线电缆的总产值也位居世界第一,我国电缆取得的这些佳绩是电缆行业各方共同努力的结果,这一点是值得我们肯定的。然而,在面对这些可喜的成绩,我国电缆行业的发展也暴露出了诸多弊端,同世界电缆知名企业相比存在较大差距,电缆研发能力不足,缺乏对高端技术、工艺的掌握,在高端电缆如核电、海洋应用等方面的生产制造主要依靠国外进口,此外,我国电缆行业还存在产业集群比较少,难以形成规模效应、营销队伍的素质有待提升、产业结构不完善等问题。ZHDG科技公司作为一家以高端电缆研发、生产为目标的新成立公司,在我国电缆行业的发展中具有典型的代表性。本文以ZHDG科技公司为研究对象,从渠道、绩效、产品、队伍和管理几个方面,对ZHDG科技公司自身营销发展现状进行了评价,指出ZHDG科技公司在营销中存在营销观念没有转变、营销战略模糊、网络营销渠道缺失和高端技术人才和创新不足等问题;通过对ZHDG科技公司外部环境、核心竞争力和SWOT分析,对ZHDG科技公司进行准确定位,明确自身的客户目标群体,并从产品策略、价格策略、渠道策略、促销策略和服务策略几个方面提出具体的营销策略,解决目前ZHDG科技公司在营销过程中存在的问题,更重要的是为我国电缆行业的发展提供一个可以参考的实际案例。
[Abstract]:Cable is widely used in various industries, and cable industry is called the nerve of the national economy. In the past 30 years of development, cable industry has made good achievements one after another, and has become the second largest industry after automobile industry in our country. The total output value of wire and cable also ranks first in the world. These excellent achievements of cable in our country are the result of the joint efforts of all parties in the cable industry, which is worthy of our affirmation. However, in the face of these gratifying achievements, the development of the cable industry in our country has also exposed many disadvantages, compared with the world famous cable enterprises, there is a big gap, lack of cable R & D ability, lack of high-end technology, lack of technology, The production and manufacture of high-end cables, such as nuclear power and marine applications, mainly depend on foreign imports. In addition, there are few industrial clusters in the cable industry in China, which are difficult to form scale effects, and the quality of the marketing team needs to be improved. ZHDG Technology Company, as a newly established company aiming at high-end cable R & D and production, is a typical representative in the development of cable industry in China. Taking ZHDG Technology Company as the research object, this paper evaluates the current situation of marketing development of ZHDG Technology Company from the aspects of channel, performance, product, team and management, and points out that there is no change in marketing concept in ZHDG Science and Technology Company. By analyzing the external environment, core competence and SWOT of ZHDG Technology Company, the author makes an accurate positioning of ZHDG Science and Technology Company, including the fuzzy marketing strategy, the lack of network marketing channel, the shortage of high-end technical talents and innovation, and so on, and through the analysis of the external environment, core competitiveness and SWOT of ZHDG Technology Company, Make clear the customer target group, and put forward the specific marketing strategy from the aspects of product strategy, price strategy, channel strategy, promotion strategy and service strategy, solve the problems existing in the marketing process of ZHDG technology company at present. More importantly, it provides a practical case for the development of cable industry in China.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.61

【参考文献】