AB公司光缆机械产品营销策略分析

发布时间：2018-10-22 20:11

【摘要】：光缆机械行业在国内的发展已逐步进入成熟阶段,并随着客户需求的个性化与多元化需求,市场的类型呈现与时俱进的特色。为此,在企业经营战略分析时,细分市场成为核心要素。AB公司作为长期致力于光缆机械产品研发的一家民营企业,进入该行业已将近20年历史,然而如何做好市场细分,最大的满足客户的需求,成为目前AB公司制定营销策略的重大课题。论文以AB公司为具体的研究对象,从五大部分展开营销策略分析。第一部分介绍了课题的选题背景,营销理念的国内外研究状况,并阐述了本论文研究的意义；第二部分主要阐述市场细分、五力模型、SWOT分析模型、营销发展理论策略等理论知识,为后续分析奠定理论基础；第三部分介绍光缆机械产品行业现状,及目前光缆机械产品的需求分析、对AB公司进行概况分析的基础上,从组织结构、产品结构、营销方式等角度发现现在营销存在的问题；第四部分对营销问题的原因进行分析；第五部分通过对光缆机械产品的市场问卷调查,充分了解购买者对产品的真实需求和看法,结合当前实际需要,从高端到中低端两个市场展开营销策略的改进,采取适当的措施来保证策略的成功执行,为AB公司的持续发展,实现企业的发展目标保驾护航。
[Abstract]:The development of optical cable machinery industry in China has gradually entered a mature stage, and with the individuation and diversification of customer demand, the type of market presents the characteristics of keeping pace with the times. Therefore, in the analysis of enterprise management strategy, market segmentation has become the core element. As a private enterprise committed to the research and development of optical cable machinery products for a long time, AB has entered the industry for nearly 20 years, but how to do a good job in market segmentation, The biggest satisfy the customer's demand, becomes the AB company to formulate the marketing strategy the important topic at present. This paper takes AB Company as the specific research object, from five parts of the marketing strategy analysis. The first part introduces the background of the topic, the domestic and foreign research status of marketing concept, and expounds the significance of this paper. The second part mainly describes the market segmentation, five forces model, SWOT analysis model, The third part introduces the current situation of optical cable mechanical products industry and the demand analysis of optical cable machinery products, based on the general analysis of AB company. From the organizational structure, product structure, marketing methods and other perspectives to find the existing problems in marketing; the fourth part of the marketing problems are analyzed; the fifth part through the optical cable mechanical products market questionnaire, Fully understand the buyer's real demand and view of the product, combine the current actual needs, carry out the marketing strategy improvement from the high end to the middle and low end, take appropriate measures to ensure the successful implementation of the strategy, for the sustainable development of AB Company, To achieve the development goals of enterprises to protect.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

【相似文献】