爱普生公司在华打印机产品市场营销策略研究
发布时间：2018-10-30 16:49
【摘要】：随着网络经济的发展,越来越多的信息都可以从互联网上获取,产业链的变革与融合日益加剧。在需求日趋饱和的市场竞争环境中,企业如何在有限的市场中获得更多的份额,如何战胜竞争对手,这些挑战早已成为每个竞争者所必须面临的问题。IT电脑周边外设打印机产品也由早期的蓝海市场,进入到了红海竞争,不得不面对网络经济时代市场营销的变革。对于传统企业而言,如何结合自身情况在网络经济时代进行市场营销策略的研究以达成市场目标,如何以顾客为中心并重视用户体验,促进打印相关产业升级、良性竞争与发展和融合,这也是变革时期市场竞争参与者所应担当的责任和使命。本文以爱普生公司在华打印机产品的销量增长和份额扩大,喷墨打印机替代激光打印机等战略目标和市场问题作为研究课题,介绍打印机行业背景,选题价值,研究意义和手段,爱普生公司打印机业务基本情况,对标竞争对手的情况。以顾客为中心,深入分析互联网带来的市场挑战与机遇,充分研究市场发展的现状和未来的趋势,发现其在营销策略中存在一些问题和不足之处。对于一家胸怀工匠精神,在现实世界中追求极致的制造企业,运用市场营销的相关理论,结合爱普生打印机业务的实践经验以及网络化时代发展规律,为爱普生公司打印机业务的发展提供了一系列的策略改进建议,包括市场细分,确定目标客户市场和产品服务定位等STP策略,顾客、成本、便利和沟通等4Cs方面策略。这些策略和建议也包括对爱普生喷墨打印机产品运用创新方式和方法进行研究和分析,在互联网+、O2O以及关联产业变革与融合的大环境下营销服务策划与实施等。
[Abstract]:With the development of network economy, more and more information can be obtained from the Internet. In the increasingly saturated market competition environment, how to get more shares in the limited market, how to beat the competitors, These challenges have already become the problem that every competitor must face. The peripheral printer products of IT computer also entered the competition of Red Sea from the early blue sea market and had to face the marketing revolution in the era of network economy. For traditional enterprises, how to combine their own situation in the era of network economy to study marketing strategies to achieve market objectives, how to focus on customers and attach importance to user experience, to promote the upgrading of printing related industries, Healthy competition and development and integration, which is also the responsibility and mission of market competition participants in the period of change. This paper introduces the background of the printer industry and the value of the selected topics, such as the growth and expansion of the sales volume of Epson's printer products in China, the strategic objectives and market problems of the inkjet printer replacing the laser printer, etc. Research significance and means, Epson printer business basic situation, against the standard competitors. Taking the customer as the center, deeply analyzes the market challenge and the opportunity brought by the Internet, fully studies the present situation and the future trend of the market development, and finds that there are some problems and shortcomings in the marketing strategy. For a manufacturing enterprise with the spirit of craftsman in mind and pursuing the utmost in the real world, applying the relevant theories of marketing, combining the practical experience of Epson printer business and the development law of network times, It provides a series of suggestions for the development of Epson's printer business, including market segmentation, STP strategy, customer, cost, convenience and communication, etc. These strategies and suggestions also include the research and analysis of Epson inkjet printer products using innovative ways and methods, marketing service planning and implementation under the environment of Internet, O2O and related industry transformation and integration.
【学位授予单位】：闽江学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.6;F274
本文编号：2300587
[Abstract]:With the development of network economy, more and more information can be obtained from the Internet. In the increasingly saturated market competition environment, how to get more shares in the limited market, how to beat the competitors, These challenges have already become the problem that every competitor must face. The peripheral printer products of IT computer also entered the competition of Red Sea from the early blue sea market and had to face the marketing revolution in the era of network economy. For traditional enterprises, how to combine their own situation in the era of network economy to study marketing strategies to achieve market objectives, how to focus on customers and attach importance to user experience, to promote the upgrading of printing related industries, Healthy competition and development and integration, which is also the responsibility and mission of market competition participants in the period of change. This paper introduces the background of the printer industry and the value of the selected topics, such as the growth and expansion of the sales volume of Epson's printer products in China, the strategic objectives and market problems of the inkjet printer replacing the laser printer, etc. Research significance and means, Epson printer business basic situation, against the standard competitors. Taking the customer as the center, deeply analyzes the market challenge and the opportunity brought by the Internet, fully studies the present situation and the future trend of the market development, and finds that there are some problems and shortcomings in the marketing strategy. For a manufacturing enterprise with the spirit of craftsman in mind and pursuing the utmost in the real world, applying the relevant theories of marketing, combining the practical experience of Epson printer business and the development law of network times, It provides a series of suggestions for the development of Epson's printer business, including market segmentation, STP strategy, customer, cost, convenience and communication, etc. These strategies and suggestions also include the research and analysis of Epson inkjet printer products using innovative ways and methods, marketing service planning and implementation under the environment of Internet, O2O and related industry transformation and integration.
【学位授予单位】：闽江学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.6;F274
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