NC公司传感器营销战略研究

发布时间：2019-03-27 09:56

【摘要】：自从我国改革开放以来,经济爆炸式增长,随之我国工业水平也不断提高,尤其是进入21世纪后,市场对高效率的工业自动化设备和绿色环保的新型能源产品的需求愈加明显。作为工业自动化和新能源不可或缺的配套产品,传感器及传感器行业也获得了难得一遇的市场发展机会,国内外各大传感器甚至是传感器上下游的相关企业都在积极开发、设计、制造各类传感器,市场竞争空前激烈。为了准确地进行市场定位,通过对市场内外部环境进行分析,以制定合理有效的营销战略成为企业的关键工作内容之一。本文选择NC公司传感器营销战略作为研究对象。现阶段国内外专门针对传感器营销战略的研究非常稀少,但传感器作为工业品的一种,目前针对工业品领域的营销及营销战略研究已具备一定的基础,因此作者首先对国内外相关概念和理论进行梳理,为本次研究寻找理论基础。其次,作者利用PEST工具对NC公司外部环境进行分析,同时对竞争对手的情况作了简单的总结和分析,分析可以看出NC公司在市场竞争上具备局部市场的竞争和技术优势,但在整体市场上,缺乏一定的技术能力优势和品牌影响优势。然后,结合NC公司当前内部环境进行分析,发现问题,梳理分析内部资源,探讨公司优劣势。最后,作者结合上述,通过STP战略和4P战略工具,利用波特五力模型工具对竞争环境进行解读,确定了NC公司传感器以产品线运行,行业差异化定位的营销战略,并拓展出对应的、符合NC公司要求的营销组合策略。本文研究对NC公司传感器产业尽快实现市场突破具备一定的指导作用,同时也为后来者研究同类市场并为之确定营销战略提供一定的借鉴意义。
[Abstract]:Since the reform and opening up of our country, the economic explosion has increased, and the industrial level of our country has also been improved. Especially after entering the 21st century, the market demand for the high efficiency industrial automation equipment and the green and environmentally friendly new energy products is becoming more and more obvious. As an indispensable supporting product of industrial automation and new energy sources, the sensor industry and sensor industry have also obtained a rare market development opportunity. The major sensors at home and abroad, even the relevant enterprises in the upstream and downstream of the sensor, are actively developing. Design, manufacture all kinds of sensors, the market competition is unprecedented fierce. In order to accurately locate the market, the analysis of the internal and external environment of the market, in order to formulate a reasonable and effective marketing strategy has become one of the key work contents of the enterprise. In this paper, NC sensor marketing strategy is chosen as the research object. At present, the research of sensor marketing strategy at home and abroad is very rare, but as a kind of industrial product, the research on marketing and marketing strategy of sensor has already had certain foundation, at present, the research of marketing and marketing strategy for industrial product field has already had certain foundation. Therefore, the author firstly combs the related concepts and theories at home and abroad to find the theoretical basis for this study. Secondly, the author uses PEST tool to analyze the external environment of NC Company, and at the same time makes a simple summary and analysis of the situation of competitors. It can be seen that NC Company has local market competition and technical advantages in the market competition. However, in the overall market, there is a lack of technical capabilities and brand impact advantages. Then, combining with the current internal environment of NC Company, we find the problems, comb and analyze the internal resources, and discuss the advantages and disadvantages of the company. Finally, based on the above, the author uses STP strategy and 4p strategy tool to interpret the competitive environment, and determines the marketing strategy of NC sensor with product line operation and industry differentiation positioning, and makes use of the Bert five force model tool to interpret the competitive environment. And expand the corresponding, in line with the requirements of NC marketing mix strategy. The research in this paper can guide the sensor industry of NC Company to realize the market breakthrough as soon as possible. At the same time, it also provides some reference significance for the latecomers to study the similar market and to determine the marketing strategy.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274

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