HG公司营销绩效的测量和改进

发布时间：2018-06-05 04:26

本文选题：营销绩效 + 测量　；参考：《电子科技大学》2014年硕士论文

【摘要】：随着国家对通信行业强大的政策支持,消费者对宽带的高速度低成本的持续需求,如何增强公司的竞争力,在市场和客户成本压力的推动下,提升公司的营销绩效,已经成为光器件封装行业的一个重要课题。在我国,光器件行业中企业总体规模不大,要实现公司持续经营和良性发展,必须提高营销绩效,开发公司内部的潜力,创造以客户为中心的管理理念,创造以营销为龙头的管理理念,适应光通信的发展大好形势。笔者从工作过10年的HG公司出发,应用市场营销的基础知识和理论,首先分析光通信行业的外部环境,包括光通信全球市场和中国市场,包括运营商、设备制造商、器件制造商;运用Michael Porter的经典五力模型,分析了器件封装这个专业领域的市场环境;运用SWOT理论和方法深入剖析了HG公司的优势、劣势、机会和面临的竞争威胁,从而总结出HG公司的三大核心竞争力。其次,运用营销绩效的相关理论,分析总结了HG营销绩效的测量。测量指标重点关注财务经济指标,包括销售额、回款额、利润额。由于行业竞争日趋激励,分析总结了非经济指标的测量,包括客户满意度、准时交货率、主要材料成本降低率、质量退货率。本章包括测量指标的选择,实施和效果结论。最后,分析总结HG公司在营销绩效测量的改进。根据测量中出现的问题,进行分析和改进,将公司内部各部门的行动统一到提升营销绩效的工作之中。以此提升工作效率,降低产品成本,提升营销绩效。希望通过本文针对光器件行业企业营销绩效的一些研究,能够对中国内地光通信器件行业内企业的良好发展提供一些帮助和参考。
[Abstract]:With the strong policy support of the country to the communication industry and the continuous demand of high speed and low cost for broadband, how to enhance the competitiveness of the company and promote its marketing performance under the pressure of market and customer cost, It has become an important subject in optical device packaging industry. In our country, the overall scale of enterprises in the optical device industry is not large. In order to realize the continuous operation and benign development of the company, we must improve the marketing performance, develop the potential within the company, and create a customer-centered management concept. To create marketing as the leading management concept, to adapt to the development of optical communications excellent situation. Starting from HG Company, which has worked for more than 10 years, and applying the basic knowledge and theory of marketing, the author first analyzes the external environment of optical communication industry, including the global market of optical communication and the Chinese market, including operators and equipment manufacturers. Device manufacturer; using Michael Porter's classic five-force model to analyze the market environment in the field of device packaging; using SWOT theory and method to deeply analyze the strengths, weaknesses, opportunities and competitive threats faced by HG, Thus summarizes the HG company's three core competitiveness. Secondly, the measurement of HG marketing performance is analyzed and summarized by using the relevant theory of marketing performance. The measurement focuses on financial and economic indicators, including sales, payback, profit. Due to the increasing competition in the industry, the measurement of non-economic indexes is analyzed and summarized, including customer satisfaction, on-time delivery rate, cost reduction rate of main materials, and quality return rate. This chapter includes the choice of measurement indicators, implementation and effect conclusions. Finally, the improvement of HG company's marketing performance measurement is analyzed and summarized. According to the problems in the measurement, analyze and improve the actions of all departments in the company to improve the marketing performance. In order to improve work efficiency, reduce product costs, improve marketing performance. It is hoped that this paper can provide some help and reference for the good development of the enterprises in the optical communication device industry in mainland China through some research on the marketing performance of the optical device industry.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

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