朗达公司移动电源市场定位战略研究

发布时间：2018-06-09 04:42

本文选题：朗达公司 + 营销策略组合　；参考：《山东大学》2014年硕士论文

【摘要】：随着3G通讯技术的大力发展以及消费者购买力的普遍提高,智能手机和平板电脑凭借其强大的操作系统已经风靡全国。但由于智能系统安装的应用程序多、屏幕大、耗电量高,电池的续航能力已经达不到消费者持续使用的需求。这时移动电源产品的应运而生。到2013年,中国移动电源市场已经有近5000家供应商,超过500个移动电源品牌,行业产值超过100亿。如何在激烈的移动电源市场竞争中脱颖而出,获得更多的竞争优势成为每个移动电源厂商要关注的问题。本论文首先介绍移动电源行业的现状,对行业存在的问题进行分析,预测未来移动电源的发展趋势。接下来运用PEST模型分析朗达公司面对的宏观市场营销环境,得出宏观环境是有利于移动电源市场发展的。运用波特五力模型工具,分析朗达公司在行业中竞争压力,尤其是来自现有竞争对手的压力。再结合朗达公司自身的情况,通过SWOT工具,分析出主要的外部威胁与机会,公司内部的优势与劣势,综合各项因素,在此基础上制定朗达公司移动电源产品的市场营销战略及营销策略。在制定营销选择战略时,首先运用市场细分理论,确定目标市场的选择,进行市场定位。朗达公司在选定以商务人士作为朗达公司的目标市场,产品定位在高品质移动电源。针对这种市场选择战略,提出朗达公司应该在目标市场精耕细作,集中优势资源获得竞争优势。在市场竞争战略上,朗达公司根据自己产品质量优质和目前处于行业跟随者的竞争地位,分析出集中型竞争战略有利于朗达公司从移动电源行业的跟随者最终成为领导者。基于上述构建的朗达公司的市场营销战略,制定7P's营销策略组合即产品、价格、渠道、促销、人员、有形展示、产品服务7个要素。最终为朗达公司提出品牌化道路,通过强化优势产品、建立多元化分销渠道为朗达公司提高市场占有率,扩大品牌影响力。本文全面分析国内移动电源市场特征,从企业实际出发,提出了朗达在移动电源市场的营销策略,对其它同行业的企业在营销策略研究方面也具有参考价值。
[Abstract]:With the rapid development of 3G communication technology and the general increase of consumer purchasing power, smartphones and tablets have become popular all over the country with their powerful operating system. However, due to the number of applications installed in intelligent systems, large screens, high power consumption, battery life capacity has been unable to meet consumer demand for sustainable use. At this time the emergence of mobile power products. By 2013, China's mobile power market had nearly 5000 suppliers and more than 500 brands of mobile power, with an industry output of more than 10 billion. How to stand out in the fierce competition of mobile power supply market and gain more competitive advantages has become the problem that every mobile power supplier should pay attention to. This paper first introduces the current situation of mobile power supply industry and analyzes the problems existing in the industry. Forecast the development trend of mobile power supply in the future. Then, by using pest model to analyze the macro marketing environment of Rhonda Corporation, it is concluded that the macro environment is conducive to the development of mobile power market. This paper analyzes Rhonda's competitive pressure in the industry, especially from existing competitors. Combined with the Rhonda Company's own situation, through SWOT tools, the main external threats and opportunities, the company's internal strengths and weaknesses, comprehensive factors, On this basis, the Rhonda company mobile power products marketing strategy and marketing strategy. When making marketing choice strategy, we first use the theory of market segmentation to determine the choice of target market and position the market. Rhonda has chosen business people as its target market for Rhonda, positioning its products in high-quality mobile power supplies. Aiming at this kind of market choice strategy, the author puts forward that Rhonda Company should concentrate its advantage resources to obtain competitive advantage in the target market. In the market competition strategy, according to the quality of products and the competitive position of the current industry follower, Rhonda analyzes that the centralized competition strategy will help Rhonda become the leader from the follower of the mobile power industry. Based on the marketing strategy of Rhonda Company mentioned above, 7 elements of marketing strategy combination of 7PUS are made, that is, product, price, channel, promotion, personnel, tangible display and product service. Finally, the brand road is put forward for Rhonda Company. By strengthening the superior products and establishing diversified distribution channels, Rhonda will increase its market share and expand its brand influence. This paper comprehensively analyzes the market characteristics of domestic mobile power supply. The marketing strategy of Rhonda in the mobile power market is put forward from the point of view of the actual situation of the enterprise, which is also of reference value to other enterprises in the same industry in the research of marketing strategy.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

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