ED义齿公司营销策略研究

发布时间：2018-07-31 10:05

【摘要】：进入21世纪以来,随着社会经济的进步、生活质量的提升、老龄化问题的凸现,人们在追求物质满足的同时也逐渐增强对身心健康和护理保健的重视,这给新兴的口腔义齿产业提供了广阔的发展前景。正是在这种背景下,ED义齿公司应运而生,创立于2005年6月,是集口腔义齿的研发、生产及销售于一体的科技型小微企业。公司于2008年取得生产许可和产品注册双证后正式营业,经过5年的努力发展,积累了行业相对领先的技术资源和管理资源,以“精雕镌刻,至诚挚心”的经营宗旨和“高贵、尊贵”的品牌质量赢得了业内许多客户的信赖。印义齿公司作为国内义齿加工行业的后起之秀,如何在国内日益严峻的市场中保持竞争优势,如何在日新月异的技术革新中立足不败,既是公司上下成员共同面对的问题,也是公司快速提升的迫切需要。笔者受朋友之邀,自公司正式成立起分管财务工作,希望通过本案例的研究为现阶段的ED义齿公司寻求适宜的对策建议,围绕如何塑造品牌的核心竞争力而制定营销策略组合。首先,本论文在梳理相关理论文献和利用多种调查方法的基础上,系统分析了国内口腔义齿行业的发展现状和市场特征。其次,借助波特五力模型对ED义齿公司的外部市场环境和内在形势进行深入剖析,接着运用SWOT分析工具重点研究主要竞争对手的情况,继而指出ED义齿公司面临机遇也面临挑战,优势和劣势并存。最后,结合ED义齿公司现阶段的发展趋势,进一步得出“五面一核”的营销组合结论。本文研究过程中运用的营销理论、分析方法以及提出的营销对策模型,对义齿加工业具有普遍指导和借鉴意义。但是,处在义齿新技术、新材料和市场环境的不断变化中,营销策略的选择并非一成不变,它是动态的不断修正和不断完善的过程。
[Abstract]:Since the 21st century, with the progress of social economy, the improvement of quality of life and the emergence of aging problem, people in the pursuit of material satisfaction, but also gradually enhance the importance of physical and mental health and health care. This provides a broad prospect for the emerging oral denture industry. It is under this background that the Ed denture Company was founded in June 2005. It is a small scientific and technological microenterprise which integrates the research and development, production and sale of oral denture. After obtaining the production license and product registration certificate in 2008, the company officially opened its business. After 5 years of development, the company accumulated the leading technical resources and management resources in the industry. It is engraved with "engraving, sincere heart" and "noble" Noble "brand quality has won the trust of many customers in the industry." As the rising star of the domestic denture processing industry, how to maintain the competitive advantage in the increasingly austere domestic market and how to stand undefeated in the ever-changing technological innovation is a common problem faced by all members of the company. Also is the company fast promotion urgent need. At the invitation of my friends, the author has been in charge of financial affairs since the company was formally established, hoping to seek appropriate countermeasures and suggestions for Ed denture companies at the present stage through the study of this case, and to formulate a marketing strategy combination around how to shape the core competitiveness of the brand. Firstly, on the basis of combing relevant theoretical literature and using various investigation methods, this paper systematically analyzes the development status and market characteristics of oral denture industry in China. Secondly, the external market environment and internal situation of Ed denture company are deeply analyzed with the help of Porter's five-force model, and then the main competitors' situation is studied with SWOT analysis tool. Then points out that Ed denture company faces opportunities and challenges, strengths and weaknesses coexist. Finally, according to the current trend of Ed denture company, the conclusion of marketing combination of "five sides and one core" is obtained. The marketing theory, analysis method and marketing countermeasure model used in this paper have general guidance and reference significance for denture processing industry. However, in the process of changing new denture technology, new materials and market environment, the choice of marketing strategy is not fixed, it is a process of dynamic revision and continuous improvement.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.7

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