CN公司中国数码印刷部门市场战略研究

发布时间：2018-10-16 16:12

【摘要】：CN公司,是世界500强之一,日本传统OA行业及相机行业龙头企业,在传统打印机行业以及数码相机行业的市场占有率遥遥领先于其他品牌。早在上世纪60年代中期,CN公司就进入中国老百姓的生活当中,传统的胶卷相机和最初的复印机均出自这个公司,经过多年的市场经营和扩展,现在,只要提到办公打印设备以及数码相机,CN的品牌深入人心。该公司在追求产品品质的同时,以质量、规模、效益、创新为企业的重心,坚持“感动常在”的服务理念,品牌效益日益扩大和成熟,是当之无愧的世界"OA之王”。本研究是作者结合自己在CN公司多年来的工作经验,以中国整体的数码印刷市场情况为背景,以市场战略相关理论为基础,通过对CN公司中国数码印刷市场近几年发展的研究,着重探究了数码印刷市场战略的成功之道。论文首先总体概括了CN公司中国数码印刷部门成立以来所面临机遇及挑战,具体分析了CN公司的市场战略定位及意义；其次,论文就中国数码印刷行业市场状况进行了分析,具体阐述了CN公司对中国数码印刷细分市场的情况,进一步分析了公司目前所面临的市场问题,明确了CN公司市场战略的方向和内容,从而最终确立了数码印刷部门在中国市场的战略定位及目标；再次,借助SWOT、PEST等战略分析工具,对CN公司中国数码印刷总体市场战略及市场定位进行了详细的阐述,通过运用专业分析工具,从而对CN公司目前所面临的机遇与挑战都做了深入研究,尤其对CN公司中国数码印刷部门所面临的优势、劣势、机遇和威胁进行了详细的对比分析；最后,论文就如何实现CN公司中国数码印刷部门的市场战略展开了深入讨论,经过对CN公司中国数码印刷部门的市场战略概念的合并分组、归纳提炼,在对各种战略进行详细分解的基础上,构建出了CN公司中国数码印刷部门近十年来企业快速发展的整体市场战略体系,并提出了系列建议方案和保障措施。本文是对CN公司中国数码印刷部门近几年来成功发展的市场战略进行了分析和探究的基础上,总结出了CN公司中国数码印刷部门如何才能冲出竞争激烈的市场竞争,在中国这个广阔的大市场中挣得一席之地的市场战略,有利于CN公司数码印刷部门实现持续的健康的发展战略,同时,也对其他OA打印行业的厂商进入数码印刷行业市场具有重要的借鉴价值。
[Abstract]:CN is one of the top 500 companies in the world. Japan's traditional OA industry and camera industry leading enterprises, in the traditional printer industry and digital camera industry market share far ahead of other brands. As early as the mid-1960s, CN entered the lives of ordinary Chinese people. The traditional film cameras and the original photocopiers came from this company. After many years of market operation and expansion, now, When it comes to office printing devices and digital cameras, CN's brand is popular. While pursuing the product quality, the company regards quality, scale, benefit and innovation as the focus of the enterprise, insists on the service idea of "moving often in", and the brand benefit expands and matures day by day, and is the "king of OA" in the world. This research is based on the experience of CN Company in recent years, the background of China's overall digital printing market and the relevant theories of market strategy, through the research on the development of Chinese digital printing market of CN Company in recent years. The successful way of digital printing market strategy is explored emphatically. Firstly, the paper summarizes the opportunities and challenges faced by the Chinese digital printing department of CN Company since its establishment, and analyzes the market strategic positioning and significance of the CN Company; secondly, the paper analyzes the market situation of the digital printing industry in China. This paper expounds the situation of CN's market segmentation of digital printing in China, further analyzes the market problems faced by the company at present, and clarifies the direction and content of the market strategy of CN Company. Finally, the strategic positioning and target of digital printing department in Chinese market are established. Thirdly, with the help of SWOT,PEST and other strategic analysis tools, the overall market strategy and market positioning of CN company in China digital printing are elaborated in detail. Finally, the paper discusses how to realize the market strategy of Chinese digital printing department of CN Company, and summarizes and refines the concept of market strategy of China Digital Printing Department of CN Company, through the amalgamation and grouping of the concept of market strategy of China Digital Printing Department of CN Company. Based on the analysis and exploration of the successful market strategy of the Chinese digital printing department of CN Company in recent years, this paper summarizes how the Chinese digital printing department of CN Company can break out of the fierce market competition. A market strategy that gains a place in this vast market in China is conducive to the sustained and healthy development strategy of the digital printing division of CN, and at the same time, Also for other OA printing industry manufacturers into the digital printing industry market has important reference value.
【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】：F416.84;F272

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