HR公司的电子元器件市场营销策略改进研究

发布时间：2018-05-09 12:41

本文选题：电子元器件 + 市场营销策略　；参考：《东华大学》2017年硕士论文

【摘要】：电子信息产业是国民经济战略性、基础性和先导性的支柱产业。据工业和信息化部统计,2015年我国电子信息产业的销售总收入达15.5万亿元人民币,并保持着每年10%以上的增速。其中,电子信息制造业,也就是硬件相关的产业,在电子信息产业的销售总收入中占比超过70%。在这么巨大的市场中,每一家从业者都面临着巨大的竞争,利润逐年下降。尤其是2008年全球经济危机后,全球经济和中国经济都处于缓慢恢复阶段,终端消费者对于电子设备的需求量大幅减少。然而供应量依然维持高位,经常出现供过于求的市场状况。本文的研究对象HR公司是一家电子元器件分销商,公司已成立近20年。在这20年中,随着外部及内部营销环境的不断变化,HR公司的营销策略改进也是迫在眉睫的事情。笔者作为HR公司营业部门的销售经理,从实际工作状况出发,运用市场营销学和管理学的相关知识,先分析出HR公司如今面对的外部营销环境及内部营销环境,总结出HR公司现有的营销策略及面对新形势时所存在的问题。随后根据STP理论,评价HR公司的各个细分市场,结合客户问卷调研,运用层次分析法找到对于HR公司来说优先级最高的细分市场。根据前面找到的问题及相关分析,本文提出了服务营销策略的7Ps营销组合,将传统的市场营销组合延伸出去,调整HR公司原有的营销策略适应现有的营销环境。最后根据HR公司的实际状况,提出了实行这些营销策略的相关保障工作。
[Abstract]:Electronic information industry is a strategic, basic and leading pillar industry of national economy. According to the Ministry of Industry and Information, the total sales income of China's electronic information industry in 2015 reached 15.5 trillion yuan, and maintained an annual growth rate of more than 10%. Among them, electronic information manufacturing, that is, hardware related industry, accounts for more than 70 percent of the total sales revenue of electronic information industry. In such a huge market, every practitioner is facing great competition and profits are declining year by year. In particular, after the global economic crisis in 2008, the global economy and China's economy are in a slow recovery phase, the end consumer demand for electronic devices has fallen sharply. However, supply remains high, often in excess of demand in the market. HR Company, a distributor of electronic components, has been established for nearly 20 years. In the past 20 years, it is urgent to improve the marketing strategy of HR company with the change of external and internal marketing environment. As the sales manager of the business department of HR Company, starting from the actual working situation, using the relevant knowledge of marketing and management, the author first analyzes the external marketing environment and the internal marketing environment that the HR company is now facing. Summarize the existing marketing strategy of HR company and the existing problems in the new situation. Then according to the theory of STP, the market segmentation of HR company is evaluated, and the highest priority market for HR company is found by AHP. According to the problems found before and related analysis, this paper puts forward the 7Ps marketing combination of service marketing strategy, extends the traditional marketing mix, and adjusts the original marketing strategy of HR company to adapt to the existing marketing environment. Finally, according to the actual situation of HR company, put forward the implementation of these marketing strategies related security work.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

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