基于客户满意的美国楼氏公司在华营销策略研究

发布时间：2018-06-21 22:38

本文选题：工业品营销 + 客户满意　；参考：《兰州大学》2017年硕士论文

【摘要】：近年来,随着人们对语音通话和录音音质的关注,越来越多手机厂商开始对麦克风性能提出新的要求,这给MEMS麦克风技术带来了无限商机,也使MEMS麦克风市场得以快速发展。美国楼氏公司是全球领先的声学和音频技术公司,MEMS麦克风是公司主要产品线之一。2002年,伴随着公司的第一款MEMS麦克风量产和商用,楼氏公司便开始进入中国市场开展业务,使得公司的MEMS麦克风在国内通讯数码产品中得到普及并获得极高的市场占有率。然而,近年来随着越来越多的竞争公司进入中国市场,尤其是中国本土竞争公司的加入,国内MEMS麦克风市场的竞争已变得越来越激烈,使得楼氏公司在中国MEMS麦克风市场的占有率逐渐下降,已从当年的100%降到50%左右。且随着时间的推移,各竞争公司与楼氏公司的技术差距已越来越小,产品同质化也越来越严重,在这种背景下,常规的4P营销策略在保持楼氏公司在华市场占有率方面所起的作用已存在一定的局限性,研究和实施以提高客户满意度的营销策略已是楼氏公司在华业务的当务之急。为此,本论文以专题研究的体例分六部分研究楼氏公司在华营销策略的相关问题。第一部分介绍了研究背景、主题和意义,阐述了研究内容、方法及其技术路线;第二部分介绍了工业品营销和客户满意的理论概述以及国内外研究状况;第三部分分析了楼氏公司在华营销的现存问题和成因;第四部分详细阐述了楼氏公司在华营销策略的优化;第五部分介绍了楼氏在华营销策略的实施和保障措施;第六部分得出论文结论。基于楼氏公司目前在华面临日益严峻的竞争形势和市场份额逐渐减少的现状,论文先阐述了MEMS麦克风行业的发展情况,回顾了国内外关于工业品营销、客户满意理论研究的概况,提出了本文的研究思路与方法;借助于客户调查和访谈,尤其是手机行业内大客户的调查和访谈,诊断出公司营销存在的主要问题和客户不满之处;并结合客户满意度管理理论、STP理论和波特五力模型,对楼氏公司中国区市场进行细分,发现公司产品性能适合的新机会并定位和选择目标市场;并对楼氏公司中国区的内部、外部环境进行分析,制定合适的营销组合策略。通过对营销定位、营销组合策略和关系营销策略的详细分析和论述,论文提出了一套更适合国内市场特点的营销策略优化方案,力求改善楼氏公司在国内的营销现状,提升客户满意度,提高楼氏公司MEMS麦克风的市场份额,实现楼氏公司在华业绩的持续、稳定增长。同时也为类似的企业在营销策略优化和实施方面提供借鉴之处。
[Abstract]:In recent years, with people's attention to voice calls and sound quality, more and more mobile phone manufacturers have begun to make new demands on the performance of the microphone, which has brought unlimited business opportunities to the MEMS microphone technology and the rapid development of the MEMS microphone market. As one of the main product lines of the company.2002, with the company's first MEMS microphone production and business, the company began to enter the Chinese market to carry out business, making the company's MEMS microphones popular in domestic communications digital products and gaining high market share. As the company entered the Chinese market, especially the Chinese local competition company, the competition in the domestic MEMS microphone market has become more and more intense, which has reduced the share of the MEMS microphone Market in China, which has dropped from 100% to about 50% in the current year. As the distance is getting smaller and smaller, the product homogeneity is becoming more and more serious. Under this background, the role of the conventional 4P marketing strategy in maintaining the market share of the company in China has already existed certain limitations. It is the urgent task of the company to study and implement the marketing strategy to improve the customer satisfaction. This paper is divided into six parts to study the related problems of the marketing strategy of the company in China. The first part introduces the research background, the theme and the significance, and expounds the research content, the method and the technical route; the second part introduces the overview of the theory of industrial product marketing and customer satisfaction, as well as the domestic and foreign research status, and the third parts. The existing problems and causes of Lou's marketing in China are analyzed. The fourth part expounds the optimization of the company's marketing strategy in China; the fifth part introduces the implementation and safeguard measures of Lou's marketing strategy in China, and the sixth part draws the conclusion of the paper. In this paper, the development of the MEMS microphone industry is first elaborated, the general situation of the research on industrial product marketing and customer satisfaction at home and abroad is reviewed, and the research ideas and methods of this paper are put forward. With the help of customer survey and interview, especially the survey and interview of the big customers in the mobile phone industry, the company's marketing storage is diagnosed. On the main issues and customer dissatisfaction, and combining the customer satisfaction management theory, STP theory and Potter's five force model, we subdivide the Chinese market of the company, find new opportunities for the company's product performance and locate and select the target market, and analyze the internal and external environment of the middle country of the company. Through the detailed analysis and discussion of marketing positioning, marketing combination strategy and relationship marketing strategy, this paper puts forward a set of marketing strategy optimization scheme which is more suitable for the characteristics of the domestic market, striving to improve the marketing status of the company in China, improving customer satisfaction and improving the market share of the MEMS microphone of the company. In order to achieve sustained and steady growth of the company's performance in China, it also provides reference for similar enterprises in marketing strategy optimization and implementation.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.6

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