S技术有限公司通信产品营销策略研究

发布时间：2018-06-01 14:43

本文选题：营销策略 + 营销网络　；参考：《吉林大学》2012年硕士论文

【摘要】：作为中国电子行业的领军人物，深圳S公司当仁不让的坐上第一把交椅，S公司凭借其自有的雄厚实力，强大的研发团队，独特的“狼”性文化和缜密的营销策略，以震惊世界的发展速度和规模，无论在国际市场或者国内市场都获得了巨大的成功。别具一格的营销网络组织是S公司的主要营销手段之一，为了配合S公司的市场营销战略，S公司采取产品线和客户线相结合、纵横式的营销网络。 “非本地化”的营销人力配置是S公司营销中的另一把利器，当大多数公司还在采用本地化营销政策的时候，S公司已经开始实施非本地化新员工策略，新招聘来的员工原则上不会被派到母校或原籍所在地进行市场拓展。营销人员还要经常在全国各地调动，基本上平均不到一年就会被调动一次。这是因为当今社会人才在公司间的流动非常普遍，而S公司采用的这种“非本地化策略”使得客户认可的是S公司，而不是个人与客户的关系，一旦某个市场人员调离原岗位，由于客户承认的是S公司而不是他个人，继任者将会相对容易建立起与对方的良好合作关系。这一非本地化政策S公司从最初开始拓展市场时就已使用，并被实践证明是十分高明的。 S公司的导师制度为S公司人才的迅速成长提供了最简洁快速的渠道。S公司为每一个新加入市场部的员工配备业务和思想导师，使新员工能够更快速的学习到老员工的经验教训，尽快提高个人战斗力。针对瞬息万变的国内市场，S公司的市场战略同样有自己的独到之处，S公司立足中国用户，做本土化的服务。中国不仅是全球网络设备需求增长最迅速的地方，同时也在成为全球仅次于北美的网络设备供应基地。但是，S公司的弱点也是存在的，主要体现在领导人的个人色彩浓烈，这一点既是S公司的优势，也是它的劣势。 S公司作为一个以高科技为导向，通过不断自主研发占领市场的公司，毫无疑问的将市场定位在高端用户的使用和拓展上。也在客户中建立起了高端产品，国际品牌的形象。 S公司生产的产品性能一直以来都备受广大消费者的好评，除了质量过硬之外，，安全性、稳定性也表现良好，通过口口相传，S公司的品牌形象渐渐的形成了高科技、高质量、高性能、高稳定性的代名词。 S公司在营销策略的具体实施方案过程中，采用的是：首先发现客户需求，与客户建立联系；在与客户建立联系的基础上抓住客户主要需求，薛苏切入，之后通过发现客户在使用过程中存在的问题，通过帮助客户解决问题来对客户需求进行引导，最终达成销售；在销售达成之后再通过深挖客户潜力，因势利导，扩大客户需求。
[Abstract]:As a leading figure in China's electronics industry, Shenzhen S Co., Ltd., is in the first place, relying on its own strong strength, strong research and development team, unique "wolf" sex culture and careful marketing strategy. In order to shock the world's development speed and scale, whether in the international market or the domestic market has achieved great success. The unique marketing network organization is one of the main marketing methods of S Company. In order to cooperate with the marketing strategy of S Company, S Company adopts the combination of product line and customer line, and adopts a vertical and horizontal marketing network. The "non-local" marketing workforce is another weapon in S's marketing, and while most companies are still adopting localized marketing policies, the company has begun to implement a strategy for new non-localized employees. New recruits are not, in principle, assigned to their alma mater or home for market expansion. Marketers also move regularly across the country, basically on average once a year. This is because the flow of talent between companies is very common in today's society, and this "non-localization strategy" adopted by S Company allows customers to recognize S Company, not the relationship between individuals and customers, once a market person is transferred from his post. Since the client recognizes S rather than himself, it will be relatively easy for a successor to establish a good relationship with the other side. This non-localization policy S has been in use since its initial expansion and has proven to be very clever. The mentor system of S Company provides the most succinct and rapid channel for the rapid growth of S Company talents. S Company provides business and ideological mentors for every new employee who joins the marketing department. So that new employees can learn the lessons of old staff more quickly, and improve personal combat effectiveness as soon as possible. In view of the rapidly changing domestic market, the market strategy of S Company also has its own unique characteristics, which is based on Chinese customers and doing local service. China is not only the world's fastest growing demand for network equipment, but also the world's second only to North America's network equipment supply base. But the weakness of company S also exists, mainly reflected in the strong personal color of the leaders, which is both the strengths and weaknesses of the company. S company as a high-tech oriented, through continuous independent research and development to occupy the market, no doubt the market positioning on the use and expansion of high-end users. Also in the customer has established the high-end product, the international brand image. The performance of the products produced by S Company has always been highly praised by the vast number of consumers. In addition to the excellent quality, the safety and stability of the products are also good. Through word of mouth, the brand image of the S company has gradually formed high technology and high quality. High performance, high stability pronoun. In the course of implementing the marketing strategy, S Company adopts the following steps: first of all, to find out the customer's needs and establish contact with them; to grasp the main customer's demand on the basis of establishing contact with the customer, Xue Su cuts in. After that, through the discovery of the problems existing in the process of use, through helping the customer solve the problems to guide the customer demand, and finally achieve sales; after the sales reached, then through digging into the potential of the customer, expanding the customer demand in accordance with the situation.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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