合肥科晶公司营销管理研究

发布时间：2018-03-31 21:39

本文选题：合肥科晶公司　切入点：SWOT分析法　出处：《安徽大学》2014年硕士论文

【摘要】：市场营销在各个发展阶段引起了不同领域企业的重视,首先是各种消费品公司认识到市场营销的重要性,而绝大多数工业制造公司对市场营销认识得较晚,进入了21世纪以来,市场营销渗透到世界各国的各个领域。国内高新技术制造企业作为新兴产业,一直以来比较重视技术和生产,轻市场营销,随着越来越多有先进营销管理模式的国外企业在中国相继发展,国内同行业的竞争也愈加激烈,国内的高新技术企业务必进行系统的市场营销管理方面的研究,运用全新的市场营销策略帮助企业实现可持续发展。因此,在这个现实背景下,本文研究了合肥科晶公司这一中小型高新技术企业的营销管理体系,对高新技术企业营销管理的发展提供思路和参考。本文首先对市场营销相关理论进行了回顾,包括PEST理论即政治、经济、社会、技术四个方面的环境因素,STP理论即市场细分,目标市场选择和市场定位,4Ps理论即产品、价格、渠道和促销营销组合策略,为研究本文提供理论依据。其次,对合肥科晶公司所处的宏观环境、行业环境以及主要竞争对手进行了分析,了解到行业当前的状况和未来的发展趋势,从中找出对公司发展的有利因素和机遇,提出合肥科晶公司面临的行业问题,引起公司对竞争环境的了解和重视,为后面章节的营销组合分析和建议打下基础。研究通过运用SWOT分析法分析了该公司的优势和劣势,面临的机会和威胁因素,既要认识到存在的威胁和劣势,更要及时抓住有利市场机会,扬长避短,以便为合肥科晶公司制定出合适的市场营销策略；在此基础上通过STP分析,确定公司的细分市场和目标顾客群,并进行了明确的市场定位,以便在选定能充分发挥自身优势的目标市场制定合肥科晶公司的营销策略。最后借助4Ps理论制定了合肥科晶公司的营销策略,即产品、价格、渠道以及促销方面的策略,并通过探讨合肥科晶公司营销管理中的不足和改进的办法,旨在为合肥科晶公司在未来激烈的市场竞争中提供一些有价值的参考,以适应不断变化的竞争环境,保持已取得的市场领先地位。
[Abstract]:Marketing has attracted the attention of enterprises in different fields in various stages of development. Firstly, various consumer goods companies have realized the importance of marketing. However, most of the industrial manufacturing companies have been aware of marketing later and have entered the 21st century.Marketing permeates every field of the world.As a new industry, domestic high-tech manufacturing enterprises have always attached more importance to technology and production and light marketing. As more and more foreign enterprises with advanced marketing management models have developed in China,The competition of the same industry in our country is becoming more and more fierce, the domestic high-tech enterprises must carry on the systematic marketing management aspect research, use the brand-new marketing strategy to help the enterprise to realize the sustainable development.Therefore, under this realistic background, this paper studies the marketing management system of Hefei Kejing Company, a medium and small high-tech enterprise, and provides ideas and references for the development of marketing management of high-tech enterprises.Firstly, this paper reviews the relevant theories of marketing, including the environmental factors of politics, economy, society and technology in PEST theory, i.e. market segmentation, target market selection and market positioning, that is, product, price, etc.The channel and the promotion marketing mix strategy, provides the theory basis for the research.Secondly, the macro environment, industry environment and main competitors of Hefei Kejing Company are analyzed, and the current situation and future development trend of the industry are understood, and the favorable factors and opportunities for the development of the company are found out.This paper puts forward the industry problems faced by Hefei Kejing Company, which causes the company to understand and attach importance to the competitive environment, and lays a foundation for the marketing mix analysis and suggestions in the following chapters.This paper analyzes the advantages and disadvantages, opportunities and threat factors of the company by using SWOT analysis method. It not only recognizes the existing threats and disadvantages, but also takes advantage of the market opportunities in a timely manner to maximize its strengths and circumvent weaknesses.In order to make appropriate marketing strategy for Hefei Kejing Company, on the basis of STP analysis, the company's subdivision market and target customer group are determined, and a clear market positioning is carried out.In order to develop the marketing strategy of Hefei Kejing Company in the target market which can give full play to its own advantages.Finally, with the help of 4Ps theory, this paper formulates the marketing strategy of Hefei Kejing Company, that is, the strategy of product, price, channel and promotion, and probes into the shortage of marketing management of Hefei Kejing Company and the ways to improve it.The aim is to provide some valuable reference for Hefei Kejing Company in the fierce market competition in the future, in order to adapt to the changing competition environment and maintain the market leading position that has been obtained.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.63;F274

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