富士康公司DIY市场机箱营销战略与对策研究

发布时间：2018-03-02 15:34

本文选题：市场细分　切入点：消费者行为　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：个人电脑(PC)市场由品牌机(0EM)和组装机(DIY)市场组成。中国PC市场容量2011年达到6500万台以上,其中DIY与OEM市场各占PC市场的20%左右。富士康公司在1995年开始为惠普公司代工制造电脑机箱,2001年富士康正式成立子公司-合胜勤公司进军中国DIY市场,意在为OEM客户提供市场及产品资讯,同时提升获利率。2007年富士康机箱在中国DIY市场完成出货量130万台,排名DIY市场第二,达到鼎盛时期。然而,随着竞争日益加剧,富士康机箱自2008年开始进入了下滑期,目前已经跌落到了第10名以后。合胜勤公司没有对DIY市场的变化进行深入分析,没有根据消费者生活方式的不断变化,对其应用市场进行细分和定位,从而导致了销售的下滑。因此,如何制定出适合富士康机箱在DIY市场的营销战略与对策,使DIY机箱业务在激烈的市场竞争中重新占领领先地位,是现在所面临的重要课题。本文运用市场细分和消费者生活方式等相关理论,首先分析了中国机箱DIY市场环境及富士康DIY机箱业务的现状；之后对部分消费者进行了生活方式和DIY机箱产品属性方面的市场调查,利用Spss软件对回收的调查问卷进行分析,采用K-means聚类分析和主成分分析法,重点关注各消费集群的生活方式,人口统计变量和他们对DIY机箱产品属性的选择是否有显著差异；然后细分DIY机箱消费市场成七个市场类别：“流行消费型”、“创新消费型”、“商业消费型”、“环保消费型”、“品牌消费型”、“经济消费型”、“自我决策型”；最后,建议富士康DIY机箱选择覆盖消费者市场份额74.4%和覆盖产品属性份额100%的四大目标市场：“流行消费型”、“创新消费型”、“商业消费型”和“经济消费型”,针对不同消费集群消费者特点采用差异化营销战略,并提出这四大目标市场相应的富士康DIY机箱营销对策建议。
[Abstract]:In 2011, the PC market in China reached more than 65 million units, of which DIY and OEM accounted for about 20% of the PC market respectively. Foxconn began manufacturing computer cases for HP in 1995. In 2001, Foxconn formally set up its subsidiary, Heishengqin, to enter the Chinese DIY market in an effort to provide OEM customers with market and product information. In 2007, Foxconn delivered 1.3 million units in China's DIY market, the second highest in the DIY market, reaching its peak. However, as competition intensifies, Foxconn's chassis has been in decline since 2008. The company has not analyzed the changes of the DIY market in depth, and has not subdivided and positioned its application market according to the changing consumer lifestyle. Therefore, how to make the marketing strategy and countermeasures suitable for Foxconn chassis in DIY market and make DIY crate business occupy the leading position in the fierce market competition is an important subject now. Based on the relevant theories of market segmentation and consumer lifestyle, this paper firstly analyzes the market environment of DIY and the current situation of Foxconn DIY chassis business. After that, some consumers were investigated in terms of life style and DIY chassis product attributes, and the recovery questionnaire was analyzed by Spss software, K-means clustering analysis and principal component analysis were used. Focus on the lifestyle of each consumption cluster, demographic variables and whether they have significant differences in the choice of DIY chassis product attributes; Then the DIY chassis consumer market is divided into seven categories: "popular consumption", "innovative consumption", "commercial consumption", "green consumption", "brand consumption", "economic consumption", "self-decision-making"; finally, It is suggested that Foxconn DIY chassis select four target markets covering consumer market share 74.4% and product attribute share 100%: "popular consumption", "innovative consumption", "commercial consumption" and "economic consumption", aiming at different consumption. The characteristics of cluster consumers adopt differentiated marketing strategy, And put forward the corresponding four target markets Foxconn DIY chassis marketing countermeasures.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.671

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