深圳市WJ公司营销策略案例研究

发布时间：2018-01-16 09:02

本文关键词：深圳市WJ公司营销策略案例研究　出处：《郑州大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着社会的进步与发展,出入口控制与管理行业的作用越来越重要,以行人和车辆出入的有序、高效、快捷控制为基础性目的,同时带来一定的经济效益。行人和车辆管理控制的产品设备与人们的生活息息相关,应用范围广泛,2014年中国民用汽车保有量约1.5亿辆,占我国人口总数量的九分之一,也就是每9个人中间就有一辆汽车,以每位车主平均每年2000元的停车费测算,全国停车费的收取金额为3000亿元,融入互联网思维看市场,把隐藏在停车背后的洗车、保养、维修及其他增值服务捆绑起来,仅车辆控制与管理这一方面所带动的市场价值将突破一万亿。本文旨在研究深圳市WJ公司的营销策略,该公司从事行人和车辆出入口控制设备的研发、生产和销售,即道闸和通道闸。其中道闸是车辆控制与管理的核心配套产品,应用在小区、车站、商业广场等停车场出入口；通道闸广泛应用于地铁站、高铁站、会场、商务大厦、企事业单位等对行人出入有序管理的场所。深圳市WJ公司成立于2004年,几名有创业激情的人员在一间几十平米的办公室创立该公司,经过十多年的发展,WJ公司已经成为自购土地,自建科技园,年销售额过亿的国家级高新技术企业。目前是我国最大的道闸生产企业之一,在国内外市场占有率、品牌影响力均位居前列,国外出口量第一、国内销售量第二。掌握核心技术、颠覆性创新、严格的品质控制是其在产品基本层面获得持续核心竞争力的法宝；市场网络体系的构建,销售与服务并重+代理商品牌模式使得其在OEM的同时不失品牌的推广,销售区域的售后服务基本得到保障,形成了全国售后服务网络雏形。本文尽可能还原WJ公司发展历程,选取具有影响力、推动力的事件进行具体分析。挖掘WJ公司迅速切入市场、迅速成长的成功经验要素。从创新驱动的强大动力,决策失误带来的负面影响等微观角度对WJ公司营销策略进行阐述。运用相关营销理论知识,从市场定位、营销目标及战略、营销组合(4C、4R、 4P、10P等)、品牌策略、竞争态势、消费者心理与行为等方面进行分析。本论文除了运用传统的市场营销组合要素即产品、价格、渠道、促销,还将从定位、成本、沟通、方便等方面,揉和整合营销理论、互联网思维进行深刻分析,提出有利于WJ公司发展的观点、方法,并获得其他企业发展可借鉴的研究成果。
[Abstract]:With the progress and development of the society, the function of entrance and exit control and management industry is becoming more and more important. The basic purpose is the orderly, efficient and quick control of pedestrian and vehicle entry and exit. At the same time bring certain economic benefits. Pedestrian and vehicle management and control of products and equipment and people's lives are closely linked to a wide range of applications, 2014 China's civilian vehicle ownership of about 150 million. Accounting for 1/9 of the total population of China, that is, every nine people have a car, based on an average of 2,000 yuan per car per year parking fee, the national parking fee collection amount is 300 billion yuan. Get into the Internet and look at the market, bundling car washing, maintenance, repair and other value-added services hidden behind parking. The market value driven only by vehicle control and management will exceed 1 tillion. This paper aims to study the marketing strategy of Shenzhen WJ Company, which is engaged in the research and development of pedestrian and vehicle entrance and exit control equipment. Production and sales, that is, access gates and access gates, which are the core of vehicle control and management products, used in residential areas, stations, commercial squares and other car parks entrance and exit; Access gates are widely used in subway stations, high-speed railway stations, venues, business buildings, enterprises and institutions to access the orderly management of places. Shenzhen WJ Company was established in 2004. Several people with entrepreneurial passion founded the company in a dozens of square meters office. After more than a decade of development, WJ has become a self-purchase land, self-built science and technology park. At present, it is one of the largest gate manufacturing enterprises in China. It occupies the leading position in the market share and brand influence at home and abroad, and the first export volume abroad. Second, mastering the core technology, subversive innovation and strict quality control are the magic weapons for the domestic sales volume to obtain the sustained core competitiveness at the basic level of the products; The establishment of market network system, sales and service equal emphasis on the agent brand model makes it in the OEM at the same time without losing the brand promotion, the sales area of after-sales service is basically guaranteed. This paper tries to restore the development course of WJ Company as much as possible, select the influential and driving force events to carry on the concrete analysis, excavate the WJ company to enter the market quickly. The successful experience elements of rapid growth. From the strong driving force of innovation, the negative impact of decision-making errors and other micro-perspective WJ company marketing strategy is expounded. Using relevant marketing theory knowledge, from the market positioning. Marketing objectives and strategies, marketing mix 4CX 4R, 4PX 10P, etc., brand strategy, competitive situation. In addition to the use of the traditional elements of the marketing mix, that is, products, prices, channels, sales promotion, but also from the positioning, cost, communication, convenience and so on. Combining the marketing theory and Internet thinking, the author puts forward the viewpoints and methods that are beneficial to the development of WJ Company, and obtains the research results which can be used for reference by the development of other enterprises.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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