深圳开源数创公司营销策略研究

发布时间：2018-03-28 19:16

本文选题：电子元器件　切入点：市场营销　出处：《大连理工大学》2015年硕士论文

【摘要】：就当前全球经济发展的现状来看,整体经济增长幅度都较为缓慢,作为高新技术的代表行业之一的电子产业,在发展的过程中遭遇了许多的困扰。在这样的背景下,中国地区的发展显得尤为引人关注,在中国国内市场中,由于优惠的政策性扶持,中国的经济发展逆势而上,给了全世界经济一种惊喜,也为电子市场的发展提供了一个新的机会和平台。从电子市场的发展来看,电子元件市场是一个较为特殊的市场,尽管我国电子产业制造业已经得到了十分良好的发展,但是由于电子元件的一些核心技术被国外大型企业所垄断,加上国外大型企业的长期品牌效应,因而积极的引进国外的电子元件产品,担任国外大型电子元件品牌的代理商就成为了国内许多电子元件企业发展的一种重要的方式。本文针对这样的情况,以深圳开源数创电子科技有限公司作为切入点,对我国电子元器件代理企业发展作出了详细的论述。本文分为六个部分。第一部分为绪论,详细的介绍了本文的研究背景、研究意义、国内外研究现状、研究框架和研究方法。第二部分为相关文献综述介绍,具体来说包括研究现状、电子元器件的概念及营销、BTOB营销模式、战略营销管理过程分析、营销环境分析、营销战略的制定、4C理论这五个小节。第三部分为深圳开源数创公司内外部环境分析,具体来说外部环境分析主要包括宏观环境分析、行业与竞争分析、市场与客户分析这三个小节。内部环境分析主要是对深圳开源数创的营销能力分析进行了介绍,具体来说包括现状描述、优点、问题分析这三个部分。第四部分是深圳开源数创公司STP分析,具体来说包括市场细分、目标市场选择、市场定位等部分。第五章是深圳开源数创公司的市场营销策略,包括顾客策略、成本策略、便利策略、沟通策略、战略联盟策略等五个部分。第六章是总结章节,为全文的论述进行一个总结,升华全文。
[Abstract]:As far as the current situation of global economic development is concerned, the overall economic growth rate is relatively slow. The electronic industry, as one of the representative industries of high and new technology, has encountered many difficulties in the process of development. Under such a background, The development of the Chinese region is particularly interesting. In China's domestic market, thanks to preferential policy support, China's economic development has gone against the trend, giving the world economy a kind of surprise. It also provides a new opportunity and platform for the development of the electronic market. From the development of the electronic market, the electronic component market is a relatively special market, although the manufacturing industry of our country's electronic industry has been developed very well. However, because some of the core technologies of electronic components are monopolized by large foreign enterprises and the long-term brand effects of large foreign enterprises, they are actively introducing electronic components products from abroad. Acting as an agent for large electronic component brands in foreign countries has become an important way for many domestic electronic component enterprises to develop. In view of this situation, this paper takes Shenzhen Open Source Digital Innovation Electronic Technology Co., Ltd as the starting point. This paper is divided into six parts. The first part is the introduction. It introduces the research background, research significance, domestic and foreign research status in detail. Research framework and research methods. The second part is related literature review, specifically including the status of research, electronic components and the concept of marketing BTOB marketing model, strategic marketing management process analysis, marketing environment analysis, The third part is the internal and external environment analysis of Shenzhen Open Source Digital Innovation Company. Specifically, the external environment analysis mainly includes macro environment analysis, industry and competition analysis. The internal environment analysis mainly introduces the marketing capability analysis of Shenzhen Open Source Digital Innovation, including the description of the current situation and the advantages. The fourth part is the STP analysis of Shenzhen Open Source Digital Innovation Company, specifically including market segmentation, target market selection, market positioning and so on. Chapter five is the marketing strategy of Shenzhen Open Source Digital Innovation Company. Including customer strategy, cost strategy, convenience strategy, communication strategy, strategic alliance strategy and other five parts. Chapter VI is a summary for the full text of the discussion, sublimation of the full text.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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