TCOA公司市场策略转型研究

发布时间：2018-12-27 09:28

【摘要】：近20年来,计算机技术、网络技术的飞速发展,带动了办公设备--复印机、打印机的迅速普及,其主要耗材--墨粉的需求迅速增加,中国墨粉市场的增长速度更是远远超过了国际市场平均增长速度,成为全球墨粉生产厂竞争的主要场所,同时也为本地代用粉生产商提供了更多的机会。TCOA公司是中国最早的墨粉制造厂,产品具有良好口碑,多年来以出口为主,为应对市场剧烈的变化,公司进行了市场策略调整,增进了公司效益。本研究针对市场策略的转型进行分析,以适应目前市场状况,实现扩大市场规模的目标。本文采用理论与实践相结合的方法,分析了我国代用墨粉行业的发展及供求概况,利用五力分析模型对代用墨粉行业的市场竞争环境进行分析,通过SWOT工具对企业的优势和劣势、机会和威胁进行分析,运用“4P”理论对公司市场策略的主要问题及原因进行了分析,结合“4C”、“4R”理念对策略中存在的主要问题提出了改进建议,对现有的策略提出了转型方案。产品策略中,提出将现有优势产品做得更强、通过提升自身创新能力丰富产品线、利用贴牌生产弥补产品系列单一的不足；价格策略上通过控制企业管理费用、扩大生产规模、加强增值服务实现降低顾客采购总成本；渠道策略方面在妥善处理好与经销商关系的基础上,加大销售工程师队伍培养和品牌销售渠道的建设,让消费者更便利；促销策略方面要积极利用电子商务渠道和对经销商的激励,加强企业与顾客的双向沟通,达到促进销售,增加市场份额的目的。本文从理论上注重利用“4P”的框架,在制定策略时以“4C”、“4R”理念为指导,进行了理论的综合运用,对TCOA公司市场策略转型具有一定的指导意义。
[Abstract]:In the past 20 years, the rapid development of computer technology and network technology has led to the rapid popularization of office equipment-copiers and printers. The demand for toner, its main consumable material, has increased rapidly. The growth rate of the Chinese toner market has far exceeded the average growth rate of the international market, and has become the main place for the competition of the global toner production plants. At the same time, it also provides more opportunities for local substitute powder manufacturers. TCOA is the earliest toner manufacturing factory in China. The products have a good reputation and have been mainly exported for many years. In order to cope with the drastic changes in the market, the company has adjusted its market strategy. Improved the company's efficiency. This study analyzes the transformation of market strategy in order to adapt to the current market situation and achieve the goal of expanding market scale. By combining theory with practice, this paper analyzes the development and supply and demand of substitute toner industry in China, and analyzes the market competition environment of substitute toner industry by using the five-force analysis model. This paper analyzes the advantages and disadvantages, opportunities and threats of enterprises through SWOT tools, analyzes the main problems and causes of the company's market strategy by using "4p" theory, and combines "4C". The idea of "4R" puts forward some suggestions for the improvement of the main problems in the strategy, and puts forward the transformation scheme for the existing strategy. In the product strategy, it is proposed to strengthen the existing superior products, enrich the product line by improving their own innovation ability, and make up the single deficiency of the product series by using the label production. In price strategy, by controlling the cost of enterprise management, expanding the scale of production and strengthening value-added service, the total cost of customer purchase can be reduced. On the basis of properly dealing with the relationship with dealers, the channel strategy should increase the training of sales engineers and the construction of brand sales channels so as to make consumers more convenient; In the aspect of promotion strategy, we should actively use the electronic commerce channel and the incentive to the dealer, strengthen the two-way communication between the enterprise and the customer, and achieve the purpose of promoting sales and increasing the market share. This paper focuses on the framework of "4P" in theory, takes "4C" and "4R" as the guidance when making the strategy, and makes a comprehensive application of the theory, which has certain guiding significance for the market strategy transformation of TCOA company.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.7

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