D公司特殊材料在中国图书市场的开发策略研究

发布时间：2018-03-10 09:25

本文选题：市场开发　切入点：细分市场　出处：《上海交通大学》2012年硕士论文　论文类型：学位论文

【摘要】：改革开放三十年以来,中国自上而下进行了一次堪称“世纪之变”的巨大改革,从计划经济彻底转型为市场经济。对外而言,中国大力引进国外先进技术及资金,充分发挥自身的特点,并且中央到各级政府都配合出台了各项优惠政策,使得我国的经济形势发生了翻天覆地的变化!外资公司的到来,不仅带来了先进的技术,更引入了在市场经济体系下开发开展新产品、新市场所需要的工具、管理流程等。本文从市场开发角度对于D公司特殊材料D#174;在针对中国图书市场开发策略以及在具体实施过程中采用的方法作了全面而深入的分析。本论文第一部分阐述了文章研究的背景和意义,并且对于所采用的分析理论作了简明扼要的阐述。第二部分,本论文介绍了D公司以及其下属防护科技部门和部门的特殊材料D#174;的基本情况及现存主要应用范围。第三部分则着重分析了项目从立项(必要性分析和可行性分析)、到项目执行的过程(环境分析、市场调查、细分市场确立及相关价值主张和产业链分析),并且与竞争材料进行了对比。期间采用了大量所学的市场分析工具,如SWOT、五力模型、客户价值主张及价值链分析等工具或理论来印证或导出相关的结论。第四部分则针对筛选出的两大应用提出相关后续市场营销策略提案。第五章则是作者对于项目、公司、事业部在非传统业务开发提出了建议。第六章是本文的总结和展望。
[Abstract]:Since thirty years of reform and opening up, China from top to bottom a called "great reform century change", from the planned economy to transition to the market economy. Externally, Chinese vigorously the introduction of foreign advanced technology and capital, give full play to its own characteristics, and the central government at all levels with the introduction of various preferential policies, so I China's economic situation happened to turn the world upside down change! The arrival of foreign companies, not only brought the advanced technology, but also introduces the development of new products in the market economic system, new places need to work out, management process. From the perspective of market development for D special material D#174 in the book market development strategy; China and methods in the process of carrying out a comprehensive and in-depth analysis is made in this paper. The first part describes the background and significance of the article, and The theoretical analysis of the paper made a concise and to the point. In the second part, this paper introduces the special material D#174 D company and its subordinate departments and protection technology; the basic situation and main existing applications. The third part focuses on the analysis of the project from the project (analysis of the necessity and feasibility analysis), to process the project execution (environmental analysis, market research, market segmentation and establish related value proposition and analysis of industrial chain), and compared with the material. During the competition with a large number of studies of market analysis tools, such as SWOT, five forces model, customer value proposition and value chain analysis tools or to confirm or export related theory conclusion. The fourth part puts forward the relevant follow-up marketing strategy proposal for the two application of the screened. The fifth chapter is the author of the project, the company, business unit in non-traditional business. The sixth chapter is the summary and Prospect of this article.

【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F416.7;F274;G239.2-F

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