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论文编号：	10059
作者编号：	2220130025
上传时间：	2018/6/7 16:10:51
中文题目：	A电子仪器设备公司市场营销战略研究
英文题目：	Research on marketing strategy of A electronic equipment company
指导老师：	白长虹
中文关键字：	电子仪器设备；军转民；环境分析；目标市场；营销策略
英文关键字：	Electronic equipment; Conversion; Environmental analysis; Target market; Marketing strategy
中文摘要：	摘要 A电子仪器设备公司之前是国内早期生产电子夜视装备的军事生产工厂，之后逐步扩展到测量仪等其它电子仪器。近年来，A公司所面临的环境发生了巨大的改变：一是因高科技产业的兴盛，带动仪器的需求，特别是对精密电子仪器的需求，之前A公司原有的产品较为单一和落后，迫切需要产品的丰富和创新；二是随着“军转民”的大趋势的到来，包括A公司在内的军工企业，逐步也开始为民用事业提供产品和服务。不过，因之前已经习惯了传统的定向销售模式，在军转民后，面对社会上激烈的市场竞争，如何突破各种销售障碍，并提高其产品创新力，同时在大量生产与价格弹性等方面保持优势，又如何在市场营销领域制定新的策略，非常具有研究的价值。本文的研究对象为A电子仪器设备公司的市场营销策略。市场营销是一个系统的工程，需要进行专业性的研究。在研究的流程上，首先，本文在选题背景中提出研究问题，通过文献分析，建立了相关的研究架构；其次，对A公司电子仪器业务状况，运用PEST分析、波特五力分析及SWOT分析，探讨电子仪器业务的内外部环境，并进而得出策略建立的基本思路；再次，通过STP分析，得出了基本的营销方向及目标与定位；最后，以科特勒提出的4P理论，从产品、渠道、价格、推广等层面研究个案公司的营销组合策略，并针对目前存在的部分营销问题予以实施改进，并制定了相应的保障措施。本文通过研究发现，由军工企业转制而来的电子仪器设备企业，与其它同行相比，其营销能力相对较弱，但只要把握其军工研发基础扎实这一优势，逐步弥补在营销策略如产品、价格、促销、渠道、客户关系管理等方面的不足，选择特定的利基市场，也会获得竞争优势。本文的创新点在于，较为系统地针对“军转民”改革后的电子工业公司所面临的挑战和机会予以论述，进而发掘出这类企业今后在营销方面的应对之道，同时也为 A 公司未来营销设计的成功实施提供有力的保障。关键词：电子仪器设备；军转民；环境分析；目标市场；营销策略
英文摘要：	Abstract A Electronics Equipment Co., Ltd. was the only domestic military production of electronic night vision equipment, and gradually expanded to other electronic instruments such as measuring instruments. In recent years, great changes have taken place in A environment: one is for prosperous high-tech industry, driven by the instrument needs, especially for precision electronic instruments demand before the A company's original product is single and in urgent need of products to enrich and innovation; the two is with the "the trend of conversion of the arrival, including A company, military enterprises, gradually began to provide products and services for civil enterprises. However, accustomed to the traditional sales model for directional before, in the face of social conversion, the fierce market competition, how to through various sales channels, and relying on its innovative products, mass production and price elasticity and other advantages, how to formulate a new strategy in the field of marketing, so has research value. The research object of this paper is the marketing strategy of A electronic equipment company. Marketing is a systematic project, which needs professional research. In the research process, firstly, the author puts forward the research problems in the background, through literature analysis, established a research related to architecture; secondly, the electronic business situation of A company, using PEST analysis, five forces analysis and SWOT analysis of Potter, to explore the electronic instrument business internal and external environment, and then obtain the basic thinking strategy establish; again, through the STP analysis, the marketing direction and basic goal and orientation; finally, proposed by Kotler 4P theory, from the marketing mix strategy, product, channel, price, promotion and other aspects of the case, and some marketing problems to implement improvements, and to develop security the corresponding measures. This paper found that the military enterprise restructuring more electronic equipment enterprises, compared with other counterparts, its marketing ability is relatively weak, but as long as grasp the solid foundation of the development of military advantage, gradually make up for deficiencies in marketing strategies such as product, price, promotion, channel, customer relationship management, select the specific the niche market will gain a competitive advantage. The innovation of this paper is to systematically for the electronics industry conversion after the reform of the challenge and opportunity to be discussed, and then find out this kind of enterprises in the future in terms of marketing solutions, but also provide strong guarantee for A company in the future design of the successful implementation of marketing. Keywords: Electronic equipment; Conversion; Environmental analysis; Target market; Marketing strategy
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