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论文编号：	10288
作者编号：	2220160591
上传时间：	2018/12/5 18:09:08
中文题目：	K公司Wi-Fi产品营销策略研究
英文题目：	Research on the marketing strategy of K Company Wi-Fi product
指导老师：	李桂华
中文关键字：	Wi-Fi产品；环境分析；营销组合策略
英文关键字：	Wi-Fi products；Environmental analysis ;Marketing mix strategy
中文摘要：	万物互联时代逐步来临，用户对于无线网络覆盖的需求越来越大，使用频率不断提高，使Wi-Fi产品构建的网络环境成为日常生活中的必须品。与此同时，Wi-Fi产品在企业无线办公、无线校园、无线景区、智慧医疗、无线城市等场景广泛应用。不管是全球还是中国，Wi-Fi市场都处于上升期，然而，K公司却出现了业绩下滑，虽然与公司整体销售战略的调整有关，但公司在发展过程中确实存在一些问题，尤其是营销方面的问题，一定程度上制约了企业的快速发展，而这正是本文研究的出发点。 本文以K公司Wi-Fi产品为研究对象，主要使用了PEST宏观分析法、SWOT分析法等分析工具，使用文献分析法、案例研究法、调查法等研究方法分析了K公司所处的宏观环境，总结了Wi-Fi行业发展现状和发展趋势，剖析了K公司主要的几个竞争对手情况，深入分析了K公司Wi-Fi产品营销现状及存在的问题，得出了K公司Wi-Fi产品的优势和劣势，以及可以采取的竞争策略。之后又运用STP理论对K公司Wi-Fi产品重新进行了市场细分和市场定位，接下来运用4P理论，提出了改进后的营销策略，最后从员工素质、企业文化、决策系统和学习型组织四个方面提出了相应的保障措施。 本文的研究成果对K公司经营业绩的改善提供了理论基础，也为K公司Wi-Fi产品营销策略的实施提供了重要的实践指导作用。同时为同行的发展也有很好的参考价值。
英文摘要：	The era of the Internet of Everything is coming, users are increasingly demanding wireless network coverage, and the frequency of use is increasing, making Wi-Fi a necessary network environment in daily life. At the same time, Wi-Fi products are widely used in enterprise wireless office, wireless campus, wireless scenic area, smart medical, wireless city and other scenarios. The Wi-Fi market is on the rise, both globally and in China. However, K Company has experienced a decline in performance. Although it is related to the adjustment of the company's overall sales strategy, the company does have some problems in the development process, especially in marketing. The problem has restricted the rapid development of enterprises to a certain extent, and this is the starting point of this paper. This paper takes K company Wi-Fi products as the research object, mainly uses PEST macro analysis method, SWOT analysis method and other analysis tools, and uses literature analysis method, case study method, investigation method and other research methods to analyze the macro environment of K company. This paper summarizes the development status and development trend of Wi-Fi industry, analyzes the main competitors of K company, analyzes the current situation and existing problems of K company Wi-Fi products, and draws the Wi-Fi products of K company. Strengths and weaknesses, as well as competitive strategies that can be adopted. Later, using STP theory, the company's Wi-Fi products were re-marketed and market-oriented. Next, using 4P theory, the improved marketing strategy was proposed. Finally, from the staff quality, corporate culture, decision-making system and learning organization The corresponding safeguard measures were proposed in four aspects. The research results of this paper provide a theoretical basis for the improvement of K company's operating performance, and also provide important practical guidance for the implementation of K company's Wi-Fi product marketing strategy. At the same time, it has a good reference value for the development of peers.
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