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| 论文编号： | 11592 | |
| 作者编号： | 2320170730 | |
| 上传时间： | 2020/6/8 11:29:48 | |
| 中文题目： | S公司摄像模组在华市场营销策略研究 | |
| 英文题目： | A Study on Marketing Strategy of S Company’s Camera Module in Chinese Market | |
| 指导老师： | 白长虹 教授 | |
| 中文关键字： | 智能手机；手机摄像模组；营销策略；关系营销 | |
| 英文关键字： | Smart Phones；Mobile Phone Camera Module；Portfolio Marketing；Relationship Marketing | |
| 中文摘要： | 改革开放40年以来，中国的经济实力、综合国力进入世界前列，人民的经济和物质文化生活水平逐渐提高。伴随着通讯技术的发展，移动电话市场的逐渐成熟，智能手机为人民的生活带来了极大便利。近年来，4G/5G网络技术逐渐普及和成熟,智能手机终端市场又获得了持续的发展助燃剂,而在智能手机终端的上游供应链中，摄像模组的生产厂商也获得了积极的影响。 虽然拥有相对领先的技术，在竞争激烈的中华市场，S公司的经营活动也存在许多亟待改善的问题。本文简要介绍了手机摄像模组行业的现状以及未来的发展趋势，分析S公司摄像模组在中华地区市场营销活动的内外部环境，并通过SWOT矩阵分析导出S公司摄像模组在华营销的问题和改进策略。根据作者的工作经验，归纳、分析了S公司手机摄像模组事业部的营销管理现状，并针对营销问题，从组合营销策略和关系营销策略方面提出改善建议，以实现S公司提高竞争力，扩大在华市场占有率之目的。经过分析，本文为S公司导出的组合营销策略包含优化产品价格组合、丰富产品结构、提高服务效率、充分利用供应链渠道资源优势等。在此基础上，本文还针对S 公司的市场营销提出了差异化的关系营销方案，并将提出的理论运用于实际产品营销管理的改善工作中。 | |
| 英文摘要： | Over the past 40 years of reform and opening up, China's economic strength and overall national strength have ranked among the highest in the world, and the people's living standards have gradually improved. With the gradual development of communication technology and the gradual maturity of the mobile phone market, the emergence of smart phones has brought great convenience to people's life. In recent years, the 4G/5G network technology has been gradually popularized and matured, and the smartphone market has been continuously developed as an accelerant. In the upstream supply chain of smartphone market, manufacturers of camera modules have also gained a positive influence. As one of leading characters among camera module enterprise, S company also have some challenge and issue during its activities in Chinese market. The thesis aims to deduce the problems of S company's camera module's marketing in Chinaand the key strategies for its future success, by introducing the current situation and future development trend of the mobile phone camera module industry, analyzing the internal and external environment of S company's camera module's marketing activities in China, and through SWOT matrix analysis. The author analyzes and summarizes the existing problems of the marketing management of S company’s mobile phone camera module division, puts forward some improvement Suggestions from the aspects of portfolio marketing relationship marketing. | |
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