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论文编号：	13743
作者编号：	2320200578
上传时间：	2022/12/20 12:57:17
中文题目：	F公司家用投影机营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization of Home Projector of F Co. Ltd.
指导老师：	武立东
中文关键字：	家庭娱乐；家用投影机；F公司；营销策略
英文关键字：	Family entertainment；Home projector；F the company；The marketing strategy
中文摘要：	近年来，拉动中国经济的三架马车发生了颠覆性的变化,中国经济从出口导向转向消费型拉动。在双循环以及拉动内需的背景下，消费拉动型增长模式无疑更适合中国发展的道路选择。然而自2020年新冠疫情以来，消费大幅受挫，表现低迷。但少数与居家消费相关的行业却因为居家时间变长，居家需求上升，反而呈现出逆势发展的态势。家用投影机作为家庭娱乐的新兴产品，在线下娱乐受阻，观影、游戏等娱乐需求居家化的背景下，获得了高速增长。另一方面，由于移动互联网、5G等技术的日益成熟，线上消费成为新的消费趋势，传统电商淘宝、京东依然保持强势增长，抖音、小红书、快手等新兴平台电商发展迅猛，为家用投影市场注入渠道新活力，带动行业迅速成长，行业规模高速发展。 在中国投影市场，外资品牌在技术成熟度和品牌知名度方面占据一定优势，但随着国家综合实力的提升，国货成为越来越多中国消费者的选择。在家用投影机行业，也有多个优秀的自主品牌，在投影市场与外资品牌分庭抗礼，形成激烈的竞争局面。但投影机走向家用的历史并不长，在行业尚未形成寡头垄断，没有明显的资源倾斜，市场竞争环境相对较为公平。F公司在国产投影品牌中拥有良好的口碑和声誉，在市场占有率上也处于国产品牌前三。但是面对广阔的消费市场和强大的竞争对手，F公司所采取的相对保守的营销策略始终无法使其打破依靠资本生存的僵局，也无法扭转其亏损局面。 本研究借助营销环境分析工具，对F公司所处宏观市场环境、企业竞争环境、自身现状等进行了较为全面的分析。采用STP+4P营销组合理论，找出其在定位方面和产品、价格、渠道、促销四大营销策略方面所存在的问题；并通过STP+4P+4C营销组合理论，为F公司重新进行相对精准的市场定位和营销策略的优化设计；结合企业实际，提出了营销策略优化实施的保障措施。本研究旨在对F公司寻求增长突破和市场营销策略的优化提供一些参考，也为国产家用投影品牌寻求规模增长、高质量发展带来一些启发和思考。
英文摘要：	In recent years, the three wagons driving China's economy have undergone subversive changes, with China's economy shifting from export-led to consumption-led. Under the background of double circulation and stimulating domestic demand, consumption-led growth model is more suitable for China's development path choice. However, since the COVID-19 pandemic in 2020, consumption has suffered and its performance has been sluggish. However, a small number of industries related to home consumption have shown a trend of countertrend development because of the longer time spent at home and the reduced demand. Home projector, as a new product of home entertainment, has achieved rapid growth in the context of offline entertainment being blocked and entertainment demands such as watching movies and games becoming home. On the other hand, due to the mobile Internet, 5 g, such as technology matures, online consumption become the new trend, the traditional electric business Taobao, Jingdong remained strong growth, Tictok, Red book, AAuto Quicker emerging platform for fast development of electricity, such as projection market channels inject new vitality for home, drive the rapid growth industry, industry scale development at a high speed. In China's projection market, foreign brands have certain advantages in technology maturity and brand awareness, With the progress of the country's strength in all aspects, domestic products have become the choice of more and more Chinese consumers. In the home projector industry, there are also a number of excellent independent brands, in the projection market and foreign brands, the formation of fierce competition. However, the history of the projector to the home is not long, in the industry has not formed oligopoly, there is no obvious resource tilt, the market competition environment is relatively fair. F Company has a good reputation and reputation among domestic projection brands, and ranks among the top three domestic brands in market share. However, in the face of vast consumer market and strong competitors, the relatively conservative marketing strategy adopted by F company has not been able to break the deadlock of relying on capital to survive, nor reverse its loss situation. With the help of marketing environment analysis tools, this study conducts a relatively comprehensive analysis of the macro market environment, enterprise competition environment and its own status quo of F company. STP+4P marketing mix theory is used to find out the problems in positioning and product, price, channel, promotion four marketing strategies. And through STP+4C marketing mix theory, for F company to carry out relatively accurate market positioning and marketing strategy optimization design; Combined with the actual situation of enterprises, the guarantee measures for optimizing the implementation of marketing strategy are put forward. This study aims to provide some reference for F company to seek growth breakthrough and optimize marketing strategy, and also bring some inspiration and thinking for domestic home projection brand to seek scale growth and high-quality development.
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