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论文编号：	3567
作者编号：	2220090907
上传时间：	2011/10/18 10:26:16
中文题目：	卓越公司市场营销战略及策略实施的研究
英文题目：	Study on Marketing Strategy and Implementing for Zhuoyue Company
指导老师：	吴晓云
中文关键字：	关键词：电子制造服务;战略营销联盟;垂直整合
英文关键字：	Keywords：EMS industry;Vertical integration;Strategic alliance
中文摘要：	电子制造服务（Electronics Manufacturing Services，简称EMS）是一个新兴行业，它指电子产品品牌拥有者一般只控制核心技术研发和产品销售，而将制造、采购、部分设计以及物流外包给生产厂商。　　其实生产的过程中是涉及很多过程及环节，EMS就是一个全线的服务，包括，产品开发、产品生产，这当然包括产品的采购、产品的品质管理及运输物流，一般EMS都包括以上这些。但一般开始时，公司是没有足够能力开始整个过程，因此在开始时，他们主要帮助客人处理加工部分，所以只是主理生产部份，这个部分即是所谓的OEM（Original Equipment Manufacturer），后期发展到可以帮一部分客户主理开发产品及设计产品工作 ，即是所谓的ODM（Original Design Manufacturer）。换言之，ODM比OEM多加了新元素，现时的EMS除了做ODM和OEM所做的事外，更加上物流的部份，甚至有一部分会帮助客户销售，这就是一般的EMS。随着国际大厂把越来越多的精力和资金投到研发和市场销售，对自己的制造能力不得不逐步缩小，造成了EMS行业的整体市场是越来越大的，但同时竞争也是日趋激烈的。EMS企业的发展逐渐从单一加工能力延伸到垂直整合部分加工能力，即从企业核心加工能力逐步延伸到以核心加工能力为中心，向上、向下的其他加工能力，为客户提供一站式服务。本文通过对EMS行业的现状及天津卓越电子有限公司的实际情况的分析，找出公司发展面临的关键问题，再结合公司管理，市场营销的相关理论，提出了从内部和外部两个方面建设公司发展的核心竞争力的方案，这对天津卓越电子有限公司的长久发展具有巨大的实践指导意义。论文的主要内容包括：首先，提出论文的研究动机和意义；然后，回顾相关理论，主要是战略理论--纵向一体化、并购理论、战略营销联盟理论、市场营销等；然后，通过介绍公司产品和客户的现状，结合行业市场现状，提出了如何建立企业的核心竞争力，从成本、质量、服务和交期这四个客户的关注点入手，内部以解决组织分工和优化，外部以战略营销联盟、企业并购为契机，对公司的长远发展提出了规划并作出了市场战略策划。
英文摘要：	EMS（Electronics Manufacturing Service）is a new industry. Generally the electronics product brand owner will be just focus on produce design and development meanwhile do the out souse for its manufacturing/purchasing/some design and logistics to other manufacturing suppliers. Actually the production chain is related to many processes and links. EMS is the whole service including product design and product manufacturing, of course including the management for purchasing, quality and logistic also. In the very beginning, the company normally has not the capability for the whole chain service but only be focus on certain portion especially for the production. That is so called OEM (Original Equipment Manufacturer). Then some of the companies could help their customers to develop and design some portion of their products. That is so called ODM (Original Design Manufacturer). In another word, there is something more could be provided by ODM than OEM. But now EMS could also provide the logistics service even sales more than OEM and ODM. That is their difference. Along with brand owned manufacturers put more and more investment on R&D and sales & marketing, meanwhile they had to reduce their production capacity. That resulted the booming up of EMS industry with intensive competition. EMS companies are developing their own capability to VI (vertical integration) from original one. In order to provide One-stop service to their customers, the companies had to extend their products form their core products. With analyzing the status of EMS industry and Tianjin Zhuoyue Electronics Co., Ltd, the thesis finds out the key issues for the company development. Based on related theories of company management and principles of marketing, it comes out the solutions for upgrading its core ability of managing competitions from internal and external. This is a great guidance for long term development and daily operation of Tianjin Zhuoyue Electronics Co.,Ltd. Thesis mainly includes as followings：First，put forward the study intention and values; Second, review the related theories and principles of VI, Merge and Acquisition, Strategic Alliance and Marketing. Third, put forward the strategic proposal for the company’s long term development with the analysis of its current status of customers and products. The proposal is focusing on building up the core competing ability of the company with cost, quality, service and lead time. This proposal will lead the solution of internal re-organization, optimization and external strategic business alliance and merge & acquisition.
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