联系我们

论文查询结果	返回搜索

论文编号：	4869
作者编号：	2120102484
上传时间：	2012/12/13 23:46:47
中文题目：	英威腾公司低压变频器营销组合策略研究
英文题目：	A Research on Marketing Mix Strategy of INVT Company ofLow Voltage Frequency Converter
指导老师：	韩德昌
中文关键字：	英威腾公司 营销环境分析 市场定位 营销组合策略
英文关键字：	INVT company Marketing environment analysis Market positioning Marketing mix strategy
中文摘要：	经过改革开放30多年的发展，中国自动化水平有了飞跃的发展。中国一批民营公司在自动化元器件制造领域逐渐积累了实力。英威腾就是这样一家公司，英威腾公司为国内变频器行业的领导者，公司以低压变频器起家，经过多年发展，已经成为国内变频器厂家的领导者。同时，公司积极布局其它产品线，公司向集团化规模化方向发展。相对于国外行业巨头上百年的历史和遍布全球的营销网络，民营自动化公司无论在技术和市场方面还有很大的差距，随着市场环境越来越复杂，民营公司一出生，就面临比过去复杂多的市场环境。国内民营公司要想冲破国外巨头的重重围堵，从市场边缘走向市场的中心地带，挑战无疑是巨大的。从市场方面进行研究，找出民营企业应对市场的致胜策略，是市场从业人员的应有责任。民营企业在市场营销理论的熟悉和运用上还存在比较大的差距，这和中国的市场整体环境有关。大陆毕竟走向市场环境才是最近10多年的事情，民营企业的经营和销售还处在初级阶段，和国外公司在市场环境多年的摸爬滚打和丰富的市场理论指导相比，民营企业需要补的课还很多。本论文分析变频器行业的外部环境，从宏观环境和产业环境和竞争环境等诸多方面进行了分析，并结合对公司的内部环境的分析，找出公司的优势和劣势，并识别出公司发展的机会和威胁。然后对公司的细分市场进行分析并正确的对公司进行了市场定位，选择公司正确的市场竞争战略和品牌推广策略，结合英威腾的资源和公司的经营目标，研究了英威腾公司低压变频器的营销组合策略。最后，给出了本篇论文的结论，讨论了本篇论文的不足，并对以后继续研究的问题进行了展望，为以后论文的深化研究指明了方向。总之，本论文以现代西方市场营销理论为依托，研究了民营企业的生存环境，并给出了一些建议，希望能对民营企业发展起到帮助作用。从这个意义上来说，这个命题也是国内民营企业共同面临的问题，具有非常重要的现实意义。
英文摘要：	After more than 30 years of reform and opening up and development, automation level there have been leaps in development in China. Group of private companies in the field of automation components in China gradually accumulated strength. Invt is one such company, Invt company as leader of domestic frequency converter, the company started as a low-voltage converter, after many years of development, has become a leader of domestic frequency converter manufacturer. At the same time, active layout of other product lines, the company to group of scale development . But relative to foreign industry leaders hundreds of years of history and a worldwide marketing network, private automation companies in the technology and the market there is still a large gap, as the market environment has become increasingly complex, private companies from star period, face a much more complicated market environment than in the past. Domestic private companies want to break through the heavy containment of foreign giants, from market edge to market heart challenge is undoubtedly enormous. From market research to identify winning strategy of private enterprises to market, is the responsibility of market practitioners. Private enterprise also in the knowledge and application of marketing theory there is a large gap, and China's market environment as a whole. Continent, after all, is the last more than 10 years of go-to-market environment, operating and sales of private enterprise is still in its early stages, Foreign companies in the market environment with many years of marketing experience and extensive market theory compared to private enterprises, there are many places to learn. This paper analysis of inverters to the external environment, from the macro environment, and industry analysis and the competitive environment, and many other aspects of the environment, combined with an analysis of the internal environment of the company, identify the strengths and weaknesses of the company, and to identify the threats and opportunities for the development of the company. And then to analyze the company's market segment and correct market positioning on companies, selecting proper market competition strategy of the company and brand promotion strategy, combining Invt resources and business objectives of the company, studied Invt low voltage inverter marketing mix strategy. Finally, give the conclusions of this thesis, out of this paper was discussed and a prospect to continue to study the question again, for deepening the study of the paper points the way in the future. In short, this paper relying on modern marketing theories in the West, studied the survival environment of private enterprises, and gives a number of suggestion, hope to help to the development of private enterprise. In this sense, this proposition is also common problems faced by domestic private enterprises, have very important practical significance.
查看全文：	预览  下载(下载需要进行登录)