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论文编号：	6291
作者编号：	2220110626
上传时间：	2014/6/7 9:50:58
中文题目：	国显科技公司营销战略研究
英文题目：	Marketing Strategy Research of Shenzhen guoxian TechnologyCo. , Ltd.
指导老师：	杨斌
中文关键字：	液晶显示屏；国显科技；营销；战略；
英文关键字：	LCD display ; marketing strategies ; consumer products ; country significantly Technology
中文摘要：	摘要 　　　本文以深圳市国显科技股份有限公司（下文中简称“国显科技”）作为研究对象，对该企业的市场营销情况进行分析，从而总结民企在发展时受到市场营销战略的哪些影响，在分析国显科技市场营销中的一些问题后，提出了解决办法。笔者就职国显科技公司多年，对该公司的发展情况有所了解，也曾多次参与企业营销战略的制定工作。希望可以为国显科技以及其他同行业企业在制定市场营销战略时提供指导作用。 　　　国显科技作为专业生产液晶显示屏的企业，在行业中占据着重要地位。到2010年年末，国显科技在液晶显示屏市场上已经占据了百分之八的份额。随着企业数量的增多，市场竞争不断加剧，公司在发展过程中也遇到一系列问题，例如销量虽然不断增加，但收益却没有得到显著提高，与行业平均盈利水平相比，国显科技水平偏低。本文在分析国显科技公司的市场营销战略及现状时，以价格、产品、渠道等构建了分析框架，通过分析总结出如下问题：就产品战略来讲，生产的产品以低端为主，利润空间较小，生产的中高端产品在产品总量中只占两成左右，盈利较少。产品研发模式缺少先进性，产品变换频率较快，新投资收效低，产品品质较低，交期达成率低。就价格战略来讲，公司主要实施竞争战略，销售的产品价格比竞争对手要低，价格反应缺少灵敏性，缺少价格差距，导致利润空间被压缩。就促销战略来讲，公司宣传工作不到位，没有发挥品牌效应；当客户有所要求时才开展促销活动，自主促销活动较少，渠道不完善，大客户服务不聚焦，配送体系存在缺陷；就渠道战略来讲，主要是由营销代表推销产品，这些人员的业务素质有限，无法全面分析顾客需求，许多客户提出的需求得不到满足。就整体销售情况来讲，国显科技之所以利润偏低，是因为低端产品过多，严重影响了企业的盈利能力。 　　　针对国显科技公司的市场营销战略分析中提出的问题，本文通过使用SWOT和PEST分析法，全面分析了国显科技公司市场营销的环境情况。就政治经济环境方面讲，在国家政策的支持下，平板显示企业不断发展壮大，企业在生产设备、材料等方面投入的资金不断增多，在国家的积极引导下，平板显示产业实现了健康发展。就社会环境方面讲，液晶显示屏具有节能、轻薄、性能好等优点，无论是苹果公司的手机，还是平板电脑，都使用液晶显示屏，良好的触控体验吸引了众多消费者的目光。消费者对液晶显示屏产品的需求不断增多，推动了该行业的发展。就技术环境方面讲，近年来，节能环保已经成为企业坚持的重要原则之一，在这种形势下，AU、LG等企业不断研发新产品，纷纷建立产品研发中心。我国的本土企业实力不断增强，创新能力也得到显著提升，它们将获得更广阔的发展空间。 　　　通过采用SWOT分析了国显科技的各方面因素：一，优势。国显科技是深圳市重点高新技术企业，有自己的研发团队，因此能够独立研发新产品，从3.5寸到10.1寸，公司拥有数条产品线，公司的产品材料和生产流程都有较强的稳定性，在同行业中排在前列，公司生产的产品具有价格优势，能够整合产业链，为客户提供全面的服务，客户关系较稳定；公司建立了完善的反应机制，努力使流程实现标准化，各时间结点清晰明确，生产环节坚持做到认真、高效，因为反应速度灵敏，抢占了许多市场先机。二，劣势。生产的产品以低端为主，公司的产品研发没有和市场有效衔接在一起，产品变换频率较快，新投资收效低；由于企业未严格管控好物料，无法按照需求生产，经常因为产品质量问题影响交期，引起客户的不满，营销环节和供应环节出现各种矛盾，产线经常加班影响到员工的休息。而且赶货引发的问题较多，严重影响了交期交货期不及时；产品质量存在缺陷，无法发挥品牌效应，缺少对市场需求的分析。三，机会。国家制定的政策和法律起到了支持和引导作用，近年来，我国经济发展迅速，各类消费类电子产品需求不断增多，拉动了液晶产品的需求；进过几年的积累，销售额超过10亿，在稳定供货，在稳定供货、品质方面逐步能够进入国际大客户的视线，机会增多。四，威胁。企业缺少核心技术，低端产品无法与小企业竞争，日本、韩国等企业也逐渐进入到液晶产品行业，因为关键材料被垄断，原料价格会上涨。客户议价能力强，会压低产品价格，影响企业收益。 　　　国显科技要想改变现状，应该积极调整产品生产战略和营销战略，建议采取以下措施： 　　　就产品制造来讲，调整产品线，将分辨率高、尺寸大的产品作为重点生产的产品；提高产品质量；在研发方面增加投入，提高研发效率。就价格来讲，对价格体系进行调整，小尺寸产品实施跟随战略，价格可适当调低；主流尺寸的产品可略微调高价格，以便和竞争对手展开竞争；销售高分辨率液晶显示屏时，实施撇脂战略。就渠道来讲，实施大客户战略，加强关系营销，积极开发代理商和渠道商，可构建关系网，发展更多代理商、渠道商；实施VMI 管理，可筛选一批重点客户，为它们建立VMI仓库，例如熊猫、奇美、天马、万利达等，虽然投入了一定的库存费用，但能快速满足客户需要，使客户更加信赖企业；重视客户的需求，深入分析市场需求，建立完善的治理结构，可实行职业经理制度。就促销来讲，应积极开展促销活动，加大力度宣传新产品，推广企业产品概念，全面推广inside概念。 　　　最后，本文在分析国显科技公司的市场营销战略后提出以下几点保障性措施，加强产品研发投入，提升企业技术创新能力，加强产业链整合，走产学研之路，完善企业流程的梳理，提升企业运营效率，加强产品质量监管，消除安全隐患，加强售前技术支持与售后服务建设。 因本人知识和能力的限制，在分析国显科技公司的营销体系时还存在诸多缺陷，本人将在日后继续加深研究，希望能使研究更加完善。国显科技在多年发展过程中虽然具有一定的知名度，但因为没有重视品牌建设工作，导致企业缺少美誉度，所以，接下来的研究应侧重公司的品牌建设问题。
英文摘要：	Abstract 　　　In this paper, Shenzhen K & D Technology Co., Ltd. ( hereinafter referred to as " K & D" ) as the object of study, the enterprise marketing analysis of the situation , and to summarize what the impact of private enterprises by the marketing strategy in the development of the analysis country after K & Dmarketing some of the problems , proposed solutions . I inaugural National remarkable technology companies for many years , the company's development of understanding , also has participated in the formulation of corporate marketing strategy. Hope for the country with K & Dand other industries and enterprises to provide a guiding role in the development of marketing strategies. 　　　 State K & Das a professional production of liquid crystal display businesses in the industry occupies an important position. By the end of 2010 , the National Science and Technology on the LCD display market share has accounted for eight percent . With the increase in the number of enterprises , market competition continues to intensify , companies in the development process also encountered a series of problems , such as increased sales though , but the benefits have not been significantly improved , compared with the industry average level of profitability , significant technological level of the country low. This paper analyzes the strategy and the current situation in the country 's remarkable technology marketing, price , product , channel , etc. to build an analytical framework , the analysis summarizes the following questions: on product strategy is concerned, mainly low-end products , profits less space, the production of high-end products in the total product only about two percent , less profitable. Lack of advanced product development mode , frequency conversion products faster, with little new investment low , low product quality, delivery fulfillment rate. The price in terms of strategy , the company implementing competitive strategy , the sales price is lower than the competition , prices reflect a lack of sensitivity, lack of price gap , resulting in profit margins are compressed. On marketing strategy is concerned, the company publicity is not in place , did not play the brand ; when a client has requested to carry out promotional activities, less self- promotional activities, imperfect channels, great customer service does not focus, flawed distribution system ; on channel strategy is concerned, primarily by the marketing representatives to sell products, limited professional quality of these officers , not a comprehensive analysis of customer needs , the demand raised by many of our customers are not satisfied . In terms of overall sales , the reason for the low profit national remarkable technology , because too much low-end products , a serious impact on corporate profitability .State significant problem for technology companies marketing strategy analysis presented in this paper by using the SWOT and PEST analysis, a comprehensive analysis of the environmental situation in the country remarkable technology companies marketing. Speaking on the political and economic environment , in support of national policy, the flat panel display business continue to grow , enterprises in the production of equipment, materials and other investment funds have continued to increase, and actively guide the country in the flat panel display industry to achieve a healthy development. Social environmental stresses on the LCD display with energy saving, thin, good performance, etc., whether it is Apple's mobile phone, or tablet , use the LCD screen , a good touch experience has attracted attention of many consumers . Consumer demand for LCD products continues to increase, promote the development of the industry. Technically speaking environment in recent years , environmental protection has become one of the important principles of corporate insist , in this situation , AU, LG and other companies continue to develop new products , have established R & D centers. Our local enterprises increased their strength , innovation capability has also been significantly improved , they will get a broader space for development. 　　　By using SWOT analysis of the various factors of the country K & D: an advantage . Technology is a significant national key high-tech enterprises in Shenzhen City , with its own R & D team , and therefore capable of independent research and development of new products, from 3.5 inches to 10.1 inches, the company has several product lines , the company's product materials and manufacturing processes have a strong stability, the top row in the same industry , the company 's products a price advantage , able to integrate the industry chain , to provide customers with comprehensive services , customer relationship more stable ; company has established a perfect response mechanism, strive to achieve the standardization process , clear each time node , production processes adhere to due diligence, efficiency , because the reaction rate is sensitive to seize a number of market opportunities. Second, the disadvantage. Mainly low-end products , the company's product development and market no effective convergence together, frequency conversion products faster, with little new investment in low ; Because good business is not strictly controlled materials , not according to the needs of production, often because of product quality problems affect delivery, causing customer dissatisfaction , marketing and supply chain links the emergence of various conflicts , production line employees often work affects the rest . And the problem caused by the goods to catch more serious impact on the delivery is not timely delivery ; defective product quality, brand effect can not play , the lack of market demand analysis . Third, opportunities. Policies and laws formulated by the state played a supporting and guiding role in recent years, China's rapid economic development , all kinds of consumer electronics products growing demand , boosting the demand for LCD products ; been to accumulate a few years , sales of over one billion in stable supply, stable supply, quality of gradually able to enter the international customers of sight, more opportunities . Fourth, the threat. Enterprises lack of core technology , low-end products can not compete with small businesses , Japan, Korea and other enterprises have gradually entered into LCD products industry , because the key material is a monopoly , raw material prices will rise . Strong bargaining power of customers will drive down prices , the impact of corporate earnings . 　　　K & D in order to change the status quo country should actively adjust the product strategy and marketing strategy , it is recommended to take the following measures: 　　　In terms of product manufacturing is concerned, adjust the product line , the high resolution, large -size products as a key products ; improve product quality ; increase investment in research and development , improve R & D efficiency. The price in terms of the price system to adjust, small- size products to follow the implementation of the strategy may be appropriate to reduce prices ; mainstream size products may slightly increase prices in order to compete and competitors ; sales of high-resolution LCD display, implementing skimming strategy. On the channel in terms of the implementation of large customer strategy to strengthen the relationship marketing , and actively develop agents and channel partners can build networks , develop more agents , distributors ; implement VMI management, screening a number of key customers, as they build VMI warehouse , such as the panda , Chi Mei, Pegasus, Malata , etc., although a certain amount of inventory investment costs, but can quickly meet customer needs, so that more customers trust companies ; attention to customer needs , in-depth analysis of market demand , establish a sound governance structure, can implement professional manager system. On promotion is concerned, should actively carry out promotional activities to increase efforts to promote new products, promote the concept of enterprise products , to promote the concept inside .Finally , we propose the following measures to protect the country after analyzing K & Dcompanies marketing strategy , strengthening R & D investment , to enhance the technological innovation capability and strengthen the industrial chain integration , and take the road of research , and improve business processes in order, enhance operational efficiency, enhance product quality control and eliminate security risks, strengthen the construction of pre-sales technical support and after-sales service . 　　　 Due to limitations of my knowledge and ability , there is a K & Dcompanies in the analysis of the country 's marketing system Shihai many flaws , I will continue to deepen in future research , I hope to make research more perfect. State K & Ddevelopment process in many years , while having a certain reputation, but because there is no focus on brand -building efforts , which causes a lack of reputation , so subsequent research should focus on the company's brand building.
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