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论文编号：	8159
作者编号：	2220140613
上传时间：	2016/5/26 16:02:39
中文题目：	东莞臻洲电子公司液晶显屏营销战略研究
英文题目：	Research on the marketing strategy of liquid crystal display of Dong Guan Zhen Zhou Electronics CO.,LTD
指导老师：	王迎军
中文关键字：	液晶显示屏，产业链，战略管理，营销组合
英文关键字：	Liquid Crystal display, Industry chain,Strategic management,Marketing combination
中文摘要：	液晶显示行业作为我国的新型产业，是电子产业里面的重要领域之一。伴随我国市场经济体制的改革深入，液晶显示产业由日本、韩国、台湾等发达国家和地区向我国大陆转移，在我国很多应用领域已经得到较快的发展，并取得了一定的地位。不过国内的液晶显示生产加工制造企业，主要停留在代加工生产制造环节，其价值的产生主要是人力资源的生产劳动价值及物流转运价值。国内液晶生产加工企业要寻求大的发展，在行业链上延伸。我国的液晶显示制造企业，大部分不懂市场、缺乏营销，一味跟随其他公司，或根据自己的想法，来加工制造产品，其销路就会变得狭窄或进入迷途。面对液晶显示行业激烈的竞争形势，东莞臻洲电子公司需要加强营销管理和策略规划，在市场营销方面寻找突破口。通过营销战略转型，增强自身的竞争实力，适应外部环境的变化。本文针对东莞臻洲电子公司进行营销战略研究，主要注重理论研究和实证研究的结合，采用了文献研究法、案例研究法和理论工具研究法。在对国内外的液晶显示行业概况、营销战略理论及市场营销理论进行综述后，本文介绍了东莞臻洲电子公司的具体案例，其中对液晶显示行业发展趋势及市场竞争环境做了详细的分析。通过对东莞臻洲电子公司的客观现状分析，本文借助STP进行目标市场定位，并对东莞臻洲电子公司制定营销组合策略。伴随应用领域的不断拓宽，当前我国液晶显示产业处于高速发展阶段。通过对东莞臻洲电子公司营销战略的研究，希望对行业和企业发展都有所启发。我国液晶显示产业的价值和效益，当前主要停留在生产加工制造环节及物流转运环节，通过对企业案例的研究，可以结合实际从微观视角为行业的发展提供价值参考。东莞臻洲电子公司，在行业发展背景下，企业发展面临战略转型。通过本文的研究，希望能够为企业的营销战略转型提供充分的帮助和指导借鉴。
英文摘要：	The LCD industry as a new industry in China, is one of the important areas of the electronics industry. With the in-depth reform of the market economic system of our country, the liquid crystal display industry from Japan, Korea, Taiwan and other developed countries and regions in mainland China to transfer, in many areas of application in China has been rapid development, and achieved a certain position. However, the domestic production of LCD manufacturing enterprises, mainly manufacturing sectors in processing production, the value of production is mainly the production of human resources and labor value transport logistics value. The domestic LCD production and processing enterprises to seek greater development, in the industry chain extension. China's LCD display manufacturing enterprises, most do not understand the market, lack of marketing, blindly follow other companies, or according to their own ideas, to manufacture products, the market will become narrow or enter the lost. In the face of intense competition in the LCD industry, Dongguan Zhen Chau electronics companies need to strengthen marketing management and strategic planning, in the market to find a breakthrough in marketing. Through the transformation of marketing strategy, to enhance their competitive strength, to adapt to changes in the external environment. This paper focuses on the research of marketing strategy of Dongguan Zhen Zhou electronics company, which mainly focuses on the combination of theoretical research and empirical research, and adopts the method of literature research, case study and theoretical research. After the liquid crystal display industry general situation, marketing strategy theory and marketing theory are reviewed. This paper introduces the Dongguan Zhen Zhou electronics company, the specific case, which of LCD industry development trend and market competition environment has done a detailed analysis. Through the objective analysis of Dongguan Zhen Zhou electronic company, this paper makes use of the STP to make the target market positioning, and make the marketing mix strategy of Dongguan Zhen Zhou electronics company. With the application fields, the current China's LCD industry is in a stage of rapid development. Through the research on the marketing strategy of Dongguan Zhen Zhou electronics company, hope to inspire the development of industries and enterprises. Chinese liquid crystal display the value and effectiveness of industry, the main residence links and logistics transport links in the production and processing manufacturing, through the study on the case of enterprises can be combined with the actual from the microcosmic point of view for the development of the industry to provide reference value. Dongguan Zhen Zhou electronics company, in the industry development background, development of enterprise strategic transformation. Through this study, hope to provide reference and guidance to help fully of the marketing strategy for the enterprise transformation.
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