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论文编号：	8921
作者编号：	2120142626
上传时间：	2016/12/10 16:25:51
中文题目：	G3D打印公司的3D打印产品营销战略研究
英文题目：	Strategy Research on 3D Print Product of G3D Company
指导老师：	薛红志
中文关键字：	初创企业;细分市场;营销战略;营销策略
英文关键字：	Start up enterprise;Market segment; Market positioning;Marketing strategy
中文摘要：	本文的研究对象G3D打印公司是一家初创型3D打印技术公司，伴着3D打印技术的在国内的兴起于2015年新创立，成立之初有一定的技术积累和经验。自2012年开始,3D打印在中国持续风靡，但市场的产业化应用并不理想。对于大多数3D技术公司来说，目前3D打印业务基本上还处于投入阶段，并未形成显著营收。大企业通过政府投资或上市融资来维持运营，而对于像G3D打印公司这样的初创小企业，靠创办人自有资金起步，在行业尚需引导和投入的阶段，亟需要找到目标市场并通过一系列有效的策略实现营收。论文基于目前3D产业国内外发展现状及发展趋势，对G3D打印公司目前面临的内外部环境分别用SWOT和PEST模型进行了研究，同时运用STP战略对公司市场进行细分，评估并在此基础上进行定位。基于明确的细分市场，运用4P和4C组合理论对公司的目标市场制定针对性的营销策略；最后，从人财物等多方面出发制定措施，以保障策略的有效实施和开展。 论文试图通过对G3D打印公司的业务分析，探索对尚处于生存期的初创小企业，如何能避开同业竞争的主战场，寻找适合自己的突破口，发挥自身的敏捷优势，在有限资源环境下取得发展。本文运用了一系列营销理论，通过对G3D打印公司的研究，希望对初创型小企业具有一定的借鉴意义。
英文摘要：	The research object of this Thesis is G3D company. With the development of 3D printing technology in the China, G3D company was founded in 2015 beginning.As the founder ever worked in one research institution in 3D printing technology area, so G3D has technology basis from beginning . 3D printing technology get more popular since 2010 in China, but the industrialization status is not ideal.For most 3D technology company, the current 3D printing business can’t bring a significant revenue, and 3D printing industry is still in input stage. Under such industry environment,large enterprises can get financial support from government investment or stock market, but for new start-up company such as G3D, which was started with personal money of founders,urgent need find suitable market,and get revenue from market to maintain its regular operation. Based on the development situation and trend of whole 3D printing industry in China and abroad,this Thesis make analyses about the internal and external environment respectively with SWOT and PEST model, and then do research on market segmentation,assessment and positioning with STP strategy process.With specific market segments and position, we carry out marketing strategy with instruction of 4 p and 4 c theories;Finally, to ensure all the strategy get effect, plan in aspects of financial, human resources and so on are set. Attempting to analyze the business of G3D company, this Thesis tries to explore a new approach for the start up or small and micro enterprises on how to find suitable breakthrough in fierce competitive status, and get development with limited resources. We use a series of marketing theory in this Thesis, and may have certain significance for start up enterprises by research of G3D company.
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