發(fā)布時間：2018-06-23 17:45

  本文選題：隱形眼鏡 + 市場營銷�。� 參考：《蘭州大學》2017年碩士論文

【摘要】：近年來,隨著我國經(jīng)濟快速發(fā)展以及電子產(chǎn)品的迅速普及,我國的近視群體正以低齡化、普遍化的趨勢蔓延開來。隱形眼鏡,由于其美觀且佩戴方便,在國內(nèi)迅速發(fā)展普及。越來越多的國外企業(yè)看到這一商機涌入中國市場,利用先進的技術(shù)和營銷手段迅速占領國內(nèi)市場。目前國內(nèi)隱形眼鏡市場被強生、視康、海昌和博士倫四大寡頭企業(yè)占據(jù),本土企業(yè)只占據(jù)少部分的低端市場,在四大寡頭繼續(xù)擴張的嚴峻環(huán)境下舉步維艱。在此情形下,本土企業(yè)需要重新審視內(nèi)外部環(huán)境,在保證產(chǎn)品品質(zhì)的前提下,進行資源整合,改進營銷策略,提高市場競爭力,保住現(xiàn)有市場份額的同時進一步擴張發(fā)展。甘肅康視達科技集團有限公司(以下簡稱“甘肅康視達公司”)作為一家主要生產(chǎn)隱形眼鏡及附屬產(chǎn)品的本土企業(yè),經(jīng)過10年的努力經(jīng)營,在國內(nèi)低端市場占有少量市場份額。由于國外品牌進一步強勢擴張,隱形眼鏡產(chǎn)品同質(zhì)化加重,甘肅康視達公司原有的優(yōu)勢已不復存在,如何培育和打造核心競爭力,匹配市場需求,走出困境是公司當前面臨的問題和難題。本文從市場營銷角度入手,對甘肅康視達公司當前的營銷策略進行客觀分析,具體為:首先對公司當前營銷現(xiàn)狀和問題進行分析,通過SWOT模型對公司面臨的營銷環(huán)境進行細致分析,得出適合的營銷戰(zhàn)略。運用STP理論將目標市場定位為大學生和年輕白領,再利用4Ps組合從產(chǎn)品、價格、渠道、促銷和品牌五個方面有的放矢地制定營銷策略。最后,從增強市場營銷意識、團隊建設、客戶關(guān)系管理和品牌文化建設四個方面為公司營銷策略的順利實施提出了建議。本論文通過對甘肅康視達公司營銷策略的系統(tǒng)分析和研究,旨在有效提升公司營銷管理水平,不斷擴大市場占有率,提高營運效益。同時,也希望為西部中小型企業(yè)面對的營銷困境提供有益的借鑒。
[Abstract]:In recent years, with the rapid development of China's economy and the rapid popularization of electronic products, the myopic population in our country is becoming younger and the trend of generalization is spreading. Contact lenses, because of their beautiful and easy to wear, in the rapid development of domestic popularity. More and more foreign enterprises see this opportunity pour into the Chinese market, using advanced technology and marketing means to quickly occupy the domestic market. At present, the domestic contact lens market is occupied by four oligarchs: Johnson, Shikang, Haichang and Shih-lun, while local enterprises occupy only a small portion of the low-end market, and are struggling in the grim environment of the continued expansion of the four oligarchs. In this case, local enterprises need to re-examine the internal and external environment, on the premise of ensuring product quality, resources integration, improve marketing strategies, improve market competitiveness, and maintain the existing market share while further expansion and development. Gansu Kangshida Science and Technology Group Co., Ltd (hereinafter referred to as "Gansu Kangshida Company"), as a local enterprise which mainly produces contact lenses and its subsidiary products, has occupied a small amount of market share in the domestic low-end market after 10 years of hard work. Due to the further strong expansion of foreign brands and the increasing homogeneity of contact lens products, the original advantages of Gansu Kangshida Company no longer exist. How to cultivate and build the core competitiveness and match the market demand, Getting out of the predicament is the problem and difficult problem that the company faces at present. From the perspective of marketing, this paper makes an objective analysis of the current marketing strategy of Gansu Kangshida Company. The specific contents are as follows: firstly, the current marketing situation and problems of the company are analyzed. Through SWOT model, the marketing environment faced by the company is analyzed carefully, and the suitable marketing strategy is obtained. Using STP theory, the target market is positioned as college students and young white-collar workers, and then 4Ps combination is used to formulate marketing strategies from five aspects: product, price, channel, promotion and brand. Finally, suggestions are put forward for the successful implementation of marketing strategy from four aspects: enhancing marketing consciousness, team building, customer relationship management and brand culture construction. Through the systematic analysis and research on the marketing strategy of Gansu Kangshida Company, the purpose of this paper is to effectively improve the marketing management level, expand the market share and improve the operating efficiency. At the same time, I also hope to provide a useful reference for the small and medium-sized enterprises in the west.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.8

【參考文獻】

相關(guān)期刊論文 前10條

1 鐘堯飛;;關(guān)于企業(yè)品牌文化建設的探討[J];經(jīng)濟師;2016年12期

2 ;網(wǎng)購隱形眼鏡 質(zhì)量令人堪憂[J];中國眼鏡科技雜志;2015年23期

3 別昊;;大學生隱形眼鏡消費調(diào)查[J];中國眼鏡科技雜志;2015年15期

4 傅維;;生產(chǎn)商:因勢利導 各顯其能[J];中國眼鏡科技雜志;2015年15期

5 吳齊旭;;好東西不怕試——體驗幫您抓住顧客[J];中國眼鏡科技雜志;2014年24期

6 羅萍;;告訴你一個真實的康視達[J];中國眼鏡科技雜志;2013年09期

7 汪樹全;;企業(yè)品牌及核心競爭力與企業(yè)文化建設[J];北京郵電大學學報(社會科學版);2013年03期

8 ;甘肅康視達致力成為國內(nèi)彩色隱形眼鏡制造專家[J];中國眼鏡科技雜志;2012年09期

9 吳虹;;強強聯(lián)合 追逐夢想——成都艾爵隱形眼鏡有限公司總部試營業(yè)[J];中國眼鏡科技雜志;2012年01期

10 劉揚;;從微觀經(jīng)濟學角度分析國內(nèi)隱形眼鏡市場[J];全國商情(理論研究);2011年12期

，

本文編號：2057903