本文選題：中小型企業(yè)　切入點(diǎn)：營(yíng)銷策略　出處：《西南交通大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：全球卡片的銷售市場(chǎng)主要集中在歐洲和亞太地區(qū)等經(jīng)濟(jì)發(fā)達(dá)地區(qū),其中尤以中國(guó)市場(chǎng)領(lǐng)先。進(jìn)入21世紀(jì)以來(lái),全球制卡行業(yè)之間的競(jìng)爭(zhēng)日趨激烈,為了提高企業(yè)核心競(jìng)爭(zhēng)力,在競(jìng)爭(zhēng)中保持不可取代的地位,許多企業(yè)始終將市場(chǎng)營(yíng)銷作為一種重要的管理工具。 在中國(guó),伴隨著卡片行業(yè)的繁榮,大多數(shù)世界著名品牌和國(guó)內(nèi)知名企業(yè)選擇參與到競(jìng)爭(zhēng)中來(lái),這種趨勢(shì)將給企業(yè)之間帶來(lái)更多的競(jìng)爭(zhēng)。與此同時(shí),該行業(yè)可以從不斷滿足消費(fèi)者的需求之中獲得巨大商機(jī)。 天津春博高新技術(shù)有限公司(以下簡(jiǎn)稱“春博公司”)是國(guó)內(nèi)一家從事卡片生產(chǎn)的民營(yíng)企業(yè),從企業(yè)生產(chǎn)規(guī)模來(lái)看,仍屬于一家中小型企業(yè),其依靠著技術(shù)領(lǐng)先,擁有一定行業(yè)競(jìng)爭(zhēng)實(shí)力。但從企業(yè)整體情況來(lái)看,由于市場(chǎng)營(yíng)銷策略不清晰與策略實(shí)施不合理,導(dǎo)致其市場(chǎng)發(fā)展受阻。因此,在這種情形下,企業(yè)急需找到一種解決問(wèn)題的方法來(lái)幫助自身走出困境。 本文的目的是通過(guò)運(yùn)用市場(chǎng)營(yíng)銷相關(guān)理論,結(jié)合多種有效的分析方法,找出解決春博公司現(xiàn)存問(wèn)題的最佳策略,以期達(dá)到通過(guò)策略實(shí)施幫助企業(yè)擴(kuò)大市場(chǎng)份額,提升公司實(shí)力的目標(biāo)。眾所周知,市場(chǎng)營(yíng)銷是企業(yè)經(jīng)營(yíng)的關(guān)鍵環(huán)節(jié),只有制定出科學(xué)合理的市場(chǎng)營(yíng)銷策略,才能有效應(yīng)對(duì)市場(chǎng)競(jìng)爭(zhēng)、滿足客戶需求,才能找到產(chǎn)品的差異性從而發(fā)力取得市場(chǎng)競(jìng)爭(zhēng)的優(yōu)勢(shì)。因此,春博公司只有通過(guò)不斷努力提升包括制定、實(shí)施營(yíng)銷策略水平在內(nèi)的公司總體實(shí)力,才能走出困境,被客戶認(rèn)可,打開市場(chǎng)競(jìng)爭(zhēng)的新局面。 與此同時(shí),隨著政府及金融機(jī)構(gòu)在制卡方面新的需求變化,制卡行業(yè)整體環(huán)境正面臨從政策到操作等各個(gè)層面的新變革,這就要求春博公司在內(nèi)外環(huán)境的壓力下從積極調(diào)整公司整體營(yíng)銷戰(zhàn)略,確立合理有效的營(yíng)銷策略,構(gòu)建新型營(yíng)銷體系,打開新的營(yíng)銷渠道等方面入手,主動(dòng)應(yīng)對(duì)新挑戰(zhàn)、迎接新機(jī)遇,進(jìn)而獲得企業(yè)的大發(fā)展。
[Abstract]:The global card sales market is mainly concentrated in developed regions such as Europe and the Asia-Pacific region, especially in China. Since 21th century, the competition between the global business card printing industry has become increasingly fierce, in order to improve the core competitiveness of enterprises. In the competition, many enterprises always regard marketing as an important management tool. In China, with the prosperity of card industry, most of the world famous brands and domestic famous enterprises choose to participate in the competition, this trend will bring more competition among enterprises. At the same time, The industry can get huge business opportunities from constantly meeting the needs of consumers. Tianjin Chun Bo Hi-tech Co., Ltd. (hereinafter referred to as "Chunbo Company") is a private enterprise engaged in card production in China. Judging from the scale of enterprise production, it still belongs to a small and medium-sized enterprise, relying on leading technology. Have a certain industry competitive strength. But from the enterprise overall situation, because the marketing strategy is not clear and the strategy implementation is unreasonable, causes its market development to be blocked. Therefore, in this kind of situation, Enterprises urgently need to find a solution to the problem to help themselves out of the predicament. The purpose of this paper is to find out the best strategy to solve the existing problems of Chunbo Company by using the relevant theories of marketing and combining with many effective analysis methods, in order to help enterprises expand their market share through the implementation of strategy. As we all know, marketing is the key link of enterprise management. Only by formulating a scientific and reasonable marketing strategy can we effectively cope with market competition and meet the needs of customers. In order to find the difference of products and gain the advantage of market competition, Chun Bo Company can only get out of the predicament and be recognized by its customers only through continuous efforts to improve the overall strength of the company, including the level of formulating and implementing marketing strategies. Open up a new situation of market competition. At the same time, with the new demands of the government and financial institutions in business card printing, the overall environment of the business card printing industry is facing new changes at all levels, from policy to operation. This requires Chunbo to actively adjust the company's overall marketing strategy, establish a reasonable and effective marketing strategy, build a new marketing system, open new marketing channels, and take the initiative to meet the new challenges under the pressure of the internal and external environment. Welcome the new opportunity, then obtain the big development of the enterprise.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.6;F274

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