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  本文關(guān)鍵詞：上海N公司市場營銷策略研究　出處：《蘭州大學》2015年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 顯示驅(qū)動芯片IC行業(yè) 營銷策略 營銷組合工具

【摘要】：本文以N公司及所處的液晶顯示驅(qū)動芯片IC行業(yè)為研究對象,結(jié)合市場營銷策略研究的相關(guān)理論和工具,對上海N公司整個行業(yè)做了描述,并對N公司的市場營銷現(xiàn)狀做了具體分析,指出了目前N公司的市場營銷存在的核心問題,對未來N公司將要實施的新市場營銷策略做了明確的擬定。首先,本文對N公司所處的液晶顯示驅(qū)動芯片IC行業(yè)進行了整體分析,重點闡述液晶顯示驅(qū)動芯片IC行業(yè)發(fā)展歷程及趨勢展望,對其中研發(fā)技術(shù)因素和需求因素對行業(yè)發(fā)展的驅(qū)動作用進行了梳理,論述了行業(yè)競爭格局和主要競爭對手情況。并對驅(qū)動芯片IC終端行業(yè)做了具體描述,同時還回顧了N公司的發(fā)展歷程,總結(jié)了N公司在發(fā)展初期和中期的市場營銷策略的利與弊。其次,對N公司目前的情況做進一步了解,運用PEST分析、五力模型分析以及SWOT分析等工具對N公司所處的內(nèi)部環(huán)境、外部環(huán)境、強勢、弱勢做深層次的分析,得出了影響企業(yè)發(fā)展的關(guān)鍵因素和深層次原因,還對N公司目前存在的營銷問題以及原因做了細致的分析。再次,由于液晶顯示驅(qū)動芯片IC的整個終端市場大部分是消費品電子市場,更新速度快,生命周期短,這樣需要IC的研發(fā)速度要跟的上市場的變化,稍有落后就會被淘汰,在這樣的現(xiàn)實環(huán)境下對驅(qū)動芯片IC市場做了進一步的分析,要明確目標市場,做差異化產(chǎn)品贏得市場,并且合理制定營銷組合策略如:產(chǎn)品策略、價格策略、促銷策略等,重新制定高效的營銷策略.最后,本文闡述了上海N公司新的營銷策略的實施與保障措施,對N公司新的營銷策略的實施步驟,實施重點與難點,實施保障措施都做了一一描述,最終對驅(qū)動芯片IC行業(yè)做了結(jié)論與展望,盼望能對同行企業(yè)做一點示范作用。
[Abstract]:This paper is displayed in N company and the IC LCD driver chip industry as the research object, combined with the theory of marketing strategies and tools, to Shanghai N company the whole industry is described, and the current marketing situation of N company has done a detailed analysis, and points out the main problems existing in the N company's marketing new market, marketing strategy of N company in the future will be the implementation of a clear formulation. Firstly, the liquid crystal of N company display driver IC industry for the overall analysis, focusing on the development and trend of liquid crystal display driver chip IC industry outlook, driving effect on the development of technology and demand factors of industry the development of the sort, discusses the industry competition pattern and main competitors. And the driver chip IC terminal industry in detail, and also reviews the development history of N company History, summarizes the advantages and disadvantages of N company in the development of the early and mid market marketing strategy. Secondly, further understanding of the N company's current situation, the use of PEST analysis, five forces model analysis and SWOT analysis tools for N company's internal environment, external environment, strong, weak to do deep analysis that, and the deep reason of the key factors affecting the development of enterprises, but also on the marketing problems of N company and the reasons are analyzed. Thirdly, the liquid crystal display driver chip IC of the terminal market is the most consumer electronics market, update speed, short life cycle, so need the development of IC the speed to catch up with the change of the market, slightly behind will be eliminated, in such a realistic environment to do further analysis on the driving chip IC market, to clear the target market and make differentiated products to win the market, and Reasonable marketing strategies such as product strategy, price strategy, promotion strategy, to develop effective marketing strategies. Finally, this paper describes the implementation and guarantee measures of the marketing strategy of Shanghai N company's new, the implementation steps of the new marketing strategy of N company, the implementation of the key points of the implementation of security measures to do a description of the final driver IC industry made the conclusion and outlook, hoping to do a demonstration to peer companies.

【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.63

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本文編號：1368145