本文選題：辦公設(shè)備　切入點(diǎn)：競爭戰(zhàn)略　出處：《電子科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：20世紀(jì)50年代,市場營銷組合這個(gè)概念第一次出現(xiàn),尼爾?鮑頓提出了旨在指導(dǎo)企業(yè)營銷實(shí)踐的12因素“營銷組合”策略,這一組合策略在理論上第一次對(duì)營銷渠道策略理論的研究范圍進(jìn)行了較好的界定,20世紀(jì)60年代,麥卡錫提出了影響深遠(yuǎn)的4Ps組合策略,即產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略,這一組合策略使的人們從較為繁雜的營銷變數(shù)中找到了最為重要的因素,第一次提出了渠道策略的概念,渠道策略的概念提出以來,隨著社會(huì)經(jīng)濟(jì)的快速發(fā)展,企業(yè)的管理者也越來越認(rèn)識(shí)到渠道是企業(yè)越來越重要的資源,是企業(yè)核心競爭力的一個(gè)重要要素,對(duì)于企業(yè)的快速發(fā)展至關(guān)重要,對(duì)降低企業(yè)成本和提高企業(yè)競爭力具有重要意義。21世紀(jì),互聯(lián)網(wǎng)的快速發(fā)展,信息時(shí)代已經(jīng)來臨,全球經(jīng)濟(jì)的一體化進(jìn)程越來越快,企業(yè)置身于各種千變?nèi)f化的環(huán)境之中,經(jīng)營環(huán)境的變化導(dǎo)致企業(yè)的競爭壓力也越來越大,產(chǎn)業(yè)邊界同時(shí)也變得日益模糊,產(chǎn)業(yè)結(jié)構(gòu)的不確定性也在增加,如何能夠持續(xù)的發(fā)展,在激烈的市場競爭中能夠領(lǐng)先一步,贏得競爭優(yōu)勢(shì),是每一個(gè)企業(yè)管理者面臨和思考的難題,PJ辦公后來進(jìn)入國內(nèi)市場,如何能在競爭激烈的行業(yè)環(huán)境中生存并發(fā)展,并且能夠取得更大的市場占有率,機(jī)遇與挑戰(zhàn)并存。因此,公司制定怎么樣的戰(zhàn)略規(guī)劃,選擇怎樣的渠道策略非常重要。本文從中國辦公設(shè)備行業(yè)的實(shí)際情況出發(fā),對(duì)辦公行業(yè)分銷渠道的現(xiàn)狀、PJ辦公的營銷戰(zhàn)略、渠道策略進(jìn)行了深入而全面的分析,運(yùn)用營銷管理的理論從內(nèi)部和外部的營銷環(huán)境對(duì)PJ進(jìn)入國內(nèi)市場的可行性進(jìn)行分析;在內(nèi)部環(huán)境分析中,以公司的競爭優(yōu)勢(shì)以及產(chǎn)品和技術(shù)為重點(diǎn)分析了公司所擁有的資源、能力和核心競爭力;在外部環(huán)境分析中,先從PJ辦公現(xiàn)狀和前景進(jìn)行了分析,并從中發(fā)現(xiàn)巨大的市場機(jī)會(huì);再運(yùn)用波特五力模型對(duì)渠道競爭環(huán)境進(jìn)行了系統(tǒng)的分析,確定PJ辦公采用差異化的競爭戰(zhàn)略,以中國辦公行業(yè)的外部競爭環(huán)境、競爭能力為參照,結(jié)合對(duì)競爭品牌產(chǎn)品、渠道結(jié)構(gòu)、規(guī)模、服務(wù)等分析,對(duì)PJ辦公渠道策略的選擇和渠道的進(jìn)展現(xiàn)狀進(jìn)行了分析和研究;對(duì)公司未來運(yùn)營管理方面進(jìn)行了相關(guān)的規(guī)劃和設(shè)計(jì),運(yùn)用市場營銷的理論來確定人員組織結(jié)構(gòu)、渠道的結(jié)構(gòu)策略;運(yùn)用渠道激勵(lì)策略、控制策略,合理的配置公司的各種資源,積極發(fā)揮自身積累的企業(yè)優(yōu)勢(shì),實(shí)現(xiàn)企業(yè)的長久發(fā)展。通過對(duì)辦公設(shè)備行業(yè)和公司的相關(guān)分析,本文為企業(yè)管理者決策提供了可參考數(shù)據(jù)和資料,可成為出口OEM制造生產(chǎn)企業(yè)進(jìn)入國內(nèi)市場創(chuàng)立自己品牌分析的案例,同時(shí),也為有意進(jìn)入辦公設(shè)備行業(yè)的同行企業(yè)提供了詳細(xì)的分析及渠道策略的選擇。論文計(jì)劃共分為八章,第一章提出問題,研究的主要內(nèi)容和方法、意義及研究的框架結(jié)構(gòu);第二章是渠道管理與建設(shè)的相關(guān)文獻(xiàn)綜述;第三章是PJ辦公進(jìn)入國內(nèi)市場的營銷環(huán)境分析;第四章基于PJ辦公營銷管理,包含在產(chǎn)品、價(jià)格、渠道、促銷等具體的渠道結(jié)構(gòu)策略;第五章PJ辦公的渠道激勵(lì)策略;第六章PJ辦公的渠道控制策略;第七章PJ辦公渠道策略的績效;第八章研究結(jié)論、局限及展望。
[Abstract]:In 1950s, the marketing mix this concept first appeared, Neal Boughton presented to the 12 factors? "Marketing practice guidance enterprise marketing combination strategy, the combination strategy in theory for the first time the marketing channel strategy of research of the theory are well defined, in 1960s, Mccarthy proposed 4Ps strategy has far-reaching impact that is, product strategy, price strategy, channel strategy and promotion strategy, this strategy makes people from more complicated marketing variables to find the most important factors, first proposed the concept of channel strategy, since the concept of channel strategy, with the rapid development of social economy, enterprise management are increasingly aware of the channel is more and more important enterprise resources, is one of the important elements of the core competitiveness of enterprises, for the rapid development of enterprises is very important, The.21 has an important significance in reducing costs and improving the competitiveness of enterprises, the rapid development of the Internet, the information era is coming, the global economic integration process more and more quickly, enterprises in all the myriads of changes environment, leading to changes in the business environment of enterprises' competitive pressure is also growing, industry boundaries are becoming increasingly blurred at the same time industrial structure, uncertainty is increasing, how can sustainable development, can be a step ahead in the fierce competition in the market, win the competitive advantage, every enterprise managers face and thinking about the problem, PJ office later entered the domestic market, how to survive and develop in the fierce competition in the industry environment. And be able to achieve greater market share, both opportunities and challenges. Therefore, how the company strategic planning, how to choose the channel strategy is very important. This paper from the actual situation of Chinese office equipment industry of the distribution channel status of the office office industry, PJ marketing strategy, channel strategy conducted in-depth and comprehensive analysis, using the theory of marketing management marketing environment from the inside and outside of the feasibility of PJ to enter the domestic market analysis; in the internal environment analysis, to the company's competitive advantage and product and technology focus on the analysis of the company with the resources, capability and core competitiveness; in the analysis of the external environment, first from the PJ office status and prospects are analyzed, and the huge market opportunities from using Potter's five forces model; analyzes the channel competition environment sure, PJ office adopts differentiation strategy, to Chinese office industry external competitive environment, competition ability as the reference, the combination of competing brands, channel structure, scale, service The analysis, carried out analysis and research progress of PJ channel selection and channel strategy of the office of the company; the future operation and management of planning and design, to determine the organizational structure using the theory of marketing strategy, channel structure; use channel incentive strategy, control strategy, resources reasonable the allocation of the company, and actively play their own accumulated business advantage, and the long-term development of enterprises. Through the analysis of office equipment industry and company, this paper provides reference data and information for the enterprise management decision, can become the creation of their own brand analysis case, export OEM manufacturing enterprises to enter the domestic market at the same time, also provide a detailed analysis and channel strategy choice to enter the office equipment industry peer companies. This article is divided into eight chapters, the first chapter puts forward the problems, research The main contents and methods, frame structure and research significance; the second chapter is a literature review of channel management and construction; the third chapter is the analysis of the PJ office to enter the domestic market marketing environment; marketing PJ office management based on the fourth chapter, contained in the product, price, channel, promotion of specific channel structure strategy marketing strategy; incentive the fifth chapter PJ office channels; control strategy sixth: PJ Office of the channel; the seventh chapter PJ Office channel strategy performance; the eighth chapter research conclusion, limitations and prospects.

【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.6

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