本文關(guān)鍵詞： 正聚公司 硅橡膠 營銷策略　出處：《蘭州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：進入新世紀(jì)以來,隨著產(chǎn)業(yè)結(jié)構(gòu)的進一步完善和深化調(diào)整,硅橡膠行業(yè)發(fā)展迅速,其應(yīng)用領(lǐng)域由起初的航空、軍工行業(yè),發(fā)展到如今廣泛應(yīng)用到電子電器、汽車及其它交通工具、機械及辦公設(shè)備行業(yè)、醫(yī)療及保健產(chǎn)品、生活日用品等各個領(lǐng)域,業(yè)界預(yù)測,隨著我國國民經(jīng)濟的發(fā)展,對硅橡膠的需求將一直保持在20%以上的速度增長。雖然硅橡膠行業(yè)發(fā)展前景廣闊,但很多硅橡膠加工企業(yè)經(jīng)營業(yè)績并不理想,業(yè)務(wù)慘淡。本文重點討論的正聚硅橡膠公司,一直致力于硅橡膠產(chǎn)品的開發(fā)和生產(chǎn),其主要從事于普通硅橡膠和氣相膠的熱硫化成型,但由于對競爭環(huán)境缺少研究、營銷策略不夠系統(tǒng)和科學(xué),導(dǎo)致企業(yè)銷售業(yè)績一直增長緩慢。和國內(nèi)許多中小企業(yè)一樣,一方面作為市場的追隨者,在企業(yè)管理、市場開發(fā)、經(jīng)驗積累和科技創(chuàng)新方面存在先天不足；另一方面產(chǎn)品同質(zhì)化嚴(yán)重,企業(yè)缺乏核心競爭力,惡性的價格競爭不斷壓縮企業(yè)利潤空間,企業(yè)的生存受到極大挑戰(zhàn)。本論文綜合分析了正聚公司所面臨的外部宏觀環(huán)境狀況、行業(yè)內(nèi)競爭結(jié)構(gòu)和企業(yè)內(nèi)市場營銷現(xiàn)狀,運用SWOT分析方法對正聚公司優(yōu)勢、劣勢、威脅和機會進行了比較分析和要素匹配；同時運用市場細分理論對目標(biāo)市場進行了剖析,在市場調(diào)研的基礎(chǔ)上,按照產(chǎn)品的成長性和細分市場的規(guī)模等對目標(biāo)市場進行了選擇并確定了目標(biāo)市場定位。論文重點研究了公司的差異化營銷組合策略,對正聚公司在產(chǎn)品、渠道、價格、促銷和服務(wù)營銷策略等方面作出了調(diào)整和構(gòu)建,建議加快產(chǎn)品開化進度、優(yōu)化產(chǎn)品組合、完善銷售渠道、應(yīng)用靈活的定價方式、整合企業(yè)營銷、在提升客戶價值的基礎(chǔ)上與客戶建立良好關(guān)系。論文還對營銷策略保障和實施控制提出了具體措施。
[Abstract]:Since the beginning of the new century, with the further improvement and deepening adjustment of the industrial structure, the silicone rubber industry has developed rapidly. Its application field has developed from the aviation and military industry at the beginning to now widely used in electronic and electrical appliances. Automobile and other means of transportation, machinery and office equipment industry, medical and health products, daily necessities and other fields, industry forecasts, with the development of China's national economy, The demand for silicone rubber will continue to increase at a rate of more than 20%. Although the development prospects of silicone rubber industry are broad, many silicone rubber processing enterprises are not doing well and their business is poor. Has been committed to the development and production of silicone rubber products, mainly engaged in the common silicone rubber and gas rubber hot vulcanization molding, but due to the lack of research on the competitive environment, marketing strategy is not systematic and scientific, Like many small and medium-sized enterprises in China, on the one hand, as a follower of the market, there are inherent deficiencies in business management, market development, experience accumulation and scientific and technological innovation; On the other hand, the product homogeneity is serious, the enterprise lacks the core competitive power, the vicious price competition unceasingly compresses the enterprise profit space, the enterprise survival receives the great challenge. The competitive structure in the industry and the present situation of marketing in the enterprise are compared and matched by using the SWOT analysis method to analyze the strengths, weaknesses, threats and opportunities of the company, and the target market is analyzed by using the theory of market segmentation. On the basis of market research, the target market is selected and the target market positioning is determined according to the product growth and the size of the subdivision market. The channel, price, promotion and service marketing strategies have been adjusted and constructed. Suggestions are made to speed up the process of product development, optimize the product mix, improve sales channels, apply flexible pricing methods, and integrate enterprise marketing. On the basis of enhancing customer value, the paper establishes good relationship with customer. The paper also puts forward some concrete measures for marketing strategy guarantee and implementation control.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.72

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