a公司教学仪器事业部营销战略研究

华中科技大学硕士学位论文A公司教学仪器事业部营销战略研究姓名：刘会清申请学位级别：硕士专业：工商管理指导教师：常亚平20081027AbstractSince1978,China’seducationmadeagreatprogress,whichhashadapositiveaffectontheteaching-instrumentindustry.Thelargedemandarousingfromalltheuniversitiesandcollegesinthecountrybroughtthemanyopportunitiestotheindustry,whichmadeseveralcompaniestobefamousbrandsinChina,includingCompanyA.However,recentlythetwofactorsthatthedemandwentdownandthepricesankdown,haveanewchallengetotheindustry,whichputtheteaching-instrumentdepartmentofcompanyAtoastrategicinflection.ThebusinessisdecreasingsinceAugustin2007andsankdownhistoricallyinthefirstquarterof2008,whichterriblyhasanegativeimpactonthewholecompany.Repeatedadaptingtochange,seizingtheopportunity,thisappearsespeciallyimportanttothecompanyAwhobootsinteaching-instrumentindustrystartingfrom1993andalwayslongsforthelevel-developmentdrivingtheChineseteachinginstrument.Thestudyiscarriedoutabouttheteaching-instrumentdepartmentofcompanyAdevelopmentstrategyunderthenewenvironmentwithinvestigationanddiscussion.TheStrategicManagementrelevanttheoryisintroducedfirst,andthenbasedonthemacro-environment,industry-environment,maincompetitorsandcompanyAsoon,theconclusionwillappearthattheteaching-instrumentdepartmentofcompanyAshouldenterthetraining-equipmentmarketandprovidethevocational-educationclientswithtrainingequipments.Theimplementationofthenewstrategythatisbasedthecurrentconditionsshouldadjustaccordingtotheuncertaincompetitors’responseinthefuture.Keyword:Teaching-instrumentTraining-equipmentMarketingStrategy11.11.1.1A1.1.2A1.1.3A1.1.4A1.21.2.11.2.21.31.3.11.3.222.12-1[15]2.22.2.12.2.22.2.32.2.42.32.3.1PEST2-1PEST2.3.22-2·“”[27]2.3.32.3.4SWOT2-3·SWOT33.13.1.13-1“”[34]3-220063-33-13-4[35]-[37]3.1.23.1.33-22007[38]3-33.1.43.23.2.13-42003-20083.2.23-52003—20073-52003-20083.2.33.2.43-6/3-73-63-83-93.2.53-103.33.3.1B3-72005-2008B3-820051-20086B3-920051-20086B3-102005.1-2008.6B3-113-122005-2007B103-132005-2007B103-14B081-63-152005-2007B3-16B3-172007-20086B3.3.2C3-182008C3-192007BC-3-202007BC3-212007BC-44.1A4.1.1A4-1A4.1.2A4.1.3A4.2A4-1C4.3A4-2A4.4A4.4.1A4-2AB4.4.2A4-2A4-3A4.4.3A4.5A4-42007AB5A5.1A5.1.15.1.25.1.35.1.45.2A5.2.15.2.25-12008B5.2.35.2.45.3A5.3.15.3.220085.3.35.4A5.4.15-22007-20095-1075.4.25.4.35.5A5.5.15-3A5.5.26A6.1AAAA11314P126-1A6.1.1A6-1A36.1.2A6-26.1.36.2A6.2.16-4A6.2.26.2.3A6-2A6-3A6.2.46-4[1]A..,2008.5[2]A..,2008.5[3]A..,2008.5[4]A..,2008.5[5]·,·.:.,2008(2):47-65[6]McGahamAM.CompetitionStrategyandPerformance,CaliforniaManagementReview,1997,41(3):74-101[7].:,.:,2008:6-15[8]ChandlerAD.StrategyandStructure:ChaptersintheHistoryoftheIndustrialEnterprise.Cambridge,MA:MITPress,1962:30-32[9]AndrewsKRReplayingtheBoardSroleinFormulatingStrategy.HarvardBusinessReview,1971,59(3):18-21[10]SchendelDE,HattenKJ.BusinessPolicyorStrategicManagement:Aviewforanemergingdispcipline.HarvardBusinessReview,1972,64(6):24-31[11]SteinerGA,MinerJB.ManagementPolicyandStrategy:Text,ReadingandCases.NewYork:Macmillan,1977:112-115[12]QuinnJB.StrategiesforChange:LogicalIncrementalism.Homewood,IL:Irwin,1980:34-36[13]SmithDK,ArnolidRC,BizzelBC.BusinessStrategyandPolicy.Boston:HoughtonMifflim,1999:28-30[14]()·,()·..,:,2004:23-24[15],,.:.:,2004:18-26[16]AnsoffHI.CorperateStratege.NewYork:McGraw-Hill,1976:73-78[17]PorterME.CompetitiveStrategy:TechniquesforAnalyzingIndustriesandCompetitors,NewYork:FreePress,1980:132-135[18]ChristensenCR,AndrewsKR,BowerJL,HamermeshG,PorterME.BusinessPolicy:TextandCases(5thedition).Homewood,IL:Irwin,1982:21-25[19]GerryJohnson,KenanScholes.ExploringCorporateStrategy(sixthedition).NewYork:PearsonEducationLimited,2002:17-21[20]PrahaladCK,HamelG.Thecorecompetenceoftheorganization.HarvardBusinessReview,Yay-June:79-93[21]AndrewsKR.BusinessPolicyandStrategicManagement,NewYork:McGraw-Hill,1965:47-53[22]MWPeng,PHeathThegrowthofthefirmintheplannedeconomiesintransitionInstitutions,OrganizationsandStrategicChoiceAcademyofManagementReview,1996,21(2):492-528[23]MWPeng.Towardaninstitution-basedviewofbusinessstrategy,AsiaPacificJournalofmanagement,2002,19(2,3):251-267[24]MWPeng.Cultures,InstitutionsandStrategicChoices:TowardsanInstitutionalPerspectiveBusinessStrategy.BlackwellHand-bookofCross-CulturalManagement,2002(3)52-66[25],,.:.,2008(3):16-20.[26]MichaelEPorter.CompetitiveStrategy,NewYork:FreePress,1985:71-74[27]·..:,1996,8-17[28],..,2003(10):11-14[29].“”“”.,2006(3):126-127[30]..:,2006:65-68[31].:,,2008(2):140-142[32]()·,()·..,:,2004:93-95[33],.“”140.[34],.“”.(),2008.3.26[35].,,2008.2.25(1)[36].2.[37].2008.,2008:132-135[38]..[39].1.[40].2008.,2008:87-88[41].:,2007:50-74[42].:,2007:50-74[43].:,2007:50-74[44].:,2007:50-74[45].:,2007:50-74[46].:,2007:50-74[47]B..[48]C..[49]·,·.().,:,2004:7-8[50]·...:,1997:57-59A公司教学仪器事