k公司营销战略研究

上海交通大学硕士学位论文K公司营销战略研究姓名：杨强申请学位级别：硕士专业：工商管理指导教师：费方域20050318K60TCLKKKSWOTKKKKKKKKKRKKKKKRESEARCHONMARKETINGSTRATEGYOFKCOMPANYABSTRACTForages,thefourbrands,thatisHaire,Ronshen,XinfeiandMeiling,playanimportantroleinChineserefrigeratormarket.Thetotalmarketoccupyingrateofthefourbrandsisabout60%.Therefrigeratortradeisstablerelativelywhiletheotherelectricaltradeshavehadsomecertainpricewars.Butthehomerefrigeratortradewasintenselastyear.HaireCo.loweredpricesfirstwithoutbeingnoticed,othermainbrandsdidsoafterwards,whichleadthebiggestpricewarinthetradehistory.ThenMydearCo.andTCLCo.beganacquisitionwarinordertoracetocontrolacommandingchanceinrestructuringofrefrigeratormarketbyenlargingproductiondimensions.Howdotherefrigeratorenterprisesdeterminetheirpositions?Howdotheydealwiththeopponents’challenges?Andhowdotheydevelopsteadyundertheintensemarket?Thesearetheproblemstosettleurgently.Thearticleisjustundersuchabackground,carriedonresearchonthemarketingstrategyofKCompanytoplayacertaininspirationandreferenceroletoenterprise'smarketingformulationoftheChineserefrigeratortrade.Thethesisisdividedintothreechapterstotally.ThechapteronehasintroducedtheoveralloverviewoftheChineserefrigeratortradeandstateofKCompany,haveintroducedthepresentoverallsituation,growthchance,competitionpatternandnewcharacteristicsoftherefrigeratortrade.TheChaptertwoandthechapterthreearethekeypartsofthethesisandthedetailedanalysisonthestrategyofKenterpriseismadeinthechaptertwo.ByUtilizingthetools,suchasPoston'smatrixandSWOTanalysis,etc.,ithasintroducedthestrategybackgroundwhichhasbeenchosenbythecompanythroughanalyzingthemacroscopicalenvironment,insideenvironmentandproductlinethatKCo.isfacing.ThenitintroducedthemarketinggoalofKCompany,andanalyzedthestrenghthenedstrategyofKCompanyafterwardsincludingmarketpermeating,marketdevelopmentandproductdevelopment.Themarketpermeatingcarriedondetailedexpositionontheadvertisement,promotingandpersonnelpromoting.Themarketdevelopmentputforwardthedevelopmentandmanagementofoneandsecondretailmarketandretailterminalstation,threeandfourwholesaleanddistributionmarketonthebasisoftheanalysisofthecurrentcompetitionsituation.Theproductdevelopmentstatedtheproductstructureandtheproductpriceandanalyzedtherelationshipbetweensalesvolumeandthepricereductionoftheproductsthroughthemodel.ThechapterthreeanalyzedthestrategyimplementationofKCompany.ItintroducedtheKCompany’swaysofstrategygoalresolutionandobjectiveresourcedistributiontoguaranteeimplementationofthestrenghthenedstrategysmoothtocomethrougheffectivedispositionofresourceatfirst.Secondlyitstatedthecomponentofmarketingstrategy--productsplan,priceplan,promotionplan,channelplanandhumanresourcesplanofKCo..Theproductstrategyanalyzedtheenergy-savingplan,thecombinationresearchplanofhighlevelandlowlevelproductsimplementedbytheCompany.ThepricewartookRrefrigeratorasanexample,introducedtheimplementationofpricing.ThepromotionplanintroducedtheTVpropagationandthepromotionactivitytostatethecommunicationplanoftheCompany.SecondlyitintroducedtheterminalpromotionplanoftheCompanybyanalyzingthefreepresentation.Thechannelplanintroducedthekeyproblemstobenoticedinmakingthemarketingpolicyatfirst,itintroducedthemarketingpolicyofKCompany.Then,itintroducedtheprojectof“fightingforthefirstinathousandshops”inthefirstandthesecondmarketandtheprojectofsellingahundredrefrigeratorsinathousandcountiesinthethirdandtheforthmarketwhichareimplementedbytheCoespecially.ThehumanresourcesplanrecommendedKCompany'spresentrecruitment,training,salarytoexamineemphatically,etc.,soastoensurethesmoothdevelopmentofeverymarketingworktoachievethegeneralmarketinggoalfinally.Itistheintroductionofthereferencesfinally.Itenumeratedandclassifiedthereferencesconcernedalternatively.KEYWORDS:marketingstrategy,strategyformulation,strategyimplementation200531820053182005318K12500140010005%4%20029015100020029852003102520024.062004107620034.98%1-11-1151-2700750800850900950100010501100-6%-4%-2%0%2%4%6%8%800850810856904954985102510766.25%-4.71%5.68%5.61%5.53%3.25%4.06%4.98%199619971998199920002001200220032004K21-22003412004“”“”“”23“”“”4“”“”“”6121.2199451%199023.4%10—15585%15%K3230017.1%32001201038%50%200050003.548322000-5000860-2150412.711001200630650200513.2201514.0852110612090K“”“”“”“”10060%TCL“”“”LGK4220031-32003KR17.1415.181-3155199873%200265%25TCL320020%5%10%15%20%200120022003200118.72%10.72%9.82%5.33%3.61%14.69%200216.73%7.95%8.55%5.92%4.76%12.44%200315.18%8.18%12.91%6.16%5.15%17.14%K5452001200220032000200141.87200360.4740002003200225.33635.2%2003800KKHA800400K1984K19962000CFC2001K2003GEFKKK2001K2003KKKKKKKK1K6KK2K3KKK7K:AnnualRealRateofMARKETGrowth(RelativeMarketShare)2-1%K8K2-2KK9SWOTSWOT2-3K2-3SWOTSWOSOWOTSTWT11K10005002K1/52/5K100-2003KK209S0.35GEF4K32005K50L350L4006KK7K21KK102K180L3K2004K20044KKK531K2200531AGEF3200420054KK1152004520056KK41KK232-4KSWOTS:„„„„„„W1.2.3.4.5.O:1.2.3.4.5.6.SO1.S3,O2;2.S1,S2,O13.S6,O4;WO1.W1,O6;2.(W4,O6);3.W2,O3,06;T1.2.3.ST1.(S3,S4,T1)2.S1,S4,T2WT1.W2,T1,T22.W3,T3KK12SWOTKK408210320123400218002100345KKK121000K3K10003004K5K1