希捷移动硬盘市场营销策略研究.pdf

合肥工业大学
硕士学位论文
希捷移动硬盘市场营销策略研究
姓名:杨维兵
申请学位级别:硕士
专业:企业管理
指导教师:李德明
20071101
希捷移动硬盘市场营销策略硏究
摘要
随着科技的发展,信息的传递保存使得移动存储产品已经成为生活和工作中
不可缺少的重要部分。希捷公司作为全球最大的硬盘供应商,不论其技术还是市
场份额在硬盘行业都有着绝对的领先优势。但是就消费电子行业而言,其移动硬
盘进入中国市场的时间却相对较晚。在其他品牌已经在中国市场占据一席之地
后,希捷的进入并且迅速占领市场更加困难。
激烈竟争的移动存储市场中,对于国际性大公司,产品的非同质性、髙技术
性必然是重要的竟争手段,然而适合中国市场的营销策略也是促进其成功站稳中
国市场的关键。本文从实际出发,研究了希捷移动硬盘的组装流程,将希捷公司
移动硬盘的制造与其市场营销策略相结合,根据希捷产品特点结合中国市场进行
市场细分、目标市场确定以及市场定位,从4P的角度研究希捷产品的市场营销
策略;并根据其新产品开发的特点制定了新产品开拓市场的营销策略。
关键词:营销组合新产品产品策略
Research on the marketing strategy
of Seagate external storage
Abstract
With the development of science and technology, information makes
movable external storage more and more important in our life. Seagate
the biggest hard drive supplier in the world, either technology and market
share have the top position in the hard drive field. But in the consumer
electronics market, Seagate got in Chinese market a little late, it is
more difficult to capture the market share from other companies which got
In earl ler.
In the competitive external storage market, for all international
companies, diversity and high-tech of goods are important competitive
parts. While the correct marketing strategy which fit to Chinese market
can support them to survive and develop in the market. This thesis started
with real situation, studied Seagate external hard drive assembling
process, incorporated the manufacture process of Seagate external hard
drive and marketing strategy, and base on character of Seagate product
to segment market, to targeting market, to positioning market and to
research Seagate market strategy from 4P theory. At last this thesis
discussed how to develop new product market according to new product
characters
Keywords: Marketing integrate New product
Product strategy
图表清单
图2-1文章结构图,
图2-2细分市场、目标化和定位的步骤
图3-1希捷移动便盘组裝流程.
图3-2波特的五种竞争力模型
34934
图3-3移动硬盘自行组装流程
表3-1移动硬盘常见的竞争品牌1
00016
表3-2移动硬盘常见的竞争品牌2
表3-3SWOT矩阵
表4-1希捷移动硬盘目标市场
图4-1希捷产品价格市场定位图
24
图4-2产品整体概念的三层说模拟图
图4-3普通组装的移动硬盘外观
图4-4希捷老款移动硬盘外观
28
图4-5希捷 Freeagent系列移动硬盘外观
图4-6新产品市场营销的切入点
表4-2不同细分市场产品新产品开发的方案
表4-32007年7月至9月市场价格调查表
图4-7高价位希捷移动硬盘的需求曲线
36
表5-1营销策略实施的时间保证表
n038
表5-2影响营销策略达成的因素评价
039