休曼公司即热式电热水器营销策略初探.pdf

770806
学校代码:10246
学号:032025357
硕士学位论文
(专业学位)
体公司热式电水器营销策略初探
院
系:管理学院
专
业:工商管理
姓
名:上官中专
指导教师:李元旭教授
完成目期:2005年4月28日
未经作者、导应同
勿全文公布
032025357上官中专
休曼公司即热式电热水器营销策略初探
中文摘要
市场对一个企业成功与否的重要性是不言而喻的。尤其对于一家刚创立不久的小
型公司来说,最紧迫的事不是研究最先进的技术,而是如何找到合适的市场并迅速地
满足这些市场的需求,因此制定正确的营销策略对其成功尤显重要。虽然目前社会上
付创业型企业管理已有许多理论和实践的著作,但他们之中能对小企业创业营销的全
过程做出详细描述的实在是了了无几。本文在梳理相关营销理论和观念的基础上,通
过一个创业型企业的具体营销全过程案例的分析,对如何应用这些营销理论解次实际
中创业型企业的营销策略问題,做了比较深入的探讨
本文首先对市场营销理论和理念的演进脉络做了梳理,作为后面案例分析的理论
基础。本文的企业案例是上海休曼纳米电热新材料有限责任公司,以其新开发的产品
即热式电热水器的营销策略为例,研究该公司在具体的市场营销环境下,如何应
用市场营销的理论和理念来分析和制定恰当的营销策略,从而将企业的新产品一一即
热式电热水器成功地推向市场。笔者首先对休曼公司面临的宏观环境、行业和竞争者、
以及顾客市场购买行为进行系统深入的分析,从中揭示该市场的发展前景,并结合休
曼公司的实力,对其采取何种市场竟争策略进行了分析;接着在上述分析的基础上,
对市场进行细分,并对细分市场作仔细的分析。在充分考虑公司的实力和细分市场内
竞争对手的状况后,对公司如何选择目标市场、如何定位以及如何进入市场做了比较
详细的探讨。最后,在全面分析目标消费人群的特征和竞争状况的基础上,结合公司
的实力对公司的短期及中长期的市场营销组合策略做了分析。
关键词:电热水器:竞争分析;购买行为;市场细分;营销策略.
中图分类号F27
032025357上官中专
休曼公司即熱式电热水器营销策略初探
Abstract
It is obvious that market is a very important aspect for business to achieve
success. For a small company founded in short period of time, the most urgent
thing is not to develop advanced technology, but to define matching markets
and fill the gap with appropriate goods and service quickly, so making an
appropriate marketing strategy is extremely crucial. Although there are many
books concerning entrepreneurial company management, few of them could cover
the whole marketing process of such companies. Base on relative marketing
theories, the author analyzes a case of a small entrepreneurial company to
shows the ways to solve marketing strategy issues
The author combs the marketing theories and philosophies as the
theoretical base for case analysis. In the article, the author takes Shanghai
Human -Nano Technology CO, LTD as a case, and mainly focuses on what marketing
strategy should it takes to promote its new product-instant electric water
heater. Firstly, the author makes a thorough analysis on the macro environment
industry and competitors, and consumer s buying behavior in order to reveal
the development prospects of the product and the competitive strategies it
should take by combining the capability of Human-nano. Then based on the above
analysis, the author segments the market and evaluates the segmented markets
individually and makes analysis on the methods to select and enter its target
markets. Finally, according to the analysis of characteristics of target
consumers, competition, and its resources, the author establishes a
short-term and even medium or long-term marketing mix strategy for instant
electric water heater
Key words: Electric Water Heater; Competitive Analysis; Buying Behavior;
Market Segmentation; Marketing Strategy.
CLC Number: F27