RZ公司国内市场营销策略研究

发布时间：2018-01-26 21:41

本文关键词： 平板显示 SWOT分析 STP战略营销策略组合(4P)　出处：《华东理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：RZ公司是一家为平板显示、照明等行业提供光学检测仪器及软件的全球供应商,其总部位于美国华盛顿州雷德蒙德市。为适应公司不断发展的需要,公司于2011年底在上海成立分公司,以期拓展国内市场及更好地服务中国现有客户。作为刚进入中国市场的“新人”,如何在这充满激烈竞争的环境中站稳脚跟、开拓市场,并且求得发展,是值得RZ公司深入思考的问题。本文以RZ公司在国内的市场营销活动为研究对象,以市场营销理论为基础,通过对国内市场环境、竞争环境的研究和分析,并对RZ公司具有的优势、劣势、面对的机会和威胁(SWOT)做出客观评价,继而运用市场营销战略(STP战略)理论确定RZ公司的目标市场。在此基础上,结合市场营销策略组合理论(4P)对RZ公司的营销策略进行分析并提出改进建议。为保证该营销策略的有效实施,本文还从营销队伍建设、绩效考核、建立营销创新长效机制等方面进行探讨,提出了保障营销策略实施的措施。最后总结本文的研究结果,与研究中存在的不足。本文的研究对RZ公司在国内的市场营销具有直接的指导意义,对同类型企业市场营销策略制定也具有一定的参考价值。
[Abstract]:RZ is a global provider of optical testing instruments and software for flat-panel display, lighting and other industries, headquartered in Redmond, Washington, USA, to meet the company's growing needs. In end of 2011, the company set up a branch in Shanghai in order to expand the domestic market and better serve the existing customers in China. How to establish a firm foothold, develop the market and develop in the environment full of fierce competition is a problem worthy of RZ company's deep consideration. This paper takes the marketing activities of RZ Company in China as the research object, based on the marketing theory, through the research and analysis of the domestic market environment and competitive environment, and the advantages of RZ Company. Disadvantages, opportunities and threats faced by SWOT) to make an objective evaluation, and then use the marketing strategy STP strategy) theory to determine the target market of RZ. On this basis. In order to ensure the effective implementation of the marketing strategy, this paper also analyzes the marketing strategy of RZ Company and puts forward some suggestions for improvement by combining the marketing strategy combination theory with the theory of "4P". In order to ensure the effective implementation of the marketing strategy, this article also from the marketing team construction, the performance appraisal. This paper discusses the establishment of a long-term mechanism of marketing innovation, and puts forward some measures to ensure the implementation of marketing strategy. Finally, it summarizes the research results of this paper and the shortcomings in the research. The research of this paper has direct guiding significance to RZ company's marketing in China, and also has certain reference value to the same type enterprise's marketing strategy formulation.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

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