AMD(中国)公司营销策略研究毕业论文.doc

华　中　科　技　大　学　硕　士　学　位　论　文　 　 摘 要  随着全球互联网的发展和现代化多媒体的实践，目前各式各样的IT产品已开始像 家用电器和手机那样走进千家万户，并具有相当广阔的营销市场。AMD公司较早地在 国内外进行IT硬件产品市场化操作，但在实践中遇到了许多困难。本论文以此为背景 展开AMD公司营销策略研究，希望能够通过对该营销项目的探索推动AMD公司平台 化产品项目的发展，为企业进行IT硬件市场营销运作管理提供参考。 本论文应用了市场营销学和管理学理论，分析了中国IT电脑硬件市场的整体环境， 介绍了AMD公司基本概况，描述该公司在品牌影响力、产品线、渠道管理和促销力度 方面的不足，同时与竞争对手Intel和Nvidia公司进行对比，在此基础上通过对IT硬件产 品消费者行为特征的研究，收集了基础数据信息，并结合目标市场客户的需求，逐步 对市场进行细分、选择和定位。最后本论文利用市场营销学4Ps来落实AMD平台化产 品的营销策略。在产品策略和渠道策略方面，提出了产品组合决策和挑选、激励、评 估、改进渠道经销商的方法。在价格策略和促销策略方面，制定了零售、经销、批发 的参考价格并提出了人员推销、传播推广的策划方案，为AMD公司平台化产品营销项 目向纵深推进提供了思路和方法。　 　 　  关键词：平台化产品  IT市场  营销组合策略 I 华　中　科　技　大　学　硕　士　学　位　论　文　 　 Abstract With the development of worldwide web and the practice of modern multi- media, all kinds of IT products has begun to enter into thousands of families like house appliances and mobile phones currently with a pretty wide marketing market. AMD Company began to conduct marketing operations of IT hardware products in an earlier time, but met with many difficulties in practice. With this as the background, this thesis carries out the marketing strategy research of AMD company and hopes to promote the development of the platform products project of AMD company through exploration of the marketing project, further to provide referance for the marketing operation management of IT hardware market. This thesis applies theoretical of marketing and management to analyze the overall environment of IT computer hardware market of China, and gives the general introduction about AMD, describes the disadvantages of AMD’s brand influence, production line, channel management and promotion and compares with its competitors like Intel and Nvidia. Through research of the behavior characteristics of IT hardware products consumers and careful investigation of the demand market, this thesis establishes the marketing channel system of AMD company to carry out effective management and evaluation by collecting basic data information and combining with the clients’needs in the targe