庄家畏。从佳能看国产数码相机产品策略的问题与对策.docVIP

从佳能看国产数码相机产品策略的问题与对策 作者姓名: 庄家畏 专业名称: 工商管理  摘要 产品策略是市场营销4P组合的核心，是价格策略、分销策略和促销策略的基础。从社会经济发展看，产品的交换是社会分工的必要前提，企业生产与社会需要的统一是通过产品来实现的，企业与市场的关系也主要是通过产品或服务来联系的，从企业内部而言，产品是企业生产活动的中心。因此，产品策略是企业市场营销活动的支柱和基石。 本文以市场营销4P组合中的产品策略理论为指导，阐述了我国数码相机生产企业的现状，明确指出了目前国产数码相机在产品策略方面出现的种种问题，并提出国产数码相机生产企业要不断壮大，不断发展，那就要突破目前在产品策略上的种种弊端，而佳能数码相机是我国企业成功走出去的典范，它的产品策略有很多值得借鉴之处。 全文共分为三章: 阐述国产数码相机生产企业的现状，并提出国产数码相机在产品策略上存在的一些问题。 对佳能数码相机的产品策略进行详细的分析研究。 第三章佳能数码相机产品策略给国产数码相机的启示，希望国产数码相机企业能够从中取长补短，寻找自己的出路。 关键词 ： 产品策略 数码相机 国产 佳能 Abstract The product strategy is the market marketing 4P combination core, is the price strategy, the retailing strategy and the promotion strategy foundation. Looking from the socio-economic development, the product exchange is the social division of labor prerequisite, the enterprise produces with the social need unification is realizes through the product, the enterprise and the market relations also are mainly relate through the product or the service, says from the enterprise interior, the product is the enterprise produces active the center. Therefore, the product strategy is the enterprise market marketing activity prop and the cornerstone. This article take the market marketing 4P combinations in product game theory as the instruction, elaborated our country digital camera Production enterprises present situation, had pointed out explicitly the present domestic product digital camera all sorts of questions which appears in the product strategy aspect, and proposed that the domestic product digital camera Production enterprise needs to expand unceasingly, develops unceasingly, that must break through present in product strategy all sorts of malpractices, but the Canon digital camera is the model which Our country Enterprise success walks, its product strategy has is worth profiting from the place. The full text altogether divides into three chapters: The first chapter :the elaboration domestic product digital camera Production enterprises pres