a电容器公司市场营销战略分析word格式论文.docxVIP

摘要外资企业大规模进入中国己有二十多年，曾经以技术见长纵横中国市场十多年，现 如今，本土企业的技术水平己经迎头赶上:加之 2008 年全球金融风暴的袭击，市场环 境迅速恶化，这样大多数外资企业的商业模式受到了市场的极大挑战，昔日的竞争优势 己不复存在。A 电容器公司就是这样的时代背景下的一个具体个体，为了找到现阶段的 市场应对策略，本文梳理了公司的内外营销环境，通过分析、归纳、筛选，找到公司营 销战略的突破口，继而对不同的细分市场进行定位，并构建相关的营销组合以落实营销 战略。文章采用了 PEST 分析法，SWOT 分析法以及五力模型分析法，并通过构建 EFE 矩 阵以及 IFE 矩阵对影响公司战略制定的内外营销环境因素进行了全方位解析，归纳总结 了公司所面临的机会与威胁、优势与劣势。继而借助 SWOT 分析法中的 SO、ST、WO、 WT 的战略形成原理，制定了 A 公司的营销战略。通过对 STP 原理的应用，确定了每一 个细分市场的定位原则，为营销战略的实施奠定了前提条件:同时采用 4Ps、4Cs、4Rs 相结合的原理构建营销组合，将营销战略坚定的付诸实施。4Ps 主要从企业自身角度出 发，4Cs 从顾客角度出发，而 4Rs 则搭建了企业与顾客之间沟通的桥梁，兼顾了二者的 感受。归根结底所有战略与策略的实施离不开人的主动性，人员观念的更新与变革不可 或缺，从而确保了战略方向的主体保障。关键词 电容器营销战略市场定位营销组合AbstractThese enterprises of overseas investment come to China cosmically have already more than 20 years. Technical advance made them the huge success in past long-term of fifteen years. But currently, local company has already catch up with them regarding technical aspect. And further more the financial crisis of Y2008 attacked all over the world, the business environment speeds up to tough. More and more local overseas enterprises got the challenge on the business model, all of them lost the previous advantage. A capacitor Co. is one certain of these enterprises. In order to figure out the win strategy of A Co. the article analysis the internal and external influence factors, then by inducing and riddling to seek the breakthrough of sales strategy. At the same time, make the specific market position for each separate area and build the sales combination as the action plan to practice the strategy.The article adopts the PEST, SWOT and five force analysis tools, and also EFE matrix and IFE matrix on the internal external environmental factors which influence the establishment of company’s win strategy. Generally sum up the opportunities threats, strengthens weakness, then by the principle of SO, ST, WO, WT strategy in SWOT analysis methodology to make A Co.’s sales win strategy. As well as through STP theory to work out the market position of each s