TCL商用电脑市场营销战略-工商管理专业论文.docxVIP

重庆大学硕士学位论文中文摘要 重庆大学硕士学位论文 中文摘要 I I 摘 要 随着全球经济一体化程度的不断加深和信息技术的快速发展，一方面为我国 商用电脑企业提供了更广阔的市场空间；另一方面，由于国内外众多企业纷纷进 入，特别是许多具有雄厚技术、资金、品牌实力的国外著名厂商的介入，导致我 国商用电脑市场竞争异常激烈。面对产品结构标准化、性能同质化、服务规范化、 消费理性化等新形势的国内商用电脑市场，企业与企业之间的竞争，以从早期的 产品品种和价格的竞争，演变为现在的全方位竞争，包括价格、销售模式、市场 宣传、人力资源、营销渠道、企业文化、战略联盟等众多方面。为此，商用电脑 的生产商都面临着对自身的市场营销战略作出新的审视和调整，以应对激烈市场 所带来的挑战。 论文运用战略管理中价值链理论和 SWOT 分析方法，在全面阐述市场营销理论 的基础上，通过对当前我国商用电脑市场现状进行系统分析，选择 TCL 商用电脑 作为研究对象，着重从其市场容量、竞争对手的相关举措、目标市场的变化、销 售模式的变化等方面进行评价和分析，找出了 TCL 商用电脑所具备的优势和劣势， 结合市场发展的机会提出了 TCL 商用电脑应采取的营销策略：产品方面，锁定主 要的目标客户并对客户需求进行细致分析；人力资源方面，营造良好的工作氛围， 塑造健康的企业文化；渠道方面，从客户到代理商，对原有的渠道进行全面的提 升；客户方面，加强对项目过程的管理能力，提升项目成功率，更加贴近客户。 关键词：营销战略，竞争，价值链，商用电脑 重庆大学硕士学位论文英文摘要 重庆大学硕士学位论文 英文摘要 II II ABSTRACT Along with the continuously aggravated of global economy incorporate degree and the rapid development of information technology (IT), the market space of our business computer companies becomes wider. On the other hand, it also caused very exciting business computer market competition in our country, due to a lot of foreign and domestic computer companies’ coming, especially a lot of famous foreign manufactures with stronger technologies, capital and rank strength. Due to the standardized product structure, same performance and quality, standardized service, sense consumption and etc. in the domestic business computer market, the competition between corporations has evolved as current competition in all azimuths from early product variety and price, including price sales mode, market drum beating, and human resource, sales channel, company culture, strategy alliance and etc.. So all business computer manufactures are faced with making new survey and adjustment to their market and sales strategy to deal with the challenge caused by the exciting market. The strategy management theory value chain and SWOT analysis method are used to fully expatiate on sales and market theory in the article, and TCL business computer is selected as researching object through analyzing the current o