中国乐凯胶片集团公司产品市场战略工商管理专业论文.docxVIP

摘 摘 要 感光材料属高技术密集型、高资金密集型产品，当今世界只有少数几个国家 可以生产。屯垦墨熟堕垃塞圄公司始建于50年代，属传统的固有大型企业，也 是我国民族感光材料行业中唯～生存下来的企业。本文分析了中国乐凯胶片集团 公司的现状、外部环境以及当今影像材料的发展趋势，特别注意了当今数字产品 对传统感光材料产业的冲击，运用企业管理、市场营销理论。指出了感光材料产 品结构和营销手段的未来发展方向。本文根据产品生命周期分析理论，得出传统 银盐产品已到达成熟前期，5．10年内到达衰退期。乐凯公司为了保持现有的技术 和产品优势，实现产品利润最大化，面对跨国公司的正面竞争，只有实施产品数 字化、市场国际化的产品一市场战略，才能实现乐凯在影像材料领域“三分天下 有其一”的总体目标。 关键词：感光材料数字产品市场营销产品．市场战略 ABSTRACTPhotosensitive ABSTRACT Photosensitive materials belong to high—tech intensive and high funds intensive products Nowadays jn the world，there are only a few countries．which can produce them Founded in 1 950S，China Lucky Film Corporation is large traditional state—owned enterprise，also a company Ⅶhich only survives in Chinese national photosensitive industry．The current status．externaI surroundings of China Lucky Film Corporation，as well as development tendency of today’s imaging materials are analyzed in this thesis，especially taking note to the impact of the digital products on the traditional photosensitive materials．By adopting the theory of marketing and business management，the product structure and future development of marketing means are pointed out．Based on product life cycle theory，it is concluded that the traditional silver halide product has reached its pre—stage of maturity and will become decline within 5-10 years．1n order to keep existing technical and product strength，gain maximum product profits and challenge the frontal competition of multinational companies，China Lucky Film Corpormion only implements the product-market strategy of product digitalization and market globalization；the overall target of “being one third ofmarket shares”in the field ofthe imaging materials can be achieved Key words：photosensitive materials，digital products，marketing，product-market strategy 中国乐凯胶片集团公司产品一市场战略一———————————————————————————————————————————————————————————————————————————一 中国乐凯胶片集团公司产品一市场战略 一———————————————————————————————————————————————————————————————————————————一 -一—一 日lJ 吾 感光材料是当今世界上应用