【作者】 徐旭；

【导师】 赵蓓；

【作者基本信息】 厦门大学 ， 工商管理（EMBA）（专业学位）， 2022， 硕士

【摘要】 智能手机的发展,萌发出许多中国品牌,比如华为、小米等。这些品牌推出的产品逐渐多元化,智能手表、TWS耳机、平板电脑、智能折叠手机纷纷推广到消费者手中,行业的蓬勃发展在国内催生出一大批FPC上市企业,而且这些企业都是方邦等材料厂商的客户。方邦是一家生产FPC高新技术材料的企业,作为一家锐意进取的企业,方邦借助自己的技术实力、产能优势,在行业中快速做到国内第一、全球第二的好成绩。由于FPC高新技术材料是生产很多消费终端的中间材料,方邦的客户以B端企业为主,随着消费终端需求的不断变化和全球供应链的发展,方邦客户的需求也在产生变化。为了更好地为客户创造价值,满足客户多样化、多变化的需求,方邦应当更加深入地了解客户的需求,并为客户提供更有价值的、更有针对性的产品与服务,保障企业的持续发展。本文以方邦作为具体研究案例,对方邦所处行业的宏观环境,行业情况和公司内外部进行分析,提出了方邦存在的问题。在此基础上,论文通过半结构式问卷和深度访谈两种调研方法,对方邦的客户和下游产业链的需求进行调研,在总结客户群体的实际需求后,从市场细分、目标市场、市场定位等角度出发,结合4P营销组合制订出方邦的营销策略。方邦FPC高新技术材料的营销可以通过生产更多品类的FPC高新技术材料、针对不同客户群体采取差异化的价格措施、增强行业口碑、通过行业交流的形式来开展促销,共四个策略进行实施;并从客户沟通、人才储备、投入研发、员工激励、供应链管理,共五个方面,来保障营销策略的有效落地。更多还原

【Abstract】 The development of smartphones has spawned many Chinese brands,such as Huawei and Xiaomi.The products launched by these brands have gradually diversified,and smart watches,TWS headphones,tablet computers,and smart folding mobile phones have been promoted to consumers.The vigorous development of the industry has spawned a large number of FPC listed companies in China,and these companies are Fangbang Material manufacturer’s customers.Fangbang is an enterprise that produces FPC high-tech materials.As a young enterprise,with its own technical strength and production capacity advantages,Fangbang has quickly achieved good results in the industry,ranking first in China and second in the world.Since FPC high-tech materials are intermediate materials for the production of many consumer terminals,Fangbang’s customers are mainly B-end enterprises.With the continuous changes in consumer terminal demand and the development of the global supply chain,the needs of Fangbang’s customers are also changing.In order to better create value for customers and meet the diverse and changing needs of customers,Fangbang should have a deeper understanding of customer needs,and provide customers with more valuable and targeted products and services to protect the enterprise sustainable development.This paper takes Fangbang as a specific research case,analyzes the macro environment,industry situation and the company’s internal and external conditions of the industry in which Fangbang is located,and puts forward the existing problems of Fangbang.On this basis,the thesis uses semi-structured questionnaires and in-depth interviews to investigate the needs of Fangbang’s customers and downstream industry chains.From an equal perspective,combined with the 4P marketing mix,Fangbang’s marketing strategy was formulated.Fangbang’s marketing strategy can be implemented by producing more categories of FPC high-tech materials;adopting differentiated price measures for different customer groups;enhancing user word-of-mouth marketing;conducting promotions through industry exchanges;talent reserve,investment in research and development,employee incentives,supply chain management and other five aspects to ensure the effective implementation of marketing strategies.更多还原