四川电器有限责任公司市场营销战略研究

【作者】 苏天钧；

【导师】 于建原；

【作者基本信息】 西南财经大学 ， 工商管理， 2003， 硕士

【摘要】 四川电器有限责任公司（SEAC）按照成都市政府提出的改革要求，2003年完成国有资本退出的改制目标。公司改制后在市场经济大潮中如何发展、如何战胜竞争对手，是当前急需研究的课题。本文的营销战略研究对国有企业改制后如何应对市场竞争具有普遍意义。本文第二章利用SWOT分析方法，通过外部环境和内部条件的分析，提出了公司2005年的营销战略目标，即销售收入20000万元和税后净利润1200万元。按照公司的产品种类划分三个战略业务单位并提出各单位的子目标。第三章根据公司所处行业特点和自身资源能力等的分析，提出差异化营销战略方案并对实施差异化战略的关键因素作了进一步的研究。对现有产品分类分析提出了差异化策略，新产品研发重视信息收集和分层把关的过程。价格策略中研究提出了弹性价格制概念、实施弹性价格制的注意事项和加强货款回笼管理的措施。促销策略中对促销费用、促销的重点产品、促销的原则和企划作了阐述。构建分销网络是差异化战略的重点，提出了目标、原则和措施。最后对实施差异化战略的相关问题进行分析，应用了组织购买决策模型和关系互动模型，提出了创建学习型营销团队和互感器厂产权制度变革的设想，分析了实施差异化战略的同时重视低成本的原因，进而提出创造公司的持续竞争优势。更多还原

【Abstract】 Requested by Chengdu Municipal Government, Sichuan electrical appliance co., Ltd. (SEAC) will complete the target that the state-owned capital will withdraw from the market in 2003. It is the topic that needs to be researched that SEAC will develop and win the other enterprises on market hereafter. Textual marketing strategy research has the widespread meaning to other state-owned enterprises. This text makes use of the SWOT analytic method, passing analysis the exterior environment with the conditional in inner part, put forward the marketing strategy target of the company in 2005, that is the income reaches 200,000,000 RMB ,and profits after tax 12,000,000 RMB. According to the products grouped, the sub-target has been determined to the business unit.According to the company profession characteristics and the analysis of resources ability etc., the third chapter puts forward the differentiation marketing strategy project and to puts into practice, the critical factor has further research. The current product classification analyzed to put forward differentiation strategy, the new products develop to value the information collections with the process of stage-gate systems. Put forward the elasticity price system, items of currying out elasticity price system and measures of withdraw currency from circulation. The promotion strategy is inside to the point product, promotion principle, promotion expenses, promotion plan. Establishing of channel network is the important substance of the differentiation marketing strategy, the target, principle and measures are also put forward. Finally, the related problem that put differentiation into practice turns the analysis, applying the model of purchase policy with the model of relation interact, puts forward to set up study marketing team as well as<WP=4>ownership system reform of the transformer factory, analyzes the differentiation strategy to value the low cost reason at the same time in order to help the company to have continuous competitive advantage.更多还原