【作者】 马建华；

【导师】 苗维亚；

【作者基本信息】 电子科技大学 ， 工商管理， 2003， 硕士

【摘要】 本文提出了营销战略的“3F模型”，从企业发展战略、企业人才战略和企业信息化的角度来研究TCL公司的营销战略，并详细阐述了这三者与营销战略间的密切联系；文中还具体提出了品牌再造及人才国际化等概念，拓宽了对营销战略的新思路。在阐述TCL发展战略对营销战略的影响里，作者主要是依据品牌战略、多元化战略和国际化战略这条主线，结合营销战略中的开发定位战略、营销组合战略、差别化战略、产品生命周期等营销理论，详尽地对TCL公司的主导产品彩电、手机、电话和电脑进行了剖析，并提出了品牌再造的完整理论，文中还对国内家电企业在实施国际化战略中的“TCL模式”和“海尔模式”进行了对比。在阐述TCL人才战略对营销战略的影响里，作者主要是围绕领军人物（经理人才）和企业文化这两大主线展开，结合人力资源管理的相关知识，充分肯定了经理人才对企业经营发展战略举足轻重的作用，以及由此产生的企业凝聚力、创造力和竞争力。最后，本文重点阐述了TCL信息化建设对营销战略的影响，结合管理信息系统的知识，分别讨论了企业资源计划（ERP）、<WP=4>供应链管理（SCM）及客户关系管理（CRM），结合TCL公司在实施信息化过程中的一些实际问题表达了自己的一些看法。本文能够充分运用战略管理、组织行为学、市场营销学、物流与供应链管理等多方面的知识，结合作者实际的工作经验，用作者提出的营销战略“3F模型”及其扩展型去分析研究企业的营销战略，而不是片面地就营销论营销，是本文的创新之处，对处于发展阶段的国内大中型企业具有非常强的实践指导意义。更多还原

【Abstract】 This paper points out "3F Model" about marketing strategy, and researches TCL Company’s marketing strategy from enterprise development strategy, enterprise human strategy and enterprise information, also explains the relation about that three facts in detail. In this article, the author has also researched brand reengineering and human international, which enlarge the range of new marketing strategy.Based on TCL company’s development strategy, the author catches hold of brand strategy and multiplex strategy and international strategy, and connects some marketing theories about development positioning strategy and marketing combination strategy and differentiation strategy and product life cycle. The author also researches TCL company’s marketing polices of the main product including TV, mobile phone, telephone, computer, etc;<WP=6>and points out the total conception about brand reengineering. In order to bring into operation about "TCL model" and "Haier model", the author tries to compare with them.Based on TCL company’s human strategy, the author has emphasized manager human and enterprise culture, and has used some human resource management theories to prove the effect about manager human for enterprise business development strategy. The author has also pointed out the important about enterprise culture, which could bring enterprise cohesion and creative and competitive.Then the author has talked about TCL company’s informational building, and has introduced Enterprise Resource Planning (ERP) and Supply Chain Management (SCM) and Customer Relationship Management (CRM). The author has used some Management Information System theories to point out some ideas about real problems.This paper can use multi-fact knowledge about strategy management, organization behavior, marketing, logistic and supply chain management and used the author’s work experience to point out "3F model" about marketing strategy and expanding model. This research method is a kind of innovation in the paper; it could<WP=7>provide useful guidance for some large or middle factories.更多还原