【作者】 孟祥登；

【导师】 刘金兰；

【作者基本信息】 天津大学 ， 工商管理， 2004， 硕士

【摘要】 新世纪，面临国际一体化的进程和我国已经加入WTO的现实，我国企业面临着越来越多的机遇和挑战，如何清楚了解市场的发展趋势，把握市场潜在的发展方向，制定出应对当前市场态势的竞争策略，迅速而又创造性地采用先进的市场营销方法，成为企业打造核心竞争力、赢得市场竞争的关键。更重要的是企业应该科学合理地制订出适合企业自身发展的战略，这样才能在未来的竞争中立于不败之地。本文主要是关于北京PZ公司市场营销策略的探讨, 首先概述了PZ公司所面临的市场概况及当前发展机会，指出PZ公司面临着一个即将形成的庞大的商务智能电话市场。在此基础上运用现代战略营销的核心理论：STP营销，即细分市场（Segmenting）、选择目标市场（Targeting）和市场定位（Positioning）。通过STP，把目标顾客群定位于政府、企事业单位的成功人士和各级领导。在市场启动的初期采取高价格与高促销的市场撇脂策略，应用数据库直复营销与目标顾客精确沟通、服务，采取“资源广泛分销”模式逐步扩大客户群。本文接下来对PZ公司的营销组合进行了详细的研究和分析，这其中包括产品策略、价格策略、传播策略和渠道策略。本文采用理论与实践相结合、定性分析与定量分析相结合的方法,对PZ公司的市场运作模式进行了深入的探讨，其中主要包括“数据库直复营销”和“资源广泛分销”在该公司应用的分析和研究。在充分研究了该公司的市场营销策略后，本文对该公司的内外部环境进行了进一步分析，并利用波特教授的竞争模型讨论了其所面对的竞争态势，在此基础上建设性地提出了该公司应采取的经营发展战略。更多还原

【Abstract】 In the new century, facing the international reality and integrated process ,and our country have already entered WTO, enterprises of our country are facing more and more opportunities and challenges. how to find out the development trend of the market very clearly, hold the potential developing direction of market, make the competitive strategy of tackling the situation of present market, adopt the advanced marketing method fast and creativly, is becoming the key of gaining the market competition for enterprises. The more important thing is that enterprises should develop its strategies in rational science way, so that it could establish in an unassailable position in the competition future. This thesis is a discussion about the marketing tactics of Beijing PZ company, sum up that PZ Company is facing and developing the chances at present at first, point out PZ Company faces a huge commercial smart phone market that will form soon. This uses the key STP theory on this basis, namely subdividing the market (Segmenting), choosing the goal market (Targeting) and market orientation (Positioning). Through STP , It orientates target consumer group as successful personage and leaders at all levels of government、enterprises and institutions. PZ company adopts Rapid skimming at a high price and a high promotion level in introduction stage on the market, uses the Direct Marketing to target consumer’s accurate communication, service directly and adopts " Resources Distributed " that the mode is expanded customer group progressively. This text makes to the marketing of PZ Company up detailed research and analysis next, including 4P tactics. Method that this literary grace combines with practice combines together, qualitative analysis and quantitative analysis with the theory, this thesis have carried on the deep discussion to the market operation mode of PZ Company, including " Direct Marketing " and " Resource distribute extensively " .After the marketing tactics of this company of abundant research, this text has been analysed further to the domestic and foreign environment of this company, utilized Professor Potter’s competition model to discuss the competition situation faced by it and proposed the management development strategy that this company should adopt constructively on this basis.更多还原