欧西莱（中国）光电子有限公司营销策略研究
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摘要
2000年以来,中国半导体行业呈现出良好的发展态势,光电子市场也进入了一个快速发展时期,但该市场的竞争也日趋激烈。
本文首先介绍了欧西莱(中国)光电子有限公司(以下简称欧西莱)的基本情况。对该公司在中国市场所取得的成绩和现有营销策略作了总体评价,并着重指出了其面临的主要问题和挑战。公司应通过加强管理来控制管理费用和财务费用的支出额度。通过市场细分、目标市场选择和市场定位分析指出,从区域上,公司应采取市场集中化策略定位于珠三角和长三角,而产品定位上选择专业化的中、高端目标市场:可见光系列定位于中端、红外和激光系列定位于高端。通过实施一套营销组合策略来达成上述的市场定位。就产品而言,应延长其生命周期、加强新产品开发、提升品牌知名度。从营销角度来看,加强渠道建设、夯实直接客户基础、加速大客户战略联盟的建设,通过实施溢价战略,销售高品质产品获得超额利润,通过优质价值战略,销售中等品质产品,打击竞争对手。
在回顾了光电子产业的发展概况和技术发展的新趋势并给出了行业市场趋势预测的基础上,通过SWOT矩阵分析指出,公司应实施增长型战略:以市场为导向,通过规模化生产,降低成本,打击竞争对手;利用良好的品牌信誉度、先进的技术和新产品开发能力进一步扩大市场份额。
最后给出了要实现市场目标,必须加强营销计划的制定、执行和控制,改进销售考评管理体系,加强客户关系管理,以确保这些营销策略的有效实施。应该说欧西莱整个公司得以健康、稳健的发展与成长,营销策略的正确选择和良好实施功不可没。
It has developed well at semiconductor industry in China since 2000. Opto-electronics industry is growing quite rapidly, but there is a fierce competition in this industry.
It presents the profile about 0slam(0smium Wolflam) China Opto-electronics (Hereinafter Oslam), firstly. It is a summary about the achievements which Oslam has reached and the marketing strategies which has been put into practice in China. And the key issues and challenges are faced by Oslam are mainly emphasized. The expenditure on administration and finance should be controlled through management. Based on the analysis of STP(Segmentation, Targeting, Positioning), regionally, Pearl River Delta and Yangtz River Delta should be focused. From the product positioned, high end market: IR & Laser and mid-end :Visable should be concentrated on. Market can be positioned via a set of marketing strategies-integrated.
For the product strategy, it is essential to extend its lify cycle, to develop new products and lift the brand. From the point of view of marketing, it is necessary to build sales channels well, to consolidate a solid foundation with direct customers and establish a strategic-alliance. Put the over-price strategy into practice to earn extra profit through selling qualitied products. Under the cost effective, Oslam can win more market share through attacking rival via selling mid-quality products.
The development trend at Opto-electronics industry is predicted via reviewing the history of industry and new technology. From SWOT matrix, the extending strategyies including market-oriented, scale-economy, cost down should be taken to fight rival. Then, market share will most likely be increased.
To achieve target, marketing strategy must be worked out, implemented and controlled. The performance evaluating system needs improving, the CRM(Customer Relationship Management) system needs emphasizing so as to ensure the strategy carried out. Obviously, Oslam can grow steadily and healthily in accordance with the choice of the appropriate marketing strategy and get it implemented well.
本文首先介绍了欧西莱(中国)光电子有限公司(以下简称欧西莱)的基本情况。对该公司在中国市场所取得的成绩和现有营销策略作了总体评价,并着重指出了其面临的主要问题和挑战。公司应通过加强管理来控制管理费用和财务费用的支出额度。通过市场细分、目标市场选择和市场定位分析指出,从区域上,公司应采取市场集中化策略定位于珠三角和长三角,而产品定位上选择专业化的中、高端目标市场:可见光系列定位于中端、红外和激光系列定位于高端。通过实施一套营销组合策略来达成上述的市场定位。就产品而言,应延长其生命周期、加强新产品开发、提升品牌知名度。从营销角度来看,加强渠道建设、夯实直接客户基础、加速大客户战略联盟的建设,通过实施溢价战略,销售高品质产品获得超额利润,通过优质价值战略,销售中等品质产品,打击竞争对手。
在回顾了光电子产业的发展概况和技术发展的新趋势并给出了行业市场趋势预测的基础上,通过SWOT矩阵分析指出,公司应实施增长型战略:以市场为导向,通过规模化生产,降低成本,打击竞争对手;利用良好的品牌信誉度、先进的技术和新产品开发能力进一步扩大市场份额。
最后给出了要实现市场目标,必须加强营销计划的制定、执行和控制,改进销售考评管理体系,加强客户关系管理,以确保这些营销策略的有效实施。应该说欧西莱整个公司得以健康、稳健的发展与成长,营销策略的正确选择和良好实施功不可没。
It has developed well at semiconductor industry in China since 2000. Opto-electronics industry is growing quite rapidly, but there is a fierce competition in this industry.
It presents the profile about 0slam(0smium Wolflam) China Opto-electronics (Hereinafter Oslam), firstly. It is a summary about the achievements which Oslam has reached and the marketing strategies which has been put into practice in China. And the key issues and challenges are faced by Oslam are mainly emphasized. The expenditure on administration and finance should be controlled through management. Based on the analysis of STP(Segmentation, Targeting, Positioning), regionally, Pearl River Delta and Yangtz River Delta should be focused. From the product positioned, high end market: IR & Laser and mid-end :Visable should be concentrated on. Market can be positioned via a set of marketing strategies-integrated.
For the product strategy, it is essential to extend its lify cycle, to develop new products and lift the brand. From the point of view of marketing, it is necessary to build sales channels well, to consolidate a solid foundation with direct customers and establish a strategic-alliance. Put the over-price strategy into practice to earn extra profit through selling qualitied products. Under the cost effective, Oslam can win more market share through attacking rival via selling mid-quality products.
The development trend at Opto-electronics industry is predicted via reviewing the history of industry and new technology. From SWOT matrix, the extending strategyies including market-oriented, scale-economy, cost down should be taken to fight rival. Then, market share will most likely be increased.
To achieve target, marketing strategy must be worked out, implemented and controlled. The performance evaluating system needs improving, the CRM(Customer Relationship Management) system needs emphasizing so as to ensure the strategy carried out. Obviously, Oslam can grow steadily and healthily in accordance with the choice of the appropriate marketing strategy and get it implemented well.
引文
[1]Leonard M.Lodish,Harward Lee Morgan,Amy Kallianpur.Entrepreneurial Marketing.2002
[2]卢泰宏.跨国公司行销中国.销售与市场.2001年增刊
[3]五秀村,五月辉.市场营销管理.北京:北京理工大学出版社,2002.3
[4]菲利普·科特勒,洪瑞云等著.梅清豪译.市场营销管理.北京:中国人民大学出版社,2001.1
[5]冯丽云,李宇红.现代营销管理.北京:经济管理出版社,2006.1
[6]M·J·埃策尔,B·J·沃克,W·J·斯坦顿著.张平淡,牛海鹏译.新时代的市场营销.北京:企业管理出版社,2004.8
[7]孟海燕.光电子跨国公司的专利策略及台湾光电子产业的应对策略.电子知识产权,2005(09)
[8]张宝祥.我国光电子显示技术和发展展望.传感器世界,2005(04)
[9]陈苗海.中国光电子产业及其显示屏市场发展动向.世界电子元器件,2004(02)
[10]陈亚辉.何科方.基于钻石模型的武汉光电子产业集群竞争力研究.当代经济,2006(6):12-13
[11]李元旭.周瑛.跨国企业进入模式决策.对外经济贸易大学学报,2006(05)
[12]王莹.半导体照明市场研究.硕士论文.吉林大学,2005
[13]杨兰芳.冯春喜.海特光电:灵动的差异化营销.新材料产业,2005(4):15-18
[14]郭国庆.营销管理.北京:首都经济贸易大学出版社,2005.1
[15]薛求知.跨国公司与中国市场.上海:上海人民出版社,2000
[16]庄贵军.企业营销策划.北京:清华大学出版社,2005
[17]吴启程.光电子产业—21世纪的第一主导产业.电子科技,2001(3):1-2
[18]朗咸平著.思维——国际级企业和企业家战略思维.北京:东方出版社,2006
[19]Shan Wei.The New Features of Marketing Envirinment in China.1995
[20]张云起著.营销风险管理.北京:高等教育出版社,2001
[21]张殿文著.虎与狐:台湾首富郭台铭经营之道揭秘.广东:汕头大学出版社,2005
[22]詹姆斯.H.迈尔斯著.王祎译.市场细分与定位.北京.电子工业出版社,2005
[23]Amit Bhatnagar,Sanjoy Ghose.A latent class segmentation analysis of e-shoppers.2002.
[24]Soo Cheong Jang,Alastair M.Morrison,Joseph T.O'Leary.Benefit segmentation of Japanese pleasure travelers to the USA and Canada:selecting target markets based on the profitability and risk of individual market segments.2002
[25]Jih-Jeng huang,Gwo-Hshiung tzeng,Chorng-Shyong Ong.Marketing sesmentation using support vector clustering.2005
[26]John A.McCarty,Manoj Hastak.Segmentation approaches in data-mining:A comparison of RFM,CHAID,and logistic regression.2006
[27]Santanu Roy.Strategic segmentation of a market.1998
[28]Gyehee Lee,Alastair M.Morrison,Joseph T.O'Leary.The economic value portfolio matrix:A target market selection tool for destination marketing organizations.2005
[29]苗雨著.世界500强营销之道全集.北京:地震出版社,2005
[30]胡泳.像贝克汉姆一样营销.北京:中国社会科学院出版社,2004.9
[31][韩]金英汉.林希贞著.张美化译.星巴克的感性营销.北京:当代中国出版社,2006
[32]Chien-Wei Chen,Chung-Chi Shen,Wan-Yu Chiu.Marketing communication strategies in support of product launch" An empirical study of Taiwanese hih-tech firms.2006
[33]程绍珊.和君创业深度营销观点.北京:高等教育出版社,2005.10
[34]Peter J.Buceley.The strategy of multinational enterprises in the light of the rise of China.2007
[35]高云龙,邰启扬.营销谋略与经典案例.北京.社会科学文献出版社,2005
[36]诺曼.R.奥古斯丁等著.危机管理.北京.中国人民大学出版社,2001
[37]Amitava chattopadhyay.When Does Comparative Advertising Influence Brand Attitude? The Role of Delay and Market Position.1998
[38]泰瑞.R.贝肯.重点客户管理,第七辑.上海:上海人民出版社,2001
[39]Joan L.Anderson,Laura D.Jolly,Ann E.Fairhurst.Customer relationship management in retailing:A content analysis of retail trade journals.2007
[40]干福熹.光电子产业的发展和我国的战略.科技导报.2001(12):6-8
[41]Jose G.Dias,Jeroen K.Vermunt.latent class modeling of website users'search patterns:Implications for online market segmentation.2007
[42]Tuomas Ahola,Eino Laitinen,Jaakko Kujala,Kim Wikstrom.Purchasing strategies and value creation in industrial turnkey projects.2007
[43]聂鸣.杨大进.武汉光电子产业价值链及竞争力分析.创新与产业化,2003(12):63-65
[44]David W.McFadden,M.D.,F.A.C.S.,Elizabeth Calvario,B.S.,M.B.A.,The Devil Is in the Details:The Pharmceutical Industry's Use of Gifts to Physicians as marketing Strategy.2006
[45]Bulent Menguc,Seigyoung Auh,Eric Shih.Transformational leadership and market orientation:Implications for the implementation of competitive strategies and business unit performance.2007
[46]Hsiang-His Liu,Chorng-Shyong Ong.Variable selection in clustering for marketing segmentation using genetic algorithms.2006
[47]陈云珍.光电子产业——21世纪的战略产业.电子与自动化,2000:3-5
[48]Ramon Rufin.Sales growth of Spanish tourist firms:Some implications of Gibrat's Law on marketing management.2006
[49]辜胜祖.黄永明.发展光电子信息产业的战略思考.武汉大学学报(社会科学版),2001(7):430-437
[50]Joost M.E.Pennings.Pulling the trigger or not:Factors affecting behavior of initiating a position in derivatives markets.2002
[51]Mark E.Ruquet.Target Markets Aims At program Business.2007
[52]Michel Wedel,Wayne S.Desarbo.Market Segment Derivation and Profiling Via a Finite Mixture Model Framework.2002
[53]Jens Hultman,Bjorn Axelsson.Towards a typology of transparency for marketing management research.2006
[54]周春城.发展我国光电子产业的思考.安徽农业大学学报(社会科学版),2001(12):24-26
[55]周炳琨.光电子产业的展望与机遇.激光与红外,2001(2):8-9
[56]Jonathan Burez,Dirk Van den Poel.CRM at a pay-TV company:Using analytical models to reduce customer attrition by targeted marketing for subscription services.2005
[57]Eric T.Brey,Siu-Ian(Amy)So,Dae-Young Kim,Alastair M.Morrison.Web-based permission marketing:Segmentation for the lobby industry.2007
[58]苏小虎.谢世钟.我国光电子技术和器件的发展现状及展望.中国信息导报:观察与思考,2001(6):37-39
[59]Sally Dibb,Lyndon Simkin,David Wilson.Diagnosing and treating operational and implementation barriers in synoptic marketing planning.2007
[2]卢泰宏.跨国公司行销中国.销售与市场.2001年增刊
[3]五秀村,五月辉.市场营销管理.北京:北京理工大学出版社,2002.3
[4]菲利普·科特勒,洪瑞云等著.梅清豪译.市场营销管理.北京:中国人民大学出版社,2001.1
[5]冯丽云,李宇红.现代营销管理.北京:经济管理出版社,2006.1
[6]M·J·埃策尔,B·J·沃克,W·J·斯坦顿著.张平淡,牛海鹏译.新时代的市场营销.北京:企业管理出版社,2004.8
[7]孟海燕.光电子跨国公司的专利策略及台湾光电子产业的应对策略.电子知识产权,2005(09)
[8]张宝祥.我国光电子显示技术和发展展望.传感器世界,2005(04)
[9]陈苗海.中国光电子产业及其显示屏市场发展动向.世界电子元器件,2004(02)
[10]陈亚辉.何科方.基于钻石模型的武汉光电子产业集群竞争力研究.当代经济,2006(6):12-13
[11]李元旭.周瑛.跨国企业进入模式决策.对外经济贸易大学学报,2006(05)
[12]王莹.半导体照明市场研究.硕士论文.吉林大学,2005
[13]杨兰芳.冯春喜.海特光电:灵动的差异化营销.新材料产业,2005(4):15-18
[14]郭国庆.营销管理.北京:首都经济贸易大学出版社,2005.1
[15]薛求知.跨国公司与中国市场.上海:上海人民出版社,2000
[16]庄贵军.企业营销策划.北京:清华大学出版社,2005
[17]吴启程.光电子产业—21世纪的第一主导产业.电子科技,2001(3):1-2
[18]朗咸平著.思维——国际级企业和企业家战略思维.北京:东方出版社,2006
[19]Shan Wei.The New Features of Marketing Envirinment in China.1995
[20]张云起著.营销风险管理.北京:高等教育出版社,2001
[21]张殿文著.虎与狐:台湾首富郭台铭经营之道揭秘.广东:汕头大学出版社,2005
[22]詹姆斯.H.迈尔斯著.王祎译.市场细分与定位.北京.电子工业出版社,2005
[23]Amit Bhatnagar,Sanjoy Ghose.A latent class segmentation analysis of e-shoppers.2002.
[24]Soo Cheong Jang,Alastair M.Morrison,Joseph T.O'Leary.Benefit segmentation of Japanese pleasure travelers to the USA and Canada:selecting target markets based on the profitability and risk of individual market segments.2002
[25]Jih-Jeng huang,Gwo-Hshiung tzeng,Chorng-Shyong Ong.Marketing sesmentation using support vector clustering.2005
[26]John A.McCarty,Manoj Hastak.Segmentation approaches in data-mining:A comparison of RFM,CHAID,and logistic regression.2006
[27]Santanu Roy.Strategic segmentation of a market.1998
[28]Gyehee Lee,Alastair M.Morrison,Joseph T.O'Leary.The economic value portfolio matrix:A target market selection tool for destination marketing organizations.2005
[29]苗雨著.世界500强营销之道全集.北京:地震出版社,2005
[30]胡泳.像贝克汉姆一样营销.北京:中国社会科学院出版社,2004.9
[31][韩]金英汉.林希贞著.张美化译.星巴克的感性营销.北京:当代中国出版社,2006
[32]Chien-Wei Chen,Chung-Chi Shen,Wan-Yu Chiu.Marketing communication strategies in support of product launch" An empirical study of Taiwanese hih-tech firms.2006
[33]程绍珊.和君创业深度营销观点.北京:高等教育出版社,2005.10
[34]Peter J.Buceley.The strategy of multinational enterprises in the light of the rise of China.2007
[35]高云龙,邰启扬.营销谋略与经典案例.北京.社会科学文献出版社,2005
[36]诺曼.R.奥古斯丁等著.危机管理.北京.中国人民大学出版社,2001
[37]Amitava chattopadhyay.When Does Comparative Advertising Influence Brand Attitude? The Role of Delay and Market Position.1998
[38]泰瑞.R.贝肯.重点客户管理,第七辑.上海:上海人民出版社,2001
[39]Joan L.Anderson,Laura D.Jolly,Ann E.Fairhurst.Customer relationship management in retailing:A content analysis of retail trade journals.2007
[40]干福熹.光电子产业的发展和我国的战略.科技导报.2001(12):6-8
[41]Jose G.Dias,Jeroen K.Vermunt.latent class modeling of website users'search patterns:Implications for online market segmentation.2007
[42]Tuomas Ahola,Eino Laitinen,Jaakko Kujala,Kim Wikstrom.Purchasing strategies and value creation in industrial turnkey projects.2007
[43]聂鸣.杨大进.武汉光电子产业价值链及竞争力分析.创新与产业化,2003(12):63-65
[44]David W.McFadden,M.D.,F.A.C.S.,Elizabeth Calvario,B.S.,M.B.A.,The Devil Is in the Details:The Pharmceutical Industry's Use of Gifts to Physicians as marketing Strategy.2006
[45]Bulent Menguc,Seigyoung Auh,Eric Shih.Transformational leadership and market orientation:Implications for the implementation of competitive strategies and business unit performance.2007
[46]Hsiang-His Liu,Chorng-Shyong Ong.Variable selection in clustering for marketing segmentation using genetic algorithms.2006
[47]陈云珍.光电子产业——21世纪的战略产业.电子与自动化,2000:3-5
[48]Ramon Rufin.Sales growth of Spanish tourist firms:Some implications of Gibrat's Law on marketing management.2006
[49]辜胜祖.黄永明.发展光电子信息产业的战略思考.武汉大学学报(社会科学版),2001(7):430-437
[50]Joost M.E.Pennings.Pulling the trigger or not:Factors affecting behavior of initiating a position in derivatives markets.2002
[51]Mark E.Ruquet.Target Markets Aims At program Business.2007
[52]Michel Wedel,Wayne S.Desarbo.Market Segment Derivation and Profiling Via a Finite Mixture Model Framework.2002
[53]Jens Hultman,Bjorn Axelsson.Towards a typology of transparency for marketing management research.2006
[54]周春城.发展我国光电子产业的思考.安徽农业大学学报(社会科学版),2001(12):24-26
[55]周炳琨.光电子产业的展望与机遇.激光与红外,2001(2):8-9
[56]Jonathan Burez,Dirk Van den Poel.CRM at a pay-TV company:Using analytical models to reduce customer attrition by targeted marketing for subscription services.2005
[57]Eric T.Brey,Siu-Ian(Amy)So,Dae-Young Kim,Alastair M.Morrison.Web-based permission marketing:Segmentation for the lobby industry.2007
[58]苏小虎.谢世钟.我国光电子技术和器件的发展现状及展望.中国信息导报:观察与思考,2001(6):37-39
[59]Sally Dibb,Lyndon Simkin,David Wilson.Diagnosing and treating operational and implementation barriers in synoptic marketing planning.2007