宽幅数字打印机市场营销策略研究
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摘要
近些年宽幅数字打印机越来越受到人们的关注。特别是随着我国城市化进程的深入发展,各个城市商用写字楼和居民住宅楼建设项目的迅猛上马,以及支撑经济发展的石油、天然气等能源的探测、航天工程、天气和地理环境的卫星监控等关系国家经济增长的关键领域对以输出蓝图为主要用途的宽幅数字打印机的需求越来越多地呈现出来。实现宽幅数字打印机的国产化和设立完善的适销对路的营销模式,对于提升本土企业的市场竞争力,推进我国城市化进程以及保护我国经济健康发展具有重要的意义。
本文秉承以客户需求为导向的市场营销理念,围绕着客户需求和市场内外部环境变化情况来研究宽幅数字打印机(0.9米宽——5.0米宽)市场营销策略。首先深入地剖析了当代市场营销的典型模式,进而阐明宽幅打印机应该采用整合的市场营销模式保障客户的满意度和盈利。其次,采用关键环境因素分析法和近似间接法来获得市场容量的相关信息并最终确定它的数值;最后又分别对宽幅数字打印机的产品策略、价格策略、渠道模式、市场推广和物流管理等几个方面进行分析,研究在明确了盈利模式和外部环境的条件下,为宽幅数字打印机设置适应环境的产品线和产品组合与市场定位、根据客户需求计算和确定价格、设置产品销售模式、设立满足客户需求和保障盈利的产品推广模式,以及为宽幅数字打印机设立生产、配送基地、产品库存、配置资源实现从产品生产到市场营销的各个环节的快速反应,从而为企业管理和运营提供理论支持和研究方法的参考。
Recent years, the large format digital printer is more concerned by people who are majored in the printing industries. Especially the attentions to the marketing strategies of this market with the whole Chinese urban and rural integrative development. In the trend of this condition, more and more resident & commercial buildings are protruded up all over China, and the applications of the large digital format printer are required by different industries hugely, moreover, the industries, such as oil exploring, weather mapping and geography exploring have the extra demands of the printers. All these conditions yield the typical four newest industries, such as Advertisement & printing, print service provider, Digital signage and Events & wedding photographer. Therefore, it becomes more important that how to define and optimize a profitable large format digital printer marketing strategy to Chinese internal Brands. An efficient and effective profitable business pattern and marketing strategy in this industry signifies the win in the competition market between Chinese internal firms and oversea brands. And it is also vital to the whole Chinese economy development safely.
Although there are the huge market demands in the large format digital printing industry, the relative firms and Government have not yet notice this scarily! There are many misunderstanding about the marketing when the firms behave the marketing in this competing market. Therefore, how to set a profitable marketing model and how to define the tangible strategy is vital for them.
This paper wants to tell people how to definite the marketing strategy and further how to define tangible marketing techniques within the factors , such as the product, the pricing, the distribution Channel , the promotion and the supply chain management, under the methods of the strategy management conceptions through the analysis of the typical four newest industries in the market study.
本文秉承以客户需求为导向的市场营销理念,围绕着客户需求和市场内外部环境变化情况来研究宽幅数字打印机(0.9米宽——5.0米宽)市场营销策略。首先深入地剖析了当代市场营销的典型模式,进而阐明宽幅打印机应该采用整合的市场营销模式保障客户的满意度和盈利。其次,采用关键环境因素分析法和近似间接法来获得市场容量的相关信息并最终确定它的数值;最后又分别对宽幅数字打印机的产品策略、价格策略、渠道模式、市场推广和物流管理等几个方面进行分析,研究在明确了盈利模式和外部环境的条件下,为宽幅数字打印机设置适应环境的产品线和产品组合与市场定位、根据客户需求计算和确定价格、设置产品销售模式、设立满足客户需求和保障盈利的产品推广模式,以及为宽幅数字打印机设立生产、配送基地、产品库存、配置资源实现从产品生产到市场营销的各个环节的快速反应,从而为企业管理和运营提供理论支持和研究方法的参考。
Recent years, the large format digital printer is more concerned by people who are majored in the printing industries. Especially the attentions to the marketing strategies of this market with the whole Chinese urban and rural integrative development. In the trend of this condition, more and more resident & commercial buildings are protruded up all over China, and the applications of the large digital format printer are required by different industries hugely, moreover, the industries, such as oil exploring, weather mapping and geography exploring have the extra demands of the printers. All these conditions yield the typical four newest industries, such as Advertisement & printing, print service provider, Digital signage and Events & wedding photographer. Therefore, it becomes more important that how to define and optimize a profitable large format digital printer marketing strategy to Chinese internal Brands. An efficient and effective profitable business pattern and marketing strategy in this industry signifies the win in the competition market between Chinese internal firms and oversea brands. And it is also vital to the whole Chinese economy development safely.
Although there are the huge market demands in the large format digital printing industry, the relative firms and Government have not yet notice this scarily! There are many misunderstanding about the marketing when the firms behave the marketing in this competing market. Therefore, how to set a profitable marketing model and how to define the tangible strategy is vital for them.
This paper wants to tell people how to definite the marketing strategy and further how to define tangible marketing techniques within the factors , such as the product, the pricing, the distribution Channel , the promotion and the supply chain management, under the methods of the strategy management conceptions through the analysis of the typical four newest industries in the market study.
引文
[1]Philip Kotler,Gary Armstrong,Principles of Marketing(Tenth Edition),北京:清华大学出版社,2005
[2]Fred R.David,Strategic Management(Tenth Edition),北京:清华大学出版社,2006
[3]吴健安,市场营销学,北京:高等教育出版社,2003
[4]许永民,Samsung打印机中国市场战略规划[硕士学位论文],上海交通大学,2005,5
[5]徐凯,中国汽车营销体系研究--以一汽-大众为例[硕士学位论文],南京工业大学,2006
[6]大阳,新一代LED宽幅面相纸/灯片数字打印机,摄影世界,2004,9:110
[7]吴琳琳,彭希君,王钊,打印机厂商五强论剑细分市场后的缠斗,电子商务,.2004,5(5):68-69
[8]胡蕾,王金乐,数字打印机基础线性比参数设置分析,今日印刷,2007,7:45-47
[9]秦海林,数字打印机瞄准了宽幅,电子出版,2002,10:12-13
[10]AndrewPark,马忠元,戴尔:打印机市场的觊觎者,商业周刊,2004,5:68
[11]中国惠普有限公司,HP整合资源领跑2007,现代电信科技,2007,5:68
[12]惠普:“低端赢取市场”,电子商务,2004,5(5):71
[13]石立娜,3G业务的盈利模式分析,通信业与经济市场,2007,5:21-24
[14]张凯,细分市场成就打印未来,中国中小企业,2005,(1):51-52
[15]郑宗,惠普,在中国创造整合营销的奇迹,中外企业文化,2002,12:23-24
[16]徐昊,惠普营销:价值战胜价格,财经界,2002,8:65
[17]曾宏达,汽车运输企业市场营销环境分析,运输经理世界,2005,8:93-95
[18]宋美义,企业市场营销环境分析--浅谈微观环境因素对企业的影响,经济与管理,2005,19(6):49-52
[19]国家信息中心中国房地产信息网,中国房地产市场年度发展报告,2007
[20]张旭波,移动通信企业的市场营销环境,市场研究,2005,5:55-58
[21]董淑芳,战略性“整体品牌”营销模式探究,商场现代化,2005,18:118-119
[22]梁英,品牌营销-企业走向成功之良策,天府新论,2007,S2:146-148
[23]誉清辉,中国汽车行业的价格策略研究,价格理论与实践,2005,9;23-24
[24]曾建谋,汽车营销的价格策略,粤港澳价格,2005,2:11-14
[25]白建磊,张琳,我国手机企业的销售渠道策略分析,西安邮电学院学报,2007,12(4):16-18
[26](美)伯特·罗森布洛姆著,宋华等译,营销渠道管理的视野,北京:中国人民大学出版社,2006
[27]耿伟,看当代营销的渠道策略新思路,集团经济研究,2007,5s:163-164
[28]陈子侠,殷洁,企业资源计划、物流管理与供应链管理应用模式探究,交通企业管理,2007,22(6):52-53
[29]辛敏琦,许俊杰,沃尔玛、戴尔物流管理透析,企业技术进步,2007,6:36
[2]Fred R.David,Strategic Management(Tenth Edition),北京:清华大学出版社,2006
[3]吴健安,市场营销学,北京:高等教育出版社,2003
[4]许永民,Samsung打印机中国市场战略规划[硕士学位论文],上海交通大学,2005,5
[5]徐凯,中国汽车营销体系研究--以一汽-大众为例[硕士学位论文],南京工业大学,2006
[6]大阳,新一代LED宽幅面相纸/灯片数字打印机,摄影世界,2004,9:110
[7]吴琳琳,彭希君,王钊,打印机厂商五强论剑细分市场后的缠斗,电子商务,.2004,5(5):68-69
[8]胡蕾,王金乐,数字打印机基础线性比参数设置分析,今日印刷,2007,7:45-47
[9]秦海林,数字打印机瞄准了宽幅,电子出版,2002,10:12-13
[10]AndrewPark,马忠元,戴尔:打印机市场的觊觎者,商业周刊,2004,5:68
[11]中国惠普有限公司,HP整合资源领跑2007,现代电信科技,2007,5:68
[12]惠普:“低端赢取市场”,电子商务,2004,5(5):71
[13]石立娜,3G业务的盈利模式分析,通信业与经济市场,2007,5:21-24
[14]张凯,细分市场成就打印未来,中国中小企业,2005,(1):51-52
[15]郑宗,惠普,在中国创造整合营销的奇迹,中外企业文化,2002,12:23-24
[16]徐昊,惠普营销:价值战胜价格,财经界,2002,8:65
[17]曾宏达,汽车运输企业市场营销环境分析,运输经理世界,2005,8:93-95
[18]宋美义,企业市场营销环境分析--浅谈微观环境因素对企业的影响,经济与管理,2005,19(6):49-52
[19]国家信息中心中国房地产信息网,中国房地产市场年度发展报告,2007
[20]张旭波,移动通信企业的市场营销环境,市场研究,2005,5:55-58
[21]董淑芳,战略性“整体品牌”营销模式探究,商场现代化,2005,18:118-119
[22]梁英,品牌营销-企业走向成功之良策,天府新论,2007,S2:146-148
[23]誉清辉,中国汽车行业的价格策略研究,价格理论与实践,2005,9;23-24
[24]曾建谋,汽车营销的价格策略,粤港澳价格,2005,2:11-14
[25]白建磊,张琳,我国手机企业的销售渠道策略分析,西安邮电学院学报,2007,12(4):16-18
[26](美)伯特·罗森布洛姆著,宋华等译,营销渠道管理的视野,北京:中国人民大学出版社,2006
[27]耿伟,看当代营销的渠道策略新思路,集团经济研究,2007,5s:163-164
[28]陈子侠,殷洁,企业资源计划、物流管理与供应链管理应用模式探究,交通企业管理,2007,22(6):52-53
[29]辛敏琦,许俊杰,沃尔玛、戴尔物流管理透析,企业技术进步,2007,6:36