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本文选取的研究对象长沙华瑞科技公司,是中南地区的一家从
事网络产品分销的企业,公司成立至今已有数年,然而公司的发展
仍处于初期,其规模的发展扩大也遇到了企业成长的瓶颈
本文首先介绍了长沙华瑞科技公司的基本情况,然后运用PEST
模型、五力模型以及SOWT分析方法研究探讨了华瑞科技公司的营销
环境。之后具体分析与设计了华瑞科技公司相应的营销策略组合,
即产品组合策略、渠道策略、定价策略和促销策略
在文章的最后,分析和探讨了公司的组织结构、团队塑造以及
企业管理文化的建设。.为确保公司有效的实施其营销战略还提出了
实施相关战略的保障措施和控制方法的建议,以便适应不断变化的
市场竞争环境。希望能够为网络产品分销行业中其它公司营销战略
的制定与实施提供一定的参考价值
关键词网络产品分销,营销战略,市场营销,营销组合
I
ABSTRACT
The development of information technology and high-end products
has brought great opportunities to Network products distribution
industry. However, competition limits the companies to certain shelter.
The companies which are running business in such industry should pay
more attention on marketing strategy for better surviving and
developing.
Changsha Huarui Technology Corporation is taken as an object of
studying. Founded several years ago in central and south areas of China,
Changsha Huarui Technology Corporation is engaging in distributing
network equipment. But it is still in its infancy and how to expand the
company has come to its bottleneck.
At the beginning, the basic information of Changsha Huarui
Technology Corporation is introduced and then PEST Model, Five
Power Model and SWOT Model are employed to analyze the marketing
environment of the company. Based on the above discussion, the
marketing strategy combinations are analyzed and designed, which
consists of the product portfolio, channel, pricing and promotion.
Organization structure, team construction and enterprise culture are
analyzed in the last part of the article. In order to accommodate the ever
changing market competition environment, we provide the effective
actions for implementing marketing strategies and relative control
methods. It is also valuable for other companies which are running the
same business to make and implement marketing strategies.
KEY WORDS Network Equipment Distribution, Marketing,
Marketing Strategy, Marketing Portfolio
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