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硕士学位论文
论文题目：S贵州分公司竞争战略研究
专业名称： 工商管理
研究方向： 战略管理
学生姓名：李奇
学号：20141226111053
导师姓名： 李奇勇
导师职称：教授
定稿时间：2018.05.25
中国·贵阳
I
摘要
S公司是日本的一家全球知名的大型综合性跨国企业集团，也是世界视听、
电子游戏、通讯产品和信息技术等领域的先导者。该公司在全世界共63个国家
拥有生产和销售法人网络，员工15万多人，其中彩电等产品的销售额在世界上
高居前列。S公司之所以能够长期占据彩电前列的地位，不仅得益于产品制造过
程中先进的技术研发能力、产品的高性能、优质的产品质量、合理的外观设计、
以及不断推出引导时代潮流的新产品等要素，更重要的是，S公司注重产品的市
场营销管理，有其鲜明的市场营销特色和优秀的销售管理团队模式。但是尽管在
显像管电视时代，S公司的特丽珑电视，单枪三束技术曾经傲视群雄，然而正是
因为这些非凡的成绩让S公司自傲而错失了液晶电视的发展先机，以至于在平板
时代被后来者超越，甚至一度因激烈的竞争导致彩电业务巨额亏损
对于成立于2004年的S贵州分公司而言，同样经历了显像管的辉煌，到平
板电视之初的举步维艰，再到当前的强化竞争，面对竞争日益激烈的彩电市场仍
然是巨大的挑战。S彩电已经进入贵州市场十二年，目前在市场占有率和品牌营
销方面遇到了新的问题，一方面彩电产品作为家电行业较为成熟的商品，行业竞
争十分激烈，彩电市场占据品牌优势的企业竞争更为突出，再加上随着消费者消
费水平和消费意识的提高，对彩电产品的质量要求越来越高，S彩电面临的潜在
风险更为突出。另一方面，客观经济环境不断发生变化，如2011年底家电产品
下乡、以旧换新、节能补贴等惠民政策收缩、房地产限购政策的出台等都对S
彩电的销售产生了负面影响。 对此，本文以贵州市场为例，对S彩电的品牌营
销策略进行研究。首先,依据微观经济学的供给与需求理论作为基础，充分运用
市场营销与品牌管理理论，分析了我国彩电市场的营销现状以及未来彩电的发展
方向。其次，对S彩电面临的经济环境进行分析，在外部经济和管理环境不断变
化、机遇与挑战并存、彩电行业竞争加剧背景条件下，对S彩电贵州市场营销现
状进行大量的市场调研，分析贵州市场的营销现状。第三，提出了营销过程中的
问题，对问题进行深入研究并运用市场营销策略组合理论对S彩电的贵州市场营
销策略进行设计，并提出一系列的实施措施。本文运用案例研究法和SWOT分析
法对S彩电的现状以及优劣势、机会与威胁进行全面分析，提出相应的营销方案
以及具体措施，希望给企业管理层以借鉴，使之良性发展，不断提高S彩电在贵
州的市场竞争力,扩大品牌影响力，提升在当地的市场份额
关键词：家电行业，智能电视，SWOT分析，营销策略
II
ABSTRACT
S company, as a world-famous comprehensive multinational group, is the leader
in the field of audio, video games, communication products and information
technology. The company owns production and sales network with over 150 thousand
employees in 63 countries around the world. The sales record of its TV products ranks
high in the field. The reasons of its long-term high rank of TV products sales comes
from the advanced technology research and development ability in production, the
high-performance and the high-quality of the products, reasonable appearance design
and the constant launch of new products which guide the trend of the times. Moreover,
the more important reason of its long-term high rank is that S company pays a lot
attention to sales and marketing management which has distinct sales and marketing
feature and excellent sales management team. Even in the times of kinescope TV, S
company was highly proud of the Trinitron TV. But this tremendous success also
makes S company over confident as to miss the chance of LCTV development and to
be exceeded by new enters and even loss hugely in the intense competition.
For S company’s Guizhou Branch, founded in 2004, it experiences as the same
from the big success of the Trinitron TV to the hard development of the flat TV and to
current strengthened competition. It faces huge challenges in the increasingly fierce
competition in the TV market. S company has come into Guizhou’s TV market for 12
years and it now faces new problems in market share and brand market. On the one
side, as a very mature product in the electric home appliances industry, TV products
face fierce competition, especially among the famous brands. Meanwhile, with the
consumers’ higher and higher requirement and consuming level, S TV has high
potential competition. On the other side, the objective economy environment changes
constantly, such as the tightening of the benefiting policy of the appliances to the
countryside in the end of 2011, old-for-new service and energy saving subsidies and
house purchase limitation. These all influence S TV negatively. The paper takes
Guizhou Market as an example to study the brand sales and marketing strategy of S
TV. First of all, based on the supply and demand theory in microeconomics, with the
use of sales and marketing and brand management theory, this paper analyses the
market sales condition in our country and the development trend of future TV.
Secondly, This paper analyses the economy environment and Guizhou’s TV market
which S TV faces by massive market research of current S TV’s marketing situation。