L公司B2B商用显示产品中国市场营销策略研究
摘要
我国的“十二五”计划为经济的发展提供了极其有利的条件,
为L公司在中国市场的发展提供了有力的基础和保障。L公司自1993
年进入中国市场以来,经过20年的发展,已经在中国站稳了脚跟。
其B2B商用显示产品,包括商用电视、商用大屏幕单屏显示器、商
用液晶拼接显示器在中国市场的酒店行业、房地产行业、政府行业、
交通行业、能源行业、金融行业等取得了一定的成果,占有一定的市
场份额。但是由于中国复杂的市场竞争环境。L公司在中国市场的业
务幵展活动面临同样来自外资品牌的竞争以及中国国内品牌成本较
低的激烈竞争。作为一个世界500强的外资公司,L公司具有品牌知
名度较高、产品质量值得信赖、完善的生产运营等公司制度保障以及
完善的全国售后服务体系等优势;但同时也面临着一些列的竞争及威
胁。本文以L公司B2B商用显示产品在中国的目前的发展现状为背
景,研究分析了 L公司B2B商用显示产品在中国市场的外部竞争环
境以及公司内部环境;利用相关数据分析了 L公司B2B商用显示产
品在酒店、房地产、政府、能源、金融等行业的市场表现以及竞争公
司的市场表现,从而研究得出了 L公司B2B商用显示产品为了进一
步扩大包括商用电视、商用单屏大屏幕显示器以及商用拼接产品的商
用显示产品在中国市场的市场营销能力、扩大市场份额、在中国市场
取得长足的发展所应釆取的市场营销战略、市场营销策略以及为了保
证其市场营销战略和市场营销策略成功实现所应该釆取的营销管理
朿崎。
关键词:市场营销、市场营销策略、市场营销战略、营销管理策略、
B2B商用显示产品
I
北京邮电大学硕士学位论文
THE MARKETING STRATEGY STUDY OF B2B
COMMERCIA DISPLAY PRODUCTS OF L COMPANY
IN CHINA MARKET
ABSTRACT
China's Twelfth five plan provides a highly favorable conditions for companies
economic development in China,as well as a good chance and guarantee for L
company. L Company enters the Chinese market since 1993,after 20 years of
development; it already has an established presence in China. Its B2B commercial
display products, including commercial TV,commercial single display products and
LCD splicing display commercial products in hotel industry, real estate industry, the
government, transportation industry, energy industry and financial industry, and
occupy a certain market share. But due to the complexity of China’s market
competition environment, L Company business activities in the Chinese market face
competitions from both foreign brands and domestic brands. As one of the world top
500 foreign investment companies, L Company has high brand awareness, product
quality reliable, perfect production companies such as operating system security and
perfect the after-sale service system; but at the same time,it is faced with a series of
competition and threats. In order to further expand the L company B2B commercial
display products in China market marketing ability, expanding market share, and
achieved rapid development in China market, where L Company should go As a
result of the macroscopic environment and microcosmic environment under the
comprehensive influence, what kind of marketing strategy should L Company use In
order to ensure its marketing strategy and marketing strategy implementation be
succeeded, what kind of marketing management strategy should L Company take
How to succeed in the Chinese market and get great progress In this context, this
paper carried out the marketing strategy research of L Company B2B commercial
display products in China market.
KEY WORDS: Marketing, marketing strategy, marketing strategy, marketing
management, B2B commercial display products
in
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