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MBA毕业论文_D公司虚拟现实娱乐设备营销策略案例研究

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更新时间:2019/9/2(发布于北京)

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文本描述
- I -
摘要
大众创业、万众创新催生的大批小微企业,将汇聚成巨大的动能,形成中国经济的
新引擎。规模小、人员少、资源弱的先天不足,使得小微企业在市场竞争中常落下风
作为成立之初的小微企业,研发并生产虚拟现实娱乐设备的D公司在面对娱乐设备行业
发展的机遇和激烈的市场竞争,在现行营销渠道单一且团队营销能力较弱、及缺乏渠道
策略规划、项目营销团队整体素质不高等问题的存在下,如何提高产品市场定位的准确
性,合理配置营销资源,制定合理有效的营销战略、制定正确的营销组合策略对D公司
的发展至关重要
本文以案例分析的形式,搜集国内及国外相关的文献资料,在对营销理论进行研究
及探讨基础上,对D公司虚拟现实娱乐设备的行业竞争情况深入探讨,对该公司虚拟现
实娱乐设备的营销发展战略和策略进行较为深入的研究。本文在研究D公司营销策略时,
深入企业进行实地调研,并与供应商、客户、公司员工的进行访谈,了解到公司情况与
营销工作中的实际问题,在竞争环境分析及SWOT分析后,将STP理论应用到具体的
市场细分和市场定位分析中,并结合从产品、价格、促销、渠道等方面,提出了具有公
司特色的营销组合策略。最后,论文还从营销策划实施、营销团队素质、公司管理制度、
客户关系管理等方面提出相应的保障,以保障所制定的营销组合策略的可行性
本研究对D公司科学管理与正确进行营销决策、提升公司营销竞争力具有重要的意
义。同时也能够为发展阶段相似的其他小微企业如何正确识别自身的优势和不足、机会
与威胁,扬长避短,在市场竞争中赢得一席之地提供参考价值
关键词:虚拟现实;市场营销;营销策略;小微企业
- II -
Case Study on Marketing Strategies of Virtual Reality Entertainment
Equipment of D Company
Abstract
A large number of small and micro enterprises, which have been brought out by the mass
entrepreneurship and innovation, will converge into a huge kinetic energy and form a new
engine of China's economy. Due to small scale, few personnel, weak resources, small and
micro enterprises often lose out in a big way in the market competition. As a small and micro
businesses which is at the beginning of the establishment in the virtual reality industry, D
company, who researches entertainment equipment and applies them in production is in the
face of the opportunities for industry development and the fierce competition in the market
with problems such as single sales channel, weak sales team, lack of channel strategy
planning, not high overall quality of the marketing team, etc. It is very fundamental to
improve the accuracy of product market positioning, allocate marketing resources rationally,
make a reasonable and effective marketing strategy and to make the proper marketing
portfolio strategy.
This paper makes an in-depth discussion on industry competition of virtual reality
entertainment equipment and marketing development strategy of D company in form of case
study, which is based on collection of relevant literature and data domestic and international,
and with the work of research and discussion on marketing theory. While working on research
of marketing strategy, the author understand the actual problems in the company situation and
at marketing by making field investigation in to the case company and interview with
suppliers, customers and employees of D company. With result of analysis on competitive
environment and SWOT and application of the STP theory on specific market segmentation
and market positioning analysis, the marketing portfolio strategy with company
characteristics is proposed, which is mixed with consideration on products, price, promotion,
channels and other aspects. In the end there are corresponding safeguards from aspects of
marketing plan implementation, marketing team quality improvement, company management
system and customer relationship management, so as to ensure the feasibility of the marketing
portfolio strategy.
This study is of great significance to the scientific management of D company to make
correct marketing decision and to upgrade the marketing competitive ability. Meanwhile, it
would provide reference value for other small and micro businesses in similar developing
- III -
stage to correctly identify their strengths and weaknesses, opportunities and threats, then to
foster strengths and circumvent weaknesses and win a place in market competition.
Key Words:Virtual reality ; Marketing ; Marketing strategy; Small and micro
enterprises
- IV -
目录
摘要 ..... I
Abstract ..... II
1绪论 ...... 1
1.1研究背景与研究目标 ... 1
1.2案例研究设计 ... 1
1.2.1问题的提出 ........ 1
1.2.2研究设计3
1.3论文内容结构与安排 ... 4
2案例正文 .......... 6
2.1公司情况 ........... 6
2.1.1D公司的成立及发展 .... 6
2.1.2蜂系产品及销售情况 .... 7
2.2行业背景 ......... 11
2.2.1行业潮涌,勃勃生机 .. 11
2.2.2刀锋交错,竞争激烈 .. 13
2.3营销管理存在的问题 . 14
2.3.1甲之蜜糖,吾之砒霜 .. 14
2.3.2成也萧何,败也萧何 .. 15
2.3.3技术宅男,销售小白 .. 18
2.3.4进退维谷,迟疑不决 .. 19
2.4知己知彼,推心置腹 . 20
2.4.1员工、供应商、客户访谈 ...... 20
2.4.2客户调查问卷及分析 .. 22
3案例分析 ........ 25
3.1市场营销分析理论依据 ......... 25
3.1.1市场营销理论及工具概述 ...... 25
3.1.2营销理论 .......... 25
3.1.3研究工具 .......... 27
3.2案例问题分析 . 28
3.2.1竞争分析 .......... 28
3.2.2营销SWOT综合矩阵分析 ..... 31。