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ID:46222882
大小:265.36 KB
页数:37页
时间:2019-11-21
《通信电缆制造商NK的营销策略分析》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、AbstractAtpresent,China^stelecommunicationindustryisdevelopingsofastandthecompetitionhasbecomeextremelyfierce.Asmanufacturerskeepreducingtheirsalesprices,customershavebecomemoreandmoresensitivetoprices;ontheotherhand,thepricesofrawandprocessedmaterialshaverisensorapidly.Againstthisbackdrop
2、,NKCo.,Ltd.,amanufactureroftelecommunicationcablesfacesseriouschallenges.Althoughtheexteriorenvironmentiscomplicatedandsubjecttochanges,opportunitiescoexistwithchallenges.NKshouldadapttothenewsituationtogetsurvivalandwelldevelopment.That^sveryimportantandsignificance.Thispaperdoesacasestud
3、yonNK,smarketingstrategies-Basedonfirst-handdataandmarketingmanagementtheories,theauthoranalysesthemarketingsituationandproblemsofNKandthengivessuggestionsonmarketingstrategies.Firstly,fourmajorproblemsinNK,soperationarediscussed.Therangeofproductsistwonarrow;thesalespricesindomesticmarket
4、arenotcompetitive;themarketingplacesaretoofew;andthepromotionsarenoteffective.Secondly,adetailedanalysisonexternalandinternalenvironmentofNKismade.WhileNKisdoingwellinthemarketaboardbecauseofitshighqualityproducts,itfacesveryintensecompetitioninthedomesticmarketduetoitshighsalesprices.Fina
5、lly,suggestionsonNK,smarketingstrategiesaregivenfromfourperspectives:product,price,placeandpromotion.NKshouldintroducemorenewproductstopromotesalesandinthemeantime,providedifferentiatedservicesthatcustomersaremorewillingtopayfor.Asforprice,NKshouldgivespecialofferingsforthedomesticmarketan
6、dtakefluctuationsinexchangerateintoaccountwhensigningexportcontracts.NKshouldalsorefertoaccountsreceivablewhensettingprices.Moreover,NKshouldtakeadvantageofqualityagenciestoexpandthemarketandqualitybankingpartnerstoreducefinancialexpenses.Moreeffortsshouldbemadetopromotethemarketandtomaint
7、ainastrongtiewithmajorcustomers.Keywords:CommunicationcableMarketingenvironmentMarketingmixstrategy摘要IAbstractII图目录IV表目录V1概述1.1本课题选题背景和意义(1)1.2国内外的相关研究与实践(2)1.3论文研究的框架思路(4)2NK公司的营销现状与问题分析2.1NK公司的背景介绍与发展回顾(6)2.2NK公司的营销现状(8)2.3存在的问题及原因分析(11)3NK公司的营销环境分析3.1宏观环境分析
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