无锡市明达电器有限公司营销策略分析

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1、复旦大学硕士学位论文无锡市明达电器有限公司营销策略分析姓名：许春祥申请学位级别：硕士专业：工商管理指导教师：罗殿军2004043002SM068许存祥无锡市明达电器有限公司营销策略分析AbstractAlongwithdeepeningoftheeconomicreformationanddevelopmentofmarketeconomyChina,allkindsofChineseindustry,aswellasthelow-voltageelectricindustry,havebeenexperiencedfastdevelopment

2、since1980's.Chineserelayproductsindustry,beingarepresentationalpartoflow-voltageelectricindustry,hasbeeninvolvedintheglobalrelaymarket,participatesintheindustrialdivisionandcooperation,andtolocateitselfattherightpositionofglobalrelayindustrymarket.Temporizingtheglobaleconomic

3、integrationandthefactthattheglobalrelaymanufactureismovingtowardsthedevelopingcountrieswithrelativeindustrialbasis,thefutureChinawillbeanoriental,evenglobalrelaymanufacturecenter,sothatitisveryimportanttoestablishthedevelopmentstrategyviaadetailedanalyzingoftherelaytechniquea

4、ndmarketchangesinthefuture.WuxiMindElectricsCo.,Ltd.(Mind)isoneoftheleadingcompaniesofHi-techelectricmechanics&equipmentmanufacturingenterprisesinChina.MindstartedtechnicalcooperationwithFujiMotorCorp.Japansince1984;originallyintroducedHHmodelcontrolrelaysandelectronicstimerr

5、elaymanufacturingtechniques.Bycontinuoustechnicalimprovement,thedesignandmanufacturingoftheseproductshavebeenkeptasaleadingpositionindomesticmarket.Basedontheviewofmarketingandsales,thisessayinvestigatestheinternalsituationandexternalenvironmentofthecompany,especiallywiththea

6、nalysisofthemaincompetitorsanddiferenttargetmarkets,togetherwiththemarketingchannelsbuildingandpricepolicydetermination.Asaresult,thecompany'smarketingstrategywhichissuitablewithitsowncharacteristics,isestablishedtoaccordwiththetargetofthecompanyandtoimprovethecompany'scompet

7、itionpower.Keyword:Relay;Marketingandsales;Competitionstrategy;Competitioncapability02SM068许春卒软无锡市明达电器有限公ui营销策略分析前言世界经济全球化和新经济的兴起，市场营销领域正发生着巨大的变革，在改变着我们的营销环境，影响着市场营销的方方面面，以营销创新为主题的新营销革命风暴在国内外掀起，营销理念也从产品观念、生产观念、推销观念、营销观念到社会营销观念逐步演变。全球化、国际化营销趋势明显。世界经济一体化使国内市场与国际市场对接，进而导致国内市场国际化

8、，不可避免地把现代企业营销置于一个国际化的环境之中。营销国际化成为企业营销发展的必然趋势。加入WTO使中国企业营销走向国际化的步伐加快。