通信电缆制造商NK的营销策略分析

《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