【作者】 胡军；

【导师】 白玉；

【作者基本信息】 武汉理工大学 ， 企业管理， 2005， 硕士

【摘要】 当今世界,正在发生巨大的变化,经济全球化和新技术革命的浪潮,为世界各国经济发展提供了良好机遇。在新技术革命的浪潮中,高科技企业正逐步成为新经济发展的主导力量,从而倍受关注。武汉理工光科股份有限公司(简称“理工光科”)是位于“中国光谷”的高新科技企业,主要从事光纤传感技术及产品的研究、开发和生产,在光纤传感应用及研发居全国领先地位,已成为全国规模最大的光纤传感技术及产品的研究、开发和生产基地。 本文首先对企业的营销战略理论进行了综述性的分析研究,为论文的研究提供了坚实的理论基础,并阐明高科技企业营销特点和现状,在此基础上,本文详细地分析了武汉理工光科股份有限公司营销环境,通过SWOT分析以得到企业的营销战略构想,说明企业营销战略的指导思想、企业应占领的目标市场、企业营销战略目标以及企业营销战略的重心。最后,本文从营销战略的产品策略、价格策略、分销策略和促销策略四个方面,论述了实施武汉理工光科股份有限公司营销战略的对策。 无数学者的研究工作为本次研究提供坚实的理论基础,本次研究将结合武汉理工光科股份有限公司的经营情况,采用理论与企业实践相结合的原则,寻求企业发展的具体战略战术。更多还原

【Abstract】 This world is changing enormously now days. The result of economic globalization and new technical revolution, have offered the good opportunities for economic development of countries all over the world. In the tide of new technical revolution, the high-tech enterprises, which are gradually becoming leading strength of new economic development, have been paid close attention to extremely. Wuhan University of Technology Optic Science Company Limited (abbreviated as "WUTOS"), which is one of the new and high-tech enterprises located in the " China’s optical valley ", are mainly engaging in researching, developing and producing of the optic fibre sensing technology and product. This company has a leading position about applications and R&D of the optic fibre sensing technology, and has already been the biggest research, development and production base of the optic fibre sensing technology and product.Firstly, this text mainly analyzes and researches the marketing strategy theory of the company which has offered the solid theoretical foundation for research of the thesis, and illustrates the marketing characteristics and current situation of high-tech enterprises. On this basis, this text has analyzed marketing strategy environment of Wuhan University of Technology Optic Science Company Limited in detail, receives the marketing strategy ideas of enterprises through SWOT analysis, and describes the target markets, guidelines, objectives and implementation steps of the enterprise’s marketing strategy. Finally, specific measures of strategy implementation of Wuhan University of Technology Optic Science Company Limited, are illustrated through four aspects of marketing strategy including product tactics, price tactics, distribution tactics and promotion tactics.The research works of countless scholars offer the solid theoretical foundation for this research. This text studies the operation that will combine Wuhan University of Technology Optic Science Company Limited, adopts the principle that the theory combines with enterprise practice together, and seeks the specific strategies and tactics of enterprise’s development.更多还原