HP电脑内蒙古市场营销策略研究

【作者】 高勇；

【导师】 黄小葵；

【作者基本信息】 内蒙古大学 ， 工商管理， 2013， 硕士

【摘要】 2012年,全球的PC市场结束了多年的快速增长,首次出现市场的萎缩。移动互联设备的快速兴起宣告了传统PC市场黄金年代的结束。在PC市场从快速发展到市场逐渐成熟的过程中,各类品牌都以自己独特的方式为这个市场留下了许多闪光点。HP公司作为多年的PC全球老大,在中国的市场表现经历了10年前的飞速发展到10年后的迅速衰退,成为在中国这个被称为全球经济发动机的市场里少有的经历了一个完整的营销周期的品牌。这其中的营销方式和营销手段,队伍搭建到执行层面的得与失都有很多值得我们参考和借鉴的地方。内蒙古市场作为一个在全国占比只有1-1.5%的边缘地域的小市场,因其独特的地理位置,横跨东北,华北,西北三个销售大区。因此,不管从营销的手段,政策,及物流层面都成为了全国独一无二的一个特殊的省份。又因其属于少数民族地区,和蒙古及俄罗斯接壤,为内蒙古的市场额外增加了许多营销时需要额外关注的地方。所以研究HP公司在内蒙古市场的营销成败不仅对国际品牌在进入不发达地区的营销策略及营销方式有借鉴意义,还有助于研究内蒙古的市场特点,了解内蒙古市场在信息化浪潮来临时的表现和反应。本文第一部分,阐述了本课题的研究背景,并简单介绍了本文的研究方法和研究思路,分析介绍了当今国内外对营销管理问题的研究现状,方便读者理解本文研究课题的研究意义；第二部分介绍了全球PC市场及内蒙古市场现在的发展现状的所处的发展阶段,让读者对本文所介绍的外部环境有所了解；第三部分从公司的外部环境及内部条件分析了HP公司存在的优势劣势,机遇和威胁,解析了HP公司在中国的营销过程中遇到的政策法律和实施层面的问题；第四部分提出作者本人对HP公司在内蒙古市场营销管理中出现的问题的分析和解决方案,通过对当前HP公司的解决方法的分析和提出别的假想解决方案的尝试解决HP公司在内蒙古市场营销管理中在外部环境和内部管理中的缺陷,对所有IT品牌进入内蒙古这类不发达IT市场有重要的参考和借鉴意义；第四部分得出结论,把论文的主要成果提炼出来,供读者参考。更多还原

【Abstract】 In2012, the global PC market over years of rapid growth, the first time the market is shrinking. The rapid rise of mobile Internet devices of the traditional PC market, announced the end of the golden age. Rapid growth in the PC market from the market matures in the process, various brands have their own unique way for this market has left many glittering.HP’s PC as a global leader for many years in China’s market performance experienced10years ago after10years of rapid development to the rapid decline in China this is known as the global economic engine market has undergone a complete rare brand marketing cycle. This is one of the marketing methods and marketing tools, the team set up to execution level has a lot to gain and loss, and learn from our reference.Market in Inner Mongolia as a country accounted for only1-1.5%in the edge region of the small market, because of its unique location, across the northeast, north, northwest three sales regions. Therefore, regardless of the means from the marketing, policy, and logistics aspects have become unique in the country a special province. Because of its belonging to ethnic minority areas, and Mongolia and Russia border, for the market in Inner Mongolia additional marketing requires a lot of additional areas of concern.So HP company in Inner Mongolia market research marketing success not only for the international brands entering the underdeveloped areas of the marketing strategy and marketing methods are useful, but also helps to study the characteristics of the market in Inner Mongolia, Inner Mongolia, to understand the market information wave comes in the performance of and reactions.The first part of this paper, an overview of the research background, and this thesis research methods and ideas were briefly summarized marketing management problems at home and abroad research situation, help the reader understand the research significance; Part II analyzed from different angles HP’s marketing external macro-environment, and HP’s own marketing management problems, from two perspectives reflect the macro and micro marketing management now domestic political, legal environment, as well as in the implementation of enterprise marketing management solutions revealed when the issue; section III presents the author himself in the HP marketing management company in Inner Mongolia in the analysis of problems and solutions, through current HP’s solutions analyze and propose other solutions to try to solve the imaginary HP’s marketing management in Inner Mongolia in the external environment and internal management deficiencies, for all IT brands to enter the IT market in Inner Mongolia have developed such an important reference and reference; fourth part concludes the main results of the paper extracted, for reference.更多还原