【作者】 王冠；

【导师】 王伊芹；

【作者基本信息】 哈尔滨工业大学 ， 工商管理， 2013， 硕士

【摘要】 电子元器件作为电子制造工业最基本的零件被广泛的应用在各种电子相关的产品制造中。随着经济全球化的深入发展，电子元器件产品在中国这个新兴市场的竞争也来越激烈。适时的调整营销策略，来顺应市场，才能使企业在市场竞争中胜出。TE是世界上最大的无源电子元器件提供商，产品的综合实力一直保持在全球的领先位置。但随着市场的不断发展和变化，TE在行业内的领先地位不断的受到挑战。所以改进市场营销策略中的不足，以迎合市场显得越来越重要。本文在对市场营销相关理论综述的基础上，对TE公司的营销现状进行介绍，结合目前电子制造行业发展的宏观营销环境和所处的竞争环境进行详尽的分析，发现了目前TE在国内市场营销中的一些需要改进的地方。从产品、价格、渠道、促销四个基本方面进行调整和完善。在产品方面，提出了加强国内研发水平，引入定制营销的概念，同时优化产品结构；在价格方面，提出针对不同的细分市场采用价值定价的方式；在渠道方面，在保持直销渠道的基础上加强代理分销渠道的建设和利用；在促销方面，进一步强调各种展示手段，加强产品在质量、设计、产品文化上的美誉。同时，为了更好的实施这些营销策路，从加强本地化、人员管理、内部沟通、市场管理制度、分销商管理和客户服务管理等方面的提出了一些措施进行保障，确保这些营销策论可以顺利的进行下去。希望本文能对TE公司在华市场的营销起到参考和借鉴作用。更多还原

【Abstract】 As the most basic parts of the electronics manufacturing industry, Electroniccomponents has been widely used in all kinds of electronic productsmanufacturing. With the further development of economic globalization,electronic components product in China, the emerging market competition ismore intense. Fit marketing strategy, to adapt to the market, can make enterpriseto win in the market competition.TE is the largest passive electronic components supplier in the world, it’sproduct comprehensive strength has been leading position in global. But with themarket constant developing and changing, TE leading position in the industr y isbeing challenged. So improve the marketing strategy insufficient and cater to themarket is more and more important.In this article, on the basis of summarizing the related theory of marketing,introducing TE marketing current status，base on the developmental electronicmanufacturing industry in both of macro marketing environment and competitionenvironment to make the detailed analysis, found at present in domesticmarketing in some places TE need to be improved.“Product”,“Price”,“Place”,“Promotion” is the four basic aspect need to be adjusted and perfect. In aspect ofproducts, strengthening domestic R&D level, introduce the concept ofcustomized marketing, at the same time optimize the product structure; In aspectof price, present according to different market segments with the method of valuepricing; In aspect of channel, on the basis of the direct channel but alsostrengthening on construction and utilization the agent distribution channel; Inaspect of promotion, further emphasizes the various methods to strengthen theproducts in the culture of quality, design, product reputation. At the same time inorder to better implement the marketing strategy and ensure that the marketingstrategy can be proceed smoothly, presenting implement method in followsaspects; strengthen localization, personnel management, internalcommunications, marketing management system, distributor management andcustomer service management.Sincerely hope this article can provide a reference for TE in China market.更多还原