【作者】 胡鹏；

【导师】 王敏；

【作者基本信息】 电子科技大学 ， 工商管理硕士（专业学位）， 2019， 硕士

【摘要】 5D公司是一家多元化的跨国500强工业企业,1984年进入中国。反光膜产品是5D公司的一款主要产品,反光膜1995年进入中国市场,主要应用在国内工业交通领域,于此同时成立了5D交通安全事业部。随着国内同类产品企业的加速进入,该行业竞争日益加剧。面对加速变化的行业和市场环境,5D反光膜产品的市场营销策略需要不断创新和优化。本文以此为研究主题,重点研究5D反光膜产品在交通标识行业的市场营销策略,为企业的营销管理提供参考。该论题研究过程中,以市场营销相关理论为基础,采用理论与实践相结合的研究方式,先对5D交通安全事业部面临的中国市场情况进行数据调研及分析。然后应用波特五力模型等分析方法对5D交通安全事业部内部及外部环境,进行综合分析总结,得出5D交通安全事业部在中国市场的SWOT分析,确定出5D反光膜在目前中国市场的优势及机会点。接着通过STP分析明确了5D反光膜在中国市场的目标市场及品牌定位,最后通过产品、价格、渠道、推广促销四个方面总结出5D反光膜在中国市场的营销策略组合,并从中找出问题,提出优化方案。本文认为,当下5D反光膜在华营销策略相比较于国内市场的竞争品牌,综合优势明显,对本土企业的发展有着非常重要的借鉴之处。但是,同样也面临着竞争对手综合成本、销售渠道、政策优势和地方标准门槛等全方位的冲击。为了稳定份额保持市场地位,5D反光膜在产品、价格、渠道及促销与人员等营销策略组合方面依然有较多需要优化和提升之处。更多还原

【Abstract】 5D corporation is a diversified multinational 500 industrial company.It has been in China for 35 years since 1984.Its reflective film products entered the Chinese market in 1995,with a wide range of applications,especially in the domestic industrial transportation field occupies a pivotal position.With the continuous development of market economy and drastic changes in the competitive environment,how to remain unbeaten in this field,the application and optimization of excellent marketing strategy becomes particularly important.The research of this thesis will have great practical significance in the future development of 5D traffic safety business unit in the domestic market.It also provides reference for local enterprises.In the process of research on this topic,based on the relevant theories of marketing,the research method of combining theory with practice is adopted and analysis on the Chinese market situation faced by 5D company and its traffic safety business unit.Then porter’s five forces and other models are used to comprehensively analyze and summarize the internal and external environment of 5D traffic safety business unit,and draw the SWOT analysis of 5D traffic safety business unit in the Chinese market,and determine the advantages and opportunities of 5D reflective film in the current Chinese market.Then,through STP analysis,the target market and brand positioning of 5D reflective film in the Chinese market were clarified.Finally,the marketing strategy combination of 5D reflective film in the Chinese market was summarized from four aspects of product,price,channel and promotion,and the problems were identified and the optimization scheme was put forward.This paper holds that the current marketing strategy of 5D reflective film in China has obvious comprehensive advantages compared with the competitive brands in the domestic market,which has a very important reference for the development of local enterprises.However,it is also faced with the comprehensive cost of competitors,sales channels,policy advantages and local standard threshold and other comprehensive impacts.In order to maintain a stable market share and maintain a market position,there are still many aspects to be optimized and improved,including strengthening brand marketing,optimizing the assessment system,strengthening online sales and expanding sales channels.更多还原