汉王科技有限公司市场营销策略研究

上海交通大学硕士学位论文汉王科技有限公司市场营销策略研究姓名：顾小越申请学位级别：硕士专业：工商管理指导教师：胡海鸥20070128OCROCR60%OCRSWOTCSINSIDECSMARKETANALYZINGANDMARKETINGSTATEGIESOFHANWANGSCIENTIFIC&TECHNOLOGYCOMPANYABSTRACTThecompetitionoftodaymainlydependsoninformationandeffecitivity.InrecentyearsHanwanghasbeenbeingrankedoneofthetopsoftwarecompaniesinChinaandalsobecomethemostpotentialvaluedsoftwarecompanyofthecountry.FollowingstrategyofglobalizationHanwanghassetupacompetitivesystemthatismadeupofourefficientdesignandresearchnetworkpurchasingnetworkmanufacturingnetworksalesandservicenetwork.TodayHanwanghasownedonemanufacturecampusfouradvanceddesigncentersandover5800saleschannelsacrossthecountry.ThisessaymainlyresearchesHanwangCompany′smarketingstrategyfromtheenterprisedevelopmentstrategyenterprisehumanstrategychanneldevelopmentstrategy“CSModel”aboutcostomerstrategyandexplainstherelationaboutthatfourfactsindetail.BasedonHanwangcompany′sdevelopmentstrategytheauthorcatchesholdofbrandstrategyandrecoverystrategyconnectssomemarketingtheoriesaboutdevelopmentpositioningstrategyandmarketingcombinationstrategyanddifferentiationstrategyandproductlifecycle.TheauthoralsoresearchesHanwangcompany′smarketingpolicesofthemainproductincludingWritingTabletDrawingTabletOCRProductsBiometricsProductsetcandpointsoutthetotalconceptionaboutHanwang’scompetition.Theauthorhasalsopointedouttheimportanceaboutenterpriseculturewhichcouldbringenterprisecohesioncreativityandcompetivity.TheauthorhasusedsomeSWOTanalysistopointoutthecompetitionsituationaboutHanwangCompany.Thispapercanusemulti-factknowledgeaboutstrategymanagementorganizationbehaviormarketingandusedtheauthor′sworkexperiencetopointout“CSmodel”aboutcustomerstrategyandexpandingmodel.ItisnecessaryforHanwangscientificandTechnologyCompanytoimproveservicesystemqualitybuilddiversifiedbrandsandflexiblysetdownpricestandardssuitablefordifferentgroupsofsubscribersinaccordancewithbrandsandservicequality.Simultaneouslychoosesappropriatemediacombinationanddrumbeatingmethodtoperformintegratedadvertising.Withthehelpofmodernmarketingmethodbroadlyutilizescommercialretailnetworkestablishesmonitorsystemtoagentsandwidenmarketing&marketingchannels.KEYWORDSInnerCreativityEnterpriseDevelopmentStrategyInsideStrategyFurtherdistributionCostomerSatisfactionsystemCSmodel2007128d03091620071281985CSMBA11.1199370%OCR60%2CS1.2MBA21-1SWOT1-1BasicstructureofessayMBA32.1[2](WinWinCame)[3]2-2MBA412P[4]12P2-112PMarketing12prinsples2.22.2.1[5]MBA52.2.2[6]2-22-2EnterpriseValuechainModelMBA63.11993OCR863200510%OCR70%100%15%15%70%80%2005102922005OCR3-12005Hanwangproductsincomeoccupationin200570%15%15%MBA73.2OCR99.79%OCROpticalCharacterRecognition90OCROCR9119981230002063-1OCRPDAOCRMBA83.3200220063-23-22002200620022006Ntytlogyt2002050.6993.5472002180.9039.82320032151.17617.22020033231.36223.46520044281.44727.82920045311.49130.57220056321.50532.19820057331.51933.13120068341.53133.6572006933.95020071034.11320071134.20320081234.25320081334.28020091434.25320091534.20320101634.11320101733.95020111833.65720111933.13120122032.19820122130.57220132227.82920132323.46520142417.2202014259.8232015263.547MBA91.brn1/3y=n/3=9/3=3∑1logty=0.699+0.903+1.176=2.778∑2logty=1.362+1.447+1.491=4.300∑3logty=1.505+1.519+1.531=4.555551.0778.2300.4300.4555.4loglogloglog331223=−−=−−=∑∑∑∑ttttyyyyb1.ba986.0)1551.0(1551.0)778.2300.4()1(1)loglog(log23212−=−−−=−−−=∑∑rttbbyyaa=0.1032.abK535.1]986.0*1551.0)1551.0(778.2[31]log)11(log[1log31=−−−−=−−−=∑abbyrKrtK=34.314abKttbtKay551.0)103.0(314.34ˆ==3.t=0123……25200620153-23-2MBA10051015202530351234567891011121314151617181920212223242526ytP1P02002200320042005200620072008200920102011201220132014Kytt3-2Hanwanghandwritingtabletslifecircleforecasting4.t=02002P(t=0ka=34.3140.103=3.547)376.1551.0ln])103.0(lnln[ln])(lnln[11=−=−=−−bat623.1271828.2314.34ˆ===eKytP1(1.37612.623)200220028200282008KKti(5i=3)K=34.280()t=132008t=133t=1020072008t=133t=1620082010200720102010KKTKT1803-22008t=1334.2802009t=1434.2532008tMBA115.N924PT320N924PT320MBA124.1200547230T1/T265%20%15%,65%,20%,15%6-1HanwangsalesincomeoccupationMBA134.24.2.15320054.2.210%200560%17%570%20045MBA144.2.34.2.4VIPOCRMBA155.1PESTPESTPoliticalEconomicSocialTechnological4-1PESTPESTanalysismodelWTO2006,2005GDP1810.29.62001~200485002005122OCR2005OCRMBA16OCR5.25.2.12005IT79.7%15.7%4.6%ELP5060%12%5%20051%20051030002008201020152604-22005Portablenavigationdevicepenetrationin2005S1S20%10%20%30%40%50%MBA175.2.2OCRCRMOCROCROEMOCROCROCROCR5.34-3Porter’sfiveforcesmodelMBA185.3.11983162005300030%9003002730%0500100015002000250030003500200120022003200420054-42001-20052001-2005ChinaPCandHandwirtingTabletsmarketsituation1.2.800120079.8%4006007008003.510MBA194.PDA5.WACOMOCR20000200411PC20072007200671.69%14.58%5.42%3.28%3.40%1.20%4.60%4-52006Hanwritingtablescompetitionsituationin2006MBA206.OEM7.2000PC705.3.2OCROCROCROCROCROCROCROEMOCR1.OCRMBA212.3.OCR4.MSNQQOCROCROCR5.OCROCROCROCROCRMBA22010203040506070120054-62005Namecardscannermarketshareof20056.OCROCROCROCROCROCROCROCROCROCRMBA236.1SWOT6.1.16.1.21.1)OCRCHIP2)472302004T1/T2MBA243)20041