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上海交通大学硕士学位论文深圳市海光电子有限公司营销战略研究姓名：吴方涛申请学位级别：硕士专业：工商管理指导教师：王毅捷20090111220081030342007CPI20055PESTEFEIFESWOT6THERESEARCHOFSHENZHENHIGHLIGHTELECTRONICSCORPORATIONLIMITEDFORMARKETINGSTRATEGYABSTRACTWiththerapiddevelopmentofChina'seconomicandthecontinuousdeepeningofthemarketlevel,peerbetweenenterprisesisinanincreasinglycompetitive.InChina'sLabor-intensiveindustries,theperformanceofthisphenomenonismoreobvious.AstheenterpriseinLabor-intensiveindustryisnotthehightechnologycontent,thestartingpointofaccessingtoislower,thesameindustryhavemanyenterprises,theseenterprisesareverysimilar,theirmarketingtendtohomogenization,whichresultsinadeclininginprofitability,constraintinginthedevelopmentofspaceandlackingofloyaltyofusers.Inordertoseizingmarket,enterprisesareforcedtostartupthepricewar.In2007,therearesomenewsituationsintheworldeconomy.Asforinternational,dollarcontinuestoweaken.Theloan-to-crisisinAmericanissweepingacrosstheworld.Theinternationaloilpriceishigh.Inchina,CPIrecordissohighthattheGovernmentcontinuestotakingmeasurestopreventtheeconomyfromoverheating.Theneweconomicenvironmentwillcausethedifferenteffectsforenterpriseinevitably.Withtheintensecompetitionandthethinprofit,enterprisesinLabor-intensiveindustry,inthisenvironment,havetofacetheproblemthathowtofindouttherightmarketingstrategyforthefuturedevelopmentofthemselves?7Highlightisfacingtheproblem.Asaprofessionalmanufacturerofelectronictransformers,Hightlightachievedarapidgrowthbyrightofhisexcellentperformanceoftheproductsandservicestoenterprisesintheearlytoenterthemarket.However,withthechangingofhismarketenvironment,thecompany'sgrowthwasstandstillintheearlyof21centry.Intheyearof2005,Highlightestablishedanewdevelopmentstrategy,fromthenon,itsmarketsalehadahigh-speedgrowth,butwiththechangingeconomicenvironment,itbecameaquestionofHighlightthatifthecurrentmarketingstrategyistosupportthecompany'sdevelopmentstrategycontinually.Withthedifferenttheoriesandmethodsofmarketing,thewriterwillresearchthemarketingstrategyandpointoutthequestionsofHighlight.ThenthewriterwillshowthesolutionsofthequestionsnotonlyforHighlight,butalsoforotherenterpriseswhichwanttodevelopnewmarketsandavoidcompetition.Atthebeginning,thewriteranalysestheenvironmentinChina'sinternalandexternalfortheelectronictransformerproductdevelopment,suchasthepolitics,economy,society,cultureandtechnology,andotherexternalfactors,especiallythebrandandcompetitiveamongthecompanieswiththesamemarketandthesimilarproducts.Atthesametime,adetaileddescriptionofHighlight’sproducts,marketandbusinessconditions,theadvantagesanddisadvantageswillbeshowninthereport.Inthearticle,thewriterusesthePEST,thefive-forcemodelPorter,EFEmatrix,IFEMatrix,andSWOTmatrixtoevaluatethecompanyinternalandexternalenvironment.Next,thewriterfocuesonHighlight’squestionswhichcomefromthemarket,products,prices,channels,promotions,andotherareas.After8analyzingtheproblems,thewiterpointsouttheirrootsandgivesomeadvicetoavoidthem.Basedonthetheoryusedintheanalysis,thewritergivesaproposalforHighlight’smarketingstrategy,whichwillberelatedtotheproducts,prices,channelsandservicesofHighlight.Manykeypointswillhaveanewway,suchasthetargetmarketpositioning,productmix,thecombinationofpricingadjustments,customizedservices.Finally,inordertomakethenewmarketingstrategycanbecorrectlycarriedout,thewriterintroducestheBalancedScorecard,whichisusedinfinancial,customer,internalprocessesandlearningandgrowthandensuresanexcellenteffectofthethenewmarketingstrategyKEYWORDS:DifferentialMarketing,thevalueoftheBalancedScorecard,theBalancedScorecard,113080200812PESTEFEIFESWOT13MBA141.11.1.120082008111MBA15260%10/41315%42008123391722200720081.1.2MBA1620081-11-1Table1-1TheOverallLaborSupplyandDemandSituation181120410645267466781.70200520071-2MBA171.1.31.1.3.120082008200820081.1.3.22007“”20081“”“”“”2MBA18320050.252.447.420060.152.547.420070.150.949———1.1.4MBA191.1.5PESTPEST1-31-3PESTFIGURE1-3PESTAanalysisofTheMacroeconomicEnvironment1.21.2.11.2.1.11.2.1.1.1L1.2.1.1.2.MBA20TB1-2BDBDSBDYBDLBYBYRBYCBYXBYHBMBMKBMJBMCBSHBMBBCLBKBGYBHTBZLBZOBHYMBA211-3“E”“C”1.2.1.21.2.1.2.114060EUIEUI60CCC90RRREC90MBA221.2.1.2.21.2.1.2.2.1201100019882505649219881467165050%75%2007300025060%200758.729.215.67%200859.049.5516.18%2.898MBA2350%3.2050%20R1993RRRR2002131RRRR1.2.1.2.2.21.0.626/0.20-0.30/MBA241/2.50%20%25%LCDCD66.63.5mm2.65277mm3.6LCDCRTLCDCRTULCSAVDECEEMITCOPCHDTVJVCHRCM11120kHzPCCAD/CAM130kHz4.MBA25400030001.2.1.2.2.3180%90%30002WTO20071235WEEEROHSMBA26ISO9000ISO14000OHS180003CIECQUL335%20062004360-707.5%43%40%17%22%13%8%1.2.21ITITMBA272iSuppli200734405%20069%DVD2007iSuppli2007PS3WiiiTV2007200620.6%3540200610.7%20066120078844%iTVWi-FiiTuneiSuppli10%MBA28600~800600IT12%20101250CCID2008150100060%MBA29iSuppi200726.8%ITCRT1.72010280832010160%1.2.3.4.5.180%DVD3PCCPUITMBA30PCIDCPC200711%iSuppliVistaPC200770820067040.6%PCPCIDC2007PCTCL121PCTCL2008PC2008PCPC2007PCcentrino1845452008MBA31Wi-Fi200721%31604%35002008201166%71%IDC2008PCPC2007102008199019912002200075MBA322007140(IDG)(IDC)TOP10200712%200%20084InverterInverterLCDLCD-