北京維深科技發(fā)展有限公司競爭策略研究



摘  要


隨著中國國民經(jīng)濟(jì)的快速發(fā)展，各行業(yè)和企業(yè)對信息化的需求日益增長，以條碼和射頻識別技術(shù)為主的自動識別與數(shù)據(jù)采集技術(shù)已應(yīng)用到了各行業(yè)領(lǐng)域，在各個行業(yè)都擔(dān)當(dāng)著不可或缺的重要角色，成為國民經(jīng)濟(jì)信息化的重要基礎(chǔ)和支撐技術(shù)。本篇論文中所研究的維深科技成立于1996年，是注冊于中關(guān)村科技園區(qū)的高新技術(shù)企業(yè)，專業(yè)從事自動識別技術(shù)產(chǎn)品。本文運用企業(yè)競爭策略的理論和方法，對北京維深科技發(fā)展有限公司的營銷環(huán)境和競爭現(xiàn)狀進(jìn)行了分析，在此基礎(chǔ)上，分析了維深科技的競爭策略。

全文分為引言、正文、結(jié)論三大部分。引言提出了寫這篇論文的目的，正文又分為五個部分。第一部分主要闡述了競爭策略理論，涉獵了可實現(xiàn)企業(yè)目標(biāo)的幾種發(fā)展戰(zhàn)略和三種增長策略理論。第二部分重點分析了維深科技的基本狀況。第三部分重點分析了維深科技的營銷環(huán)境。第四部分對維深科技的現(xiàn)狀及存在的問題進(jìn)行了分析。第五部分主要論述了解決問題的對策。

在結(jié)論部分，總結(jié)全文，得出結(jié)論。強(qiáng)調(diào)在市場競爭日益激烈的商品經(jīng)濟(jì)條件下，企業(yè)要想長期地生存和發(fā)展下去，就必須認(rèn)真思考企業(yè)的競爭狀況及競爭策略。


關(guān)鍵詞：營銷環(huán)境；競爭策略；營銷組合；渠道管理




 

Abstract


Along with the China national economy's fast development, various professions and the enterprise grow day by day to the informationization demand, has applied various professions domain by the bar code and the radio frequency recognition technology automatic diagnosis and the data acquisition technology primarily, is taking on the indispensable strong character in each profession, becomes the national economy informationization the important basis and the support technology.This article utilizes the theory of competitive strategy and the method, analyzed the marketing condition and competition actuality, in this foundation, has analyzed the competitive strategy of the visiontech technology.This paper uses the theory of competitive strategy and methods of the Beijing Science and Technology Development Co., Ltd. dimensional depth of marketing and competitive environment for the analysis of the status quo, on the basis of this, analysis of the peacekeeping deep technology competitive strategy.

The full text divides into the introduction, the main text, the conclusion three major parts. The introduction proposed writes this paper the goal. The main text divides into five parts. The first part mainly elaborated the competition strategy theory ,browsed has been possible to realize the business goal several kind of developmental strategy and competition strategy theory theory. The second part has with emphasis analyzed the visiontech technology basic condition. The third part has analyzed the visiontech technology with emphasis marketing condition. The fourth part proposed the visiontech technology actuality condition and actionand exists the question. Last the part mainly stated solves the question countermeasure.

In the conclusion part, summarizes the full text, draws the conclusion. The emphasis under the market competition intense commodity economy condition, the enterprise must want day by day to survive for a long time and to develop, must ponder earnestly the competition comdition and competition strategy theory .


Keywords: marketing environment; competitive strategy; marketing mix; channel management

 

目  錄


引  言 1

1  競爭理論概述 2

1.1  波特五力模型 2

1.2  企業(yè)基本競爭戰(zhàn)略 4

1.3  不同地位競爭者的競爭策略 6

2  公司簡介 8

2.1  北京維深科技發(fā)展有限公司概況 8

2.2  產(chǎn)品簡介 9

3  營銷環(huán)境分析 12

3.1  行業(yè)背景 12

3.2  購買者分析 15

3.3  現(xiàn)有競爭分析 15

3.4  潛在競爭者分析 19

3.5  SWOT分析 19

4  競爭策略現(xiàn)狀及存在問題 21

4.1  產(chǎn)品競爭現(xiàn)狀及存在問題 21

4.1.1  產(chǎn)品競爭現(xiàn)狀 21

4.1.2  產(chǎn)品競爭中存在問題 21

4.2  價格現(xiàn)狀及存在問題 22

4.3  渠道現(xiàn)狀及存在問題 22

4.3.1  渠道競爭現(xiàn)狀 22

4.3.2  渠道競爭存在問題 24

4.4  促銷的現(xiàn)狀及存在問題 24

4.4.1  促銷競爭現(xiàn)狀 24

4.4.2  促銷競爭存在問題 24

5  競爭問題的對策 25

5.1  產(chǎn)品對策 25

5.1.1  產(chǎn)品差異化與創(chuàng)新 25

5.1.2  提高服務(wù)能力 25

5.2  價格對策 26

5.3  渠道對策 27

5.4  促銷對策 28

結(jié)  論 30

致  謝 31

參考文獻(xiàn) 32

附錄A 33

附錄B 38