ZHDG 科技公司作为一家以高端电缆研发、生产为目标的新成立公司，在我国电
缆行业的发展中具有典型的代表性。本文以 ZHDG 科技公司为研究对象，从渠道、
绩效、产品、队伍和管理几个方面，对 ZHDG 科技公司自身营销发展现状进行了评
价，指出 ZHDG 科技公司在营销中存在营销观念没有转变、营销战略模糊、网络营
销渠道缺失和高端技术人才和创新不足等问题；通过对 ZHDG 科技公司外部环境、
核心竞争力和 SWOT 分析，对 ZHDG 科技公司进行准确定位，明确自身的客户目标
群体，并从产品策略、价格策略、渠道策略、促销策略和服务策略几个方面提出具体
的营销策略，解决目前 ZHDG 科技公司在营销过程中存在的问题，更重要的是为我
国电缆行业的发展提供一个可以参考的实际案例
关键词：电缆；营销；研发创新；渠道山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
Cable is widely used in all walks of life, and the cable industry is known as the
national economy of the nerve, in the past 30 years of development process, has made one
after another success, become China&39;s second largest after the automotive industry, The
total output value of the cable is also ranked first in the world, China&39;s cable to achieve
these success is the cable industry, the results of joint efforts, it is worthy of our affirmation.
However, in the face of these gratifying achievements, the development of China&39;s cable
industry has also exposed a number of drawbacks, compared with the world&39;s cable
companies have a large gap between the lack of cable research and development
capabilities, the lack of high-end technology, Cable, such as nuclear power, marine
applications and other aspects of manufacturing mainly rely on foreign imports, in addition,
China&39;s cable industry, there are still relatively small industrial clusters, it is difficult to
form economies of scale, the quality of marketing team to be improved, the industrial
structure is not perfect and so on.
ZHDG technology company as a high-end cable R & D, production as the goal of the
newly established company in China&39;s cable industry in the development of a typical
representative. In this paper, ZHDG technology company as the research object, from the
channel, performance, product, team and management of several aspects of ZHDG
technology company&39;s own marketing development status of the evaluation, pointed out
that ZHDG technology companies in marketing marketing concept has not changed,
marketing strategy Fuzzy, lack of network marketing channels and high-end technical
personnel and lack of innovation and other issues; ZHDG technology company through the
external environment, core competitiveness and SWOT analysis, ZHDG technology
companies to accurately locate their own target groups, and from the product strategy ,
Price strategy, channel strategy, promotion strategy and service strategy in several aspects
of the specific marketing strategy to solve the current ZHDG technology companies in the
marketing process of the problems, more importantly, for the development of China&39;s cable
industry to provide a reference to the actual Case.
Key words: Cable; marketing; R & D innovation; channel山东理工大学硕士学位论文 目录
III
目 录
摘要........ I
ABSTRACT..II
目 录......III
第一章 引 言....1
1.1 研究背景......1
1.2 研究目的和意义......1
1.2.1 研究目的........1
1.2.2 研究意义........1
1.3 研究综述......2
1.3.1 国外研究综述.2
1.3.2 国内研究综述.3
1.4 研究内容与方法.......6
1.4.1 研究内容........6
1.4.2 研究方法........7
1.5 研究框架......7
第二章 ZHDG 科技公司电缆的营销现状及存在的问题9
2.1 ZHDG 科技公司简介...........9
2.2 ZHDG 科技公司电缆产品营销现状...........9
2.2.1 营销绩效现状.9
2.2.2 营销产品现状...........10
2.2.3 营销渠道现状...........11
2.2.4 营销队伍现状...........11
2.2.5 营销管理现状...........12
2.3 ZHDG 科技公司电缆产品市场营销存在的问题.12
2.3.1 企业营销观念没有转变.......12
2.3.2 市场营销战略模糊...13
2.3.3 网络营销渠道缺失...14
2.3.4 缺乏高端技术人才和创新..15
第三章 ZHDG 科技公司电缆产品的营销环境分析......17
3.1 宏观环境 PEST 分析......... 17
3.1.1 政治环境.....
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