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学位论文作者签名： 指导教师签名：
2018年12 月15日2018年12月15日
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学位论文作者签名：
2018年 12 月15日
摘 要
I
摘 要
伴随着电子信息和互联网技术的腾飞，消费型电子设备产品几乎融入也改变了我们
的生活节奏和模式，电子消费品的行业发展从20世纪80年代开始就已经开始进入了快
速发展时期，全球电子产品的高速发展也带动了我国行业的发展速度，液晶显示屏被纳
入为消费类产品的三大项中获得了巨大的市场空间，伴随着需求的多元化和政策的扶持
力度不断增强，行业的技术壁垒被不断的攻克，越来越多的新进入者造成市场呈现了剧
烈的竞争状态，对于身处其中的企业需要做出相应的调整，营销工具和策略的运用能够
帮助企业重构具有竞争力的营销体系，通过营销的作用力来实现企业的长效稳定发展
本文的研究思路主要是从目前DX电子科技公司的营销现状进行问题分析，借助宏
微观的内外环境分析明确现在所处市场中的发展机遇和威胁，自身能够利用的优势和需
要规避调整的劣势因素，将其按照SWOT矩阵分析工具为DX电子科技公司明确发展的
战略方向。对公司进行STP的分析流程，按照“以客户为中心”的经营原则明确DX电
子科技公司目标市场选择和定位，树立具有差异化的特色形象，为后期营销策略的制定
准确性和侧重点把握提供依据和基础，应用产品组合策略对DX电子科技公司进行四个
维度的策略制定和调整，并且在其之后通过一系列的保障措施为策略的实行提供有效执
行保障
DX电子科技公司的营销策略也结合了公司的战略发展规划，将营销策略与战略相
结合，对于营销策略的推导过程进行了系统化的呈现，将营销策略结合公司的实际发展
情况进行内容填充，并且对其实施提出了一系列契合公司发展的保障操作项。文章将理
论与实践相结合，具备一定的实践性，能够增强DX电子科技公司的营销实力，也能够
为同行业的其他运营主体提供些许借鉴和引导
关 键 词：电子科技;液晶显示器;营销策略;STP理论
论文类型：应用研究
西北大学硕士学位论文
II
Abstract
With the rapid development of electronic information and Internet technology, the integration
of consumer electronic equipment products has also changed the pace and mode of our life.
The development of the consumer electronics industry has entered a period of rapid
development since the 1980s, global electronic products. The rapid development has also
driven the development speed of China's industry. LCD screens have been included in the
three major items of consumer products and gained huge market space. With the
diversification of demand and the support of policies, the industry continues to strengthen.
The technical barriers have been constantly overcome, and more and more new entrants have
caused the market to show fierce competition. For the companies in which they need to make
corresponding adjustments, the use of marketing tools and strategies can help enterprises to
restructure A competitive marketing system that achieves long-term and stable development
of the company through the power of marketing.
The research ideas of this paper are mainly from the current DX electronic technology
company's marketing status analysis problem, with the macro and micro internal and external
environmental analysis logic to clarify the development opportunities and threats in the
current market, the advantages that they can take advantage of and the need to avoid
adjustment disadvantages Factor, according to the SWOT matrix analysis tool for the clear
development direction of DX Electronic Technology Corporation. Carry out the STP analysis
process for the company, and define the target market selection and positioning of DX
Electronic Technology Company according to the “customer-centered” operating principle,
establish a differentiated characteristic image, and provide the accuracy and focus of the later
marketing strategy. Based on the basis and application, the product portfolio strategy is
applied to the DX Electronic Technology Company in four dimensions of strategy
formulation and adjustment, and after that, through a series of safeguards to provide effective
implementation guarantee for the implementation of the strategy.
DX Electronic Technology's marketing strategy also combines the company's strategic
development plan, combines marketing strategy and strategy, systematically presents the
marketing strategy's derivation process, and fills the marketing strategy with the company's
actual development. And it implements a series of guarantee operation items that are in line
Abstract
III
with the company's development. The article combines theory and practice, has certain
practicality, can enhance the marketing strength of DX Electronic Technology Company, and
can also provide some reference and guidance for other operators in the same industry.
Key Words：Electronic technology ; LCD Monitor; Marketing Strategy; STP theory
Type of paper：Application Research。