HS五金企业的营销策略研究
Research on Marketing Strategy of HS hardware enterprise
Abstract
In recent years, product homogenization competition in the market is fierce. Under the
same limited market demand, general enterprises compete at low prices and they compete
blindly with their peers, which is a vicious circle; enterprises with technological advantages
have difficulty in operation due to the doubling of fixed costs of plant rent brought by urban
upgrading, environmental protection management of supply chain, and rising house prices.
Given that the metal stamping industry is characterized by high-asset input, low-profit output
and profits based on time length, in the case of all kinds of rising costs, no matter what kind
of technology level, stamping enterprises must first solve the survival problem: how to find
accurate customers, how to distinguish competitors and how to obtain more markets.
In orderto survive,small andmedium-sized metal stampingenterprises needto
formulate reasonablemarketing strategiesaccording to currentsituation andsolve the
marketing difficulties of enterprises. Aiming at these problems, this thesis takes HS hardware
enterprises as the research object. Through investigation, observation, literature research and
other methods, and based on the facts, objectively and in detail introduces the region, industry,
enterprise nature and stamping industry expertise involved in the research process, and uses
PEST tool to analyze HS hardware enterprises from four aspects, which are politics, economy,
society and technology; compares HS hardware enterprises with competitors using SWOT
analysis ideas, classifies and accurately portrays customers according to product uses, and
draws the conclusion that external environment is conducive to the development of HS
hardware enterprises and the industry competition is fierce. Then, by expounding the internal
environment of HS hardware enterprises, it is points out that the main problems of marketing
are unclearpositioning,no marketpositioning analysis,unfavorableoverseas channel
expansion, vaguepromotion and expansionstrategies, disordered and arbitrarypricing.
Thirdly, aiming at the problems raised, this thesis puts forward the marketing strategy in line
with HS hardware enterprises based on STP theory. Finally, it points out the conditions
needed to ensure the implementation of the strategic plan. This thesis is divided into seven
chapters: the first chapter is the introduction, which is the basis of proposing a marketing
strategy. The second chapter explains the industry knowledge involved in the research process,
and the marketing related theories, tools cited in this thesis. The third and fourth chapters are
about analyzing and discovering problems. The fifth chapter is the solution, emphasizing the
development of digital marketing in the post-pandemic era. The sixth chapter expounds that in
order to ensure the implementation of marketing strategy, it needs internal system guarantee
and internal improvement of the enterprise. Chapter seven is the conclusion.
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大连理工大学专业学位硕士学位论文
By analyzing the current situation, problems and optimization measures of HS hardware
enterprises, it can be a useful reference for other traditional manufacturing enterprises of
small and medium-sized in China, promote theexploration of traditional manufacturing
enterprises in marketing, reduce marketing costs and improve profits, so as to achieve the
purpose ofbroadening sources ofincome andreducing expenditure,consolidating the
fundamental and innovation, and “survive first and then develop”.
Key Words: Traditional manufacturing;Metal stamping; Market segmentation;
Marketing strategy;Digital marketing
目录
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HS五金企业的营销策略研究
摘要....................I
Abstract .................... II
1 绪论..................... 1
1.1 研究背景................ 1
1.2 研究目的和意义.................. 2
1.3 本文研究内容及方法................. 2
1.3.1 研究内容............ 2
1.3.2 研究方法............ 3
1.3.3 技术研究路线........... 3
2 理论综述.................... 5
2.1 五金冲压行业相关概述............. 5
2.1.1 五金冲压的含义.............. 5
2.1.2 冲压模的含义........... 5
2.2 相关理论概述............... 6
2.2.1PEST分析................. 6
2.2.2STP理论............ 6
2.2.34P 营销策略............. 7
3HS五金企业的外部环境分析.............. 9
3.1 宏观环境分析............... 9
3.1.1 政策环境分析........... 9
3.1.2 经济环境分析................ 10
3.1.3 社会环境分析................ 11
3.1.4 技术环境分析................ 12
3.2 产业环境分析............. 12
3.3 竞争分析.............. 15
3.3.1 竞争对手的能力............ 15
3.3.2 竞争对手的产品特点........... 17
3.3.3 竞争总结................. 18
3.4 市场需求及顾客分析............... 19
3.4.1 市场需求分析................ 19
3.4.2 顾客分析................. 20
4HS五金企业的内部环境分析............ 25
4.1 内部资源分析............. 25
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