导　　师： 张振刚

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 电子元器件是电子产品的基本硬件，是电子信息产业发展的基础，电子元器件在整个电子信息产品制造业中占据着重要位置，电子元器件已经广泛应用于国防、通信、工控、医疗、消费电子等各个领域。随着科技信息化时代的到来及国家在大力发展和扶持电子信息制造业，作为电子信息制造业产业链中最重要的一环的电子元器件，发挥了极其重要的作用，这也为电子元器件分销业带来了无限的商机。但电子元器件分销商之间的同质化竞争日趋严重，投入不断增加的同时，利润却越来越低。怎样才能在日趋复杂和无序竞争的电子市场脱颖而出，是目前迫在眉梢需要解决的问题。 本文以某跨国电子元器件分销商/(以下简称C公司/)在中国大陆市场营销策略为研究对象，运用理论结合实际的方法对C公司的营销策略进行了分析。本文共分四章，第一章阐述了选题的背景及意义，之后提出了研究目的和内容，同时也对相关理论做出描述，最后介绍了本文研究方法与思路。第二章介绍了电子元器件分销行业状况和C公司市场营销现状及存在的问题，根据行业的特点和收集的数据，对该行业的发展现状做出客观的判断。第三章分析了C公司所面临的市场环境，包括宏观环境、微观环境及存在的问题，通过SWOT分析法分析了其核心竞争力。第四章根据C公司的实际情况制定了营销策略，明确C公司的市场定位。对C公司的产品策略、价格策略、渠道策略、促销策略进行分析。并对C公司市场细分进行了阐述，给出了战略实施的建议。最后对全文内容做出了总结,并指出了论文的不足之处及有待进一步研究的问题。 本文希望通过对C公司营销策略的研究，能帮助公司改善管理，提高业绩，实现健康持续发展，能为海外分销商在中国大陆未来的发展及本土分销商的崛起提供参考。 Electronic components are the basic hardware of electronic products.It is the foundationfor the development of the electronic industry. It has important position in the electronicproducts manufacturing. It has been widely used in national defense, communications,industrial control, medical, consumer electronics and other fields. With the development ofscience technology information, with government support, Electronic components will playmore and more important role in electronic information industry. For the electroniccomponents distributor, it brought Lots of business opportunities. Due to the strongcompetition in the market, and as the same time cost increasing, margin will be lower. Howcan stand in this market? It is the problem need imminently to solve. In this article, company C as an object to reserch in the Chinese mainland market.usingthe method of theory combining with the actual. This article is divided into four chapters,First, It introduce the selected topic background and significance, then puts forward theresearch purpose and content, as well as the related theory to describe, finally introduced theresearch methods and ideas. The second, it presents the electronic components distributionindustry status and company C marketing present situation and existing problems, accordingto the characteristics of the industry and the collected data, make the objective judgment. Thethird, It analyzes the company C facing the market environment, including macroenvironment, micro environment and existing problems, and the SWOT analyses. The fourth,according to the actual situation of company C established marketing strategy, marketpositioning, and product strategy, price strategy, channel strategy, promotion strategy analysis.Give the strategy implementation suggestion. Finally has made the summary of full textcontent, and points out the deficiency and further research problems. In this article, I hope that through the study of C company marketing strategy, can helpthe company improve management, improve performance and continuous development. Ihope the research is able to provide a reference for overseas distributors and local distributorsin the future.

关 键 词： 电子元器件 分销商 营销策略

分 类 号： [F274]

领　　域： [经济管理] [经济管理]