北京维深科技发展有限公司竞争策略研究.doc
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北京维深科技发展有限公司竞争策略研究,摘 要随着中国国民经济的快速发展，各行业和企业对信息化的需求日益增长，以条码和射频识别技术为主的自动识别与数据采集技术已应用到了各行业领域，在各个行业都担当着不可或缺的重要角色，成为国民经济信息化的重要基础和支撑技术。本篇论文中所研究的维深科技成立于1996年，是注册于中关村科技园区...
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北京维深科技发展有限公司竞争策略研究
摘 要
随着中国国民经济的快速发展，各行业和企业对信息化的需求日益增长，以条码和射频识别技术为主的自动识别与数据采集技术已应用到了各行业领域，在各个行业都担当着不可或缺的重要角色，成为国民经济信息化的重要基础和支撑技术。本篇论文中所研究的维深科技成立于1996年，是注册于中关村科技园区的高新技术企业，专业从事自动识别技术产品。本文运用企业竞争策略的理论和方法，对北京维深科技发展有限公司的营销环境和竞争现状进行了分析，在此基础上，分析了维深科技的竞争策略。
全文分为引言、正文、结论三大部分。引言提出了写这篇论文的目的，正文又分为五个部分。第一部分主要阐述了竞争策略理论，涉猎了可实现企业目标的几种发展战略和三种增长策略理论。第二部分重点分析了维深科技的基本状况。第三部分重点分析了维深科技的营销环境。第四部分对维深科技的现状及存在的问题进行了分析。第五部分主要论述了解决问题的对策。
在结论部分，总结全文，得出结论。强调在市场竞争日益激烈的商品经济条件下，企业要想长期地生存和发展下去，就必须认真思考企业的竞争状况及竞争策略。
关键词：营销环境；竞争策略；营销组合；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 录
引 言 1
1 竞争理论概述 2
1.1 波特五力模型 2
1.2 企业基本竞争战略 4
1.3 不同地位竞争者的竞争策略 6
2 公司简介 8
2.1 北京维深科技发展有限公司概况 8
2.2 产品简介 9
3 营销环境分析 12
3.1 行业背景 12
3.2 购买者分析 15
3.3 现有竞争分析 15
3.4 潜在竞争者分析 19
3.5 SWOT分析 19
4 竞争策略现状及存在问题 21
4.1 产品竞争现状及存在问题 21
4.1.1 产品竞争现状 21
4.1.2 产品竞争中存在问题 21
4.2 价格现状及存在问题 22
4.3 渠道现状及存在问题 22
4.3.1 渠道竞争现状 22
4.3.2 渠道竞争存在问题 24
4.4 促销的现状及存在问题 24
4.4.1 促销竞争现状 24
4.4.2 促销竞争存在问题 24
5 竞争问题的对策 25
5.1 产品对策 25
5.1.1 产品差异化与创新 25
5.1.2 提高服务能力 25
5.2 价格对策 26
5.3 渠道对策 27
5.4 促销对策 28
结 论 30
致 谢 31
参考文献 32
附录A 33
附录B 38
摘 要
随着中国国民经济的快速发展，各行业和企业对信息化的需求日益增长，以条码和射频识别技术为主的自动识别与数据采集技术已应用到了各行业领域，在各个行业都担当着不可或缺的重要角色，成为国民经济信息化的重要基础和支撑技术。本篇论文中所研究的维深科技成立于1996年，是注册于中关村科技园区的高新技术企业，专业从事自动识别技术产品。本文运用企业竞争策略的理论和方法，对北京维深科技发展有限公司的营销环境和竞争现状进行了分析，在此基础上，分析了维深科技的竞争策略。
全文分为引言、正文、结论三大部分。引言提出了写这篇论文的目的，正文又分为五个部分。第一部分主要阐述了竞争策略理论，涉猎了可实现企业目标的几种发展战略和三种增长策略理论。第二部分重点分析了维深科技的基本状况。第三部分重点分析了维深科技的营销环境。第四部分对维深科技的现状及存在的问题进行了分析。第五部分主要论述了解决问题的对策。
在结论部分，总结全文，得出结论。强调在市场竞争日益激烈的商品经济条件下，企业要想长期地生存和发展下去，就必须认真思考企业的竞争状况及竞争策略。
关键词：营销环境；竞争策略；营销组合；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 录
引 言 1
1 竞争理论概述 2
1.1 波特五力模型 2
1.2 企业基本竞争战略 4
1.3 不同地位竞争者的竞争策略 6
2 公司简介 8
2.1 北京维深科技发展有限公司概况 8
2.2 产品简介 9
3 营销环境分析 12
3.1 行业背景 12
3.2 购买者分析 15
3.3 现有竞争分析 15
3.4 潜在竞争者分析 19
3.5 SWOT分析 19
4 竞争策略现状及存在问题 21
4.1 产品竞争现状及存在问题 21
4.1.1 产品竞争现状 21
4.1.2 产品竞争中存在问题 21
4.2 价格现状及存在问题 22
4.3 渠道现状及存在问题 22
4.3.1 渠道竞争现状 22
4.3.2 渠道竞争存在问题 24
4.4 促销的现状及存在问题 24
4.4.1 促销竞争现状 24
4.4.2 促销竞争存在问题 24
5 竞争问题的对策 25
5.1 产品对策 25
5.1.1 产品差异化与创新 25
5.1.2 提高服务能力 25
5.2 价格对策 26
5.3 渠道对策 27
5.4 促销对策 28
结 论 30
致 谢 31
参考文献 32
附录A 33
附录B 38
