CW投影机发展战略研究(硕士)(论文33000字)
摘 要
投影机在21世纪的今天已经悄然融入了我们的生活当中，从原来仅仅出现在办公场所，逐渐成为了人们日常生活中常见的家用电器之一。特别是随着互联网时代的开启，投影机的市场规模在不断地扩大，相关数据显示，投影机在最近10年保持着以每年两位数的增长速度在稳定发展，这样的现状不得不让我们感到震撼。中国人口众多，整个经济呈现出快速发展趋势，这块市场各大厂商肯定不会错过，中国成为了投影机厂商最青睐的市场之一。但是从另一方面说，投影机是集各种尖端科技为一身的高新技术产品，对于目前国内的生产厂商来说技术还是无法跟世界顶级厂家相比。
CW最先开始成立的时候主要经营的产品是彩电，趁着当时家电行业发展的大好机遇，CW一跃成为了家电行业的佼佼者，并且名声四起，跃居世界的前列，这个成绩是值得骄傲和自豪的。但是随着时代的变迁和互联网的加入，彩电行业已经逐渐成为了市场发展劣势产品之一，这个时候投影机进入了CW的视野，让CW开始了以投影机为主要发展战略目标，大势进攻中国市场。但是结果出乎CW的意料，在中国，国产投影机并没有像想象中那样能够占据市场核心地位，反而是日系产品却占据了市场的核心地位，这一现象极大地打击了CW。
CW投影机正式进入中国家电市场运营后，其业务体系已经初具规模：投影机营销团队完成组建，企业投影机客户规模逐年大幅扩大，CW投影机渠道布局、产品研发、品牌建设及市场活动渐次展开。在此基础上，CW投影机正在得到客户、市场和外部媒体的认可与关注，品牌效应逐渐显现。而CW相比于我国其他家电巨头和一些高知名度的股份制家电企业来说市场份额较小，在投影机这个行业当中可以算是一个追随者。所以，精准的定位和对市场的大力拓展是CW在投影机发展领域所面临的比较重要的问题。
本文立足CW投影机的发展实际，对CW投影机发展的内外部环境进行分析，并运用SWOT分析和五力竞争模型对CW投影机发展的优劣势及竞争能力进行全面的剖析，找出CW投影机当前存在的问题，并从产品、定价、渠道和促销等方面制定可行性的解决措施。
关键词：投影机，CW，发展战略
ABSTRACT
The projector has quietly come into our life today in the 21st century. Time is quietly passing, and the projector has entered more living places from its original office space. Has become one of the most common household appliances in people's daily life. Especially with the opening of the Internet era, the market size of projectors is still expanding, relevant data show that, The fact that the projectors have been growing steadily at a double-digit annual growth rate for the past 10 years has left us shocked. China has become one of the most popular markets for projectors, with a large population. The overall trend of economic development shows This market projector certainly won't miss the rapid development model. But on the other hand, the projector is a high-tech product that integrates high technology. For the current domestic manufacturers, technology is still not in line with the world, although the market is very large, but compared with other developed countries in the world, there is obviously a lack of due advantages.
When CW was first established, its main business product was the color TV set. CW had a long history. Taking advantage of the excellent opportunity for the development of the household appliance industry at that time, it became a leader in the household appliance industry, and gained a reputation all over the world, leaping into the forefront of the world. This achievement is worthy of CW's pride and pride. But with the changes of the times and the entry of the Internet, the color TV industry has gradually become one of the inferior products in the market development. At this time, the projectors have caught the eye of CW. So that CW began to take projectors as the main development strategic objective, the general trend to attack the Chinese market. But the results were unexpected, in China, domestic projectors did not look like Imagination can occupy the core position of China, but similar to Japanese or Thai products but occupy the core of China, this phenomenon has a great impact on CW.
After CW's projector formally entered the Chinese household appliance market, its business system has begun to take shape: the projector marketing team has been set up, the scale of corporate projector customers has expanded significantly year by year, the channel layout of CW projector and the product research and development, Brand building and marketing activities are gradually unfolding. On this basis, CW projectors are being recognized and concerned by customers, markets and external media. Brand effect is gradually emerging. Compared with other household appliance giants in China and some well-known joint-stock household appliances, CW projector is only a follower of this industry. Market share is small and less can't be a market Projector giant. Therefore, accurate positioning and customer expansion is a relatively important problem that CW faces in the field of projector development. This paper based on the development of CW projector reality, The development environment of CW projector is analyzed, and the advantages and disadvantages of CW projector development and competition are comprehensively analyzed by using SWOT analysis and five-force competitive analysis method, and the existing problems of CW projector are found out, and the products are priced. Develop feasible solutions for channel and sales promotion.
Key words: Projector, CW, Development Strategy
目 录
摘 要 I
ABSTRACT III
第一章 绪论 3
1.1选题背景 3
1.2研究的意义 3
1.3 研究内容和框架 4
第二章 文献综述 6
2.1国内外研究现状 6
2.2发展战略理论研究 8
2.3理论分析工具 11
第三章 案例分析 14
3.1CW公司的概况 14
3.1.1CW的发展历程 14
3.1.2CW投影机产业发展概况 14
3.1.3 CW投影机在中国投影机产业链中的位置 17
3.1.4 CW投影机的现有发展战略 17
3.2CW投影机发展面临的问题 18
3.2.1核心竞争力缺失 18
3.2.2产业业务领域狭窄 18
3.2.3家电行业竞争激烈 19
第四章CW投影机发展的环境分析 19
4.1外部环境分析 19
4.1.1 政治法律环境 19
4.1.2 经济环境 20
4.1.3社会文化环境 20
4.1.4技术环境 21
4.2内部环境分析 21
4.2.1CW投影机的优势分析 21
4.2.2CW投影机的劣势分析 22
4.2.3CW投影机的机会分析 23
4.2.4CW投影机的威胁分析 23
4.2.5CW投影机交叉SWOT矩阵图 24
4.3市场环境分析 25
4.3.1工程市场分析 27
4.3.2 商用市场分析 27
4.3.3娱乐市场分析 28
4.3.4家用市场分析 29
4.4中国投影机行业发展情况分析 29
4.4.1 供应商的议价能力 30
4.4.2 新入侵者的威胁 31
4.4.3 购买者的议价能力 31
4.4.4 替代品的威胁 32
第五章 CW投影机的发展战略的优化路径 33
5.1 CW投影机产业的发展战略选择 33
5.1.1 CW投影机重点市场区域选择 33
5.1.2. CW投影机的市场细分 33
5.1.3 CW投影机的技术路线选择 34
5.1.4 CW投影机产业的发展路径 35
5.2 CW投影的技术研发战略 36
5.2.1 加强产品规划定义能力 36
5.2.2 缩短产品的上市和研发周期 37
5.3 CW投影机的市场战略 37
5.3.1 CW投影品牌战略 37
5.3.2 CW投影机多渠道战略 38
5.3.3 CW投影机的定价战略 38
5.3.4 CW市场产品战略 39
5.4投影机产业链的整合 40
第六章 CW投影机发展战略的实施保障 41
6.1 优化组织结构 41
6.2 加强人力资源建设 41
6.3 加强和完善市场营销体系 42
6.4 顾客价值管理 42
6.5加强技术支撑 43
6.6完善薪酬和激励机制 44
第七章 结论与展望 45
参考文献 47
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