3C 数码产品公司市场开拓与管理—以东莞汉晖为例 3C Digital Product Company Market Development and Management —Taking Hanhui Dongguan as an Example内容摘要□在全球经济一体化、信息技术共享的时代下，中国制造抓住机遇发展迅猛，中国产品远销全球。其中 3C 数码产品企业依靠国内完整的供应链、高速的物流、充足的生产力冲击国外的每一个市场。近些年，外贸展会、电子商务、信息技术共享等增强企业的竞争力的同时也加剧竞争程度。3C 数码产品企业开拓国外市场时，传统的外贸展会的优势逐渐弱化，紧跟潮流的是电子商务、谷歌引擎、招标等一系列新型的市场开拓方法。3C 数码产品企业在面对新一轮的市场竞争中，如何有效地运用营销策略有效开拓市场和管理，是企业共同面对的挑战。本文以汉晖公司为例，通过分析其内外部环境、产品、市场等，运用STP、4Ps、SWOT 营销组合战略制定符合其发展的营销策略，为其提供一些市场开拓及管理的有效建议，同时也为该行业其它公司对市场开拓、管理提供一些有效的参考。关键词：3C 数码产品 市场开拓 营销策略 STP SWOTAbstract Under the century of integration of world economy and information technology sharing, China manufacture seizes the opportunity of rapid development all over the world, and exporting products made in China to the world. 3C digital product enterprises, one of the rapid economic development industry in China, have impacted every foreign market by relying on a complete domestic supply chain, high-speed logistics, and sufficient productivity.In recent years, trade fairs, e-commerce, and information technology sharing have strengthened the competitiveness of enterprises while also increased the competition of products. The advantages of traditional foreign trade exhibitions gradually decrease during the time when 3C digital product companies are developing foreign markets. Next is a series of new market development methods such as e-commerce, Google engine, and tendering. 3C digital product companies, how to use marketing strategie...
