V公司在云南市场的营销策略研究

Abstract

本文通过对云南市场上V 公司“ S 系统” 所面临的内外部环境状况、 行业内竞争环境以及产品本身的优劣矩阵分析，从而发现其目前产品功能单一、品牌 认知度低、市场管理经验不足等问题和产品生产成本低、产品隐蔽性好、售后等优势。 最后，利用这些优势提出相应的产品功能分类、开拓营销渠道、加强综合管理等为主 要内容的营销策略建议。

In this paper, by using various analysis tools, found out the internal and external environment problems the competitive environment in the industry, and the matrix of the advantages and disadvantages about the “S system” which is the core product in V. To discover the current single product features, brand awareness is low, the market problems such as lack of management experience and production cost is low; In addition the concealment of products and after sales service all of the advantages. Using these advantages put forward the corresponding marketing strategy recommendations based on: the classification of the product function; explore marketing channels; strengthen the integrated management and so on.