潍坊富凯·新世纪营销报告.pptx

潍坊市区微贷业务市场调研报告及营销方案调研目的：通过考察潍坊市区个体工商户、小微企业主，了解潍坊市区微贷业务的市场潜力和该地区市场微贷目标客户的需求特点，旨在拓展微贷业务发展区域,探讨推广现有产品的可能性，针对潍坊市区独特的商业贸易特点和行业，推出符合潍坊市区需求的贷款产品，长远角度讲，通过了解潍坊市区，辐射整个潍坊市区的微贷市场。

调研范围：潍坊市区交通便利以及人流量较大的市场集群抽样。

主要包括火车站商圈，包括小商品城，茶叶市场，灯具城；泰华中心商圈，包括地下名店街，V1购物广场，百货大楼沿街商铺；家居建材市场，包括中百益家园，银座家居，新纪元建材市场，豪德装饰材料市场等。

与此同时，调研涵盖两个主要行业，快消品行业和机械加工行业。

主要目标群体是个体工商户和小微企业主。

调研计划和方法：。

由于潍坊市区覆盖面积较大，行业类别广泛，短期内难以深入全市区和全行业。

因此在调查过程中，我们集中选取较大商圈，以实地走访，深入市场进行需求性和指向性调研。

首先，我们在开展调研之前，对潍坊市场进行了整体划分，归类了潍坊市区的主要集群市场和产业分布，了解潍坊市区经济特点与较为繁华的商业区。

选取具有代表性的商圈，比如火车站商圈，泰华中心商圈等，以及行业集中的集群市场，像建材市场，水产市场，糖果市场等，进行了实地调查走访并形成区域内的市场调研报告。

然后，我们与分行客户经理座谈，充分了解我行在潍坊市区的行业信贷状况与市场环境，根据分行客户经理的工作经验，结合微贷产品特点确定目标市场，以便有针对性开展工作。

一个市场潍坊是中部重要的地级市，工农业发达，农业作为经济基础，工业成为了潍坊的经济支撑，在发展过程中，形成了五大支柱行业：机械装备、纺织服装、海洋化工、造纸包装、食品加工。

因此与支柱产业紧密相关的小微企业也获得了极大的发展，五大支柱行业中，机械装备，海洋化工，造纸等多以大集团公司带动，与中小企业协同发展，这样的客户授信基本以中小企业贷款为主，与微贷相关度不大。

市场营销报告班级：国贸系三班x张艳鹍时间：2010年12月28日指导老师：张锡宝DELL1 Brief introduce to dellDellImportant international computer manufacturing and sales company computers, as well as excellent Internet infrastructure equipment and service providers. The stock market symbol: DELL. Dell designs, manufactures and providing appropriate products and services to customer requirements, but also supply a wide range of softwareand peripherals. Dell provides a wide range of high-performance computer systems, including notebook computers, desktop computers, workstations, servers and storage products.Dell founder Michael Dell man (Michael Dell). Dell's success is mainly due to the unique ------ Dell's direct sales model by, listening to our customers the most immediate needs, and industry-standard computing products and a full range of services directlyto customers, and create the best Buying experience.The overall demand environment today is a "challenging environment", while Dell's highly efficient and customized direct sales model, specially designed to meet such an environment.2Development of dell1984, Michael Dell founded Dell Computer Corporation1985 launched the first personal computer to his own design - Turbo. Turbo Intel 8088 processor, processing speed is 8MHz1987 became the first to provide Next Business Day Onsite computer systems products and services company, set up offices in the UK, began to expand the internationalmarket, Dell officially listed in 1988, initial public offering of 3.5 million new shares, priced $ 8.5 per share in 1989 Dell launched its first notebook computer Dell desktop computerLimerick in Ireland in 1990 to build production plant to supply Europe, the Middle East and Africa for the first time in 1992 by "Fortune" magazine as the world's five hundred enterprises in 1993, the top five manufacturers of computer systems in Australia and Japan Set up an office, entered the Asia Pacific market price of $ 8.5 in 1995, the first in Dell stock rose to $ 100 before the splitOpened in 1996 in Penang, Malaysia, Asia-Pacific manufacturing center, Dell began selling computer products through the site to begin main network server market, one of the S & P 500 Index 1997 1,000 million Dell computers off the assembly line, common stock in the sub-Rose to 1,000 dollars per share, before demolition, Dell launched its first workstation systems, online sales increased from $ 1,000,000 a day early, jumped to over $ 4,000,0001998 expansion in the U.S. and Europe, production plant, and opened in Xiamen, China manufacturing and customer service centers, PowerVault storage products launched in 1999 in Nashville, Tennessee (Nashville, Tenn) establishment of new offices, expanding American business, Eldorado do Sul, Brazil set up production facilities to meet the needs of the Latin American market, launched "E-Support - Direct from Dell" online technical support servicesOnline sales in 2000 reached 5,000 million U.S. dollars per day, calculated by the workstation shipments, Dell's first top ranked global launch PowerApp application server, the first Dell PowerEdge servers millions off the assembly line in 2001 for the first time a global market share Most computer makers, according to the standard Intel architecture server shipments computing, Dell ranked first in the United States, the introduction of PowerConnect network switchesDell 2002, Austin industrial park its name Topfer Manufacturing Center, in recognition of Mort Topfer in the 1994-2002 term of office, and the socialcontribution of Dell, Dell launched its first "blade" servers, handheld devices introduced into the Axim X5 Market for retail customers in the United States launched a standards-based cash registers, launched 3100MP projector into the projector market, sold the two millionth Dell PowerConnect network switch units, Dell's U.S. customersto choose their preferred supplier of computer systems3 The reason why dell can fly before 2006A .The begin of direct sellingIn 1988, Dell's public offering of stock, "direct model " formally announced the beginning.From the beginning, their design, manufacture and sale of the entire process, to listen to customer feedback, reflecting customer problems and meet customer requirements for the purpose. They established a direct relationship between thetelephone call from the start, followed by face to face interaction, but now the helpof the network for communication, these practices so that they can get the customer'sresponse and timely informed of the people for the products, services and recommendother products on the market , and know what they want the products developed.Dell's direct model offers the most valuable technology solutions: SystemConfiguration strong and rich, unparalleled performance and low cost. It also enablesDell to price competitive in order to introduce the latest relevant technologies. Dell,in his memoirs described the benefits of the direct sales modelB the advantage of direct selling Compared with the traditional indirect model, direct model really play a productiveadvantage. Because indirect sales process model must have two: one from themanufacturer to the dealer and the other is from the distributor to the customer. Indirect mode, only a sales staff, and have been able to focus fully placed in thecustomer. At this point, Dell does not meet with customers in a way, their customerbase to be broken down, some of them to sell for large enterprises, while others areresponsible for the federal government, state governments, educational institutions,small Companies and general consumers. Such a framework of good for sales, becausesales people become professionals. They do not - they get more than one produced bydifferent manufacturers of different products all the details, do not have to rememberthat every form of customer preferences in the product all the while dealing with theissue of his clients have become the line at home Hand, which makes cooperationbetween Dell and the overall customer experience more completeFive reasons: First, rapid response, on demand, Dell headquarters powerful orderprocessing system and production system; Second, powerful data processing capabilitiesand advanced information management technologies; Third, the excellent customerservice, strong call center Services; Fourth, a strong and efficient supply chain;Fifth, low cost and price wars.C Build to orderBy a single custom Dell direct model to truly achieve a "zero inventory and highturnover. " As Dale said: "People look only to stay in the mode of Dell's direct sales,and this as Dell's unique place. But the final stage of direct sales is only a means.we truly work towards Operating mode is the pursuit of zero inventory. "As customized by Dell, its inventory turnover of 一五 times a year. In contrast,other rely on distributors and resellers to sell competitors, and its turnover numberis less than half of Dell. In this regard, well-known industry analyst in Boston • J •William Gregory said: "The annual cost of parts and components industry decreased by一五% or more, this fast turnaround means more gross profit can be from 1.8% to 3.3%."D Conclusion of dell’ direct selling1, a direct contact with customers. The design, manufacture and sales process is to listen to customer feedback, reflecting customer demand as the starting point.2, using the most popular network of direct sales, making care more convenient to buy capacity, thus greatly improving the efficiency of sales.3, the most competitive price advantage but also direct one of the factors. Relativeto the value-added resellers, since bypassing the retailers, the price is relatively cheap, and thus played a real productivity advantage.4 Dell facing challengeA sharply decrease at the second quarter in2006In 2006, Dell's success and fortune to enter the global market, direct sales model in all countries, much of Wall Street stock industry sector and the IT challenge. Dell's overall performance in 2006, lack of good can be said, not only in the third quarter was the most powerful competitor to HP's global market share of 16.3% compared with 16.1% and beyond, lost the personal computer market in the world's treasure-bit, and sales growth rate lagged behind the overall market average, particularly in emerging markets led to its overall share of the negative decline in the market while a number of important senior management turnover also makes the Dell seems decidedly become a sick old man of the enterprise. Dell has a former vice president of William J · Amelio, former president of China, Foo Piau Phang, former president of China, Michael David, the original Japanese director of residential and commercial sales Sotaro Amano, Asia Pacific and Japan vice president of marketing David Schmoock and so has joined the rival camp, especially if Dell's marketing in Asia Pacific from the customer's senior management to come to a general migration to the associationB Dell's direct model of the DisadvantageDell's direct model and even in emerging countries has been the development of some European countries do not go well. For example, in Italy, China, India and other countries, Dell's market share has been unsatisfactory. In China and India, attracted the attention of the world's emerging "gold " market, Dell's direct sales as the boats sailing in the yellow desert. According to IDC, the end of 2005, Lenovo's PC market in Asia Pacific market share of 17.6%, HP at 10%, while Dell was 9.9%. The HP plans PC sales in Asia-Pacific region in 2006 will reach about 20% growth rate is 10% of the region, the growth of the industry is expected to double. Obviously compared to Dell's performance in passing Lenovo and HPThe superior attitude towards customer needs and complaintsNeglect and negative treatment of resellers and system integratorsBrand indifference, lack of dynamism and intimacy of HealthLack of innovation, stubborn conservative5 Dell’ turnaround strategyFor the plight of direct sales model, Dell had been taken to ignore and not recognize the attitude. But the growing number of analysts on Wall Street face ofcriticism and accusations, and other IT giants several times more than its sales growth of its market share erode, and the declining stock price, Dell had tostubbornly rigid Acknowledge the existence of the operation and management of its huge flaws and shortcomings.A Mergers and acquisitions of other PC companies, make up less than channelNot long ago, IT industry came with the Founder of Dell is planning acquisitions. News reports said that Dell plans to acquire the computer division to make up for Founder's own lack of channels. Meanwhile, Wall Street analysts and IT industry analysts believe the acquisition of emerging countries also have existing sales channels, Dell computer products sales growth slow out of magicB To open stores in order to strengthen channel salesIn the direct sales model into the marginal benefit of zero or even negative marginal benefit, Dell have been conducted in several countries show store sales model. This is the Dell sales model was a major breakthrough.C Accelerate the pace of new product introductions, price warDell has always been proud of its new product launch success rate is the fundamental one. Changes in order to improve sales and sales growth lagged behind majorcompetitors in the situation, Dell has launched a new product speed and price as the primary means of competition. In 2006, Dell launched a computer with AMD processors, servers, notebooks, and adjust prices.D Into different areas of the market, opening up new marketsproduct varieties into a completely different market segment. Dell is a precedent in this area of the. Such as Dell started selling printers in 2003 and into the consumer electronics market. Today, Dell's product line covers the PC, servers, storage products, printers, including PDA, smart phones, digital cameras and flat-panel TVs and other consumer electronic products.6 outlookThe establishment of Solutions, providing support for some channels, so that they play a capital role in the platform, while also helping Dell to expand end-userDell's home consumer market to adapt to the fighting has begun, some of the designfor this market and the changes have begun. Dellx Direct website is being modified again and again, hoping to become more automated, eliminating the need for human intervention can be achieved online payment, the next single. Services into the phone should provide consumers with the same dialect in different parts of the class of communication, such as Shanghai and Shanghai dialect to communicate in Cantonese and Guangdong consumer exchanges. In order to adapt to individual consumers was nobody at home during the day the situation, Dell will also need to improve the logistics system intelligent enough to make the most appropriate time in the computer shipped to the customer's home.Well-organized team, and continuously improve staff collaboration, and personal qualities and work-related expertise, reasonable transfer configuration to achieve optimal talent, work more efficient, ongoing system integration. End systems and internal links, rational and effective integration, reduce the workload and the company operating funds to reduce costs and create greater efficiency.Effective enterprise resource planning and allocation of funds associated, continuous development of new products and provide more quality services to morefirmly their own competitive position and continue to serve as a global industry leader in the role of the factory!参考资料经济观察网易财经百度百科2020年4月19日星期日13:12:194.19.202013:1213:12:1920.4.191时12分1时12分19秒Apr. 19, 2019 April 20201:12:19 PM13:12:19。