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1、A Thesis Submitted in Partial Fulfillment of the Requirementsfor the Degree of Master of Business AdministrationResearch on the Marketing Strategy ofHB Philatelic CompanyCandidateMajorSupervisor：Chen Yanhua：Master of Business Administration：Prof. Li ChangjiangHuazhong University of Science & Technol
2、ogyWuhan 430074, P.R.ChinaApril, 2013独创性声明本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除文中已经标明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。学位论文作者签名：陈艳华日期： 2013年4月16日学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学位论文的规定，即：学校有权保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅 。本人授权华中科技大学可以
3、将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印 、缩印或扫描等复制手段保存和汇编本学位论文。保密， 在本论文属于不保密。（请在以上方框内打“”）学位论文作者签名：日期： 年 月 日年解密后适用本授权书。指导教师签名：日期： 年 月摘要推动社会主义文化大发展大繁荣，提高文化产业规模化、集约化、专业化水平，是党的十八大关于文化建设的重要战略部署。这给邮政集邮业务带来了良好的发展机遇。本文通过对 HB 集邮公司营销模式进行研究，整合营销资源，提高营销水平，促进集邮业务又好又快的发展。集邮是文化建设的重要领域，未来几年我国集邮市场的需求必将大幅度增加，随着我国集邮业务的进一步发展，必
4、将会有更多的相关行业企业进入国内省内的集邮产品市场，这同时也会给邮政集邮的发展带来严峻的挑战。当前，中国集邮仍然属于垄断市场，由于长期不重视营销工作，我国集邮营销能力一直处于较低水平。本文全面分析了 HB 集邮公司营销的现状、业务竞争态势、营销影响因素以及所处的内外部环境，提出了营销方面存在的问题以及产生的原因。首先，介绍了邮政营销研究的理论意义和现实意义，提出了营销问题是制约着 HB 集邮公司的可持续发展，阐述了公司需要解决的营销问题。其次，通过查阅营销方面的相关文献，阐述了营销组合相关理论在企业营销实践之中的应用，介绍了 HB 集邮公司营销现状，业务发展状况，以及从产品结构方面进行了分析，
5、明确指出了 HB 集邮公司营销方面存在的主要问题，指出企业在营销渠道、客户管理、营销队伍等多个方面存在的问题以及产生的原因。再次，运用 SWOT 方法剖析 HB 集邮公司具备的优势、劣势、机遇和挑战，并对 HB 集邮公司营销的宏观和微观环境也进行了分析。最后，针对 HB 集邮公司营销存在的问题，从产品策略、价格策略、渠道策略、促销策略四个方面提出了具体优化方案，并从营销人员配置方面提出了具体的实施意见，最终实现 HB 集邮公司营销方面的新突破。关键词：集邮业务营销策略邮品营销营销环境IAbstractIn the Eighteen Plenary Session the Communist P
6、arty pointed out that the importantstrategic plans in the cultural construction are promoting the development and prosperity ofsocialist culture, and improving the scale, intensive and professional level of cultural industry.This brought good opportunities for development of post philatelic business
7、. This paperresearches the marketing mode of HB Philately Company, and aims at integrating marketingresources, improving the marketing level, and promoting a sound and rapid development forphilately business.Philately is an important field of cultural construction, and the demand of philatelicmarket
8、 in China is going to increase considerably in next few years. With the furtherdevelopment of philately in China, more and more industries and enterprises are bound toenter the domestic philatelic market, which will also bring serious challenges to thedevelopment of the postal philately. At present,
9、 the National Philately in China still belongs tomonopolized industry. Because of paying less attention to marketing for long time, Chinesephilatelic marketing capabilities stays at a low level. This paper comprehensively analyzes thestatus of HB Philatelic marketing, business competition, marketing
10、 influencing factors and theinternal and external environments, and points out the existing problems and the causes inmarketing. At first, the paper demonstrates the theoretical and practical significances of thepostal marketing research; points out that the marketing issues restrict the sustainable
11、development of the HB Philatelic Company, and states the marketing issues that need to beaddressed. Secondly, through access to the marketing literatures, this paper states theories ofthe marketing mix applied in corporate marketing practices, introduces status of HB PhilatelicCompany marketing and
12、business development, analyzes product structures, clearly pointsout the main problems of marketing in HB Philatelic Company, points out the problems inmarketing channels, customer management, marketing team and other fields, and the causesof these problems. Thirdly, this paper adopts the SWOT metho
13、d to analyze the advantages,disadvantages, opportunities and challenges of HB Philatelic Company, and analyzes themacro and micro environments of HB Philatelic Company marketing. Finally, in order toresolve the problems for the HB Philatelic Company marketing, this paper comes up withspecific propos
14、als from product strategy, pricing strategy, channel strategy and promotionalstrategy, provides specific implementation advice for marketing staffing, and ultimatelyrealizes breakthroughs in the marketing of HB Philatelic Company.Keywords: philatelic business; marketing strategy; Stamps marketing; marketing environmentII目 录摘 要 . IAbstract .
