Colorquartz公司市场进入战略研究

发布时间：2018-01-15 23:06

本文关键词：Colorquartz公司市场进入战略研究　出处：《上海交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：在全球化的竞争压力逐渐增加时期,中国制造商必须持续扩展进入新市场以便维持增长并提升市场份额。制造商面临的主要问题在于市场进入战略,中国上海一家石英面材料制造商,Colorquartz公司,就面临这样的问题。本文主要目标在于调查和分析制造公司寻求全球拓展的方法,并为Colorquartz公司渗透进入美国市场提供建议。本研究的重要性是基于这样的一个概念,即成功渗透进入美国市场表示着一个公司已经拥有全球意识。美国作为全球最大经济体,有着精明的购买者和激烈的竞争环境。同时,美国也是最具前景的市场,公司间的竞争不仅限于价格,也包含质量和服务。研究的最初部分是对整个行业的介绍。制造商着力于发展海外市场以便维持增长和市场份额多样化。关于建筑材料领域有着大量的研究,尤其石英面方向是该领域增长最快的部分。本文分为三个不同的部分:深入分析Colorquartz公司目标市场的经济环境;依据目前的经济情景,分析了前景市场分区最具潜力的市场机会;目标市场最有效率和最佳进入策略。最后,本文论证了一家本土公司如果希望品牌获得全球认可,国际化扩展势在必行。通过大量实质性研究和对于市场进入策略的细致实施,本土公司可以增加渗透到国际市场成功的可能性,并为Colorquartz公司提供了可实践指导和进入美国市场的解决方案。
[Abstract]:In the global competition pressure gradually increase period, China manufacturers must continue to expand into new markets in order to maintain growth and enhance market share. The main problem facing manufacturers is the market entry strategy, Shanghai Chinese a quartz material manufacturer, Colorquartz company is facing the same problem. The main goal of this paper is the investigation and analysis for global manufacturing company to expand, and penetrate into the American market to provide suggestions for Colorquartz company. The significance of this research is based on such a concept, namely the successful penetration into the United States, said a company already has a global consciousness. The United States as the world's largest economy, has a shrewd buyers and competitive environment. At the same time, the United States which is the most promising market, the competition between companies is not limited to the price, quality and service. The research also includes the first part Is for the entire industry. The manufacturers focus on the development of overseas markets to maintain growth and market share diversification. About building materials has a lot of research, especially in the field of quartz surface direction is the fastest growing part. This paper is divided into three different parts: in-depth analysis of Colorquartz company's target market economic environment; on the basis of the current economic situation, analyzes the prospect of market division, the most potential market opportunities; target markets are the most efficient and best entry strategy. Finally, this paper demonstrates a local company if you want to get the brand global recognition, international expansion is imperative. Through a large number of substantial research and meticulous implementation of market entry strategy for the local. The company can increase the possibility of successful penetration into the international market, and provides practical guidance and solution to enter the U.S. market for Colorquartz company Plan.

【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92;F272

【相似文献】