美国RI公司MM品牌中国市场开发战略研究

发布时间：2018-02-10 02:49

本文关键词： 品牌中国市场市场开发战略研究　出处：《扬州大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,我国汽车改装市场迅速发展,越来越多的国外改装行业巨头把发展的目光聚焦在中国这个潜力发展强劲,增长迅猛的广阔市场上。同时,国内改装品牌崛起,随着在汽车改装领域内投资的增多,无论是国内品牌还是已经入入驻中国市场的国外品牌,还是准备在中国起步的业内新贵,企业之间面临的竞争越来越激烈。在这种情况下,美国RI公司如何凭借其在美国本土多年的产品和经验顺利进入中国市场,如何在中国市场占据一席之地,实行怎样的市场开发策略,面临愈演愈烈的市场竞争,更加迫切的需要探讨和制定一个适合自己并切实可行的中国市场开发战略研究。本文基于战略管理和市场营销的基本理论及方法,从中国汽车改装行业的发展现状和特性出发,结合企业的内部和外部环境,企业制定战略的基本过程来探讨适合MM品牌的市场开发战略和具体实施对策。首先,本论文介绍了研究背景及对象、研究背景和意义,对相关文献进行综述,介绍论文选题的相关理论基础和国内外最新研究进展情况,确定了本文的研究方法和技术路线。然后对相关理论基础,对论文中用到的具体的理论和工具进行阐述。接下来对RI公司进行介绍,对MM品牌经营现状进行概括。同时,对竞争品牌的发展现状进行分析和归纳,找出MM品牌的优势所在。并运用市场调查的方法,对消费者实际需求进行调查,为下一步的战略选择提供真实有效的数据。最后对RI公司的内部条件进行分析,得出其优势和劣势。并结合上一章中归纳出的机会和威胁进行总体的SWOT分析,进而得出适合MM品牌中国市场的开发的战略。并为MM品牌制定了切实可行的中国市场开发策略,并提出实施对策。
[Abstract]:In recent years, China's auto refit market has developed rapidly, and more and more foreign modification industry giants have focused their attention on the vast market with strong potential and rapid growth in China. At the same time, domestic refit brands have risen. With the increase of investment in the field of automobile modification, whether domestic brands, foreign brands that have entered the Chinese market, or the newly rich in the industry who are ready to start in China, the competition among enterprises is becoming more and more intense. How does American RI Company enter the Chinese market smoothly with its products and experience in the United States for many years, how to occupy a place in the Chinese market, what kind of market development strategy is implemented, and how to face the increasingly fierce market competition. There is a more urgent need to explore and formulate a suitable and feasible Chinese market development strategy research. Based on the basic theory and method of strategic management and marketing, this paper starts from the development status and characteristics of China's auto refit industry. Combined with the internal and external environment of the enterprise, the basic process of the enterprise strategy to explore the market development strategy and specific implementation strategies suitable for MM brand. First, this paper introduces the research background and object, research background and significance. This paper summarizes the relevant literature, introduces the theoretical basis of the topic selection and the latest research progress at home and abroad, determines the research methods and technical routes of this paper. The specific theories and tools used in the paper are expounded. Then the RI company is introduced, and the current situation of MM brand management is summarized. At the same time, the development status of competitive brands is analyzed and summarized. Find out the advantages of MM brand. And use the method of market research to investigate the actual needs of consumers, and provide real and effective data for the next strategic choice. Finally, the internal conditions of RI company are analyzed. The advantages and disadvantages are obtained. Combined with the opportunities and threats summarized in the previous chapter, the overall SWOT analysis is carried out, and then the development strategy suitable for MM brand China market is obtained, and the feasible Chinese market development strategy for MM brand is formulated. And puts forward the implementation countermeasure.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.471

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