比利时E公司在中国的市场营销战略研究

发布时间：2018-02-13 15:18

本文关键词： 市场营销战略差异化建筑装饰行业　出处：《西南交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,在国家政策的支持下,建筑装饰材料企业实现了较为快速的发展。比利时E公司进入中国市场将近20年,在多年的发展中取得了不错的发展业绩,在建筑装饰材料行业中处于同类产品行业领先者地位,在市场竞争中具有雄厚的竞争力,目前业务模式和公司运行也相对比较成熟,为了实现长久的发展和增强公司竞争力,迫切需要进行战略规划。本文首先介绍了相关的企业战略管理理论和战略分析工具,结合实际情况,进一步从政治环境、经济环境、社会环境、技术环境等方面分析了企业所面临的宏观环境；运用五力模型分析了企业所处的行业环境；从组织架构、人力资源、资质能力、技术资源等方面分析了企业的内部环境。在内外部环境分析的基础上,运用SWOT分析的框架,遵循相关原则,确立了比利时E公司的市场营销战略,并从产品(Product)、价格(Price)、渠道(Place)及促销(Promotion)四个方面给出了公司具体的市场营销策略。本文最后提出了战略实施的相关管理建议。本文的研究成果对于建筑装饰企业的市场营销战略研究具有一定的理论意义,对于比利时E公司的战略规划和实施有实用价值,也希望本文的研究思路和方法对于其他行业市场营销战略的设计能够起到参考作用。
[Abstract]:In recent years, with the support of national policies, the construction and decoration materials enterprises have achieved relatively rapid development. Belgium E Company has entered the Chinese market for nearly 20 years, and has made good achievements in the development of many years. In the industry of architectural decoration materials, it is the leader of the similar products industry, and has strong competitiveness in the market competition. At present, the business model and the company operation are relatively mature, in order to achieve long-term development and enhance the competitiveness of the company, Strategic planning is urgently needed. This paper first introduces the theory of enterprise strategic management and strategic analysis tools, combined with the actual situation, further from the political environment, economic environment, social environment, technological environment and other aspects of the macro environment faced by enterprises; This paper analyzes the industry environment of the enterprise by using the five-force model, analyzes the internal environment of the enterprise from the aspects of organizational structure, human resources, qualification ability, technical resources, etc. On the basis of the analysis of internal and external environment, it applies the framework of SWOT analysis. Following the relevant principles, the marketing strategy of Belgium E Company is established, and the specific marketing strategies of the company are given from four aspects: product, price, channel place and promotion promotion. Finally, the paper puts forward the relevant management suggestions for the implementation of the strategy. The research results of this paper have certain theoretical significance for the marketing strategy research of architectural decoration enterprises, and practical value for the strategic planning and implementation of Belgian E Company. I also hope that the research ideas and methods for other industries marketing strategy design can play a reference role.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.91

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