SRQ公司国际市场营销战略研究

发布时间：2018-03-01 11:22

本文关键词： SRQ公司国际市场环境营销策略组合国际市场营销战略　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：从90年代到现今,随着中国的改革开放与深入发展,中国制造业雄起,其中,风靡欧美的烤炉制造业在我国获得了高速的发展,中国烤炉制造业成为了世界烤炉的主要供应力量,为北美、欧洲、澳洲等地区提供烤炉。在北美地区,原有的制造商已基本退出市场,仅有少数仍保留着组装生产线。虽然现在中国仍是烤炉的主要生产国,但自2007年金融危机以来,各国经济都受到了不同程度的影响,中国烤炉制造业开始遭遇了更多、更大的挑战,一方面是原有的制造业相对优势在渐渐弱化；另一方面是各国的贸易保护主义开始抬头,怎样才能在如此残酷的竞争胜出呢? 本论文以SRQ公司作为研究的蓝本,通过应用市场营销理论、战略理论,以及“波特五力”因素模型工具,分析了SRQ公司的经营实际情况,对SRQ公司所处的环境进行了SWOT分析,找出了主要的外部威胁与机会,公司内部的优势与劣势,基于这些分析,本论文构建了SRQ公司的细分市场与目标市场营销战略,并且提出了相应营销策略与实施保障。最终为SRQ公司提出了多样化产品经营与新型关联空白市场创新进入的战略方案,通过保留与强化优势产品、创新新产品的战略模式为SRQ公司增加市场占有率,扩大国际品牌影响。本文通过理论与实际相结合,灵活运用市场营销与战略理论,切实从企业经营实际出发,为企业解决实际存在的问题,为SRQ公司提出了执行性较强的国际市场营销战略与具体实施步聚,这不仅对SRQ公司的发展具有一定的指导意义,也为其它同行业的企业提供了借鉴。
[Abstract]:From 90s to now, with the reform and opening up and in-depth development of China, the Chinese manufacturing industry has flourished. Among them, the oven manufacturing industry, which is popular in Europe and the United States, has gained rapid development in our country. China's oven manufacturing industry has become a major supplier of ovens in the world, providing ovens for North America, Europe, Australia, etc. In North America, the original manufacturers have largely withdrawn from the market. Only a few still maintain assembly lines. Although China is still a major producer of ovens, the economies of all countries have been affected to varying degrees since the financial crisis in 2007, and China's oven manufacturing industry has begun to suffer more. The bigger challenge is that, on the one hand, the relative advantage of the original manufacturing industry is gradually weakening; on the other hand, the protectionism of various countries is beginning to rise. How can we win in such cruel competition? This paper takes SRQ Company as the research model, through applying marketing theory, strategy theory and the "Porter five Force" factor model tool, analyzes the actual operating situation of SRQ Company, and carries on the SWOT analysis to the SRQ company's environment. Find out the main external threats and opportunities, the internal strengths and weaknesses of the company, based on these analysis, this paper constructed the SRQ subdivision market and target marketing strategy. And put forward the corresponding marketing strategy and implementation guarantee. Finally put forward the diversification of product management and new related blank market innovation into the strategic plan for SRQ, by retaining and strengthening the advantages of products, The strategic model of innovating new products is to increase the market share of SRQ and expand the influence of international brands. Through the combination of theory and practice, this paper makes flexible use of marketing and strategy theory to solve the practical problems for enterprises. This paper puts forward a strong executive international marketing strategy and concrete implementation for SRQ Company, which not only has certain guiding significance for the development of SRQ Company, but also provides reference for other enterprises in the same industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.4

【共引文献】