TF公司东北区营销战略研究

发布时间：2018-04-05 07:09

本文选题：打标机　切入点：营销　出处：《东北大学》2013年硕士论文

【摘要】：2001年中国正式加入WTO,从此踏上了融入国际经济社会的快车道。随着外国直接投资的总量大幅增加,投资方式实现多样化,中国市场也将大大活跃。2004年,国家质检总局、发改委、海关总署、商务部联合发布的《缺陷汽车产品召回管理规定》正式实施。要求更多的汽车零部件厂商对自己所生产的零部件进行永久追溯系统的建立,这就为TF公司进入中国创造了极佳的历史机遇。2013年1月1日,《缺陷汽车产品召回管理条例》正式实施,此《条例》的立法层级高于《规定》,惩处力度大大增强。TF公司作为全球永久追溯系统行业的领导者,在汽车以及零部件行业建立了自己庞大的市场和客户群。但是,在中国东北区市场,由于面临中国的国产品牌的低价竞争以及不规范的市场竞争,TF公司却显得力不从心。如何依靠自己本身的技术和产品实力,借助中国的市场发展机遇实现在中国本土的快速发展,对TF公司来说是一个值得认真研究的课题。首先对东北区打标机应用市场进行了详细分析,运用PEST环境分析法对东北区打标机外部环境进行分析,运用波特五力模型法对东北区打标机行业进行分析,详述了TF公司在目前东北应用市场的发展机遇。然后运用SWOT分析方法,对TF公司东北区本身的优势、劣势、机会和挑战等方面逐一剖析,最后根据STP战略,4P营销组合战略制定TF公司东北区营销战略,并提出实施和控制方案。
[Abstract]:China formally joined WTO in 2001 and has been on the fast track of integration into the international economic society since then.As the total amount of foreign direct investment (FDI) increases substantially and the investment modes become diversified, the Chinese market will also become more active. In 2004, the State Administration of quality Supervision, Inspection, Development and Reform, and the General Administration of Customs,The Ministry of Commerce jointly issued the "defective Automobile Product recall Regulation" to be formally implemented.Requiring more auto parts manufacturers to establish permanent traceability systems for the parts they produce,This creates an excellent historical opportunity for TF to enter China. On January 1, 2013, the Regulation on the recall of defective Automobile products was formally implemented.The legislation level of this regulation is higher than that of regulation, and the punishment greatly strengthens. TF, as the leader of the global permanent tracing system industry, has established its own huge market and customer base in the automobile and parts industry.However, due to the low price competition of Chinese domestic brands and the non-standard market competition in Northeast China market, TF Company appears to be unable to do so.How to rely on its own technical and product strength and the opportunity of market development in China to realize the rapid development in China is a subject worthy of serious study for TF Company.First of all, the application market of the northeast area marking machine is analyzed in detail, the external environment of the northeast area marking machine is analyzed by using PEST environmental analysis method, and the northeast area marking machine industry is analyzed by Porter's five-force model method.The development opportunity of TF company in the northeast application market is described in detail.Then, by using the SWOT analysis method, the author analyzes the strengths, weaknesses, opportunities and challenges of the Northeast region of TF Company one by one. Finally, according to the marketing combination strategy of STP strategy / 4P, it formulates the marketing strategy of the Northeast region of TF Company, and puts forward the implementation and control scheme.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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