成达公司东盟市场营销战略研究

发布时间：2018-04-21 01:42

本文选题：成达公司 + 东盟　；参考：《西南财经大学》2013年硕士论文

【摘要】：自从上世纪90年代初,中国-东盟建立对话关系以来,双边政治互信不断加强,贸易增长不断加快,经济融合不断加深。目前,东盟已经成为中国的第三大贸易合作伙伴。2011年,中国-东盟双边贸易额达到创纪录的3628.5亿美元。到2015年,中国-东盟双边贸易总额预计将突破5000亿美元。基于中国-东盟双边经贸的迅猛发展势头以及良好的市场和政策环境,作为国际工程公司的成达公司,将如何结合自身优势抓住这一战略机遇期,制定有效的且适合成达自己的东盟市场营销策略就显得非常有必要。笔者运用EMBA所学知识并结合日常工作实际情况,着重分析并探讨了成达工程公司在东盟发展过程中的市场营销战略,并对成达公司在东盟市场的发展提出了个人建议。本文共包括三个部分,具体如下：第一部分为前言。该部分主要明确论文的主题是研究成达工程公司在东盟市场的营销战略,着重阐述本文研究该问题的意义所在,并对本论文研究对象-成达工程公司予以简要介绍。第二部分为成达公司开拓东盟市场的环境分析和SWOT分析。根据在攻读EMBA期间所学知识和EMBA理论工具并结合成达公司东盟市场战略现状对成达公司在东盟市场的营销战略从多角度、多层次进行分析。通过PEST分析和SWOT模型分析认清了成达公司所面临的外部环境因素以及成达公司自身的优势、劣势和所面临的竞争对手和可能的机会,并得出：成达公司应依托自身优势,抓住历史机遇,继续开拓并重点发展成达公司的东盟工程市场。第三部分为成达公司东盟市场的营销战略制定。主要根据菲利普·科特勒的STP理论(市场细分、目标市场及市场定位),并结合成达公司的实际情况,提出了成达公司在东盟市场的营销战略。第四部分为成达公司东盟市场营销战略的计划和实施。该部分结合具体案例并以麦卡锡的4P营销理论为基础,从产品服务、价格、促销以及营销渠道方面提出了成达工程公司进一步开拓并重点发展东盟市场的具体措施和建议。第五部分为结论及建议。综合全文的分析和研究,成达工程公司在总成本领先的营销战略指引下,加强对东盟目标电力市场的开拓,以实现“成为全球一流国际工程公司”的战略目标,同时在目标市场营销过程中,企业应加强对市场风险的识别和防范。笔者希望通过本文的详细分析能给成达公司的海外发展带来些参考和借鉴作用,也希望成达工程公司能抓住中国-东盟双边贸易发展的契机,进一步扩大成达公司在东盟的市场和业务范围。同时,本人也希望能通过本文给国内众多工程公司的海外发展带来更深层次的思考。最后,由于笔者知识有限,如果有任何错误和疏漏之处,恳请各位老师、同学和读者批评指正。谢谢!
[Abstract]:Since the establishment of dialogue between China and ASEAN in the early 1990s, bilateral political mutual trust has been strengthened, trade growth has been accelerating, and economic integration has deepened. ASEAN has become China's third largest trading partner. Bilateral trade between China and ASEAN reached a record $362.85 billion in 2011. By 2015, the total volume of bilateral trade between China and ASEAN is expected to exceed US $500 billion. Based on the rapid development of bilateral economic and trade between China and ASEAN, as well as the favorable market and policy environment, as an international engineering company, how will Chengda Company combine its own advantages to seize this strategic opportunity period? It is necessary to establish effective and suitable ASEAN marketing strategy. Based on the knowledge learned by EMBA and the actual situation of daily work, the author emphatically analyzes and discusses the marketing strategy of Chengda Engineering Company in the course of ASEAN development, and puts forward some personal suggestions for the development of Chengda Company in ASEAN market. This paper consists of three parts, which are as follows: The first part is the preface. In this part, the main theme of this paper is to study the marketing strategy of Chengda Engineering Company in ASEAN market, and the significance of this study is expounded, and the research object of this paper, Chengda Engineering Company, is briefly introduced. The second part is the environment analysis and SWOT analysis of Chengda Company. According to the knowledge learned during the study of EMBA and the tools of EMBA theory and combining with the present situation of ASEAN market strategy of Chengda Company, this paper analyzes the marketing strategy of Chengda Company in ASEAN market from multiple angles and levels. By means of PEST analysis and SWOT model analysis, the external environmental factors faced by Chengda Company and its own strengths, weaknesses, competitors and possible opportunities are recognized, and it is concluded that Chengda Company should rely on its own advantages. Seize the historical opportunity to continue to open up and focus on the development of the ASEAN engineering market. The third part is the marketing strategy of ASEAN. According to Philip Kotler's STP theory (market segmentation, target market and market positioning) and combining with the actual situation of Chengda Company, this paper puts forward the marketing strategy of Chengda Company in ASEAN market. The fourth part is the plan and implementation of ASEAN marketing strategy of Chengda Company. Combined with specific cases and based on McCarthy's 4P marketing theory, this part puts forward concrete measures and suggestions for Chengda Engineering Company to further develop and focus on developing ASEAN market from the aspects of product service, price, promotion and marketing channels. The fifth part is the conclusion and recommendation. Based on the analysis and research of the full text, Chengda Engineering Company, guided by the overall cost leading marketing strategy, strengthens the development of the target electricity market of ASEAN, in order to realize the strategic goal of "becoming a world-class international engineering company". At the same time, in the process of target marketing, enterprises should strengthen the identification and prevention of market risks. The author hopes that the detailed analysis of this paper can bring some reference and reference to the overseas development of Chengda Company, and also hope that Chengda Engineering Company can seize the opportunity of China-ASEAN bilateral trade development. Further expand Chengda's market and business scope in ASEAN. At the same time, I also hope to bring deeper thinking to the overseas development of many domestic engineering companies through this paper. Finally, due to my limited knowledge, if there are any mistakes and omissions, please teachers, students and readers to criticize and correct. Thank you!
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

【共引文献】