中国水泥装备企业国际化营销策略研究
发布时间：2018-11-22 18:29
【摘要】：21世纪最初十年，伴随着中国经济的快速发展，全球化步伐的加快，我国建材工业飞速发展，中国水泥装备产业在本土化的发展逐步到达顶峰，开始走向下行发展的通道，水泥装备企业未来的生存和发展岌岌可危，加快转型，提升核心竞争力，水泥装备企业已经处于非常关键时期。在新的科技革命及跨国公司迅速发展的带动下，全球经济日趋一体化，各国经济在世界范围内实现了竞争与协作相结合的良好共存局面。在全球范围内，各生产要素由于跨国公司的快速发展实现了优化配置和重新整合，从而使全球制造业的分工方式产生了适应新时代要求的种种变化。 目前，我国水泥建材装备产业必须加快发展，加快转变发展方式，继续实施技术创新、由大变强的发展思路，形成具备国际竞争力的装备制造供货商。中国水泥装备企业面对国际化战略，要认真分析当前内外部形式，加强对现代营销观念、现代营销理论、现代营销方法等方面的研究和实践，特别是全方位营销思路包括关系营销、整合营销、内部营销和绩效营销等方面的应用，从而实现营销活动为企业和社会创造更大的经济效益和社会效益，成为符合时代特征的国际化企业集团。 本文在总结我国主要国内知名水泥装备企业发展现状和问题，结合国内外行业发展特点，以及海外营销未来的趋势，对国际营销的宏观环境进行了分析，，运用SWOT方法对其参与国际营销的优势、劣势、机会和威胁作了分析和描述，确定了水泥装备制造企业的未来核心定位，为其制定了适合国际营销的战略和措施，对其国际化营销思路进行分析和研究。
[Abstract]:In the first ten years of the 21st century, with the rapid development of China's economy and the acceleration of the pace of globalization, the building materials industry of our country has developed rapidly, and the development of China's cement equipment industry has gradually reached its peak in the process of localization, and it has begun to move down the path of development. The survival and development of cement equipment enterprises in the future are in danger. The cement equipment enterprises have been in a very critical period to accelerate the transformation and enhance the core competitiveness. Driven by the new scientific and technological revolution and the rapid development of multinational corporations, the global economy is becoming more and more integrated, and the economies of all countries have realized a good coexistence of competition and cooperation in the world. In the global scope, due to the rapid development of multinational companies, the factors of production have realized the optimal allocation and re-integration, so that the global manufacturing division of labor has produced a variety of changes to meet the requirements of the new era. At present, China's cement building materials equipment industry must speed up the development, speed up the transformation of development mode, continue to implement technological innovation, from the development of a strong train of thought, to form an international competitive equipment manufacturing supplier. In the face of international strategy, Chinese cement equipment enterprises should seriously analyze the current internal and external forms, strengthen the research and practice of modern marketing concepts, modern marketing theories, modern marketing methods, etc. In particular, comprehensive marketing ideas include the application of relationship marketing, integrated marketing, internal marketing and performance marketing, so that marketing activities can create greater economic and social benefits for enterprises and society. To become an international enterprise group in line with the characteristics of the times. This paper analyzes the macro environment of international marketing by summing up the current situation and problems of major domestic famous cement equipment enterprises, combining the characteristics of domestic and foreign industries, and the future trend of overseas marketing. This paper analyzes and describes the advantages, disadvantages, opportunities and threats of participating in international marketing by using SWOT method, determines the core position of cement equipment manufacturing enterprises in the future, and formulates strategies and measures suitable for international marketing. Analysis and research on its international marketing ideas.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274
本文编号：2350194
[Abstract]:In the first ten years of the 21st century, with the rapid development of China's economy and the acceleration of the pace of globalization, the building materials industry of our country has developed rapidly, and the development of China's cement equipment industry has gradually reached its peak in the process of localization, and it has begun to move down the path of development. The survival and development of cement equipment enterprises in the future are in danger. The cement equipment enterprises have been in a very critical period to accelerate the transformation and enhance the core competitiveness. Driven by the new scientific and technological revolution and the rapid development of multinational corporations, the global economy is becoming more and more integrated, and the economies of all countries have realized a good coexistence of competition and cooperation in the world. In the global scope, due to the rapid development of multinational companies, the factors of production have realized the optimal allocation and re-integration, so that the global manufacturing division of labor has produced a variety of changes to meet the requirements of the new era. At present, China's cement building materials equipment industry must speed up the development, speed up the transformation of development mode, continue to implement technological innovation, from the development of a strong train of thought, to form an international competitive equipment manufacturing supplier. In the face of international strategy, Chinese cement equipment enterprises should seriously analyze the current internal and external forms, strengthen the research and practice of modern marketing concepts, modern marketing theories, modern marketing methods, etc. In particular, comprehensive marketing ideas include the application of relationship marketing, integrated marketing, internal marketing and performance marketing, so that marketing activities can create greater economic and social benefits for enterprises and society. To become an international enterprise group in line with the characteristics of the times. This paper analyzes the macro environment of international marketing by summing up the current situation and problems of major domestic famous cement equipment enterprises, combining the characteristics of domestic and foreign industries, and the future trend of overseas marketing. This paper analyzes and describes the advantages, disadvantages, opportunities and threats of participating in international marketing by using SWOT method, determines the core position of cement equipment manufacturing enterprises in the future, and formulates strategies and measures suitable for international marketing. Analysis and research on its international marketing ideas.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274
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本文编号：2350194
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