RJ公司东南亚市场营销研究

发布时间：2018-01-29 00:39

  本文关键词： 东南亚市场 网络设备 新兴厂商 坏境分析 竞争分析 营销战略　出处：《北京邮电大学》2012年硕士论文　论文类型：学位论文

【摘要】：本文试图运用营销管理知识,从以下几个方面论述RJ公司(出于保密目的,故以下简称RJ公司)作为国内新兴的网络设备厂商进入东南亚市场的营销战略。华为、中兴等中国厂商在全球市场的崛起已成事实,受益于通信行业这个中国最规范、发展最快的行业,自然就培养出了世界级的提供商,近年来我国已经有诸多有实力、有远见的通信制造公司成功的开拓了海外市场,优惠的价格、良好的服务成为了我国通信制造企业的核心标志。东南亚市场,作为海外市场开拓“由近及远”市场战略中的桥头堡之一,是通信设备厂商重要的海外市场及必争之地。作为一家新兴的网络设备公司,RJ公司经过5年左右的发展和积淀,已经在中国国内占据了一定的市场份额,拥有了有竞争力的产品解决方案,有能力也有强烈意愿开始海外市场拓展。海外市场拓展伊始,面对东南亚市场的充分竞争和特有的地域环境,营销战略的制定至关重要。 本文根据本人多年海外市场拓展经验,结合现RJ公司的实际情况,运用营销管理理论及分析方法,进行RJ公司内、外部环境分析以及竞争分析,最后得出营销战略及实施重点。从而针对一个典型的新兴通信设备厂家,在其海外市场丌拓初期资源有限的情况下,如何集中资源,准确定位,从而实现营销目标,并保持快速增长,提出了营销战略方案。
[Abstract]:This paper tries to use the knowledge of marketing management to discuss RJ Company (for the purpose of confidentiality) from the following aspects. Therefore, RJ Company (hereinafter referred to as RJ Company) as the domestic emerging network equipment manufacturers into the Southeast Asian market marketing strategy. Huawei, ZTE and other Chinese manufacturers in the global market rise has become a reality. Benefited from the communication industry, China's most standardized, the fastest growing industry, naturally cultivate a world-class provider, in recent years, China has a lot of strength. The visionary communication manufacturing company has successfully opened up the overseas market, the preferential price, the good service has become the core symbol of our country's communication manufacturing enterprise. Southeast Asia market. As one of the bridgehead in the overseas market development strategy, it is an important overseas market and a necessary place for the communication equipment manufacturers. It is a new network equipment company. After about 5 years of development and accumulation, RJ has occupied a certain market share in China and has a competitive product solution. At the beginning of overseas market expansion, it is very important to make marketing strategy in the face of the full competition and unique regional environment of Southeast Asian market. According to my many years of overseas market development experience, combined with the actual situation of RJ Company, using marketing management theory and analysis method, RJ company internal and external environment analysis and competition analysis. Finally, the marketing strategy and implementation focus are obtained, so as to a typical new communication equipment manufacturers, in the case of limited resources in the initial development of overseas markets, how to concentrate resources, accurate positioning. In order to achieve marketing objectives, and maintain rapid growth, proposed marketing strategy.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

【引证文献】

中国博士学位论文全文数据库 前1条

1 谢军;中国制造业企业进入国际市场的行为模式及国际化绩效研究[D];暨南大学;2007年

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本文编号：1472010