LZCH公司国际市场开发策略研究

发布时间：2018-02-10 16:49

本文关键词： 粉末冶金市场进入国际市场开发市场开发策略　出处：《山东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,世界性粉末冶金工厂纷纷迁入我国,对我国本土的粉末冶金企业带来极大冲击,使我国一直以来靠价格优势体现竞争力的粉末冶金产品呈现低优势状态。加之我国本土粉末冶金生产设备与加工工艺的落后,造成高端产品生产能力不足,缺乏与国际品牌竞争的实力与策略,使得出口产品大部分为中低端粉末冶金制造零件。LZCH公司成立于1984年,虽然自2008年以来陆续引进国际生产设备,但公司大部分设备仍为国内生产,产出效率与工艺不尽如人意。而世界先进的全自动生产设备则由于价格高昂,维护成本太高也使公司未下决心对原有设备进行更换,导致公司产品档次无法提高,使产品的质量性能发展出现停滞。在开拓国际市场方面,LZCH公司主要通过世界企业网等商贸网站展示自己,各国的买家主动寻找该公司并进行交易,这种方式在LZCH公司刚刚走向国际市场时颇有成效。但随着网络时代的到来,国内粉末冶金企业纷纷在商贸网注册登录,作为国际买方在选择粉末冶金交易卖家时并不能进行有效筛选,导致LZCH公司被选中的概率并不高,因此近些年LZCH公司国际贸易的主要客户基本都是该公司之前的老客户。由于缺乏对国际公司的了解,LZCH公司主动寻求国际买家之路并不顺畅,不得不通过二级供应商的形式向国际市场供货,导致出口产品利润低,无法为企业的大幅度发展起支撑作用。在国际粉末冶金企业进驻中国,蓬勃发展之时,LZCH公司却进入了发展的瓶颈期,这种情况如果不加以改善,势必会对LZCH公司的发展甚至生存带来很大的威胁。面临国际市场开发的瓶颈期,如何进一步突破现有境况,打开高端国际市场,在壮大自己的同时能够发展成具有技术基础、经济规模、资本优势,又有市场优势和可持续研发能力的国际性公司,不仅是LZCH公司现阶段发展需要考虑的问题,也是国内众多粉末冶金中小型企业需要共同解决的问题。本文利用国际市场开发的基础知识,结合对LZCH公司的企业调研,通过分析LZCH公司国际市场开发规模、国际市场占有率情况等找出公司进行国际市场开发存在的种种问题。为解决这些问题,本文运用IFE内部因素分析法与多指标综合分析法对企业的生产能力、营销能力、服务能力等进行综合评估,从而扬长避短,对公司进行合理的国际市场开发提出相关策略性建议。不积小流,无以成江海。相信这些国际市场开发的策略会给LZCH公司带来新的契机,也会为其他粉末冶金企业提供一些参考。
[Abstract]:In recent years, the worldwide powder metallurgy factories have moved into China one after another, which has had a great impact on the local powder metallurgy enterprises in China. In addition, the backward production equipment and processing technology of domestic powder metallurgy have resulted in the shortage of production capacity of high-end products, because of the low competitive status of powder metallurgy products that have been relying on price advantages in our country for a long time. Lack of strength and strategy to compete with international brands led to the fact that most of the export products were medium and low end powder metallurgy manufacturing parts. LZCH was founded in 1984, although international production equipment has been introduced one after another since 2008. However, most of the equipment in the company is still produced domestically, and the output efficiency and process are not satisfactory. However, because of the high price and high maintenance costs, the world's advanced fully automatic production equipment has not made up its mind to replace the original equipment. As a result of the inability to improve the quality and performance of the company's products, the development of the quality and performance of the products has stalled. In terms of opening up the international market, LZCH has mainly displayed itself through the World Enterprise Network and other trade websites. Buyers from various countries have actively sought out and traded with the company. This approach was quite effective when LZCH had just entered the international market. However, with the advent of the Internet age, domestic powder metallurgy enterprises registered on the trade and trade network one after another. As an international buyer in the selection of sellers of PM transactions can not be effectively screened, resulting in the LZCH company is not high probability of being selected, Therefore, in recent years, the main customers of international trade of LZCH are mostly the old customers of the company. Due to the lack of knowledge of international companies, LZCH has not been able to take the initiative in seeking international buyers. Having to supply to the international market through the form of secondary suppliers, the export products have a low profit and cannot support the development of enterprises by a large margin. However, when the company is booming, it has entered the bottleneck period of development. If this situation is not improved, it will inevitably bring a great threat to the development and even survival of LZCH. How to further break through the existing situation, open up the high-end international market, and at the same time expand itself into an international company with technological foundation, economic scale, capital advantage, market advantage and sustainable R & D capability, It is not only a problem that LZCH needs to consider at the present stage of development, but also a problem that many small and medium-sized enterprises of powder metallurgy need to solve together. This paper makes use of the basic knowledge of international market development and combines the enterprise investigation of LZCH Company. By analyzing the scale of international market development and the situation of international market share of LZCH Company, this paper finds out the problems existing in the international market development of the company. In order to solve these problems, In this paper, IFE internal factor analysis method and multi-index comprehensive analysis method are used to evaluate the production capacity, marketing ability and service ability of the enterprise, so as to take advantage of the advantages and avoid the disadvantages. Put forward the relevant strategic suggestion to the company to carry on the reasonable international market development. Do not accumulate the stream, cannot become the sea. I believe that the strategy of these international market development will bring new opportunity to LZCH, Will also provide some reference for other powder metallurgy enterprises.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.32

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