X公司在华市场营销策略研究

发布时间：2018-03-09 08:11

本文选题：外资企业　切入点：市场占有率　出处：《湖南师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：自中国加入WTO以来,许多国外的企业看到中国市场广阔的市场前景,纷纷来华投资办厂或者开拓销售网络,但由于政策环境、经济基础、文化习俗、消费习惯等各方面的差异,多数外资企业在华的经营呈现出“水土不服”的症状,特别是中小型外企在市场营销方面面临着许多的困难和挑战,市场份额增长缓慢甚至缩减。X公司是一家德国家族企业的在华子公司,主要生产医用级树脂原料——“塑料输液容器用聚丙烯(PP)树脂”,是大输液包装材料的一种原料。主要客户群体是国内大输液药品生产企业、大输液包装生产企业。在面对中国市场复杂多变的政策环境、以及竞争激烈的市场时,X公司在华营销同样面临着这样的困境,产品市场占有率一直徘徊在6%左右,多年来没有形成大的突破,近年来更有下滑的趋势。一方面的原因是,由于药品包材产品属于国家严格监管的产品,销售流程较长,需要一定的时间进行市场的培育;另一方面是由于X公司于对中国的营销环境不了解,以致于制定的营销策略并不适合中国市场的复杂多变的政策环境,以及竞争激烈的市场环境所致。本文在X公司目前所处的经营状况背景下,运用理论与实践相结合的方法,基于市场营销环境分析理论、SWOT分析法、4Ps营销理论,对X公司目前所处的营销环境、优势劣势,以及产品、价格、渠道、促销策略以及销售管理上存在的问题进行分析,并提出了相应的改进措施,使公司的营销策略更加符合中国市场的情况。
[Abstract]:Since China's entry into the WTO, many foreign enterprises have seen the broad market prospects in China, and have come to China to invest in factories or develop sales networks. However, due to the differences in policy environment, economic basis, cultural customs, consumption habits, and so on, The majority of foreign-funded enterprises in China have shown signs of being "unsuspecting". In particular, small and medium-sized foreign enterprises are facing many difficulties and challenges in marketing. Market share is growing slowly or even shrinking. X is a Chinese subsidiary of a German family business. The main product of medical grade resin, "PP resin for plastic infusion container", is a kind of raw material for large infusion packaging material. The main customer group is the domestic large infusion drug production enterprise. In the face of the complex and changeable policy environment of the Chinese market and the fierce competition in the market, the company faces the same dilemma in marketing in China. The market share of its products has been hovering around 6%. Many years did not form the big breakthrough, in recent years has the downward trend. On the one hand, because the medicine package material product belongs to the national strict supervision product, the sale process is longer, needs certain time to carry on the market cultivation; On the other hand, due to X Company's lack of understanding of the marketing environment in China, the marketing strategy formulated is not suitable for the complex and changeable policy environment of the Chinese market. Under the background of X Company's current operating situation, this paper applies the method of combining theory with practice, and based on the theory of marketing environment analysis, SWOT analysis method is used to analyze the marketing theory of 4Ps. This paper analyzes X Company's current marketing environment, advantages and disadvantages, products, prices, channels, promotion strategies and sales management problems, and puts forward corresponding improvement measures. Make the company's marketing strategy more in line with the situation in China.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.7

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