劳特公司中国营销策略研究

发布时间：2018-03-10 06:47

本文选题：劳特中国　切入点：SNOT分析　出处：《兰州大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国胶合板年产量占世界总产量的一半以上,但是和欧洲发达国家相比中国胶合板生产水平还非常落后。中国胶合板行业还属于人员密集型行业,生产每立方米胶合板需要工时是欧洲发达国家的6倍,而且产品质量远远不如欧洲发达国家,中国建筑模板使用次数在5次以下,欧洲生产的建筑模板可以重复使用20次以上,中国胶合板行业还有很大提升空间。究其原因是中国胶合板生产技术和设备落后导致。近年来中国原木价格上涨迅猛,但胶合板成品价格增长幅度很小,特别是普通胶合板成品。企业面临生存压力,必须通过生产高质量产品,增加产品附加值,实现企业盈利。中国企业还面临人员工资增长难题,胶合板企业更是如此。通过自动化设备代替人工的趋势越发明显。高自动化和高精度设备市场需求不断增加。劳特公司是胶合板设备行业的领导者,超过百年历史的芬兰上市公司,在国际胶合板行业有很高的知名度。劳特以提供专业解决方案,设备自动化程度高,性能卓越著称。劳特中国有生产工厂,开发制造适合中国市场设备。虽然劳特有很大技术优势,但当前还是竞争不过中国胶合板设备供应商。本文通过波特五力模型分析劳特竞争优势,更加透彻了解劳特的竞争环境。SWOT分析劳特公司优劣势,机会和挑战。通过市场营销STP原理,对中国胶合板市场进行细分,选择适合劳特的目标市场,挖掘劳特设备差异点,对劳特设备合理定位。运用营销组合4Ps原理,分析劳特设备优势,和劳特设备定价策略,研究劳特销售渠道,销售团队管理。通过全面分析发现劳特市场营销策略不足,提出合理建议。
[Abstract]:The annual output of plywood in China accounts for more than half of the world's total output, but compared with the developed countries in Europe, China's plywood production level is still very backward. China's plywood industry is also a labor-intensive industry. The production of plywood per cubic metre takes six times as many hours as that of the developed European countries, and the quality of the products is far less than that of the developed European countries.The Chinese building formwork is used less than five times, and the construction templates produced in Europe can be reused more than 20 times. There is still much room for improvement in the plywood industry in China. The reason is that China's plywood production technology and equipment are lagging behind. In recent years, the price of logs in China has risen rapidly, but the price of finished plywood products has increased very little. In particular, ordinary plywood products. Enterprises are under pressure to survive. They must produce high-quality products, increase the added value of their products, and realize their profits. Chinese enterprises are also faced with the problem of increasing the wages of their personnel. This is especially true in plywood enterprises. The trend of replacing people with automation equipment is becoming more and more obvious. The market demand for high-automation and high-precision equipment is increasing. Lauter is the leader in plywood equipment industry. Finnish-listed companies with a history of more than 100 years have a high profile in the international plywood industry. Lauter is known for providing professional solutions, high level of equipment automation and excellent performance. Development and manufacture of equipment suitable for the Chinese market. Although Lauter has great technical advantages, he is still unable to compete with Chinese plywood equipment suppliers. More thorough understanding of Lauter's competitive environment. SWOT analyzes the advantages and disadvantages, opportunities and challenges of the company. Through the principle of marketing STP, the plywood market in China is subdivided, the target market suitable for Lauter is selected, and the differences in Lauter equipment are explored. According to the principle of marketing combination 4Ps, this paper analyzes the advantages of Lauter equipment and the pricing strategy of Lauter equipment, studies the Lauter sales channel and sales team management, and finds out that the marketing strategy of Lauter is insufficient by comprehensive analysis. Make reasonable suggestions.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.88

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