德国M碎纸机中国分公司发展战略研究

发布时间：2018-03-20 12:04

本文选题：渠道　切入点：销毁服务　出处：《首都经济贸易大学》2015年硕士论文　论文类型：学位论文

【摘要】：信息载体的销毁已经成为日常办公中必不可少的环节,由最初的文件纸张粉碎销毁到硬盘、光盘、软盘、U盘等大量信息存储介质的销毁,国产品牌随着市场需求的发展,产品技术日趋成熟,价格低廉,使碎纸机市场竞争更加激烈。德国M碎纸机中国分公司作为首批进入中国市场的厂家,国内市场与其他进口碎纸机品牌EBA,HSM形成三足鼎立的市场格局,占据着高端客户的绝大部分市场份额,国产品牌的低价、供货周期短等优势占据着低端消费市场;同时随着国内政策环境的变化,对进口品牌在政府采购领域限制加宽;电子商务领域对传统渠道的冲击。面对诸多问题M碎纸机公司若想在国内开辟出新的天地,重新调整企业战略。通过对比分析,基于德国M碎纸机中国分公司现有的产品、技术、渠道等优势,寻找出一套适合于中国市场的管理模式及营销模式:实现线下线上渠道相结合;国内OEM低价位产品,进军碎纸机低端市场;研发推广适合于销毁汉字字体的碎纸机;大力推广销毁服务业务。使M碎纸机公司在中国业务长足稳定的发展。
[Abstract]:The destruction of information carriers has become an essential link in daily work. From the original documents and paper to the destruction of a large number of information storage media, such as hard disk, optical disk, floppy disk, U disk and so on, domestic brands have developed with the development of market demand. The product technology is maturing day by day, the price is low, make the market competition of shredder more fierce. Germany M shredder China Branch as the first manufacturer to enter the Chinese market, The domestic market and other imported shredder brands EBAHSM form a three-legged market structure, occupying the majority of high-end customers' market share, the low price of domestic brands, short supply cycle and other advantages of the low-end consumer market; At the same time, with the change of domestic policy environment, the restrictions on import brands in the field of government procurement have been widened, and the impact of e-commerce on traditional channels. In the face of many problems, if the paper shredder company wants to open up a new world in the country, Readjusting enterprise strategy. Through comparative analysis, based on the existing products, technologies, channels and other advantages of Germany's M shredder China Branch, To find out a set of management model and marketing model suitable for the Chinese market: to realize the combination of online and offline channels; to enter the low-end market of shredder for domestic OEM low price products; to develop and promote shredder suitable for the destruction of Chinese characters; Vigorously promote the destruction service business. M paper shredder in China business substantial and stable development.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.4;F272

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