SST公司电暖产品中国市场营销策略研究

发布时间：2018-03-21 16:56

本文选题：电暖产品　切入点：外资企业　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国电暖市场经过近些年的发展，国内电暖产品生产企业已经在生产能力、销售渠道、品牌影响力和市场份额等方面具备了一定的优势，和进口品牌形成了直接的市场竞争关系。目前我国电暖市场的竞争态势主要由三方构成，占最大市场份额的是最初进入中国市场引进电地暖概念和产品的几个知名国外企业和品牌，其次是来自本土的品牌企业，还有一方是联合品牌和新进入者。从产品市场分类来看，高端市场主要由国外品牌所占据，中间市场则由有实力的本土企业占据，一些新进入者和杂牌产品主要处在市场低端。从以前的由终端客户入手发展电暖市场份额到渠道营销为主的营销模式，中国市场上活跃的电暖企业在市场营销模式上已经做了重要的改变。近几年来，市场竞争的激烈使得进口电暖产品的均价、零售价和利润率逐步下降。另外，近些年频频出现的杂牌产品质量很难保障，价格低廉，大大扰乱了中国电暖行业的健康发展。 SST公司是全球四大电暖巨头之一，来自俄罗斯首都莫斯科。公司有着二十多年的电暖经验，无论是研发、生产还是技术等方面都处于世界领先地位。2008年SST公司进入中国开始了对中国电暖市场的探索和开拓。本文以俄罗斯SST公司在中国地区的营销业务为研究对象，“全方位营销理论”为理论依据，遵循“提出问题——分析问题——解决问题”的研究思路，通过文献收集法、比较分析法、归纳分析法等方法，在提出SST公司国内业务目前存在业务增速放缓、品牌影响力不够的营销现状问题后，通过对SST公司在国内营销业务进行宏观环境分析、竞争环境分析、SWOT分析，通过分析识别SST公司的国内业务环境存在对其发展存在的有利及不利因素。针对国内消费者对电暖产品的认识和消费习惯总体还处于初级阶段的情况，国内电暖市场营销模式比较单一、近年来进口电暖产品平均均价逐步下降、杂牌不断涌现扰乱市场等不利因素，重点分析了SST公司国内业务存在：产品策略失误、产品宣传模式及渠道有限、产品价格策略需改进、产品营销渠道不畅、产品营销方式单一、客户服务力度不够等问题。在考虑各类环境、营销现状和问题的同时，充分发挥自身国际知名品牌、历史悠久、实力雄厚、产品线成熟完整、有自有稳定的供应渠道、在国外有成熟的营销经验、国外产品质量比较能得到国内消费者认可等优势，从产品、价格、渠道、促销、服务等几个方面来制定SST营销战术组合改进的对策，同时，从市场调研及营销数据收集保障、营销队伍及业务培训保障、合作方式及渠道管理保障和形成战略实施管理闭环等几个方面入手在制定营销策略的实施保障措施，，目的是希望通过这些营销策略和保障措施改善SST公司营销现状存在的问题。本文对SST公司在中国市场营销策略的研究和制定提出了个人的思路，希望能够对其在中国市场的营销局势有所帮助，打破现在止步不前的现状，在为企业赢得利润的同时，也使俄罗斯电暖产品的高端技术和优质产品能够更广泛地为中国消费者所用，远离冬季寒冷天气带来的困扰。
[Abstract]:China's electric heating market after years of development, the domestic electric heating products production enterprises already in production capacity, sales channels, brand influence and market share etc. have certain advantages, and imported brands formed a direct competitive relationship. The market competition situation in China's electric heating market mainly by the three party. Accounted for the largest market share of the first enters the China market introduction of electric heating concepts and products of several well-known foreign enterprises and brands, followed by local brands, and is a co branding and new entrants. From the view of product market classification, high-end market is dominated by foreign brands occupy the middle market is occupied by a the strength of the local enterprises, some new entrants and brand-name products mainly in the low-end market. From the previous by the end customer of the development of electric heating market share to the marketing channel marketing. Chinese mode, market of active electric heating enterprises have made important changes in marketing mode. In recent years, the fierce competition in the market makes imported electric heating product price, retail price and profit rate gradually decreased. In addition, in recent years the frequent emergence of brand-name products it is difficult to guarantee the quality, the price is low, greatly disturb the healthy development of China electric heating industry.
SST company is the world's four largest electric warming one of the giants, from Moscow. The company has more than 20 years of experience in electric heating, both research and development, production or technical aspects of the leading position in the world.2008 SST company to enter the China began to China electric heating market exploration and development.
In this paper, the Russian company SST marketing business in the Chinese area as the research object, "all-round marketing theory" as the theoretical basis, research ideas follow the "question - analyze the problem - solve the problem", through the literature collection method, comparative analysis, inductive analysis and other methods, the proposed SST company existing domestic business operations the slowdown, marketing status of brand influence not enough, through the SST analysis of macro environment in domestic marketing, SWOT analysis, competitive environment, through the analysis of recognition of SST company's domestic business environment is favorable and unfavorable factors exist in the development of the domestic consumers of electric heating. According to the product knowledge and consumer habits overall is still in the primary stage, the domestic electric heating marketing mode is single, in recent years the average price of imported electric heating products gradually declined, miscellaneous Brand emerging market disruption and other unfavorable factors, analyzed the existing domestic SST company business: product strategy mistakes, product promotion mode and channel limited product price strategy needs to be improved, the product marketing channel is not smooth, the marketing mode is single, customer service is not enough and so on. In consideration of all kinds of environment, the status quo and problems of marketing at the same time and give full play to its own international brands, has a long history, strong, mature and complete product line, has its own stable supply channels, has a mature marketing experience in foreign countries, foreign products quality can be domestic consumer recognition and other advantages, from product, price, channel, promotion, service and other aspects to develop countermeasures SST marketing strategy improvement at the same time, from the market research and marketing data collection guarantee, marketing team and business training security, cooperation mode and channel management and security battle formation In order to improve the marketing status quo of SST company, the implementation of safeguard measures for marketing strategy is implemented through several aspects, such as closed loop management and so on.
This paper puts forward personal ideas on research and development in the China marketing strategy of SST company, we hope to be able to Chinese in its marketing situation help break the now stalled in the status quo, to earn profits for the enterprise at the same time, also make Russia electric heating products of high technology and high quality products can be more widely for Chinese consumers, away from the cold winter weather brought trouble.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.6;F274

【参考文献】