YH公司东南亚国际市场营销战略研究

发布时间：2018-03-25 03:33

本文选题：东南亚市场　切入点：营销战略　出处：《燕山大学》2015年硕士论文

【摘要】：以企业视角为主的传统4P营销理论为企业的营销战略提供了更为具体的营销开展要素。而产品生命周期从产品的市场寿命角度,把典型的产品生命周期划分为引入期、成长期、成熟期和衰退期四个发展阶段,根据不同产品时期的特征指导、优化营销战略。本文以YH公司为研究对象,通过文献研究、定性分析等研究方法,对企业内外部环境进行分析,并结合公司产品在东南亚市场所处的产品生命周期,进一步明确公司在该地区市场应采取的营销战略和实施策略,从而提高市场份额和品牌影响力,取得可持续性发展。首先,对市场营销战略和产品生命周期的相关理论进行了介绍,包括营销组合、产品生命周期、市场细分、目标市场评估与选择等;并且重点讨论了4P市场营销理论与产品生命周期理论的结合,对探讨基于YH公司东南亚市场营销战略进行了理论准备。其次,对YH公司十余年的东南亚市场发展历程做出分析总结。通过对光伏装备行业特点和产品特点的分析,以及YH公司在东南亚市场的营销现状,深入剖析公司在该地区市场营销问题,用以分析和寻找解决方案。然后,运用波特五力分析、IFE矩阵对YH公司所处的东南亚国际市场外部环境、公司内部环境的进行分析、评价;结合SWOT分析,得出公司的竞争优势、劣势、机会与威胁,以指导营销战略的制定。最后,通过对东南亚光伏组件市场细分,选择目标市场,根据产品生命周期矩阵,选择适合公司发展的营销战略。再运用营销组合4P理论制定出实施策略。
[Abstract]:The traditional 4P marketing theory, which is based on the enterprise perspective, provides more concrete marketing development elements for the marketing strategy of the enterprise, and the product life cycle divides the typical product life cycle into the introduction period and the growth period from the point of view of the market life of the product. According to the characteristics of different product periods, the marketing strategy is optimized. This paper takes YH Company as the research object, through literature research, qualitative analysis and other research methods to analyze the internal and external environment of enterprises. Combined with the product life cycle of the company's products in the Southeast Asian market, the marketing strategy and implementation strategy that the company should adopt in the market in this region should be further clarified, so as to increase the market share and brand influence, and achieve sustainable development. The related theories of marketing strategy and product life cycle are introduced, including marketing mix, product life cycle, market segmentation, target market evaluation and selection, etc. And it focuses on the combination of 4P marketing theory and product life cycle theory, and makes theoretical preparations to discuss the marketing strategy in Southeast Asia based on YH Company. Through the analysis of the characteristics of photovoltaic equipment industry and products, as well as the marketing situation of YH Company in Southeast Asia, Deeply analyze the marketing problems of YH in this area to analyze and find solutions. Then, analyze and evaluate the external environment and internal environment of YH company in Southeast Asia international market by using Porter's five forces analysis and IFE matrix. Combined with SWOT analysis, the competitive advantages, disadvantages, opportunities and threats of the company are obtained to guide the formulation of marketing strategy. Finally, by subdividing the PV module market in Southeast Asia, selecting the target market, according to the product life cycle matrix, Choose the marketing strategy suitable for the development of the company, and then use the marketing combination 4p theory to formulate the implementation strategy.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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