SU公司无损检测产品2015年国际市场营销计划

发布时间：2018-03-29 00:22

本文选题：无损检测　切入点：国际市场营销　出处：《华南理工大学》2015年硕士论文

【摘要】：新兴经济体基础设施建设方兴未艾,各国政府在安全方面日益严格的法律法规,均极大地促进了无损检测行业的发展,对无损检测设备的需求也日益增大,市场具有巨大潜力。SU公司是国内一家专业从事医学影像仪器、工业无损检测设备科研、生产、销售的国家级重点高新技术企业。近几年,公司将工业无损检测产品推向国际市场,但由于品牌知名度低、市场竞争激烈、缺乏行之有效的市场营销策略等原因,在国际市场举步维艰。如何系统地进行国际市场营销工作策划,在市场上建立良好的品牌形象,完成公司管理层下达的年度营销任务,是摆在SU公司面前急需解决的问题。本文是对SU公司2015年的无损检测产品所做的国际市场营销计划书。此计划书借助现代国际营销管理的相关理论,结合无损检测行业特点而撰写,采用文献研究法和实证研究法相结合研究方法,以此指导SU公司2015年的无损检测产品国际市场营销活动。首先,论述了选题背景及意义、说明了研究的内容和方法。然后介绍了SU公司的发展历程、产品概况、国际营销现状。接着对SU公司所处的营销环境进行了详细的分析,了解公司所处的内外环境、自身优劣势以及所面临的机会和威胁。在详细分析的基础上制定了2015年的营销目标。为了实现营销目标,结合4P营销理论,从产品、价格、渠道和促销几大要素进行了营销计划组合制定。创新性地提出将社交平台的有效利用引入无损检测行业营销活动中,充分利用社交平台,重视圈子效应以及自主营销效果。确定营销策略后,对2015年营销计划进行详细的制定与实施,确保整个计划实施的可行性。本文通过对SU公司进行系统地国际市场营销工作策划,确保销售计划的顺利实施并完成公司下达的年度营销目标。希望对SU公司的国际市场发展有所贡献,并希望为国内其他无损检测企业开拓国际市场提供借鉴思路。
[Abstract]:Infrastructure construction is in the ascendant in emerging economies, and governments' increasingly stringent laws and regulations on safety have greatly promoted the development of the nondestructive testing industry and the increasing demand for nondestructive testing equipment. The market has great potential. SU company is a national key high-tech enterprise specialized in medical imaging instruments, industrial nondestructive testing equipment, scientific research, production and sales in recent years, The company has pushed its industrial NDT products to the international market, but due to its low brand awareness, fierce market competition and lack of effective marketing strategies, Difficult in the international market. How to systematically plan the international marketing work, establish a good brand image in the market, complete the annual marketing task issued by the company management, This paper is an international marketing plan for Su's nondestructive testing products in 2015. This plan is based on the relevant theories of modern international marketing management. Combined with the characteristics of NDT industry, this paper uses the research method of literature research and empirical research to guide Su Company's international marketing activities of NDT products in 2015. Firstly, the background and significance of this topic are discussed. The contents and methods of the research are explained. Then the development course, product profile and international marketing status of Su Company are introduced. Then, the marketing environment of Su Company is analyzed in detail, and the internal and external environment of the company is understood. On the basis of detailed analysis, the author has formulated the marketing target for 2015. In order to realize the marketing target, combining the 4P marketing theory, from the product, the price, the product, the price, The marketing planning combination of channels and sales promotion has been carried out. The innovative proposal is to introduce the effective use of social platform into the marketing activities of non-destructive testing industry, and make full use of social platform. Pay attention to the circle effect as well as the independent marketing effect. After determining the marketing strategy, make and implement the 2015 marketing plan in detail, To ensure the feasibility of the implementation of the whole plan. To ensure the smooth implementation of the sales plan and achieve the company's annual marketing goals. Hope to contribute to the international market development of Su, and hope to provide reference ideas for other domestic non-destructive testing enterprises to open up international market.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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