HK公司户外广告材料国际市场营销策略研究

发布时间：2018-03-29 02:07

本文选题：户外广告材料　切入点：国际市场　出处：《华东理工大学》2015年硕士论文

【摘要】：上世纪80年代末90年代初,随着国外户外广告材料高端品牌的进入,中国企业陆陆续续开始了自己的生产以及国内外销售.经过了几年的发展,伴着技术的进步,质量的越加稳定,价格的优势,中国企业的出口量保持持续增长,然而国内物价的上涨以及企业之间激烈的价格竞争,利润不但没有增长,反而在持续下降.这导致中国企业不得不寻求新的更高端产品的研发,从而来弥补低端产品所带来的利润下降.然而更高端产品在目前的中国经济形势下,销售额始终都难以有所突破,这让中国所有的企业都面临着两难的境地. 中国的企业都在探索不同的营销渠道,从传统的营销到电商以及直销等多种方式,尽管情况有所好转,但大势势必还停留在低端产品为主。主要问题还归结于中国企业的营销管理还没有走上国际化轨道,如没有进入真正的信息化管理,这直接影响到营销渠道的选择以及有力的出击。品牌的意识也要不断的加强,中国制造的产品出口量在过去的20年里不断增长,但大多数都是以客户的品牌或者直接是中性包装出口,导致目前为止国际市场上能看到的中国品牌寥寥无几。除此之外,中国企业自身在不断改进技术的同时,也要增强服务质量。本文通过PEST模型和迈克尔.波特的五种竞争力的分析理论,深入分析了HK公司所处的宏观环境和户外广告材料国际市场的竞争形势.运用SWOT分析将HK公司内部的优劣势以及外面所面临的机遇和威胁都展示出来.并且通过STP理论将户外广告材料国际市场进行了细分,确定了HK公司的目标市场,从而有针对性的提出了新的营销组合理论策略. 本文的研究虽只是针对HK公司的营销策略,但HK公司在中国户外广告材料企业中非常具备代表性,它所面临的问题在国内企业中普遍存在,因此希望本文的研究对于中国其它户外广告材料企业在国际市场的竞争中也能起到一定的借鉴作用.
[Abstract]:In the late 1980s and early 1990s, with the entry of high-end brands of foreign outdoor advertising materials, Chinese enterprises began their own production and sales at home and abroad one after another. After several years of development, with the progress of technology, With the increasing stability of quality and the advantage of price, the export volume of Chinese enterprises has maintained a sustained growth. However, with the rise of domestic prices and the fierce price competition among enterprises, the profits have not increased. Instead, the decline is continuing. This has led Chinese companies to seek new, higher-end products to compensate for the decline in profits from lower-end products, but higher-end products in the current Chinese economy, Sales have always been difficult to break through, which poses a dilemma for all Chinese companies. Chinese enterprises are exploring different marketing channels, from traditional marketing to e-commerce and direct marketing, although the situation has improved. However, the general trend is bound to remain mainly in low-end products. The main problems also stem from the fact that the marketing management of Chinese enterprises has not yet taken the international track, such as not entering true information management. This has a direct impact on the choice of marketing channels and the ability to attack. Brand awareness must be constantly strengthened, and the export volume of Chinese-made products has been increasing over the past 20 years. However, most of them are exported by customers' brands or directly by neutral packaging, resulting in very few Chinese brands that can be seen in the international market so far. In addition, Chinese companies themselves are constantly improving their technology at the same time. It is also necessary to enhance the quality of service. Based on the PEST model and Michael Porter's five competitive analysis theories, The macro environment of HK company and the competition situation of outdoor advertising material international market are analyzed in depth. The advantages and disadvantages inside HK company and the opportunities and threats faced by outside company are demonstrated by SWOT analysis. The STP theory subdivides the international market for outdoor advertising materials. The target market of HK Company is determined, and a new marketing combination theory strategy is put forward. Although the research in this paper is only aimed at the marketing strategy of HK Company, the HK Company is very representative in Chinese outdoor advertising material enterprises, and the problems it faces are common in domestic enterprises. Therefore, I hope the research of this paper can also play a reference role in the competition of other outdoor advertising materials enterprises in the international market.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.7;F274

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