Excelsys公司中国市场电源产品营销策略研究

发布时间：2018-04-22 07:21

本文选题：外部环境 + 内部环境　；参考：《大连理工大学》2015年硕士论文

【摘要】：Excelsys公司是一家总部设立于爱尔兰的电源公司,在电源领域拥有20多年开发设计经验,主要为工业、医疗、军工等市场提供高功率密度、高可靠性的AC/DC可配置电源产品。Excelsys公司在北美,欧洲市场的销售额成长很快,可是在中国市场的销售却止步不前。中国作为全球第二大经济体,电源的需求在2016年将可能超过北美市场,而成为全球最大的电源市场。因此,Excelsys公司必须在中国市场取得突破。本文以Excelsys公司在国内的市场营销活动作为研究对象,以市场营销理论为基础,认真分析了企业的内部和外部的环境。首先,分析Excelsys公司外部环境,采用4C模型对客户、行业与竞争、代理商、以及PEST宏观环境做出详细分析,充分了解企业在外部环境中出现的机会,和面临的风险：其次,对企业内部环境进行全面分析,分析了企业文化、人力资源、企业在中国市场的销售目标、企业的能力,了解企业的优势和劣势；再次,根据上述的分析制定营销策略,文章运用SWOT理论分析模型总结出Excelsys公司的内部优势和劣势,以及外部的机会和风险,同时采用STP战略的理论确定Excelsys公司的目标市场,在此基础上,结合市场营销组合理论(4P)对Excelsys公司给出产品、价格、渠道和促销的策略；最后,为了确保营销策略的顺利执行,而提出营销策略的保障措施。本文的研究对Excelsys公司在国内的市场营销具有直接的指导意义,对同类型的企业市场营销策略制定也具有一定的参考价值。
[Abstract]:Excelsys is a power supply company headquartered in Ireland with more than 20 years experience in power development and design, mainly providing high power density for industrial, medical, military and other markets. Excelsys, a highly reliable AC/DC configurable power supply product, grew rapidly in North America and Europe, but held back in China. China, the world's second-largest economy, is likely to overtake North America in power demand in 2016 and become the world's largest power market. So Excelsys must make a breakthrough in the Chinese market. This paper takes the marketing activities of Excelsys Company in China as the research object and analyzes the internal and external environment of the enterprise based on the marketing theory. First of all, we analyze the external environment of Excelsys Company, using 4C model to make a detailed analysis of customer, industry and competition, agents, and PEST macro environment, fully understand the opportunities and risks faced by enterprises in the external environment: secondly, The internal environment of the enterprise is comprehensively analyzed, the corporate culture, human resources, the sales target of the enterprise in the Chinese market, the ability of the enterprise, and the advantages and disadvantages of the enterprise are analyzed. Thirdly, the marketing strategy is formulated according to the above analysis. This paper summarizes the internal strengths and weaknesses of Excelsys, as well as the external opportunities and risks by using the SWOT theory analysis model. At the same time, it uses the theory of STP strategy to determine the target market of Excelsys Company. Combined with the marketing combination theory (4P), this paper gives the product, price, channel and promotion strategy to Excelsys Company. Finally, in order to ensure the smooth implementation of the marketing strategy, the guarantee measures of the marketing strategy are put forward. The research in this paper is of direct significance to the marketing of Excelsys Company in China, and also has certain reference value to the formulation of the marketing strategy of the same type of enterprises.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.6

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