美国乐斯企业的亚太市场分析及竞争策略

发布时间：2018-05-04 16:00

本文选题：卫浴 + 五金配件　；参考：《哈尔滨理工大学》2015年硕士论文

【摘要】：美国乐斯企业作为有百年历史的卫浴生产商,经过几代人的努力把单一的美国企业壮大成跨国大型企业。而在现代化的今天,乐斯企业在欧美市场逐渐饱和的情况下,把增长目标放在了海外其他区域,而亚洲的庞大消费群和高速发展的市场这些因素都加快了乐斯公司进入亚太市场的步伐。在这个背景下,论文主要研究作为外资企业乐斯应该怎样进一步开拓亚洲市场,在面临国际和国内的竞争者众多的市场环境中,通过对宏观和微观环境的观察,分析乐斯公司的优劣势和所面临的机会和挑战以及原有战略中忽视的部分,相应调整竞争战略,促使企业在现有的市场基础上积极发展成长,这是企业面临的最重要的的课题。论文运用五力分析、SWOT分析、市场营销理念、竞争战略等理论对乐斯企业的营销策略进行了深入剖析和阐述。主要研究的内容是结合理论和实际情况显示了在各个区域的市场策略行为,重新定义了乐斯公司在各个区域的市场地位和应该采取战略和策略以应对激烈的市场竞争环境;以及预测在市场未来开拓中会碰到的难题,最后阐述营销策略以及风险应对策略帮助乐斯市场的发展。论文的研究目的在把乐斯公司在不同亚太市场的竞争战略结合品牌经验,完整探讨作为外资乐斯公司的市场拓展情况,希望对其他外来的企业可以提供有用的营销战略经验。
[Abstract]:As a 100-year-old sanitary ware manufacturer, American Leos has made efforts for several generations to grow a single American enterprise into a large multinational enterprise. Today, with the modernization of the market in Europe and the United States, Les enterprises are gradually saturated with their growth targets in other overseas regions. Asia's huge consumer base and high-speed market have accelerated the pace of the company's entry into the Asia-Pacific market. In this context, the thesis mainly studies how to further develop the Asian market as a foreign-funded enterprise, through the observation of macro and micro environment in the face of numerous international and domestic competitors. It is the most important task for the enterprises to analyze the advantages and disadvantages, opportunities and challenges they face and the neglected parts of the original strategy, and adjust the competitive strategy accordingly to promote the positive development and growth of the enterprises on the basis of the existing market. This paper analyzes and expounds the marketing strategy of Les enterprise by using the theory of SWOT analysis, marketing concept and competition strategy. The main content of the study is to show the market strategy behavior in each region combined with the theory and the actual situation, redefine the market position of the company in each region and should adopt the strategy and strategy to deal with the fierce market competition environment; In the end, the paper expounds the marketing strategy and the risk coping strategy to help the development of the market. The purpose of this paper is to combine the competition strategy of Les in different Asian and Pacific markets with brand experience, and to explore the market expansion as a foreign company, hoping to provide useful marketing strategy experience for other foreign enterprises.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.92

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