A公司Z产品本土化营销策略研究

发布时间：2018-05-05 06:36

本文选题：营销策略 + 本土化　；参考：《南京师范大学》2015年硕士论文

【摘要】：在企业国际竞争越来越激烈,市场需求差异化趋势逐渐明显的背景下,A跨国化工企业在中国依然采取全球标准化营销策略,为克服其主要产品Z营销策略“水土不服”的问题,在国际市场营销理论的支持下,通过对A公司管理层进行深度访谈和内部资料的搜集与整理,以期找到适合A公司的本土化营销策略,从而持续维持A公司Z产品的竞争力。本文通过对A公司所面临的宏观经济环境、行业环境进行分析之后,发现A公司Z产品面临着越来越激烈的市场竞争和越来越严厉的环保法规。虽然A公司具有良好的技术服务优势,该产品下游大客户资源也十分丰富,但是A公司Z产品在中国没有建立起品牌优势,销售渠道过度依赖贸易商,单一的成本定价造成订单大量流失或者大量签入,包装规格不符合中国本地客户需求等缺点。因此,A公司Z产品的中国本土化营销策略应该利用技术优势加强产品品牌本地化建设,根据中国国情进行战略渠道本地化联盟建设,同时开展有针对性的渠道促销,合理配置渠道资源。根据中国Z产品目前的市场进行区域划分价格体系,并综合考虑客户等级、需求和成本对产品进行定价。以基础供应商和客户化定制供应商为目标市场,根据客户的需求对产品进行包装,只有将A公司Z产品的包装、渠道、价格以及供应商定位和客户选择等根据中国国情进行本地化营销,A公司Z产品在中国的市场占有份额才能不断扩大。
[Abstract]:Under the background that the international competition of enterprises is more and more intense and the trend of market demand differentiation is gradually obvious, multinational chemical enterprises still adopt the global standardized marketing strategy in China, in order to overcome the problem of "not accepting" the marketing strategy of Z, the main product. Under the support of international marketing theory, through the in-depth interview and internal data collection and collation of the management of company A, the author hopes to find out the local marketing strategy suitable for company A, so as to maintain the competitiveness of the product Z of company A. Based on the analysis of the macroeconomic environment and industry environment faced by company A, this paper finds that company Z products are facing more and more fierce market competition and more stringent environmental protection laws and regulations. Although Company A has a good technical service advantage and abundant resources for major customers downstream of the product, Company Z has not established a brand advantage in China, and its sales channels rely too heavily on traders. Single cost pricing results in a large loss of orders or large check-in, packaging specifications do not meet the needs of local customers in China and other shortcomings. Therefore, the Chinese localization marketing strategy of Z products of company A should take advantage of technological advantages to strengthen the localization of product brands, build strategic channel localization alliances according to China's national conditions, and carry out targeted channel sales promotion at the same time. Rational allocation of channel resources. According to the current market of Z products in China, the price system is divided into regions, and the pricing of the products is based on the consideration of customer grade, demand and cost. Take the base supplier and the customized supplier as the target market, according to the customer's demand carries on the packing to the product, only the A company Z product packaging, the channel, Price, supplier orientation and customer selection are the only way to localize the market share of Z products in China according to China's national conditions.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.61

【参考文献】