中国典型蓄电池企业海外市场营销战略研究

发布时间：2018-06-14 09:33

本文选题：营销战略 + 海外市场　；参考：《浙江工业大学》2015年硕士论文

【摘要】：我国电信通讯行业的快速发展推动了国内铅蓄电池产业的发展。凭借有竞争力的价格和稳定的产品质量,中国目前已成为世界铅蓄电池最大的生产基地和出口国家,中国的蓄电池企业从而走上了通往国际市场的发展之路。因此对中国典型蓄电池企业的海外市场营销战略的研究分析是非常有必要的。本文通过对国内典型蓄电池企业的目标市场选择和定位分析,同时结合对各大海外市场区域外部宏观环境的机会和威胁的分析,总结出每个企业在不同时机、在不同市场区域所采取的不同营销战略的一些规律性。在各个海外市场区域,不同的蓄电池企业会采用不同的营销战略。得出以下结论:(1)东南亚市场价格竞争激烈,企业适合采用成本领先战略。(2)欧美市场成熟且对品质要求高,适合采用品牌策略进入。(3)非洲市场初期适合采用快速撇脂策略和集中战略,致力服务于特定的细分市场,在短期内收回成本并获得高额利润。(4)中东市场适合采用差异化战略,通过差异化产品取得与竞争对手的市场竞争优势。(5)南美市场价格敏感度不高且需求相对比较单一而且稳定适合采用单一的无差异战略。每个企业在不同时机、不同的海外市场区域都会采取不同的营销战略,这不仅是因为企业的优劣势不同,而且因为外部环境在不断变化。以上只是通过对典型企业在不同海外市场采取的营销战略规律性的一些总结,或许能对今后我国蓄电池企业的未来的发展战略有很好的指导作用和参考价值。
[Abstract]:The rapid development of telecommunication industry in China has promoted the development of domestic lead battery industry. With competitive price and stable product quality, China has become the largest production base and export country of lead-acid batteries in the world. Therefore, it is necessary to research and analyze the overseas marketing strategy of typical battery enterprises in China. Based on the analysis of the target market selection and positioning of typical domestic battery enterprises, and the analysis of the opportunities and threats to the external macro environment of each major overseas market region, this paper concludes that each enterprise has different opportunities at different times. Some laws of different marketing strategies adopted in different market regions. In each overseas market area, the different battery enterprise will adopt the different marketing strategy. Draw the following conclusion: 1) Southeast Asian market price competition is fierce, enterprises are suitable to adopt cost leading strategy. 2) European and American markets are mature and require high quality. The African market is suitable for quick skimming and concentration strategy, dedicated to serving specific segments, recovering costs and making high profits in the short term) the Middle East market is suitable for the adoption of differentiation strategy. The South American market price sensitivity is not high, the demand is relatively single, and it is stable and suitable to adopt a single strategy of no difference. Each enterprise will adopt different marketing strategy at different time and different overseas market area, which is not only because the advantages and disadvantages of the enterprise are different, but also because the external environment is constantly changing. The above is only a summary of the marketing strategies adopted by typical enterprises in different overseas markets, which may have a good guiding role and reference value for the future development strategy of China's battery enterprises.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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