诺信公司紫外固化设备市场营销策略研究
发布时间：2018-08-26 12:32
【摘要】：随着经济全球一体化的加速发展,信息的公开与透明化,跨国企业在中国的发展步伐逐渐放缓。不但要担负同级别对手的各种策略而带来的竞争压力,还要面对国内同行的快速发展而不得不绞尽脑汁,似乎大部分跨国企业在中国的处境突然之间变得四面楚歌,腹背受敌。如今的中国市场,每天都在悄然的发生着巨大的变化,如何在全球化背景下的中国市场持续发展,保持竞争优势,对于任何一家跨国公司而言,已变成函待思考及解决的首要问题。而结合自身企业特点制定出适合中国市场发展的营销策略,保持核心竞争力,则成为企业生存的关键。 与此同时,伴随着全球经济一体化的步伐,世界各国对于环境保护的重视程度也上升到了前所未有的高度。紫外固化设备作为低能耗,无污染,高效率的代名词,近些年在各行各业出现及提及的频率逐年提升。本文以跨国公司诺信(中国)有限公司紫外固化设备市场营销策略为例,从当前的核心市场光学膜行业作为切入点进行了深入的分析。诺信公司旗下的各个品牌在全球范围内皆处于领先的地位,而作为紫外固化设备在国内的推广却遇到了来自竞争对手,终端客户,以及自身市场定位及品牌推广的各类难题。面对全球经济的变化多端,国内市场的快速发展,诺信公司必须深刻剖析自身的竞争优势,优化营销策略,以获取更多的市场份额,加速诺信紫外固化设备成为行业内的领先者。 本文详细阐述了如何应用PEST理论,分别针对政治环境,经济环境,社会环境,技术环境分析了光学膜行业的整个外部环境,又采用五力模型对于诺信紫外固化设备的内部竞争环境进行了细致的分析,进而通过SWOT分析法确定了诺信公司当前的优势,劣势以及所面临的主要问题。在此基础之上,综合运用一系列的市场营销理论和分析工具,就如何提升竞争力,扩大市占率提出了探讨和相关的改善建议,进而制定出以4P策略为核心构架,如何针对光学膜市场拓展更加适合的市场营销策略,以及后续的实施措施。希望能够对于诺信紫外固化设备在光学膜市场的发展,尤其是将来在整个中国市场的发展,确立领先的地位起到积极的作用。
[Abstract]:With the rapid development of global economic integration and the openness and transparency of information, the development of multinational enterprises in China is slowing down. Not only do they have to take on competitive pressure from the strategies of their peers at the same level, but they also have to struggle with the rapid development of their domestic counterparts. It seems that most multinationals have suddenly become beleaguered in China. Today's Chinese market is quietly undergoing tremendous changes every day. How to maintain the competitive advantage of the Chinese market in the context of globalization, for any multinational company, Has become a letter to think about and solve the first problem. Combining with the characteristics of enterprises, it is the key for enterprises to make marketing strategies suitable for the development of Chinese market and maintain the core competitiveness. At the same time, with the pace of global economic integration, the importance of environmental protection has risen to an unprecedented level. As a synonym of low energy consumption, no pollution and high efficiency, UV curing equipment has been widely used in various industries in recent years. This paper takes the marketing strategy of UV curing equipment of Nexin (China) Co., Ltd as an example, and analyzes the optical film industry in the core market as a starting point. Norson's brands are in the leading position in the world, but as UV curing equipment in the domestic promotion has encountered from competitors, end customers, as well as their own market positioning and brand promotion of all kinds of difficulties. In the face of the changing global economy and the rapid development of the domestic market, Nuoxin must profoundly analyze its own competitive advantages and optimize its marketing strategy in order to gain more market share. Speed up the UV curing equipment to become the industry leader. This paper describes in detail how to apply PEST theory to analyze the whole external environment of optical film industry according to the political environment, economic environment, social environment and technical environment, respectively. The five forces model is used to analyze the internal competitive environment of the UV curing equipment, and then the advantages, disadvantages and main problems of the company are determined by SWOT analysis. On this basis, using a series of marketing theories and analytical tools synthetically, this paper puts forward some suggestions on how to enhance competitiveness and expand the market share, and then formulates the core framework of 4P strategy. How to develop more suitable marketing strategy for optical film market, and the following implementation measures. It is hoped that it will play a positive role in the development of the UV curing equipment in the optical film market, especially in the whole Chinese market in the future.
【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】：F426.4
本文编号：2204879
[Abstract]:With the rapid development of global economic integration and the openness and transparency of information, the development of multinational enterprises in China is slowing down. Not only do they have to take on competitive pressure from the strategies of their peers at the same level, but they also have to struggle with the rapid development of their domestic counterparts. It seems that most multinationals have suddenly become beleaguered in China. Today's Chinese market is quietly undergoing tremendous changes every day. How to maintain the competitive advantage of the Chinese market in the context of globalization, for any multinational company, Has become a letter to think about and solve the first problem. Combining with the characteristics of enterprises, it is the key for enterprises to make marketing strategies suitable for the development of Chinese market and maintain the core competitiveness. At the same time, with the pace of global economic integration, the importance of environmental protection has risen to an unprecedented level. As a synonym of low energy consumption, no pollution and high efficiency, UV curing equipment has been widely used in various industries in recent years. This paper takes the marketing strategy of UV curing equipment of Nexin (China) Co., Ltd as an example, and analyzes the optical film industry in the core market as a starting point. Norson's brands are in the leading position in the world, but as UV curing equipment in the domestic promotion has encountered from competitors, end customers, as well as their own market positioning and brand promotion of all kinds of difficulties. In the face of the changing global economy and the rapid development of the domestic market, Nuoxin must profoundly analyze its own competitive advantages and optimize its marketing strategy in order to gain more market share. Speed up the UV curing equipment to become the industry leader. This paper describes in detail how to apply PEST theory to analyze the whole external environment of optical film industry according to the political environment, economic environment, social environment and technical environment, respectively. The five forces model is used to analyze the internal competitive environment of the UV curing equipment, and then the advantages, disadvantages and main problems of the company are determined by SWOT analysis. On this basis, using a series of marketing theories and analytical tools synthetically, this paper puts forward some suggestions on how to enhance competitiveness and expand the market share, and then formulates the core framework of 4P strategy. How to develop more suitable marketing strategy for optical film market, and the following implementation measures. It is hoped that it will play a positive role in the development of the UV curing equipment in the optical film market, especially in the whole Chinese market in the future.
【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】：F426.4
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