聚龙股份清分机印度市场开发策略研究

发布时间：2018-10-31 08:11

【摘要】：聚龙股份有限公司的主营业务是设计、制造、销售金融机具产品,并提供金融办公自动化设备方面的技术咨询和技术服务以及现金处理领域的解决方案。聚龙股份是行业内第一家上市公司,近年来聚龙股份的产品在国内市场上的销售业绩遥遥领先。目前受国际金融危机的席卷,人民币汇率升高等因素影响,聚龙股份海外市场的份额一直很小,从2009年至2011年三年间,海外市场份额一直处于缓慢增长态势。致力于开发海外市场是聚龙股份近年来公司发展战略目标之一。开发国际市场,对企业的发展有正面积极的作用,能使企业进入国际市场的竞争行列中,可以吸收国外先进的管理经验,提高企业自身技术水平,形成优势互补;并在此基础上,提高企业的生产效率,让企业在激烈的竞争中脱颖而出。本文以聚龙股份开发印度清分机市场开发策略为例,分析聚龙股份进一步开发印度市场所处的环境。并为辽宁聚龙股份有限公司清分机如何抢占印度市场提出相应的市场营销战略,希望对本企业未来印度市场以及其它国外市场的运作有所帮助和启发。首先,本论文针对聚龙股份清分机在印度市场经营现状进行了分析,并用SWOT分析法分析了聚龙清分机所处印度市场环境。其次,分析了印度市场竞争对手现状,利用SWOT分析方法对聚龙股份清分机在印度市场的竞争地位进行了系统的描述,在此基础上分析了印度清分机市场的特殊性,并根据这一特殊性选定了聚龙股份清分机在印度的目标市场;再次通过对市场的分析定位和STP决策理论制定出了聚龙股份清分机的营销策略,其中包括聚龙清分机市场开发策略制定的指导原则、产品策略、价格策略、销售渠道策略、服务营销策略等;最后,总结了聚龙股份清分机营销策略在印度市场的实施效果,总结市场开发策略的经验与不足,针对实施中的问题提出相应的改进措施。
[Abstract]:The main business of Julong Co., Ltd. is to design, manufacture and sell financial equipment products, and to provide technical advice and technical services in the field of financial office automation equipment, as well as solutions in the field of cash processing. Julong stock is the first listed company in the industry, in recent years Julong shares in the domestic market sales far ahead. Due to the impact of the international financial crisis and the appreciation of the RMB exchange rate, the overseas market share of Julong shares has been very small. From 2009 to 2011, the overseas market share has been in a slow growth trend. Committed to the development of overseas markets is Julong shares in recent years, one of the strategic objectives of the development of the company. The development of the international market has a positive effect on the development of the enterprise, which can make the enterprise enter the international market competition, can absorb the foreign advanced management experience, improve the enterprise's own technical level, and form the complementary advantage; And on this basis, improve the production efficiency of enterprises, so that enterprises stand out in the fierce competition. This paper analyzes the environment in which Julong shares further develop the Indian market by taking the development strategy of Julong stock as an example. It also puts forward the corresponding marketing strategy for Liaoning Julong Co., Ltd., how to seize the Indian market, hoping to help and enlighten the future operation of the Indian market and other foreign markets. Firstly, this paper analyzes the current situation of Julong stock sorter in Indian market, and analyzes the Indian market environment of Julong sorter by SWOT analysis. Secondly, the paper analyzes the current situation of Indian market competitors, describes the competitive position of Julong stock sorter in Indian market by using SWOT analysis method, and then analyzes the particularity of Indian separator market. According to this particularity, the target market of Julong stock sorter in India is selected. Thirdly, through the analysis of the market and the STP decision theory, the marketing strategy of Julong stock sorter is worked out, which includes the guiding principle, product strategy, price strategy and sales channel strategy of the market development strategy of Julong seperator. Service marketing strategy; Finally, the paper summarizes the effect of Julong stock sorter marketing strategy in Indian market, summarizes the experience and shortcomings of market development strategy, and puts forward corresponding improvement measures in view of the problems in implementation.
【学位授予单位】：辽宁科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

【相似文献】