研翔电子东盟地区国际营销策略研究
发布时间：2019-04-16 08:26
【摘要】：热交换器是工业生产部门常用的设备,应用领域广阔,比如石油化工行业、食品生产、冶炼钢铁等众多部门,在整个生产过程中起着至关重要的作用。随着人类社会的不断进步,对物质的要求逐渐升高,迫使相关制造行业飞快的发展,因此世界对热交换器的需求数量日益增加,同时对热交换器的质量和性能的要求也在提高。在日新月异的国际市场上,热交换器的更新速度很快,构造巧妙、采用节能材料的热交换器不断涌现,加剧了行业的竞争,也提醒企业要谨记创新,这样的发展形势对我国热交换器企业来说,既提供了机遇又使企业面临严酷的挑战。研翔电子科技有限公司(以下简称“研翔电子”)是国内热交换器领域的一名中小企业,面对行业的发展形势,如何抓住市场机遇,迎接挑战,开拓国际市场,提高产品竞争力,增加市场份额,是研翔电子致力于国际化发展需要认真思考且科学规划的重大问题。本文从热交换器行业的背景和发展趋势出发,以研翔电子为研究对象,利用国际市场营销方面的相关理论,对公司的经营状况进行了分析研究。首先对公司进行了详细的介绍,分析了营销现状,得出公司在未来有很大的发展空间。同时在产品、价格、促销和渠道方面指出公司目前营销现状存在的问题。其次以STP市场营销理论为指导,对国际热交换器的需求特点进行了论述,得出世界热交换器市场的焦点主要集中于俄罗斯、印度、巴西和东南亚地区,并将这几个地区作为公司的细分市场,利用两次收缩法进行目标市场的确定,最终选定为新加坡市场。再次使用PEST分析方法对目标市场的宏观环境进行分析。在目标市场的竞争情况、需求趋势和我国热交换器出口状况三方面,对行业环境进行了分析,利用SWOT理论,对公司的优势、劣势、机会和威胁有了清晰的认识。最后为公司制定了详细的4Ps营销策略,并提出了使国际营销策略能够有效实施的保障措施建议。本文的研究原因是为国内中小企业进入国际市场,制定有效的国际营销策略,提供参考依据。希望通过本文的研究,对类似的企业进入国际市场有一定的借鉴意义。
[Abstract]:Heat exchanger is a common equipment used in industrial production department. It has a wide range of applications, such as petrochemical industry, food production, iron and steel smelting and so on. It plays an important role in the whole production process. With the continuous progress of human society, the requirements for materials are gradually increasing, forcing the rapid development of related manufacturing industries. Therefore, the demand for heat exchangers in the world is increasing day by day. At the same time, the quality and performance of heat exchangers are also increasing. In the rapidly changing international market, the rapid renewal of heat exchangers, the ingenious construction of heat exchangers, and the continuous emergence of heat exchangers using energy-saving materials have intensified competition in the industry and reminded enterprises to keep in mind innovation. This kind of development situation to our country heat exchanger enterprise, not only provides the opportunity but also causes the enterprise to face the severe challenge. Yanxiang Electronic Technology Co., Ltd. (hereinafter referred to as "Yanxiang Electronics") is a small and medium-sized enterprise in the field of domestic heat exchangers. In the face of the development situation of the industry, how to seize the market opportunity, meet the challenge and open up the international market. To improve product competitiveness and increase market share is an important problem for Yanxiang Electronics to focus on international development and scientific planning. Based on the background and development trend of heat exchanger industry, this paper takes Yanxiang Electronics as the research object and makes use of the relevant theories of international marketing to analyze and study the management status of the company. First of all, this paper introduces the company in detail, analyzes the current marketing situation, and draws a conclusion that the company has a great development space in the future. At the same time in the product, price, promotion and channel to point out the company's current marketing problems. Secondly, under the guidance of STP marketing theory, this paper discusses the demand characteristics of international heat exchanger, and draws the conclusion that the focus of the world heat exchanger market is mainly in Russia, India, Brazil and Southeast Asia. And these areas as the company's market segments, using twice contraction method to determine the target market, and finally selected as Singapore market. Again using the PEST analysis method to analyze the macro-environment of the target market. In the competition of the target market, the trend of demand and the export of heat exchangers in China, the environment of the industry is analyzed, and the advantages, disadvantages, opportunities and threats of the company are clearly understood by using the theory of SWOT. Finally, a detailed 4Ps marketing strategy is made for the company, and suggestions are put forward to ensure the effective implementation of the international marketing strategy. The reason of this paper is to provide reference for domestic small and medium-sized enterprises to enter the international market and formulate effective international marketing strategies. Hope that through this study, similar enterprises to enter the international market has a certain reference significance.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6
[Abstract]:Heat exchanger is a common equipment used in industrial production department. It has a wide range of applications, such as petrochemical industry, food production, iron and steel smelting and so on. It plays an important role in the whole production process. With the continuous progress of human society, the requirements for materials are gradually increasing, forcing the rapid development of related manufacturing industries. Therefore, the demand for heat exchangers in the world is increasing day by day. At the same time, the quality and performance of heat exchangers are also increasing. In the rapidly changing international market, the rapid renewal of heat exchangers, the ingenious construction of heat exchangers, and the continuous emergence of heat exchangers using energy-saving materials have intensified competition in the industry and reminded enterprises to keep in mind innovation. This kind of development situation to our country heat exchanger enterprise, not only provides the opportunity but also causes the enterprise to face the severe challenge. Yanxiang Electronic Technology Co., Ltd. (hereinafter referred to as "Yanxiang Electronics") is a small and medium-sized enterprise in the field of domestic heat exchangers. In the face of the development situation of the industry, how to seize the market opportunity, meet the challenge and open up the international market. To improve product competitiveness and increase market share is an important problem for Yanxiang Electronics to focus on international development and scientific planning. Based on the background and development trend of heat exchanger industry, this paper takes Yanxiang Electronics as the research object and makes use of the relevant theories of international marketing to analyze and study the management status of the company. First of all, this paper introduces the company in detail, analyzes the current marketing situation, and draws a conclusion that the company has a great development space in the future. At the same time in the product, price, promotion and channel to point out the company's current marketing problems. Secondly, under the guidance of STP marketing theory, this paper discusses the demand characteristics of international heat exchanger, and draws the conclusion that the focus of the world heat exchanger market is mainly in Russia, India, Brazil and Southeast Asia. And these areas as the company's market segments, using twice contraction method to determine the target market, and finally selected as Singapore market. Again using the PEST analysis method to analyze the macro-environment of the target market. In the competition of the target market, the trend of demand and the export of heat exchangers in China, the environment of the industry is analyzed, and the advantages, disadvantages, opportunities and threats of the company are clearly understood by using the theory of SWOT. Finally, a detailed 4Ps marketing strategy is made for the company, and suggestions are put forward to ensure the effective implementation of the international marketing strategy. The reason of this paper is to provide reference for domestic small and medium-sized enterprises to enter the international market and formulate effective international marketing strategies. Hope that through this study, similar enterprises to enter the international market has a certain reference significance.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6
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