建霖工业洁具产品欧洲市场营销策略研究

发布时间：2018-01-11 01:12

本文关键词：建霖工业洁具产品欧洲市场营销策略研究　出处：《华侨大学》2014年硕士论文　论文类型：学位论文

【摘要】：自加入世界贸易组织以来，国民经济快速发展，产品日益销往全世界。生产企业开始重新考量和制定营销策略与管理方法，从最初的生产观念、产品观念向社会营销观念转变。企业营销管理涉及面广，连接部门多，管理过程复杂，尤其是跨国营销更费时耗力，已成为企业可持续发展的关键。本文针对建霖工业洁具产品欧洲市场营销状况，运用现代营销的PESTN理论、SWOT分析理论、波特五力竞争分析模型、STP营销战略以及4P和4R营销理论，研究建霖工业有限公司欧洲市场营销现状、问题及其成因，并提出营销策略建议。论文由七个部分构成，，绪论部分介绍论文研究背景、意义、方法及基本框架，第二章分析欧洲洁具市场现状及问题，第三章采取SWOT分析法分析欧洲市场环境，第四章分析欧洲市场STP营销战略，第五章分析和探讨建霖工业洁具产品欧洲市场4P和4R营销策略，第六章总结研究结论、不足及展望。采用文献分析法和实例分析法，将STP、4P和4R等理论运用到具体营销策略分析中，分析建霖工业洁具产品在欧洲卫浴市场的竞争状况，研究其营销策略的有效性和不足，并提出具体营销策略措施。文章特色在于揭示建霖工业欧洲洁具市场营销现状、问题与对策，探讨适合国内洁具企业进军欧洲市场的营销策略，为洁具企业进军欧洲市场提供营销策略借鉴。
[Abstract]:Since China's entry into the World Trade Organization (WTO), the national economy has developed rapidly and the products have been increasingly sold all over the world. Production enterprises have started to reconsider and formulate marketing strategies and management methods from the initial production concept. The marketing management of enterprises involves a wide range of areas, links many departments, and the management process is complex, especially transnational marketing is more time-consuming, has become the key to the sustainable development of enterprises. In view of the European marketing situation of Jianlin Industrial Sanitary Ware products, this paper applies the PESTN theory of modern marketing to the SWOT analysis theory, and Porter's five-force competitive analysis model. STP marketing strategy and 4P and 4R marketing theory, this paper studies the current situation, problems and causes of European marketing of Jianlin Industrial Co., Ltd., and puts forward some suggestions for marketing strategy. The paper is composed of seven parts. The introduction part introduces the research background, significance, methods and basic framework of the paper. Chapter 2 analyzes the current situation and problems of European sanitary ware market. Chapter 3 uses SWOT analysis to analyze the European market environment. Chapter 4th analyzes the STP marketing strategy in Europe, chapter 5th analyzes and discusses the 4P and 4R marketing strategies of Jianlin Industrial Sanitary Ware products in Europe, and Chapter 6th summarizes the research conclusions, shortcomings and prospects. By using literature analysis and case analysis, the STP4P and 4R theories are applied to the analysis of specific marketing strategies to analyze the competitive situation of Jianlin industrial sanitary ware products in the European sanitary ware market. This paper studies the effectiveness and deficiency of its marketing strategy, and puts forward some specific marketing strategies and measures. The characteristics of this article are to reveal the current situation, problems and countermeasures of the marketing of sanitary ware in Jianlin industry Europe. This paper discusses the marketing strategies suitable for domestic sanitary ware enterprises to enter the European market, and provides marketing strategies for sanitary ware enterprises to enter the European market.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92;F274

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