同成公司变压器产品国际市场策略研究

发布时间：2018-01-26 19:33

本文关键词： 变压器国际市场分析营销策略电力市场 SWOT分析　出处：《华北电力大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着全球工业市场一体化的快速推进,输变电企业对变压器产品的需求也日益增加,然而国际上从事变压器生产的厂商较多,渗透力强,竞争越来越激烈,目前国际市场处于垄断竞争状态。我国传统变压器生产企业的产品营销模式较为保守,已不能满足在国际市场的市场业务开拓需求。因此,我国变压器生产企业转变国际市场营销模式,制定新的国际市场营销战略,提高国际市场份额,增强国际竞争力具有重要意义。本文以同成变压器公司为例,定位于国际市场,以商业营销策划书的形式,运用市场营销学、消费者行为学、宏微观经济学、工业品营销学、国际贸易学等理论,对该公司变压器产品的市场营销、战略制定、运营计划等各方面进行了系统分析和详细研究,优化变压器产品的国际化营销策略,为该公司赢得全球市场份额、占领国际市场,为企业的未来发展奠定良好的基础。本文对市场营销模式设计理论进行研究,研究了工业品营销、国际市场营销模式、技术营销和4P营销策略等。本文对同成变压器公司的国际市场的变压器产品及国际市场营销策略进行分析。首先介绍了企业及项目概况,进行了目标市场分析和定位。然后对变压器行业市场宏观环境和微观环境进行PEST分析,即分析政策、经济、社会、技术等市场因素,分析了市场环境下,企业面临的有利因素和不利因素,总体上可知市场环境有利于同成发展。利用SWOT分析工具分析了项目的优势、劣势、机会和威胁。然后用波特五力竞争分析模型分析了企业在变压器行业竞争环境中的竞争力。本文对同成进行了市场分析,通过STP营销对国际变压器市场进行细分和策略分析,制定了面向中高端市场定位的营销战略,面向模式多样化的混合营销策略,技术服务的营销战略和成本驱动的营销战略。本文对同成变压器国际市场营销策略进行部署和实施,并评估了预期实施结果。本文总结了同成变压器国际市场营销策略改进中的可取与不足之处,得出了结论,并提出了未来我国变压器在国际化市场的思考。本文成果通过对同成变压器公司多年来国际市场营销策略的案例研究,势必对同成变压器公司未来的国际化营销战略转型提供支持和帮助；同时,也对于其他变压器生产企业占领国际市场,增强企业市场份额,提高我国高技术机电产品同行的国际化推广提供有益的借鉴。
[Abstract]:With the rapid development of the integration of global industrial market, the demand of power transmission and transformation enterprises for transformer products is increasing day by day. However, there are more and more manufacturers engaged in transformer production in the world, and the competition is becoming more and more intense. At present, the international market is in a state of monopoly and competition. The traditional transformer manufacturing enterprises in our country are conservative in product marketing mode, and can not meet the market development needs in the international market. It is of great significance for the transformer manufacturing enterprises in China to change the international marketing model, formulate new international marketing strategies, increase the international market share and enhance the international competitiveness. This paper takes Tongcheng Transformer Company as an example, positioning in the international market, using marketing, consumer behavior, macroeconomics, industrial marketing in the form of commercial marketing planning book. Based on the theory of international trade, this paper makes a systematic analysis and detailed study on the marketing, strategy formulation and operation plan of transformer products, and optimizes the international marketing strategy of transformer products. For the company to win global market share, occupy the international market, for the future development of the enterprise laid a good foundation. In this paper, the design theory of marketing model is studied, and the industrial product marketing and international marketing model are studied. Technical marketing and 4P marketing strategy etc. This paper analyzes the transformer products and international marketing strategies in the international market of Tongcheng Transformer Company. Firstly, it introduces the general situation of enterprises and projects. Then the market macro-environment and micro-environment of transformer industry are analyzed by PEST, that is, the market factors such as policy, economy, society and technology are analyzed, and the market environment is analyzed. On the whole, the market environment is conducive to the development of the same enterprise. The advantages and disadvantages of the project are analyzed by using the SWOT analysis tool. Opportunities and threats. Then using the Porter five-force competitive analysis model to analyze the competitiveness of enterprises in the transformer industry competitive environment. This paper analyzes the market of Tongcheng. Through the STP marketing to the international transformer market subdivision and strategy analysis, has formulated the middle and high-end market orientation marketing strategy, facing the pattern diversification the mixed marketing strategy. Technical service marketing strategy and cost driven marketing strategy. This paper plans and implements the international marketing strategy of the same transformers. The paper summarizes the advantages and disadvantages in the improvement of international marketing strategy for the same transformers, draws a conclusion, and puts forward some thoughts on the future of China's transformers in the international market. Through the case study on the international marketing strategy of Tongcheng Transformer Company for many years, this paper is bound to provide support and help to the future international marketing strategy transformation of Tongcheng Transformer Company. At the same time, it also provides a useful reference for other transformer manufacturing enterprises to occupy the international market, strengthen the market share of enterprises, and improve the international promotion of high-tech mechanical and electrical products in our country.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

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