雷吉那链条公司中国区营销战略研究

发布时间：2018-04-13 17:16

本文选题：饮料啤酒输送链板 + 雷吉那公司　；参考：《天津大学》2014年硕士论文

【摘要】：在过去的20年里，国内居民生活条件逐步改善，人们的生活水平也在不断提高，对于瓶装饮品和啤酒的需求总量持续增长，需求种类也越来越多样化。从而催生了中国的饮料与啤酒包装设备行业在近10年里始终保持在20%以上的增长率，并且还将继续保持着强劲的增长势头。雷吉那公司于1998年在中国上海设立办事处，并于2004年在天津建厂正式进入中国市场。该行业的其它两家国际公司也先后来中国建厂。经过这十几年中国饮品和啤酒行业的爆发式增长，本土企业也纷纷加入了包装输送设备行业。目前国内饮料啤酒企业基本分为高、中、低三个档次，三家国际大公司基本掌握着大型饮料啤酒制造企业，比如Coca Cola、Pepsi Cola、康师傅、娃哈哈、青岛啤酒、Budweiser Beer、华润啤酒等。国内企业大多选用低价格手段进入市场，并参与竞争。目前雷吉那公司面临的发展问题是，如何在中国市场环境中保持长期稳定的增长，需要解决的问题有，制定清晰的市场战略与品牌定位、创新产品技术和加强成本优势。本文将使用外部宏观环境分析（PEST分析法）和有关竞争力的模型波特五力分析模型（也称为波特模型）（Michael Porter's Five Forces Model）对雷吉那公司外部和内部条件和环境进行分析；运用战略分析方法和分析工具，对雷吉那公司进行战略定位研究，并结合当前外部市场环境和公司内部约束条件制定发展战略，，即技术领先、成本优势的主动竞争战略。为了配合雷吉那公司的新的发展战略，需要完善的企业文化，储备优秀人员，开发新的市场，加强产品的创新成果。
[Abstract]:In the past 20 years, the living conditions of domestic residents have gradually improved, and people's living standards have also been improving. The total demand for bottled drinks and beer has continued to grow, and the types of demand have become more and more diversified.As a result, China's beverage and beer packaging equipment industry has maintained a growth rate of more than 20 percent over the past decade, and will continue to maintain a strong growth momentum.Regina set up an office in Shanghai in 1998 and officially entered the Chinese market in Tianjin in 2004.Two other international companies in the industry have also set up factories in China.After more than a decade of explosive growth in China's beverage and beer industries, local companies have joined the packaging and transportation industry.At present, domestic beverage beer enterprises are basically divided into three grades: high, middle and low, and three large international companies basically master large beverage beer manufacturers, such as Coca Cola Pepsi Cola, Master Kang, Wahaha, Tsing Tao Beer Budweiser Beer, China Resources Beer and so on.Most domestic enterprises choose low-price means to enter the market and participate in competition.At present, Regina is faced with the problem of how to maintain long-term and stable growth in the Chinese market environment. The problems that need to be solved include making clear market strategy and brand positioning, innovating product technology and strengthening cost advantage.In this paper, the external and internal conditions and environment of Regina are analyzed by using the external macro environmental analysis (pest analysis) and the Porter five-force analysis model (also known as the Porter Porter's Five Forces model).This paper studies the strategic orientation of Regina Company by using strategic analysis methods and tools, and formulates the development strategy combining with the current external market environment and the internal constraints of the company, that is, the active competitive strategy of leading technology and cost advantage.In order to cooperate with Regina's new development strategy, it is necessary to perfect corporate culture, reserve excellent personnel, develop new market and strengthen product innovation.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.82;F274

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