惠而浦集团在华营销策略研究

发布时间：2018-06-03 23:45

本文选题：惠而浦 + 白色家电　；参考：《辽宁大学》2014年硕士论文

【摘要】：20世纪90年代以来，中国经济飞速发展，对外开放步伐加快，许多跨国企业将中国市场纳入其全球化的产业链条中，，惠而浦集团也不例外。美国惠而浦集团是全球最大的白色家电制造商之一，2013年在北美和拉丁美洲家电市场占有率第一，在印度家电市场排名第二，在欧洲、中东和非洲排名第四。然而，惠而浦在中国的发展却非一帆风顺，一度被称作“跨国公司在华犯错的百科全书”。惠而浦虽一度连连败退中国市场，但却并没有放弃，几度调整发展战略，重战中国市场，终于取得了一定成效。本文基于惠而浦在中国的发展历程和营销环境，运用国际营销学理论对惠而浦集团在华发展各阶段的营销策略进行分析，总结其失败的教训和经验得出启示，具有一定的实践意义。本文首先介绍了惠而浦的概况，简要描述了惠而浦在全球市场上的战略路径和在世界领先地位，以及在中国市场上的发展历程，将其发展历程大致分为“反复试错”“卷土重来”“层层深入”三个阶段；其次，以此为背景，对惠而浦在中国市场各发展阶段的营销策略进行了详细分析，使惠而浦在中国市场各阶段采取的策略形成了鲜明的纵向对比；再次，分析惠而浦在中国市场经过战略转变所取得的成效；最后，根据惠而浦在华整个发展过程总结经验和教训，为跨国企业进入新的市场提供启示，即应该注重市场调研、明确市场定位的重要性、应对价格战的方法、如何面对跨国企业的管理问题以及深化沟通模式、完善价值传递体系等，为其他跨国企业进入中国市场或是中国企业跨国经营提供借鉴。
[Abstract]:Since 1990s, with the rapid development of China's economy and the quickening pace of opening to the outside world, many multinational enterprises have brought the Chinese market into their global industrial chain, and Whirlpool Group is no exception. Whirlpool is one of the world's largest white goods manufacturers, ranking first in North America and Latin America in 2013, second in India and fourth in Europe, the Middle East and Africa. However, Whirlpool's development in China was not smooth sailing, once known as the Encyclopedia of multinationals making mistakes in China. Although Whirlpool once lost the Chinese market one after another, it did not give up, adjusted its development strategy several times, fought the Chinese market again and again, and finally achieved certain results. Based on the development of Whirlpool in China and its marketing environment, this paper analyzes the marketing strategies of Whirlpool Group in various stages of its development in China by using the theory of international marketing, and summarizes the lessons and experiences of its failure. It has certain practical significance. This paper first introduces the general situation of Whirlpool, briefly describes Whirlpool's strategic path in the global market, its leading position in the world, and its development course in the Chinese market. The development course of Whirlpool is divided into three stages: "trial and error", "reappearance", "depth"; secondly, the marketing strategy of Whirlpool in each stage of development of China market is analyzed in detail. Make the strategy of Whirlpool in different stages of the Chinese market form a sharp vertical contrast; thirdly, analyze the effect of Whirlpool's strategic transformation in the Chinese market; finally, According to the experience and lessons of Whirlpool's entire development process in China, it provides inspiration for multinational enterprises to enter the new market. That is, they should pay attention to market research, make clear the importance of market positioning, and deal with the method of price war. How to face the management problems of multinational enterprises, deepen the communication mode, perfect the value transfer system, and provide reference for other multinational enterprises to enter the Chinese market or Chinese enterprises transnational management.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.6;F274

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