JY公司东南亚市场开拓战略研究

发布时间：2018-06-13 01:18

本文选题：东南亚 + 市场开拓　；参考：《南华大学》2014年硕士论文

【摘要】：近些年,随着中国经济的蓬勃发展,国内叉车行业进入了高速发展的时期。在当前国内市场趋近饱和的状态下,国内叉车企业亟需开拓新的市场,其中部分叉车生产厂商将目光瞄向了海外市场,尤其是距离中国最近的东南亚市场,希望借由打开东南亚市场从而将整个企业推向国际,在全球市场获取一定份额,实现公司的长远持续发展。JY公司是近年来发展势头迅猛的叉车生产厂商,公司对于开拓东南亚市场势在必行,然而东南亚市场的竞争是异常激烈的,欧美日发达国家的企业已在东南亚市场盘踞了几十年之久,对当地的环境各方各面都非常熟悉,占据了很大一部分成熟市场。JY公司想要成功开拓东南亚市场,制定适宜的战略非常关键。本论文通过运用所学的MBA相关理论知识,结合企业的实际情况,从国内外研究现状、企业内外部环境分析、企业SWOT分析、市场开拓战略的选择和实施五个方面来论述JY公司开拓东南亚市场的战略研究,从而得出JY公司在进行东南亚市场开拓时公司总体战略应选择集中化战略、成本最低战略,竞争战略定位为增长性战略,职能战略方面着重加强营销战略、人力资源战略、财务战略、生产战略、研究和开发战略,并就各项战略的实施给出具体的措施和建议。
[Abstract]:In recent years, with the vigorous development of China's economy, the domestic forklift industry has entered a period of rapid development. With the current domestic market approaching saturation, domestic forklift enterprises urgently need to open up new markets, and some of the forklift manufacturers have focused their attention on overseas markets, especially the Southeast Asian market nearest to China. It is hoped that by opening up the Southeast Asian market and pushing the whole enterprise to the international market, we can gain a certain share of the global market and realize the company's long-term sustainable development. JY is a forklift truck manufacturer with rapid growth in recent years. It is imperative for the company to develop the Southeast Asian market. However, the competition in the Southeast Asian market is extremely fierce. The enterprises of the developed countries in Europe, America and Japan have been in the Southeast Asian market for decades, and they are very familiar with all aspects of the local environment. A large proportion of the mature market. JY to successfully develop the Southeast Asian market, the right strategy is crucial. By using the relevant theory knowledge of MBA, combining the actual situation of the enterprise, this paper analyzes the internal and external environment of the enterprise, and the SWOT analysis of the enterprise from the domestic and foreign research situation, the enterprise external environment analysis, the enterprise SWOT analysis, The selection and implementation of market development strategy are discussed in five aspects to discuss the strategic research of JY company in developing Southeast Asian market, and the conclusion is drawn that the overall strategy of JY company should choose centralized strategy and lowest cost strategy when developing Southeast Asia market. The competition strategy is defined as the growth strategy, the function strategy emphasizes on strengthening the marketing strategy, the human resource strategy, the financial strategy, the production strategy, the research and development strategy, and gives the concrete measures and suggestions on the implementation of each strategy.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.4;F272

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