XX公司澳大利亚市场营销策略研究

发布时间：2018-01-18 04:35

本文关键词：XX公司澳大利亚市场营销策略研究　出处：《西南交通大学》2016年硕士论文　论文类型：学位论文

【摘要】：中国轨道交通装备制造企业在过去十几年中,通过技术引进、消化吸收和再创新形成了自身强有力的竞争力,国家对高铁和地铁等轨道交通行业的巨大投入为轨道交通装备制造业的发展创造条件。同时,国家“走出去”战略、“高铁外交”战略,及“一带一路”战略的实施为中国轨道交通装备制造企业的海外业务发展创造了巨大机遇。本人所在公司作为中国轨道交通装备制造业的领导者,在海外业务拓展方面已具备一定的经验和实力,公司目前在国内拥有轨道交通装备制造业超过95%的市场份额,产品已经出口到全世界100多个国家和地区。按照德国咨询机构SIC在2015年发布的全球轨道交通装备制造业排名,本公司按照营业收入规模排名全球第1名,公司在全球市场已与轨道交通装备制造巨头：庞巴迪、阿尔斯通、西门子、卡夫和川崎重工等形成全面竞争态势。为深入拓展国际市场,公司在2013年成立了澳大利亚公司,2014年-2015年期间本人作为澳大利亚公司的市场营销人员对澳大利亚市场进行全面分析。本人作为公司在澳大利亚市场的区域经理,目前负责公司在澳大利亚市场的市场营销和项目执行工作。通过分析澳大利亚轨道交通装备市场情况,进一步明确了公司在澳大利亚未来的发展目标和发展策略。为落实公司在澳大利亚业务发展目标,本文通过PEST方法对澳大利亚国家宏观经济进行分析,从政治、经济、社会和技术方面进行分析,得出公司深入拓展澳大利亚市场的宏观分析支持,同时,对澳大利亚轨道交通装备行业进行分析。通过进一步分析公司的机遇、挑战、优势和劣势明确了公司在澳大利亚市场的主要优势,明确了公司在澳大利亚的整体发展战略；再结合公司在澳大利亚业务开展情况、产品线优势和业务开展存在问题,通过STP (Segmenting、Targeting、Positioning)营销策略分析方法,对澳洲轨道交通装备市场进行市场细分,确定产品线目标市场和市场定位,就公司澳大利亚未来业务市场营销策略提出建议。
[Abstract]:China rail transit equipment manufacturing enterprises in the past ten years, through the introduction of technology, digestion, absorption and innovation to form their own strong competitiveness. The state's huge investment in rail transit industries such as high-speed rail and subway has created conditions for the development of rail transit equipment manufacturing industry. At the same time, the country's "going out" strategy, "high-speed rail diplomacy" strategy. The implementation of the "Belt and Road" strategy has created great opportunities for the overseas business development of China's rail transit equipment manufacturing enterprises. My company is the leader of China's rail transit equipment manufacturing industry. In overseas business development has a certain experience and strength, the company currently in the domestic rail transit equipment manufacturing industry has more than 95% market share. Products have been exported to more than 100 countries and regions in the world, according to the German consultancy SIC published in 2015 the global rail transit equipment manufacturing ranking. The company ranks first in the world according to the scale of operating income, the company has been in the global market with rail transit equipment manufacturers: Bombardier, Alstom, Siemens. Kraft and Kawasaki heavy Industries have formed a comprehensive competitive posture. In order to further expand the international market, the company established an Australian company in 2013. From 2014 to 2015, I conducted a comprehensive analysis of the Australian market as a marketer of the Australian company. I was the company's regional manager in the Australian market. Currently responsible for the company's marketing and project implementation in the Australian market. Through the analysis of the Australian rail transit equipment market situation. In order to realize the development goal of the company in Australia, this paper analyzes the national macroeconomic of Australia by PEST method. From the political, economic, social and technical aspects of the analysis, the company in-depth development of the Australian market macro analysis support, at the same time. Through further analysis of the opportunities, challenges, strengths and weaknesses of the company in the Australian market, the main advantages of the company are identified. Defined the company's overall development strategy in Australia; Combined with the company's business development in Australia, product line advantages and business development problems, through STP Segmentation / targeting. Marketing strategy analysis method, the Australian rail transit equipment market segment, to determine the product line target market and market positioning. Make suggestions on the marketing strategy of the company's future business in Australia.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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