TS公司海外市场战略研究

发布时间：2018-03-05 00:34

本文选题：铁路承包企业　切入点：海外市场　出处：《西南交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着国内基础设施的不断完善,建筑市场在长期快速增长之后,必将会出现增速减弱、空间缩小的反转,建筑行业产能过剩问题将会更加突出,进一步加快走出去,拓展国际业务,已经成为企业的必然选择和基本出路。本文分析总结了 TS公司十多年的海外市场拓展里程,指出了目前海外市场营销中存在的问题,通过对公司的外部环境和内部环境分析,明晰了公司拓展海外市场所面临的机遇和挑战以及公司自身的优势和劣势,并在此基础上提出了 TS公司海外市场营销战略的建议方案以及保障性措施。本论文分为四章,第一章介绍了论文的选题背景,研究内容,研究的目的和意义,以及本文采用的理论依据和研究方法;第二章通过使用PEST分析方法和"五力模型"对公司的外部环境进行分析和梳理;第三章分析总结了 TS公司海外市场营销现状以及存在的问题。同时在分析公司内部资源的基础上明晰了公司的核心竞争力。然后采用SWOT分析法对公司面临的外部机遇和威胁以及自身的优势和劣势进行详尽分析。第四章在前一章的基础上,结合TS公司海外市场营销目标,提出TS公司应采取以成本优势为主导的扩张型国际化战略,在此战略引导下,立足铁路基建行业,向着建筑施工业纵向一体化加适度相关多元化的国际化建筑企业的方向前进,并为这一战略提出了具体战略方案和保障性措施;最后对全文进行总结。
[Abstract]:With the continuous improvement of domestic infrastructure, after a long period of rapid growth in the construction market, there will inevitably be a weakening of the growth rate, a reversal of the shrinking space, and the problem of overcapacity in the construction industry will become even more prominent, further speeding up the process of going out. Expanding international business has become an inevitable choice and basic outlet for enterprises. This paper analyzes and summarizes the overseas market development mileage of TS Company for more than ten years, and points out the problems existing in overseas marketing at present. Through the analysis of the external and internal environment of the company, the opportunities and challenges faced by the company in developing overseas markets, as well as the strengths and weaknesses of the company itself, are clarified. On the basis of this, the paper puts forward the suggestion scheme of TS company's overseas marketing strategy and the safeguard measure. This thesis is divided into four chapters. The first chapter introduces the background, the research content, the purpose and significance of the research. The second chapter analyzes and combs the external environment of the company by using PEST analysis method and "five forces model". The third chapter analyzes and summarizes the current situation and existing problems of overseas marketing of TS Company. At the same time, it clarifies the core competitiveness of TS Company on the basis of analyzing its internal resources. Then it uses SWOT analysis method to analyze the external factors facing the company. Chapter 4th is based on the previous chapter. Combined with the overseas marketing target of TS Company, this paper puts forward that TS Company should adopt the expanding international strategy, which is dominated by cost advantage, under the guidance of this strategy, it should base itself on the railway infrastructure industry. Towards the direction of vertical integration of construction industry and moderately relevant diversified international construction enterprises, and put forward specific strategic plan and supporting measures for this strategy; finally, summarize the full text.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.92;F272;F125

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