长春轨道客车股份有限公司北美市场开拓策略研究

发布时间：2018-05-10 17:39

本文选题：长客 + 轨道客车　；参考：《吉林大学》2017年硕士论文

【摘要】：经济全球化,始于上一世纪90年代,到目前已经是二十一世纪不可逆转的潮流。为了适应经济全球化趋势,我国实施了“走出去”战略。从此越来越多的中国企业把全球市场作为优化资源配置、提升经营水平和参与国际经济竞争和合作的平台和场所。中国中车长春轨道客车股份有限公司(长客股份),是我国最大的轨道装备车辆制造企业之一,已经具有约二十年的海外出口经验,而继2014年中得波士顿地铁车辆项目之后,应该说长客在国际市场开拓以及北美市场开拓方面已经取得了长足的进步。然而面对巨大的北美市场和需求,长客股份的北美市场开发和维持仍然受到技术壁垒、供应链等诸多因素的影响。本文采用定性研究,分析了长客股份在北美市场开拓工作中存在的突出问题。主要包括难以逾越的技术壁垒、尚未成熟开发、培养的北美供应链、公司内部人员能力欠缺等。上述问题存在的原因是多方面的。作者结合轨道装备行业的特点和轨道装备市场特性,分析了长客股份在北美市场开拓工作中所存在问题的原因。包括中国与北美市场行业标准不同、未能提前预见公司的海外市场开拓计划并提前策略,导致北美供应商开发滞后于市场开拓需求,以及过渡依赖代理等外部资源,导致公司内部市场开拓团队能力无法满足独立开发市场的需求。关于长客股份在北美市场开拓过程中所处的环境,文本从宏观、微观角度分析,包括经济、技术环境分析以及供应商、竞争对手等分析。运用SWOT方法,分析了长客股份在北美市场所面临的各类优势、劣势、机会与威胁,从而为长客股份制定北美市场开拓制定适当的策略,提高长客股份在北美市场乃至全球市场上的竞争力。最后,本文运用4P营销理论,即产品(Product)、价格(Price)、渠道(Place)、推销(Promotion)营销理论,就长客股份北美市场开拓提出了产品策略、价格策略、促销策略和营销体系建设策略。若要有效地实施既定策略需要保障措施,包括深化企业的战略研究、优化组织架构和管理结构、提高自身技术能力以及提升管理水平。
[Abstract]:Economic globalization, which began in the 1990 s, has become an irreversible trend in the 21 th century. In order to adapt to the trend of economic globalization, China has implemented the "going out" strategy. Since then, more and more Chinese enterprises have taken the global market as the platform and place for optimizing the allocation of resources, improving the management level and participating in international economic competition and cooperation. Changchun Rail passenger car Co., Ltd. is one of China's largest rail equipment vehicle manufacturers, with about 20 years of overseas export experience, and after winning the Boston Metro vehicle project in mid-2014. It should be said that Changke in the international market and North American market development has made considerable progress. However, in the face of the huge North American market and demand, the development and maintenance of the North American market of LQ shares are still affected by many factors, such as technical barriers, supply chain and so on. In this paper, qualitative research is used to analyze the outstanding problems in the North American market development. It mainly includes insurmountable technical barriers, immature development, North American supply chain training, lack of internal personnel capacity and so on. There are many reasons for these problems. Combined with the characteristics of rail equipment industry and the market characteristics of rail equipment, the author analyzes the reasons for the problems existing in the North American market development of Longke shares. Different industry standards in China and North America, the failure to foresee the company's overseas market development plan and advance strategy lead to the North American supplier development lagging behind the market development demand, as well as overdependence on external resources such as agency, etc. As a result, the company's internal market development team ability can not meet the needs of independent development market. As to the environment in which LQ shares are in the process of developing the North American market, the text analyzes them from macro and micro perspectives, including economic, technical environment, suppliers, competitors, and so on. By using SWOT method, this paper analyzes the advantages, disadvantages, opportunities and threats faced by LQ shares in North American market. To improve the competitiveness of LQ shares in the North American market and even in the global market. Finally, using the 4P marketing theory, that is, the product, the price, the channel place, the promotion) marketing theory, this paper puts forward the product strategy, the price strategy, the promotion strategy and the marketing system construction strategy on the long guest stock North American market development. In order to carry out the established strategy effectively, the measures are needed, including deepening the strategic research of the enterprise, optimizing the organization structure and management structure, improving own technical ability and improving the management level.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.472;F274

【相似文献】