中国中车集团公司国际市场营销战略研究

发布时间：2018-08-25 08:03

【摘要】：截至2016年12月底,中国高速铁路运营总里程突破2.2万公里,稳居世界第一。高速铁路的发展极大地缓解了中国铁路运能紧张的局面,对中国经济和社会发展的带动作用日益明显。随着我国“一带一路”、《中国制造2025》行动纲领”以及“互联网+”等多重战略的不断深入推进实施,企业国际化发展成为必然趋势。特别“一带一路”战略的提出,为我国企业走向国际市场开辟了更加广阔的市场。然而,当前全球经济发展形势不容乐观,特别是以资源型行业、装备制造业为代表的工业发展存在势头疲软、产能过剩、市场竞争激烈等问题,严重制约着相关产业的发展。为了有效解决这一系列问题,响应国家“高铁走出去”战略大计,中国中车集团公司应运而生,旨在整合南北车两家企业各项优势资源,消除恶性竞争,通过强强联合,与国外老牌轨道交通装备制造业巨头相抗衡,赢得更多的高速动车组列车国际市场份额,并树立自己的国际品牌。为实现上述目标,使中国中车的高端轨道交通装备走向世界,需要制定全面而周密的国际营销战略。本文以中国中车集团公司为研究对象,运用波特五力和SWOT分析法,剖析中国中车集团公司所面临的国际国内宏观环境和微观环境,对全球轨道行业现状、竞争者、产品现状、市场状况,特别是国际市场营销状况进行全面分析和研究。同时,结合运用波特竞争战略、STP、产品—市场战略、4Ps等相关市场营销战略与策略理论,提出相应的高速动车组装备国际市场营销战略,并对该战略提出了实施保障和控制措施。
[Abstract]:By the end of December 2016, the total mileage of high-speed railways in China exceeded 22000 kilometers, ranking China's first in the world. The development of high-speed railway has greatly alleviated the tense situation of railway transportation capacity in China, and has played an increasingly important role in promoting China's economic and social development. With the deepening implementation of "Belt and Road", "made in China 2025" Action Program and "Internet", the internationalization of enterprises has become an inevitable trend. The strategy of Belt and Road has opened up a broader market for Chinese enterprises to enter the international market. However, the current situation of global economic development is not optimistic, especially in resource-based industries, equipment manufacturing industry represented by the weak momentum of industrial development, overcapacity, fierce market competition and other problems, seriously restricting the development of related industries. In order to effectively solve this series of problems and in response to the country's strategic plan of "going out of high-speed rail", the China China Motor Corporation has emerged as the times require, aiming at integrating the advantages of the two companies, eliminating vicious competition, and combining strong and strong. It competes with the foreign famous rail transit equipment manufacturing giant to win more international market share of high-speed EMU train and establish its own international brand. In order to achieve the above goal and make the high-end rail transit equipment of China China Motor Corporation go to the world, it is necessary to formulate a comprehensive and thorough international marketing strategy. In this paper, China China Motor Corporation is taken as the research object, using Porter five Force and SWOT analysis method, this paper analyzes the international and domestic macro and micro environment, the current situation of global rail industry, competitors, product status, and so on. The market situation, especially the international marketing condition, carries on the comprehensive analysis and the research. At the same time, combined with relevant marketing strategy and strategy theory, such as Porter competition strategy, product-market strategy and so on, this paper puts forward the corresponding international marketing strategy for high-speed EMU equipment, and puts forward some measures to guarantee and control the strategy.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.472

【相似文献】