M公司俄罗斯市场开发策略组合研究

发布时间：2018-11-02 18:30

【摘要】：中国是传统的橡胶轮胎机械行业大国,2013年世界橡胶机械企业排名中,中国企业占据了前10强中的4席,30强中的14席。但排名代表的是产值规模,不能真正代表技术的先进性,事实上中国橡胶机械行业大而不强的现象非常突出,主要目标市场仍以国内为主。对于代表行业技术和品牌高端的欧美国际市场,中国橡胶机械企业始终没有实现量的突破或质的飞跃,在海外市场的表现始终乏善可陈。俄罗斯地域辽阔,人口众多,是金砖五国之一,具有巨大发展潜力。其地理位置处于西欧与中国之间,兼具中西的文化特点,技术水平也兼有两方特点。俄罗斯轮胎行业发展水平和产业规模并未达到世界先进行列,一方面中国企业可以在较短时间内满足其技术需求,另一方面本地区广阔的市场需求决定了其巨大的市场潜力。将俄罗斯场作为开拓国际市场的重要突破口,是众多中国橡胶机械的历史性选择。 M公司作为国内橡胶机械企业的领军者,在世界橡胶机械行业中排名第二,中国排名第一,是中国橡胶机械行业名副其实的领导者,包括规模和技术水平等各个维度；但在国际市场竞争中,其品牌地位和认可度距西方高端竞争对手仍有较大差距。从俄罗斯市场作为拓展国际市场的桥头堡,也是公司重要的市场开发策略之一。目前,公司在俄罗斯市场的开拓基础还非常薄弱,取得了零星订单,但远没有达到预期目标。本文将对M公司俄罗斯市场的现状进行分析,探讨俄罗斯橡胶机械市场形势及整体竞争环境,分析目前M公司在俄罗斯市场取得的成绩、存在的问题,归纳出俄罗斯市场的开发策略以及实施办法。本文对M公司自身的现状进行分析,并结合俄罗斯整体的宏观政治、经济、社会和技术水平的分析,尤其是对轮胎行业有直接影响的因素进行分析,梳理出与M公司相关的因素。进而从该地区轮胎市场的主要企业的情况和设备投资需求进行分析,以及当地轮胎行业的五力分析,由此推导出M公司在俄罗斯市场的最佳开发策略,并提出实施控制方法。俄罗斯地区作为世界版图的重要组成部分,其宏观环境受全球大环境的影响,是其不可或缺的一部分,但又有其独特的一面。政治、经济、社会、文化等多个方面能够体现出相关特点,通过对这些因素的定性分析,得出宏观环境的主要特点和对该地区市场的影响。具体到行业和客户层面,将通过搜集大量权威行业媒体发布的数据,来进行统计和分析,找到其暗含的规律和特点,从而为客户和行业的分析和定位提供重要依据,在这个层面上,主要采用的将是定量统计的研究方案。本文还采用了理论分析与模型分析相结合的方法,国际市场营销理论、营销组合理论、STP理论、以及由市场开拓定位衍生出的其他专业的SWOT理论、宏观形势PEST分析、行业方面的五力分析等都将在本文的分析过程中得到应用。其中的五力分析将建立出行业竞争力模型,从而得出行业竞争力的相关结论。以此为例,在其他方面也存在许多模型的应用。
[Abstract]:China is the traditional rubber tire manufacturing country, in 2013 the world rubber machinery enterprise ranking, Chinese enterprises took up the first 10 strong four seats, 30 strong 14 seats. But the ranking representative is the output value scale, can not really represent the advancement of technology, in fact, China's rubber machinery industry is big but not strong, the phenomenon is very prominent, the main target market is still mainly domestic. China's rubber machinery enterprises have never achieved a breakthrough or qualitative leap on behalf of industry technology and brand high-end European and American international market, and the performance of overseas market is always exhausted. Russia has a vast territory and a large population. It is one of the five BRICS countries. It has great potential for development. Its geographical position is between western Europe and China, with both Chinese and western cultural characteristics, and the technical level has both characteristics. The development level and industrial scale of Russian tire industry have not reached the advanced ranks of the world. On the one hand, Chinese enterprises can meet their technical needs in a short time, and on the other hand, the market demand of the region has determined its huge market potential. As an important breakthrough in the development of the international market, Russia's field is a historic choice of many Chinese rubber machinery. As the leader of domestic rubber machinery enterprises, M Company ranks No. 2 in the world's rubber machinery industry. China ranks No. 1. It is a real leader in China's rubber machinery industry, including all dimensions such as scale and technical level; however, in the international market In the competition, its brand status and recognition can still be larger than the western high-end competitors The gap. From the Russian market as the bridgehead for expanding the international market, it is also the important market development strategy of the company At present, the development base of the company in the Russian market is still very weak, have made sporadic orders, but far from reaching the expectation Objective: This paper will analyze the present situation of M Company's Russian market, discuss the situation of Russian rubber machinery market and overall competition environment, analyze the achievements and problems of M Company in Russia market, summarize the development strategy and implement of Russian market. The paper analyses the present situation of M company itself, and analyzes the factors which have direct influence on the tire industry in combination with the macro-political, economic, social and technical level of the whole country. Based on the analysis of the situation and equipment investment demand of the tire market in the region, and the five-force analysis of the local tire industry, the best development strategy of M Company in Russia market is derived, and it is put forward. The Russian region, as an important part of the world layout, is an indispensable part of its macro-environment, but it is an indispensable part of the world. On the other hand, it has a unique side. The political, economic, social and cultural aspects can reflect the relevant characteristics. Through the qualitative analysis of these factors, the main characteristics and significance of the macro environment are obtained. The impact of the regional market. Specific to the industry and customer level, statistics and analysis will be carried out by collecting data published by a large number of authoritative industry media to find the laws and characteristics implied by them, thus providing important basis for the analysis and positioning of customers and industries. According to, at this level, the main use will be fixed This paper also adopts the combination of theoretical analysis and model analysis, international marketing theory, marketing combination theory, STP theory, and other professional SWOT theory derived from market development and positioning. "The macro-situation PEST analysis, industry five-force analysis, etc. will be in this case." The five-force analysis in this paper will establish the industry competitiveness model. Relevant conclusions of industry competitiveness. In this case, in other parties
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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