SL电器公司美国市场营销策略研究

发布时间：2018-04-18 10:36

本文选题：电器市场 + 美国市场　；参考：《广西大学》2015年硕士论文

【摘要】：广东家电企业经过三十多年的发展,在国际市场上树立了一定的影响力,竞争力也逐渐提升,然而,随着经济全球化发展以及欧美等地区对我国家电产品外销的诸多贸易壁垒,广东家电企业面临的内、外形势与过去的相比已经完全不同。随着竞争的日益激烈,企业面临的考验也愈加严峻,部分企业通过变革战略、重新定位市场、创新营销方式促使企业逐渐强大,部分企业由于营销方式落后,管理水平有限致使企业逐渐走向没落。SL电器公司作为一个以出口为导向的OEM家电制造企业,当今市场环境,威胁与机遇并存,如何进行市场营销的规范,完善和制定企业的市场营销策略,对于SL电器公司快速占领美国市场,提升企业竞争力,推动企业自身快速和稳定发展意味深远,对其他想开拓美国小家电市场的中国企业也起到一定的借鉴作用。本文从SL电器公司美国市场营销实际情况出发,分析企业的产品经营范围、以及内部组织结构和美国市场份额,同时结合企业现阶段发展状况和自身的优、劣势分析SL电器公司宏、微观环境找出企业发展存在的机遇和威胁,根据相关市场营销管理的理论,选定企业开拓美国市场的目标市场和战略定位,并据此进一步提出SL电器公司的具体营销策略的完善建议。论文最后是对SL电器公司美国市场营销策略实施保障进行了阐述,使得企业未来的发展能够在制度的框架下不断壮大,良性循环。本文着眼于在中国具有普遍代表性的珠三角中小型民营出口企业,并对其特定市场的营销策略进行具体的分析研究。希望本研究能对SL电器公司自身国际市场营销策略完善有一定的参考以及对同类型企业国际市场的开拓具有一定借鉴意义。
[Abstract]:After more than 30 years of development, Guangdong household appliance enterprises have established certain influence in the international market, and their competitiveness has been gradually enhanced. However, with the development of economic globalization and the many trade barriers of Europe and the United States and other regions to the export of household electrical appliances products in China,The internal and external situation faced by Guangdong household appliance enterprises has been completely different from the past situation.With the increasingly fierce competition, enterprises are facing a more severe test, some enterprises through the strategy of change, re-positioning the market, innovative marketing methods to promote the enterprise gradually strong, some enterprises because of the backward marketing approach,The limited management level has led to the gradual decline of the enterprise. SL Electric Co., as an export-oriented OEM home appliance manufacturing enterprise, today's market environment, threats and opportunities coexist, how to carry out marketing norms,Perfecting and formulating the marketing strategy of enterprises has far-reaching implications for SL Electric Company to quickly occupy the American market, to enhance the competitiveness of enterprises, and to promote the rapid and stable development of enterprises themselves.To other want to open up the small home appliance market in the United States, Chinese enterprises also play a certain reference role.Starting from the actual marketing situation of SL Electric Company in the United States, this paper analyzes the scope of product management, the internal organization structure and the market share of the United States. At the same time, combined with the current development situation of the enterprise and its own advantages,This paper analyzes the macro and micro environment of SL Electric Co., Ltd., finds out the opportunities and threats that exist in the development of enterprises, and selects the target market and strategic position of the enterprises to open up the American market according to the theory of relevant marketing management.And then further put forward the SL Electric Company's specific marketing strategy to improve the proposal.At the end of the paper, the author expatiates on the implementation of marketing strategy of SL Electric Company in America, which makes the future development of the company grow stronger under the framework of the system, and the virtuous circle.This paper focuses on the small and medium-sized private export enterprises in the Pearl River Delta, which are generally representative in China, and makes a concrete analysis and research on the marketing strategies of their specific markets.It is hoped that this study can be used for reference to the improvement of the international marketing strategy of SL Electric Company and to the development of the international market of the same type of enterprises.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274

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