AB公司中南美市场营销策略研究

发布时间：2018-07-24 20:51

【摘要】：AB公司是一家有30年出口经验的家居用品公司,拥有自己的工厂,设计团队及海外合作伙伴,目前主要市场为北美和欧洲。但随着2008金融危机以及欧洲债务危机的重创,北美缓慢恢复,欧洲市场低迷,公司发展缓慢,而中南美洲经济快速发展后,现虽趋于缓慢,但经济发展起点低,仍具有巨大的潜力。中南美洲市场和AB公司的传统市场北美及欧洲从文化及经济发展等方面都存在很大的差异,我们需要根据中南美洲市场现状制定一套符合中南美市场的市场营销策略。本文在较为全面的收集及分析资料,深入了解市场现状及竞争者现状的基础上,首先综合分析了AB公司面临的外部环境和内部条件,现行公司架构及生产容量状况,目前产品状况,市场分布,价格,销售渠道及行业现状,竞争对手现状,运用SWOT客观评价我们的优势,劣势及竞争力,明确了我们现在所面临的机会及竞争形势。其次在此较为全面分析的基础上,运用了市场营销管理的4PS理论制定了AB公司的产品策略,价格策略,渠道策略,促销策略;市场方面根据市场细分步骤逐步确定了我们的目标市场并制定了较为详细的产品细分策略,销售人员细分策略;同时在分析公司品牌现状的基础上运用品牌策略提出适合自己的品牌策略。论文最后阐述了相关的辅助措施,确保公司相关战略的顺利实施。以上制定的市场营销策略是特别针对中南美市场,并结合AB公司现状分析,客观评估并制定的市场营销策略,可以为AB公司新兴市场开发及公司远发展提供一定的理论依据。
[Abstract]:AB is a 30-year export home products company with its own factory, design team and overseas partners, the main markets are North America and Europe. However, with the heavy impact of the 2008 financial crisis and the European debt crisis, North America slowly recovered, the European market was depressed, and companies developed slowly. After the rapid economic development in Central and South America, although the economic development has now tended to be slow, the starting point of economic development is low. There is still great potential. There are great differences between the traditional market of South and Central America and the traditional market of AB Company North America and Europe in terms of cultural and economic development. We need to formulate a set of marketing strategies in accordance with the market situation in Central and South America. Based on the comprehensive collection and analysis of the data and the understanding of the market and competitors, this paper firstly comprehensively analyzes the external and internal conditions, the current company structure and the production capacity of AB Company. At present, product situation, market distribution, price, sales channel and current situation of industry, present situation of competitor, use SWOT to evaluate our advantage, inferior position and competitive ability objectively, have made clear the opportunity and competition situation that we face now. Secondly, on the basis of the comprehensive analysis, the 4PS theory of marketing management is used to formulate the product strategy, price strategy, channel strategy and promotion strategy of AB company. According to the steps of market segmentation, the market has gradually determined our target market and formulated more detailed product segmentation strategy, sales personnel segmentation strategy; At the same time, on the basis of analyzing the current situation of the company's brand, brand strategy is used to put forward the brand strategy suitable for itself. At the end of the paper, the relevant assistant measures are described to ensure the smooth implementation of the company's relevant strategies. The marketing strategy made above is especially aimed at the market of Central and South America, and the marketing strategy which is objectively evaluated and formulated by combining with the analysis of the present situation of AB Company can provide certain theoretical basis for the development of emerging market and the development of the company in the far future of AB Company.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.88

【相似文献】