T公司在华营销策略研究

发布时间：2018-03-17 20:55

本文选题：橡胶(非轮胎)行业　切入点：营销策略　出处：《中国海洋大学》2015年硕士论文　论文类型：学位论文

【摘要】：T公司作为全球聚合物解决方案的领导者—主要定位生产供应世界领先的非轮胎行业橡胶制品及解决方案,拥有110多年的不断发展创新经验；随着市场全球化的开展更加炙热化,T公司把东南亚、中国市场的战略地位已经提上最高议程。随着中国国内经济发展和企业制造能力的提高、市场产品需求及供给的要求提高及数量增加,所以T公司必然将全球扩展战略的重点放到中国。同时,由于欧美市场竞争激烈,面临饱和的市场容量；中国市场更是T企业开发新的市场份额增长点,帮助提高企业全球市场的领导地位的推动力。作为全球领先密封系统、减震和防护方案的工业产品集团,T公司致力于通过完美可靠的解决方案,赢得客户信任的市场领导者。坚持“创新--创造价值”理念,在中国市场进行有效分析的基础上；确立合适的市场策略；从而将T公司品牌的特性与目标市场相结合,及时提供给客户最有竞争力的产品或解决方案。本文就T公司非轮胎行业橡胶制品在华市场十几年来的实践和创新经验积累,诠释在华市场营销策略的长期历程,在公司业绩上,在华营销市场增长的比例上已经远远超过第二区域欧洲市场。首先,通过了解说明T公司的市场增长情况,综合分析在华市场的现状、影响环境;其次,然后发现问题、分析问题；再次,通过选择合适策略手段解决所面对的问题;最后,通过加强保障措施实现战略发展。从T公司行业市场背景介绍出发,运用PEST和SWOT模型评估分析企业定位行业的机遇及未来发展趋势,了解企业面临的机遇及不同困难问题,采取STP策略选择目标市场及定位、利用关系营销、品牌策略等实施,介绍了T公司特色的市场关系对象进行策略营销的方法,特别柔性的关系管理营销策略,及各种市场策略执行手段的保障措施,保证了T公司在华市场开拓和事业增长。通过对T公司市场开发过程、结果进行分析,进行总结评论,以此T公司的全球化战略在华市场的拓展战略策略的研究,可以给与其他行业的领导者或者国内知名企业进行跨国战略开发选择借鉴参考意义。
[Abstract]:As a global leader in polymer solutions, T is a leading supplier of rubber products and solutions in the world's leading non-tire industry, with more than 110 years of continuous development and innovative experience. With the development of market globalization, the strategic position of the Chinese market has been put on the top agenda of Southeast Asia. With the development of China's domestic economy and the improvement of the manufacturing capability of enterprises, The demand and quantity of products in the market is increasing, so T company will focus on China in its global expansion strategy. At the same time, due to the fierce competition in Europe and the United States, it is faced with saturated market capacity. The Chinese market is also the driving force for T enterprises to develop new market share growth points to help enhance their leading position in the global market. Ltd., an industrial product group of shock mitigation and protection programs, is committed to winning the trust of customers through perfect and reliable solutions, adhering to the concept of "innovation-creating value" and making effective analysis on the Chinese market. Establish appropriate marketing strategies that combine the characteristics of the T brand with the target market, Provide customers with the most competitive products or solutions in time. This paper interprets the long history of marketing strategy in China based on the accumulation of practical and innovative experience of rubber products in the non-tire industry of T Company in China for more than ten years. In terms of company performance, the proportion of market growth in China has far exceeded that of the second regional European market. First, through understanding and explaining the market growth situation of T Company, we can comprehensively analyze the current situation of the market in China and influence the environment. Then find the problem, analyze the problem; thirdly, solve the problem by choosing the appropriate strategy; finally, realize the strategic development through strengthening the safeguard measures. From the T company industry market background introduction, Using PEST and SWOT model to evaluate and analyze the opportunity and future development trend of the enterprise positioning industry, to understand the opportunities and different difficulties faced by the enterprise, to adopt STP strategy to select the target market and position, to make use of the relationship marketing, brand strategy and so on. This paper introduces the marketing method of T company's characteristic market relation object, especially the flexible relationship management marketing strategy, and the guarantee measures of various market strategy execution means. It ensures T Company's market development and career growth in China. Through the analysis of T Company's market development process, the results are summarized and comments are made, so as to study the strategy of T Company's globalization strategy in the Chinese market. It can be used for reference for other industry leaders or domestic famous enterprises to choose transnational strategic development.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.72

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