本文選題：跨國公司 + 建材行業(yè)　； 參考：《復旦大學》2009年碩士論文

【摘要】： 十余年的中國市場發(fā)展,讓德高中國公司有了一個好的開始,隨著中國政府對建筑行業(yè)節(jié)能環(huán)保要求的不斷提高,中國干砂漿行業(yè)將進入高速發(fā)展期,與此同時,德高中國公司未來三年的銷售目標提出翻番至2012年達10億人民幣目標,真正的考驗是要求德高中國公司在品牌建設(shè)的道路上有新的思路,新的行動。 本文通過對DAVCO德高中國公司在中國市場發(fā)展歷程的展示,從“研究”的角度來解讀德高中國公司的品牌戰(zhàn)略:走品牌發(fā)展戰(zhàn)略的形成過程——切入市場的關(guān)鍵在于高端及相對的藍海環(huán)境——良性長久的品牌發(fā)展的三大要旨。從中分析了跨國公司的一些基本的經(jīng)營理念及其具體做法,它將對中國企業(yè)的發(fā)展具有重要借鑒意義。 通過SWOT分析列舉德高中國公司對企業(yè)的內(nèi)部優(yōu)劣勢及外部的市場機會與威脅,指出德高公司的內(nèi)部優(yōu)勢在于:擁有良好的企業(yè)文化傳承,國際著名的品牌形象與影響力,強有力的內(nèi)部財務管控體制;且擁有穩(wěn)定而富有激情的銷售團隊和經(jīng)銷網(wǎng)絡(luò)。公司的劣勢在于:產(chǎn)品線過短,運營水平有待提高;市場運營模式受到挑戰(zhàn)。德高中國公司的市場機會是,國家對環(huán)保節(jié)能建筑的重視;家庭商用住房的裝修要求提高,大型建材超市進入后對品牌產(chǎn)品的標桿示范。而市場威脅亦存在于,工程市場的開拓不力,失去相當機會,社會不正當競爭使企業(yè)受到擠壓,以及低價產(chǎn)品在中國市場的巨大影響力等等。經(jīng)過詳盡的分析,確定充分發(fā)揮德高品牌的“人像”特征優(yōu)勢,及其品牌內(nèi)涵所反映出的“誠實、品質(zhì)、服務”的核心價值,為德高中國公司的品牌發(fā)展戰(zhàn)略注入新的活力。 通過運用STP分析工具為德高中國公司找出了一片商業(yè)藍海,讓德高中國公司的市場發(fā)展聚焦于家用水泥基防水市場,不懈地市場網(wǎng)絡(luò)布局,讓德高專賣店,分銷店蓬勃地發(fā)展起來,讓德高品牌深入中國消費者的心智。 品牌建設(shè)是企業(yè)與市場的內(nèi)外互動,是企業(yè)的經(jīng)營理念、創(chuàng)新態(tài)度、人文建設(shè)的綜合體現(xiàn)。德高中國公司以獨特的視角,提出:造血、守法、為品牌建設(shè)營造良好條件;創(chuàng)新營銷來提升品牌影響力;以企業(yè)內(nèi)部的人文關(guān)懷塑造品牌凝聚力。
[Abstract]:The development of the Chinese market for more than a decade has made a good start for the Degao China Company. With the increasing requirements of the Chinese government for energy conservation and environmental protection in the construction industry, the dry mortar industry in China will enter a period of rapid development. At the same time, The real test of the goal of doubling the sales target of Deco China over the next three years to reach 1 billion yuan by 2012 will be to demand that the company have new ideas and new actions on the road to brand building. This paper shows the history of DAVCO Degao China's market development in China. From the perspective of "research", this paper interprets the brand strategy of Deco China: the key to enter the market lies in the three major tenets of the benign and long-term brand development, namely, the high-end and the relative blue sea environment, which is the forming process of the brand development strategy. This paper analyzes some basic management concepts and concrete practices of multinational corporations, which will be of great significance to the development of Chinese enterprises. Through SWOT analysis, the author enumerates the internal advantages and disadvantages and the external market opportunities and threats of the Chinese company, and points out that the internal advantages of the company lie in: having a good corporate culture heritage, international famous brand image and influence. Strong internal financial control system, and a stable and passionate sales team and distribution network. The disadvantages of the company are that the product line is too short, the operating level needs to be improved, and the market operation model is challenged. The market opportunities for Deco China are the state's emphasis on environmentally friendly and energy-efficient buildings, the improvement of home and commercial housing requirements, and the benchmarking of brand products after the entry of large building materials supermarkets. The market threat also exists in the weak development of the engineering market, the loss of considerable opportunities, the unfair competition of the society, the squeezing of enterprises, and the huge influence of low-price products in the Chinese market, and so on. Through detailed analysis, it is determined that the core value of "honesty, quality and service" reflected by the connotation of Degao's brand, which can give full play to the "portrait" characteristic advantage of Degao brand, infuse new vitality into the brand development strategy of Degao China. Through the use of STP analysis tools to find out a commercial blue sea for Degao China, so that the Degao China company's market development focused on the domestic cement waterproofing market, unremitting market network layout, let Degao exclusive store, Distribution stores have flourished, allowing the Deco brand to penetrate into the minds of Chinese consumers. Brand building is the internal and external interaction between the enterprise and the market, and the comprehensive embodiment of the enterprise's management concept, innovative attitude and humanistic construction. Degao China Company puts forward: hematopoiesis, abiding by the law, creating good conditions for brand building; innovating marketing to enhance brand influence; building brand cohesion with humanistic care within the enterprise.
【學位授予單位】：復旦大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2

【參考文獻】

相關(guān)期刊論文 前1條

1 黨永嘉;蘇醒;;技術(shù)創(chuàng)新者的利潤收割之道[J];21世紀商業(yè)評論;2008年12期

，

本文編號：2044603