本文關(guān)鍵詞： 東南亞市場(chǎng) 網(wǎng)絡(luò)設(shè)備 新興廠(chǎng)商 壞境分析 競(jìng)爭(zhēng)分析 營(yíng)銷(xiāo)戰(zhàn)略　出處：《北京郵電大學(xué)》2012年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：本文試圖運(yùn)用營(yíng)銷(xiāo)管理知識(shí),從以下幾個(gè)方面論述RJ公司(出于保密目的,故以下簡(jiǎn)稱(chēng)RJ公司)作為國(guó)內(nèi)新興的網(wǎng)絡(luò)設(shè)備廠(chǎng)商進(jìn)入東南亞市場(chǎng)的營(yíng)銷(xiāo)戰(zhàn)略。華為、中興等中國(guó)廠(chǎng)商在全球市場(chǎng)的崛起已成事實(shí),受益于通信行業(yè)這個(gè)中國(guó)最規(guī)范、發(fā)展最快的行業(yè),自然就培養(yǎng)出了世界級(jí)的提供商,近年來(lái)我國(guó)已經(jīng)有諸多有實(shí)力、有遠(yuǎn)見(jiàn)的通信制造公司成功的開(kāi)拓了海外市場(chǎng),優(yōu)惠的價(jià)格、良好的服務(wù)成為了我國(guó)通信制造企業(yè)的核心標(biāo)志。東南亞市場(chǎng),作為海外市場(chǎng)開(kāi)拓“由近及遠(yuǎn)”市場(chǎng)戰(zhàn)略中的橋頭堡之一,是通信設(shè)備廠(chǎng)商重要的海外市場(chǎng)及必爭(zhēng)之地。作為一家新興的網(wǎng)絡(luò)設(shè)備公司,RJ公司經(jīng)過(guò)5年左右的發(fā)展和積淀,已經(jīng)在中國(guó)國(guó)內(nèi)占據(jù)了一定的市場(chǎng)份額,擁有了有競(jìng)爭(zhēng)力的產(chǎn)品解決方案,有能力也有強(qiáng)烈意愿開(kāi)始海外市場(chǎng)拓展。海外市場(chǎng)拓展伊始,面對(duì)東南亞市場(chǎng)的充分競(jìng)爭(zhēng)和特有的地域環(huán)境,營(yíng)銷(xiāo)戰(zhàn)略的制定至關(guān)重要。 本文根據(jù)本人多年海外市場(chǎng)拓展經(jīng)驗(yàn),結(jié)合現(xiàn)RJ公司的實(shí)際情況,運(yùn)用營(yíng)銷(xiāo)管理理論及分析方法,進(jìn)行RJ公司內(nèi)、外部環(huán)境分析以及競(jìng)爭(zhēng)分析,最后得出營(yíng)銷(xiāo)戰(zhàn)略及實(shí)施重點(diǎn)。從而針對(duì)一個(gè)典型的新興通信設(shè)備廠(chǎng)家,在其海外市場(chǎng)丌拓初期資源有限的情況下,如何集中資源,準(zhǔn)確定位,從而實(shí)現(xiàn)營(yíng)銷(xiāo)目標(biāo),并保持快速增長(zhǎng),提出了營(yíng)銷(xiāo)戰(zhàn)略方案。
[Abstract]:This paper tries to use the knowledge of marketing management to discuss RJ Company (for the purpose of confidentiality) from the following aspects. Therefore, RJ Company (hereinafter referred to as RJ Company) as the domestic emerging network equipment manufacturers into the Southeast Asian market marketing strategy. Huawei, ZTE and other Chinese manufacturers in the global market rise has become a reality. Benefited from the communication industry, China's most standardized, the fastest growing industry, naturally cultivate a world-class provider, in recent years, China has a lot of strength. The visionary communication manufacturing company has successfully opened up the overseas market, the preferential price, the good service has become the core symbol of our country's communication manufacturing enterprise. Southeast Asia market. As one of the bridgehead in the overseas market development strategy, it is an important overseas market and a necessary place for the communication equipment manufacturers. It is a new network equipment company. After about 5 years of development and accumulation, RJ has occupied a certain market share in China and has a competitive product solution. At the beginning of overseas market expansion, it is very important to make marketing strategy in the face of the full competition and unique regional environment of Southeast Asian market. According to my many years of overseas market development experience, combined with the actual situation of RJ Company, using marketing management theory and analysis method, RJ company internal and external environment analysis and competition analysis. Finally, the marketing strategy and implementation focus are obtained, so as to a typical new communication equipment manufacturers, in the case of limited resources in the initial development of overseas markets, how to concentrate resources, accurate positioning. In order to achieve marketing objectives, and maintain rapid growth, proposed marketing strategy.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F274;F626

【引證文獻(xiàn)】

中國(guó)博士學(xué)位論文全文數(shù)據(jù)庫(kù) 前1條

1 謝軍;中國(guó)制造業(yè)企業(yè)進(jìn)入國(guó)際市場(chǎng)的行為模式及國(guó)際化績(jī)效研究[D];暨南大學(xué);2007年

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本文編號(hào)：1472010