本文選題：勞特中國　切入點：SNOT分析　出處：《蘭州大學》2015年碩士論文　論文類型：學位論文

【摘要】：中國膠合板年產(chǎn)量占世界總產(chǎn)量的一半以上,但是和歐洲發(fā)達國家相比中國膠合板生產(chǎn)水平還非常落后。中國膠合板行業(yè)還屬于人員密集型行業(yè),生產(chǎn)每立方米膠合板需要工時是歐洲發(fā)達國家的6倍,而且產(chǎn)品質(zhì)量遠遠不如歐洲發(fā)達國家,中國建筑模板使用次數(shù)在5次以下,歐洲生產(chǎn)的建筑模板可以重復使用20次以上,中國膠合板行業(yè)還有很大提升空間。究其原因是中國膠合板生產(chǎn)技術(shù)和設(shè)備落后導致。近年來中國原木價格上漲迅猛,但膠合板成品價格增長幅度很小,特別是普通膠合板成品。企業(yè)面臨生存壓力,必須通過生產(chǎn)高質(zhì)量產(chǎn)品,增加產(chǎn)品附加值,實現(xiàn)企業(yè)盈利。中國企業(yè)還面臨人員工資增長難題,膠合板企業(yè)更是如此。通過自動化設(shè)備代替人工的趨勢越發(fā)明顯。高自動化和高精度設(shè)備市場需求不斷增加。勞特公司是膠合板設(shè)備行業(yè)的領(lǐng)導者,超過百年歷史的芬蘭上市公司,在國際膠合板行業(yè)有很高的知名度。勞特以提供專業(yè)解決方案,設(shè)備自動化程度高,性能卓越著稱。勞特中國有生產(chǎn)工廠,開發(fā)制造適合中國市場設(shè)備。雖然勞特有很大技術(shù)優(yōu)勢,但當前還是競爭不過中國膠合板設(shè)備供應(yīng)商。本文通過波特五力模型分析勞特競爭優(yōu)勢,更加透徹了解勞特的競爭環(huán)境。SWOT分析勞特公司優(yōu)劣勢,機會和挑戰(zhàn)。通過市場營銷STP原理,對中國膠合板市場進行細分,選擇適合勞特的目標市場,挖掘勞特設(shè)備差異點,對勞特設(shè)備合理定位。運用營銷組合4Ps原理,分析勞特設(shè)備優(yōu)勢,和勞特設(shè)備定價策略,研究勞特銷售渠道,銷售團隊管理。通過全面分析發(fā)現(xiàn)勞特市場營銷策略不足,提出合理建議。
[Abstract]:The annual output of plywood in China accounts for more than half of the world's total output, but compared with the developed countries in Europe, China's plywood production level is still very backward. China's plywood industry is also a labor-intensive industry. The production of plywood per cubic metre takes six times as many hours as that of the developed European countries, and the quality of the products is far less than that of the developed European countries.The Chinese building formwork is used less than five times, and the construction templates produced in Europe can be reused more than 20 times. There is still much room for improvement in the plywood industry in China. The reason is that China's plywood production technology and equipment are lagging behind. In recent years, the price of logs in China has risen rapidly, but the price of finished plywood products has increased very little. In particular, ordinary plywood products. Enterprises are under pressure to survive. They must produce high-quality products, increase the added value of their products, and realize their profits. Chinese enterprises are also faced with the problem of increasing the wages of their personnel. This is especially true in plywood enterprises. The trend of replacing people with automation equipment is becoming more and more obvious. The market demand for high-automation and high-precision equipment is increasing. Lauter is the leader in plywood equipment industry. Finnish-listed companies with a history of more than 100 years have a high profile in the international plywood industry. Lauter is known for providing professional solutions, high level of equipment automation and excellent performance. Development and manufacture of equipment suitable for the Chinese market. Although Lauter has great technical advantages, he is still unable to compete with Chinese plywood equipment suppliers. More thorough understanding of Lauter's competitive environment. SWOT analyzes the advantages and disadvantages, opportunities and challenges of the company. Through the principle of marketing STP, the plywood market in China is subdivided, the target market suitable for Lauter is selected, and the differences in Lauter equipment are explored. According to the principle of marketing combination 4Ps, this paper analyzes the advantages of Lauter equipment and the pricing strategy of Lauter equipment, studies the Lauter sales channel and sales team management, and finds out that the marketing strategy of Lauter is insufficient by comprehensive analysis. Make reasonable suggestions.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F416.88

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相關(guān)期刊論文 前1條

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本文編號：1592214