本文選題：電暖產(chǎn)品　切入點：外資企業(yè)　出處：《吉林大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：我國電暖市場經(jīng)過近些年的發(fā)展，國內(nèi)電暖產(chǎn)品生產(chǎn)企業(yè)已經(jīng)在生產(chǎn)能力、銷售渠道、品牌影響力和市場份額等方面具備了一定的優(yōu)勢，和進(jìn)口品牌形成了直接的市場競爭關(guān)系。目前我國電暖市場的競爭態(tài)勢主要由三方構(gòu)成，占最大市場份額的是最初進(jìn)入中國市場引進(jìn)電地暖概念和產(chǎn)品的幾個知名國外企業(yè)和品牌，其次是來自本土的品牌企業(yè)，還有一方是聯(lián)合品牌和新進(jìn)入者。從產(chǎn)品市場分類來看，高端市場主要由國外品牌所占據(jù)，中間市場則由有實力的本土企業(yè)占據(jù)，一些新進(jìn)入者和雜牌產(chǎn)品主要處在市場低端。從以前的由終端客戶入手發(fā)展電暖市場份額到渠道營銷為主的營銷模式，中國市場上活躍的電暖企業(yè)在市場營銷模式上已經(jīng)做了重要的改變。近幾年來，市場競爭的激烈使得進(jìn)口電暖產(chǎn)品的均價、零售價和利潤率逐步下降。另外，近些年頻頻出現(xiàn)的雜牌產(chǎn)品質(zhì)量很難保障，價格低廉，大大擾亂了中國電暖行業(yè)的健康發(fā)展。 SST公司是全球四大電暖巨頭之一，來自俄羅斯首都莫斯科。公司有著二十多年的電暖經(jīng)驗，無論是研發(fā)、生產(chǎn)還是技術(shù)等方面都處于世界領(lǐng)先地位。2008年SST公司進(jìn)入中國開始了對中國電暖市場的探索和開拓。 本文以俄羅斯SST公司在中國地區(qū)的營銷業(yè)務(wù)為研究對象，“全方位營銷理論”為理論依據(jù)，遵循“提出問題——分析問題——解決問題”的研究思路，通過文獻(xiàn)收集法、比較分析法、歸納分析法等方法，在提出SST公司國內(nèi)業(yè)務(wù)目前存在業(yè)務(wù)增速放緩、品牌影響力不夠的營銷現(xiàn)狀問題后，通過對SST公司在國內(nèi)營銷業(yè)務(wù)進(jìn)行宏觀環(huán)境分析、競爭環(huán)境分析、SWOT分析，通過分析識別SST公司的國內(nèi)業(yè)務(wù)環(huán)境存在對其發(fā)展存在的有利及不利因素。針對國內(nèi)消費者對電暖產(chǎn)品的認(rèn)識和消費習(xí)慣總體還處于初級階段的情況，國內(nèi)電暖市場營銷模式比較單一、近年來進(jìn)口電暖產(chǎn)品平均均價逐步下降、雜牌不斷涌現(xiàn)擾亂市場等不利因素，重點分析了SST公司國內(nèi)業(yè)務(wù)存在：產(chǎn)品策略失誤、產(chǎn)品宣傳模式及渠道有限、產(chǎn)品價格策略需改進(jìn)、產(chǎn)品營銷渠道不暢、產(chǎn)品營銷方式單一、客戶服務(wù)力度不夠等問題。在考慮各類環(huán)境、營銷現(xiàn)狀和問題的同時，充分發(fā)揮自身國際知名品牌、歷史悠久、實力雄厚、產(chǎn)品線成熟完整、有自有穩(wěn)定的供應(yīng)渠道、在國外有成熟的營銷經(jīng)驗、國外產(chǎn)品質(zhì)量比較能得到國內(nèi)消費者認(rèn)可等優(yōu)勢，從產(chǎn)品、價格、渠道、促銷、服務(wù)等幾個方面來制定SST營銷戰(zhàn)術(shù)組合改進(jìn)的對策，同時，從市場調(diào)研及營銷數(shù)據(jù)收集保障、營銷隊伍及業(yè)務(wù)培訓(xùn)保障、合作方式及渠道管理保障和形成戰(zhàn)略實施管理閉環(huán)等幾個方面入手在制定營銷策略的實施保障措施，，目的是希望通過這些營銷策略和保障措施改善SST公司營銷現(xiàn)狀存在的問題。 本文對SST公司在中國市場營銷策略的研究和制定提出了個人的思路，希望能夠?qū)ζ湓谥袊袌龅臓I銷局勢有所幫助，打破現(xiàn)在止步不前的現(xiàn)狀，在為企業(yè)贏得利潤的同時，也使俄羅斯電暖產(chǎn)品的高端技術(shù)和優(yōu)質(zhì)產(chǎn)品能夠更廣泛地為中國消費者所用，遠(yuǎn)離冬季寒冷天氣帶來的困擾。
[Abstract]:China's electric heating market after years of development, the domestic electric heating products production enterprises already in production capacity, sales channels, brand influence and market share etc. have certain advantages, and imported brands formed a direct competitive relationship. The market competition situation in China's electric heating market mainly by the three party. Accounted for the largest market share of the first enters the China market introduction of electric heating concepts and products of several well-known foreign enterprises and brands, followed by local brands, and is a co branding and new entrants. From the view of product market classification, high-end market is dominated by foreign brands occupy the middle market is occupied by a the strength of the local enterprises, some new entrants and brand-name products mainly in the low-end market. From the previous by the end customer of the development of electric heating market share to the marketing channel marketing. Chinese mode, market of active electric heating enterprises have made important changes in marketing mode. In recent years, the fierce competition in the market makes imported electric heating product price, retail price and profit rate gradually decreased. In addition, in recent years the frequent emergence of brand-name products it is difficult to guarantee the quality, the price is low, greatly disturb the healthy development of China electric heating industry.
SST company is the world's four largest electric warming one of the giants, from Moscow. The company has more than 20 years of experience in electric heating, both research and development, production or technical aspects of the leading position in the world.2008 SST company to enter the China began to China electric heating market exploration and development.
In this paper, the Russian company SST marketing business in the Chinese area as the research object, "all-round marketing theory" as the theoretical basis, research ideas follow the "question - analyze the problem - solve the problem", through the literature collection method, comparative analysis, inductive analysis and other methods, the proposed SST company existing domestic business operations the slowdown, marketing status of brand influence not enough, through the SST analysis of macro environment in domestic marketing, SWOT analysis, competitive environment, through the analysis of recognition of SST company's domestic business environment is favorable and unfavorable factors exist in the development of the domestic consumers of electric heating. According to the product knowledge and consumer habits overall is still in the primary stage, the domestic electric heating marketing mode is single, in recent years the average price of imported electric heating products gradually declined, miscellaneous Brand emerging market disruption and other unfavorable factors, analyzed the existing domestic SST company business: product strategy mistakes, product promotion mode and channel limited product price strategy needs to be improved, the product marketing channel is not smooth, the marketing mode is single, customer service is not enough and so on. In consideration of all kinds of environment, the status quo and problems of marketing at the same time and give full play to its own international brands, has a long history, strong, mature and complete product line, has its own stable supply channels, has a mature marketing experience in foreign countries, foreign products quality can be domestic consumer recognition and other advantages, from product, price, channel, promotion, service and other aspects to develop countermeasures SST marketing strategy improvement at the same time, from the market research and marketing data collection guarantee, marketing team and business training security, cooperation mode and channel management and security battle formation In order to improve the marketing status quo of SST company, the implementation of safeguard measures for marketing strategy is implemented through several aspects, such as closed loop management and so on.
This paper puts forward personal ideas on research and development in the China marketing strategy of SST company, we hope to be able to Chinese in its marketing situation help break the now stalled in the status quo, to earn profits for the enterprise at the same time, also make Russia electric heating products of high technology and high quality products can be more widely for Chinese consumers, away from the cold winter weather brought trouble.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.6;F274

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相關(guān)期刊論文 前2條

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