本文選題：東南亞市場(chǎng)　切入點(diǎn)：營(yíng)銷戰(zhàn)略　出處：《燕山大學(xué)》2015年碩士論文

【摘要】：以企業(yè)視角為主的傳統(tǒng)4P營(yíng)銷理論為企業(yè)的營(yíng)銷戰(zhàn)略提供了更為具體的營(yíng)銷開展要素。而產(chǎn)品生命周期從產(chǎn)品的市場(chǎng)壽命角度,把典型的產(chǎn)品生命周期劃分為引入期、成長(zhǎng)期、成熟期和衰退期四個(gè)發(fā)展階段,根據(jù)不同產(chǎn)品時(shí)期的特征指導(dǎo)、優(yōu)化營(yíng)銷戰(zhàn)略。本文以YH公司為研究對(duì)象,通過(guò)文獻(xiàn)研究、定性分析等研究方法,對(duì)企業(yè)內(nèi)外部環(huán)境進(jìn)行分析,并結(jié)合公司產(chǎn)品在東南亞市場(chǎng)所處的產(chǎn)品生命周期,進(jìn)一步明確公司在該地區(qū)市場(chǎng)應(yīng)采取的營(yíng)銷戰(zhàn)略和實(shí)施策略,從而提高市場(chǎng)份額和品牌影響力,取得可持續(xù)性發(fā)展。首先,對(duì)市場(chǎng)營(yíng)銷戰(zhàn)略和產(chǎn)品生命周期的相關(guān)理論進(jìn)行了介紹,包括營(yíng)銷組合、產(chǎn)品生命周期、市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)評(píng)估與選擇等;并且重點(diǎn)討論了4P市場(chǎng)營(yíng)銷理論與產(chǎn)品生命周期理論的結(jié)合,對(duì)探討基于YH公司東南亞市場(chǎng)營(yíng)銷戰(zhàn)略進(jìn)行了理論準(zhǔn)備。其次,對(duì)YH公司十余年的東南亞市場(chǎng)發(fā)展歷程做出分析總結(jié)。通過(guò)對(duì)光伏裝備行業(yè)特點(diǎn)和產(chǎn)品特點(diǎn)的分析,以及YH公司在東南亞市場(chǎng)的營(yíng)銷現(xiàn)狀,深入剖析公司在該地區(qū)市場(chǎng)營(yíng)銷問(wèn)題,用以分析和尋找解決方案。然后,運(yùn)用波特五力分析、IFE矩陣對(duì)YH公司所處的東南亞國(guó)際市場(chǎng)外部環(huán)境、公司內(nèi)部環(huán)境的進(jìn)行分析、評(píng)價(jià);結(jié)合SWOT分析,得出公司的競(jìng)爭(zhēng)優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)與威脅,以指導(dǎo)營(yíng)銷戰(zhàn)略的制定。最后,通過(guò)對(duì)東南亞光伏組件市場(chǎng)細(xì)分,選擇目標(biāo)市場(chǎng),根據(jù)產(chǎn)品生命周期矩陣,選擇適合公司發(fā)展的營(yíng)銷戰(zhàn)略。再運(yùn)用營(yíng)銷組合4P理論制定出實(shí)施策略。
[Abstract]:The traditional 4P marketing theory, which is based on the enterprise perspective, provides more concrete marketing development elements for the marketing strategy of the enterprise, and the product life cycle divides the typical product life cycle into the introduction period and the growth period from the point of view of the market life of the product. According to the characteristics of different product periods, the marketing strategy is optimized. This paper takes YH Company as the research object, through literature research, qualitative analysis and other research methods to analyze the internal and external environment of enterprises. Combined with the product life cycle of the company's products in the Southeast Asian market, the marketing strategy and implementation strategy that the company should adopt in the market in this region should be further clarified, so as to increase the market share and brand influence, and achieve sustainable development. The related theories of marketing strategy and product life cycle are introduced, including marketing mix, product life cycle, market segmentation, target market evaluation and selection, etc. And it focuses on the combination of 4P marketing theory and product life cycle theory, and makes theoretical preparations to discuss the marketing strategy in Southeast Asia based on YH Company. Through the analysis of the characteristics of photovoltaic equipment industry and products, as well as the marketing situation of YH Company in Southeast Asia, Deeply analyze the marketing problems of YH in this area to analyze and find solutions. Then, analyze and evaluate the external environment and internal environment of YH company in Southeast Asia international market by using Porter's five forces analysis and IFE matrix. Combined with SWOT analysis, the competitive advantages, disadvantages, opportunities and threats of the company are obtained to guide the formulation of marketing strategy. Finally, by subdividing the PV module market in Southeast Asia, selecting the target market, according to the product life cycle matrix, Choose the marketing strategy suitable for the development of the company, and then use the marketing combination 4p theory to formulate the implementation strategy.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.6

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