本文選題：衛(wèi)浴 + 五金配件��； 參考：《哈爾濱理工大學(xué)》2015年碩士論文

【摘要】：美國(guó)樂斯企業(yè)作為有百年歷史的衛(wèi)浴生產(chǎn)商,經(jīng)過幾代人的努力把單一的美國(guó)企業(yè)壯大成跨國(guó)大型企業(yè)。而在現(xiàn)代化的今天,樂斯企業(yè)在歐美市場(chǎng)逐漸飽和的情況下,把增長(zhǎng)目標(biāo)放在了海外其他區(qū)域,而亞洲的龐大消費(fèi)群和高速發(fā)展的市場(chǎng)這些因素都加快了樂斯公司進(jìn)入亞太市場(chǎng)的步伐。在這個(gè)背景下,論文主要研究作為外資企業(yè)樂斯應(yīng)該怎樣進(jìn)一步開拓亞洲市場(chǎng),在面臨國(guó)際和國(guó)內(nèi)的競(jìng)爭(zhēng)者眾多的市場(chǎng)環(huán)境中,通過對(duì)宏觀和微觀環(huán)境的觀察,分析樂斯公司的優(yōu)劣勢(shì)和所面臨的機(jī)會(huì)和挑戰(zhàn)以及原有戰(zhàn)略中忽視的部分,相應(yīng)調(diào)整競(jìng)爭(zhēng)戰(zhàn)略,促使企業(yè)在現(xiàn)有的市場(chǎng)基礎(chǔ)上積極發(fā)展成長(zhǎng),這是企業(yè)面臨的最重要的的課題。論文運(yùn)用五力分析、SWOT分析、市場(chǎng)營(yíng)銷理念、競(jìng)爭(zhēng)戰(zhàn)略等理論對(duì)樂斯企業(yè)的營(yíng)銷策略進(jìn)行了深入剖析和闡述。主要研究的內(nèi)容是結(jié)合理論和實(shí)際情況顯示了在各個(gè)區(qū)域的市場(chǎng)策略行為,重新定義了樂斯公司在各個(gè)區(qū)域的市場(chǎng)地位和應(yīng)該采取戰(zhàn)略和策略以應(yīng)對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境;以及預(yù)測(cè)在市場(chǎng)未來開拓中會(huì)碰到的難題,最后闡述營(yíng)銷策略以及風(fēng)險(xiǎn)應(yīng)對(duì)策略幫助樂斯市場(chǎng)的發(fā)展。論文的研究目的在把樂斯公司在不同亞太市場(chǎng)的競(jìng)爭(zhēng)戰(zhàn)略結(jié)合品牌經(jīng)驗(yàn),完整探討作為外資樂斯公司的市場(chǎng)拓展情況,希望對(duì)其他外來的企業(yè)可以提供有用的營(yíng)銷戰(zhàn)略經(jīng)驗(yàn)。
[Abstract]:As a 100-year-old sanitary ware manufacturer, American Leos has made efforts for several generations to grow a single American enterprise into a large multinational enterprise. Today, with the modernization of the market in Europe and the United States, Les enterprises are gradually saturated with their growth targets in other overseas regions. Asia's huge consumer base and high-speed market have accelerated the pace of the company's entry into the Asia-Pacific market. In this context, the thesis mainly studies how to further develop the Asian market as a foreign-funded enterprise, through the observation of macro and micro environment in the face of numerous international and domestic competitors. It is the most important task for the enterprises to analyze the advantages and disadvantages, opportunities and challenges they face and the neglected parts of the original strategy, and adjust the competitive strategy accordingly to promote the positive development and growth of the enterprises on the basis of the existing market. This paper analyzes and expounds the marketing strategy of Les enterprise by using the theory of SWOT analysis, marketing concept and competition strategy. The main content of the study is to show the market strategy behavior in each region combined with the theory and the actual situation, redefine the market position of the company in each region and should adopt the strategy and strategy to deal with the fierce market competition environment; In the end, the paper expounds the marketing strategy and the risk coping strategy to help the development of the market. The purpose of this paper is to combine the competition strategy of Les in different Asian and Pacific markets with brand experience, and to explore the market expansion as a foreign company, hoping to provide useful marketing strategy experience for other foreign enterprises.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F416.92

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