本文選題：營(yíng)銷策略 + 本土化　； 參考：《南京師范大學(xué)》2015年碩士論文

【摘要】：在企業(yè)國際競(jìng)爭(zhēng)越來越激烈,市場(chǎng)需求差異化趨勢(shì)逐漸明顯的背景下,A跨國化工企業(yè)在中國依然采取全球標(biāo)準(zhǔn)化營(yíng)銷策略,為克服其主要產(chǎn)品Z營(yíng)銷策略“水土不服”的問題,在國際市場(chǎng)營(yíng)銷理論的支持下,通過對(duì)A公司管理層進(jìn)行深度訪談和內(nèi)部資料的搜集與整理,以期找到適合A公司的本土化營(yíng)銷策略,從而持續(xù)維持A公司Z產(chǎn)品的競(jìng)爭(zhēng)力。本文通過對(duì)A公司所面臨的宏觀經(jīng)濟(jì)環(huán)境、行業(yè)環(huán)境進(jìn)行分析之后,發(fā)現(xiàn)A公司Z產(chǎn)品面臨著越來越激烈的市場(chǎng)競(jìng)爭(zhēng)和越來越嚴(yán)厲的環(huán)保法規(guī)。雖然A公司具有良好的技術(shù)服務(wù)優(yōu)勢(shì),該產(chǎn)品下游大客戶資源也十分豐富,但是A公司Z產(chǎn)品在中國沒有建立起品牌優(yōu)勢(shì),銷售渠道過度依賴貿(mào)易商,單一的成本定價(jià)造成訂單大量流失或者大量簽入,包裝規(guī)格不符合中國本地客戶需求等缺點(diǎn)。因此,A公司Z產(chǎn)品的中國本土化營(yíng)銷策略應(yīng)該利用技術(shù)優(yōu)勢(shì)加強(qiáng)產(chǎn)品品牌本地化建設(shè),根據(jù)中國國情進(jìn)行戰(zhàn)略渠道本地化聯(lián)盟建設(shè),同時(shí)開展有針對(duì)性的渠道促銷,合理配置渠道資源。根據(jù)中國Z產(chǎn)品目前的市場(chǎng)進(jìn)行區(qū)域劃分價(jià)格體系,并綜合考慮客戶等級(jí)、需求和成本對(duì)產(chǎn)品進(jìn)行定價(jià)。以基礎(chǔ)供應(yīng)商和客戶化定制供應(yīng)商為目標(biāo)市場(chǎng),根據(jù)客戶的需求對(duì)產(chǎn)品進(jìn)行包裝,只有將A公司Z產(chǎn)品的包裝、渠道、價(jià)格以及供應(yīng)商定位和客戶選擇等根據(jù)中國國情進(jìn)行本地化營(yíng)銷,A公司Z產(chǎn)品在中國的市場(chǎng)占有份額才能不斷擴(kuò)大。
[Abstract]:Under the background that the international competition of enterprises is more and more intense and the trend of market demand differentiation is gradually obvious, multinational chemical enterprises still adopt the global standardized marketing strategy in China, in order to overcome the problem of "not accepting" the marketing strategy of Z, the main product. Under the support of international marketing theory, through the in-depth interview and internal data collection and collation of the management of company A, the author hopes to find out the local marketing strategy suitable for company A, so as to maintain the competitiveness of the product Z of company A. Based on the analysis of the macroeconomic environment and industry environment faced by company A, this paper finds that company Z products are facing more and more fierce market competition and more stringent environmental protection laws and regulations. Although Company A has a good technical service advantage and abundant resources for major customers downstream of the product, Company Z has not established a brand advantage in China, and its sales channels rely too heavily on traders. Single cost pricing results in a large loss of orders or large check-in, packaging specifications do not meet the needs of local customers in China and other shortcomings. Therefore, the Chinese localization marketing strategy of Z products of company A should take advantage of technological advantages to strengthen the localization of product brands, build strategic channel localization alliances according to China's national conditions, and carry out targeted channel sales promotion at the same time. Rational allocation of channel resources. According to the current market of Z products in China, the price system is divided into regions, and the pricing of the products is based on the consideration of customer grade, demand and cost. Take the base supplier and the customized supplier as the target market, according to the customer's demand carries on the packing to the product, only the A company Z product packaging, the channel, Price, supplier orientation and customer selection are the only way to localize the market share of Z products in China according to China's national conditions.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F416.61

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