諾信公司紫外固化設(shè)備市場營銷策略研究
發(fā)布時間：2018-08-26 12:32
【摘要】：隨著經(jīng)濟全球一體化的加速發(fā)展,信息的公開與透明化,跨國企業(yè)在中國的發(fā)展步伐逐漸放緩。不但要擔負同級別對手的各種策略而帶來的競爭壓力,還要面對國內(nèi)同行的快速發(fā)展而不得不絞盡腦汁,似乎大部分跨國企業(yè)在中國的處境突然之間變得四面楚歌,腹背受敵。如今的中國市場,每天都在悄然的發(fā)生著巨大的變化,如何在全球化背景下的中國市場持續(xù)發(fā)展,保持競爭優(yōu)勢,對于任何一家跨國公司而言,已變成函待思考及解決的首要問題。而結(jié)合自身企業(yè)特點制定出適合中國市場發(fā)展的營銷策略,保持核心競爭力,則成為企業(yè)生存的關(guān)鍵。 與此同時,伴隨著全球經(jīng)濟一體化的步伐,世界各國對于環(huán)境保護的重視程度也上升到了前所未有的高度。紫外固化設(shè)備作為低能耗,無污染,高效率的代名詞,近些年在各行各業(yè)出現(xiàn)及提及的頻率逐年提升。本文以跨國公司諾信(中國)有限公司紫外固化設(shè)備市場營銷策略為例,從當前的核心市場光學膜行業(yè)作為切入點進行了深入的分析。諾信公司旗下的各個品牌在全球范圍內(nèi)皆處于領(lǐng)先的地位,而作為紫外固化設(shè)備在國內(nèi)的推廣卻遇到了來自競爭對手,終端客戶,以及自身市場定位及品牌推廣的各類難題。面對全球經(jīng)濟的變化多端,國內(nèi)市場的快速發(fā)展,諾信公司必須深刻剖析自身的競爭優(yōu)勢,優(yōu)化營銷策略,以獲取更多的市場份額,加速諾信紫外固化設(shè)備成為行業(yè)內(nèi)的領(lǐng)先者。 本文詳細闡述了如何應(yīng)用PEST理論,分別針對政治環(huán)境,經(jīng)濟環(huán)境,社會環(huán)境,技術(shù)環(huán)境分析了光學膜行業(yè)的整個外部環(huán)境,又采用五力模型對于諾信紫外固化設(shè)備的內(nèi)部競爭環(huán)境進行了細致的分析,進而通過SWOT分析法確定了諾信公司當前的優(yōu)勢,劣勢以及所面臨的主要問題。在此基礎(chǔ)之上,綜合運用一系列的市場營銷理論和分析工具,就如何提升競爭力,擴大市占率提出了探討和相關(guān)的改善建議,進而制定出以4P策略為核心構(gòu)架,如何針對光學膜市場拓展更加適合的市場營銷策略,以及后續(xù)的實施措施。希望能夠?qū)τ谥Z信紫外固化設(shè)備在光學膜市場的發(fā)展,尤其是將來在整個中國市場的發(fā)展,確立領(lǐng)先的地位起到積極的作用。
[Abstract]:With the rapid development of global economic integration and the openness and transparency of information, the development of multinational enterprises in China is slowing down. Not only do they have to take on competitive pressure from the strategies of their peers at the same level, but they also have to struggle with the rapid development of their domestic counterparts. It seems that most multinationals have suddenly become beleaguered in China. Today's Chinese market is quietly undergoing tremendous changes every day. How to maintain the competitive advantage of the Chinese market in the context of globalization, for any multinational company, Has become a letter to think about and solve the first problem. Combining with the characteristics of enterprises, it is the key for enterprises to make marketing strategies suitable for the development of Chinese market and maintain the core competitiveness. At the same time, with the pace of global economic integration, the importance of environmental protection has risen to an unprecedented level. As a synonym of low energy consumption, no pollution and high efficiency, UV curing equipment has been widely used in various industries in recent years. This paper takes the marketing strategy of UV curing equipment of Nexin (China) Co., Ltd as an example, and analyzes the optical film industry in the core market as a starting point. Norson's brands are in the leading position in the world, but as UV curing equipment in the domestic promotion has encountered from competitors, end customers, as well as their own market positioning and brand promotion of all kinds of difficulties. In the face of the changing global economy and the rapid development of the domestic market, Nuoxin must profoundly analyze its own competitive advantages and optimize its marketing strategy in order to gain more market share. Speed up the UV curing equipment to become the industry leader. This paper describes in detail how to apply PEST theory to analyze the whole external environment of optical film industry according to the political environment, economic environment, social environment and technical environment, respectively. The five forces model is used to analyze the internal competitive environment of the UV curing equipment, and then the advantages, disadvantages and main problems of the company are determined by SWOT analysis. On this basis, using a series of marketing theories and analytical tools synthetically, this paper puts forward some suggestions on how to enhance competitiveness and expand the market share, and then formulates the core framework of 4P strategy. How to develop more suitable marketing strategy for optical film market, and the following implementation measures. It is hoped that it will play a positive role in the development of the UV curing equipment in the optical film market, especially in the whole Chinese market in the future.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.4
本文編號：2204879
[Abstract]:With the rapid development of global economic integration and the openness and transparency of information, the development of multinational enterprises in China is slowing down. Not only do they have to take on competitive pressure from the strategies of their peers at the same level, but they also have to struggle with the rapid development of their domestic counterparts. It seems that most multinationals have suddenly become beleaguered in China. Today's Chinese market is quietly undergoing tremendous changes every day. How to maintain the competitive advantage of the Chinese market in the context of globalization, for any multinational company, Has become a letter to think about and solve the first problem. Combining with the characteristics of enterprises, it is the key for enterprises to make marketing strategies suitable for the development of Chinese market and maintain the core competitiveness. At the same time, with the pace of global economic integration, the importance of environmental protection has risen to an unprecedented level. As a synonym of low energy consumption, no pollution and high efficiency, UV curing equipment has been widely used in various industries in recent years. This paper takes the marketing strategy of UV curing equipment of Nexin (China) Co., Ltd as an example, and analyzes the optical film industry in the core market as a starting point. Norson's brands are in the leading position in the world, but as UV curing equipment in the domestic promotion has encountered from competitors, end customers, as well as their own market positioning and brand promotion of all kinds of difficulties. In the face of the changing global economy and the rapid development of the domestic market, Nuoxin must profoundly analyze its own competitive advantages and optimize its marketing strategy in order to gain more market share. Speed up the UV curing equipment to become the industry leader. This paper describes in detail how to apply PEST theory to analyze the whole external environment of optical film industry according to the political environment, economic environment, social environment and technical environment, respectively. The five forces model is used to analyze the internal competitive environment of the UV curing equipment, and then the advantages, disadvantages and main problems of the company are determined by SWOT analysis. On this basis, using a series of marketing theories and analytical tools synthetically, this paper puts forward some suggestions on how to enhance competitiveness and expand the market share, and then formulates the core framework of 4P strategy. How to develop more suitable marketing strategy for optical film market, and the following implementation measures. It is hoped that it will play a positive role in the development of the UV curing equipment in the optical film market, especially in the whole Chinese market in the future.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.4
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