【摘要】：熱交換器是工業(yè)生產(chǎn)部門常用的設備,應用領域廣闊,比如石油化工行業(yè)、食品生產(chǎn)、冶煉鋼鐵等眾多部門,在整個生產(chǎn)過程中起著至關重要的作用。隨著人類社會的不斷進步,對物質的要求逐漸升高,迫使相關制造行業(yè)飛快的發(fā)展,因此世界對熱交換器的需求數(shù)量日益增加,同時對熱交換器的質量和性能的要求也在提高。在日新月異的國際市場上,熱交換器的更新速度很快,構造巧妙、采用節(jié)能材料的熱交換器不斷涌現(xiàn),加劇了行業(yè)的競爭,也提醒企業(yè)要謹記創(chuàng)新,這樣的發(fā)展形勢對我國熱交換器企業(yè)來說,既提供了機遇又使企業(yè)面臨嚴酷的挑戰(zhàn)。研翔電子科技有限公司(以下簡稱“研翔電子”)是國內熱交換器領域的一名中小企業(yè),面對行業(yè)的發(fā)展形勢,如何抓住市場機遇,迎接挑戰(zhàn),開拓國際市場,提高產(chǎn)品競爭力,增加市場份額,是研翔電子致力于國際化發(fā)展需要認真思考且科學規(guī)劃的重大問題。本文從熱交換器行業(yè)的背景和發(fā)展趨勢出發(fā),以研翔電子為研究對象,利用國際市場營銷方面的相關理論,對公司的經(jīng)營狀況進行了分析研究。首先對公司進行了詳細的介紹,分析了營銷現(xiàn)狀,得出公司在未來有很大的發(fā)展空間。同時在產(chǎn)品、價格、促銷和渠道方面指出公司目前營銷現(xiàn)狀存在的問題。其次以STP市場營銷理論為指導,對國際熱交換器的需求特點進行了論述,得出世界熱交換器市場的焦點主要集中于俄羅斯、印度、巴西和東南亞地區(qū),并將這幾個地區(qū)作為公司的細分市場,利用兩次收縮法進行目標市場的確定,最終選定為新加坡市場。再次使用PEST分析方法對目標市場的宏觀環(huán)境進行分析。在目標市場的競爭情況、需求趨勢和我國熱交換器出口狀況三方面,對行業(yè)環(huán)境進行了分析,利用SWOT理論,對公司的優(yōu)勢、劣勢、機會和威脅有了清晰的認識。最后為公司制定了詳細的4Ps營銷策略,并提出了使國際營銷策略能夠有效實施的保障措施建議。本文的研究原因是為國內中小企業(yè)進入國際市場,制定有效的國際營銷策略,提供參考依據(jù)。希望通過本文的研究,對類似的企業(yè)進入國際市場有一定的借鑒意義。
[Abstract]:Heat exchanger is a common equipment used in industrial production department. It has a wide range of applications, such as petrochemical industry, food production, iron and steel smelting and so on. It plays an important role in the whole production process. With the continuous progress of human society, the requirements for materials are gradually increasing, forcing the rapid development of related manufacturing industries. Therefore, the demand for heat exchangers in the world is increasing day by day. At the same time, the quality and performance of heat exchangers are also increasing. In the rapidly changing international market, the rapid renewal of heat exchangers, the ingenious construction of heat exchangers, and the continuous emergence of heat exchangers using energy-saving materials have intensified competition in the industry and reminded enterprises to keep in mind innovation. This kind of development situation to our country heat exchanger enterprise, not only provides the opportunity but also causes the enterprise to face the severe challenge. Yanxiang Electronic Technology Co., Ltd. (hereinafter referred to as "Yanxiang Electronics") is a small and medium-sized enterprise in the field of domestic heat exchangers. In the face of the development situation of the industry, how to seize the market opportunity, meet the challenge and open up the international market. To improve product competitiveness and increase market share is an important problem for Yanxiang Electronics to focus on international development and scientific planning. Based on the background and development trend of heat exchanger industry, this paper takes Yanxiang Electronics as the research object and makes use of the relevant theories of international marketing to analyze and study the management status of the company. First of all, this paper introduces the company in detail, analyzes the current marketing situation, and draws a conclusion that the company has a great development space in the future. At the same time in the product, price, promotion and channel to point out the company's current marketing problems. Secondly, under the guidance of STP marketing theory, this paper discusses the demand characteristics of international heat exchanger, and draws the conclusion that the focus of the world heat exchanger market is mainly in Russia, India, Brazil and Southeast Asia. And these areas as the company's market segments, using twice contraction method to determine the target market, and finally selected as Singapore market. Again using the PEST analysis method to analyze the macro-environment of the target market. In the competition of the target market, the trend of demand and the export of heat exchangers in China, the environment of the industry is analyzed, and the advantages, disadvantages, opportunities and threats of the company are clearly understood by using the theory of SWOT. Finally, a detailed 4Ps marketing strategy is made for the company, and suggestions are put forward to ensure the effective implementation of the international marketing strategy. The reason of this paper is to provide reference for domestic small and medium-sized enterprises to enter the international market and formulate effective international marketing strategies. Hope that through this study, similar enterprises to enter the international market has a certain reference significance.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.6

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