本文選題：惠而浦 + 白色家電　； 參考：《遼寧大學(xué)》2014年碩士論文

【摘要】：20世紀(jì)90年代以來，中國經(jīng)濟(jì)飛速發(fā)展，對外開放步伐加快，許多跨國企業(yè)將中國市場納入其全球化的產(chǎn)業(yè)鏈條中，，惠而浦集團(tuán)也不例外。美國惠而浦集團(tuán)是全球最大的白色家電制造商之一，2013年在北美和拉丁美洲家電市場占有率第一，在印度家電市場排名第二，在歐洲、中東和非洲排名第四。然而，惠而浦在中國的發(fā)展卻非一帆風(fēng)順，一度被稱作“跨國公司在華犯錯(cuò)的百科全書”�；荻蛛m一度連連敗退中國市場，但卻并沒有放棄，幾度調(diào)整發(fā)展戰(zhàn)略，重戰(zhàn)中國市場，終于取得了一定成效。本文基于惠而浦在中國的發(fā)展歷程和營銷環(huán)境，運(yùn)用國際營銷學(xué)理論對惠而浦集團(tuán)在華發(fā)展各階段的營銷策略進(jìn)行分析，總結(jié)其失敗的教訓(xùn)和經(jīng)驗(yàn)得出啟示，具有一定的實(shí)踐意義。 本文首先介紹了惠而浦的概況，簡要描述了惠而浦在全球市場上的戰(zhàn)略路徑和在世界領(lǐng)先地位，以及在中國市場上的發(fā)展歷程，將其發(fā)展歷程大致分為“反復(fù)試錯(cuò)”“卷土重來”“層層深入”三個(gè)階段；其次，以此為背景，對惠而浦在中國市場各發(fā)展階段的營銷策略進(jìn)行了詳細(xì)分析，使惠而浦在中國市場各階段采取的策略形成了鮮明的縱向?qū)Ρ�；再次，分析惠而浦在中國市場�?jīng)過戰(zhàn)略轉(zhuǎn)變所取得的成效；最后，根據(jù)惠而浦在華整個(gè)發(fā)展過程總結(jié)經(jīng)驗(yàn)和教訓(xùn)，為跨國企業(yè)進(jìn)入新的市場提供啟示，即應(yīng)該注重市場調(diào)研、明確市場定位的重要性、應(yīng)對價(jià)格戰(zhàn)的方法、如何面對跨國企業(yè)的管理問題以及深化溝通模式、完善價(jià)值傳遞體系等，為其他跨國企業(yè)進(jìn)入中國市場或是中國企業(yè)跨國經(jīng)營提供借鑒。
[Abstract]:Since 1990s, with the rapid development of China's economy and the quickening pace of opening to the outside world, many multinational enterprises have brought the Chinese market into their global industrial chain, and Whirlpool Group is no exception. Whirlpool is one of the world's largest white goods manufacturers, ranking first in North America and Latin America in 2013, second in India and fourth in Europe, the Middle East and Africa. However, Whirlpool's development in China was not smooth sailing, once known as the Encyclopedia of multinationals making mistakes in China. Although Whirlpool once lost the Chinese market one after another, it did not give up, adjusted its development strategy several times, fought the Chinese market again and again, and finally achieved certain results. Based on the development of Whirlpool in China and its marketing environment, this paper analyzes the marketing strategies of Whirlpool Group in various stages of its development in China by using the theory of international marketing, and summarizes the lessons and experiences of its failure. It has certain practical significance. This paper first introduces the general situation of Whirlpool, briefly describes Whirlpool's strategic path in the global market, its leading position in the world, and its development course in the Chinese market. The development course of Whirlpool is divided into three stages: "trial and error", "reappearance", "depth"; secondly, the marketing strategy of Whirlpool in each stage of development of China market is analyzed in detail. Make the strategy of Whirlpool in different stages of the Chinese market form a sharp vertical contrast; thirdly, analyze the effect of Whirlpool's strategic transformation in the Chinese market; finally, According to the experience and lessons of Whirlpool's entire development process in China, it provides inspiration for multinational enterprises to enter the new market. That is, they should pay attention to market research, make clear the importance of market positioning, and deal with the method of price war. How to face the management problems of multinational enterprises, deepen the communication mode, perfect the value transfer system, and provide reference for other multinational enterprises to enter the Chinese market or Chinese enterprises transnational management.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F416.6;F274

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本文編號(hào)：1974787