本文選題：東南亞 + 市場(chǎng)開(kāi)拓��； 參考：《南華大學(xué)》2014年碩士論文

【摘要】：近些年,隨著中國(guó)經(jīng)濟(jì)的蓬勃發(fā)展,國(guó)內(nèi)叉車行業(yè)進(jìn)入了高速發(fā)展的時(shí)期。在當(dāng)前國(guó)內(nèi)市場(chǎng)趨近飽和的狀態(tài)下,國(guó)內(nèi)叉車企業(yè)亟需開(kāi)拓新的市場(chǎng),其中部分叉車生產(chǎn)廠商將目光瞄向了海外市場(chǎng),尤其是距離中國(guó)最近的東南亞市場(chǎng),希望借由打開(kāi)東南亞市場(chǎng)從而將整個(gè)企業(yè)推向國(guó)際,在全球市場(chǎng)獲取一定份額,實(shí)現(xiàn)公司的長(zhǎng)遠(yuǎn)持續(xù)發(fā)展。JY公司是近年來(lái)發(fā)展勢(shì)頭迅猛的叉車生產(chǎn)廠商,公司對(duì)于開(kāi)拓東南亞市場(chǎng)勢(shì)在必行,然而東南亞市場(chǎng)的競(jìng)爭(zhēng)是異常激烈的,歐美日發(fā)達(dá)國(guó)家的企業(yè)已在東南亞市場(chǎng)盤踞了幾十年之久,對(duì)當(dāng)?shù)氐沫h(huán)境各方各面都非常熟悉,占據(jù)了很大一部分成熟市場(chǎng)。JY公司想要成功開(kāi)拓東南亞市場(chǎng),制定適宜的戰(zhàn)略非常關(guān)鍵。本論文通過(guò)運(yùn)用所學(xué)的MBA相關(guān)理論知識(shí),結(jié)合企業(yè)的實(shí)際情況,從國(guó)內(nèi)外研究現(xiàn)狀、企業(yè)內(nèi)外部環(huán)境分析、企業(yè)SWOT分析、市場(chǎng)開(kāi)拓戰(zhàn)略的選擇和實(shí)施五個(gè)方面來(lái)論述JY公司開(kāi)拓東南亞市場(chǎng)的戰(zhàn)略研究,從而得出JY公司在進(jìn)行東南亞市場(chǎng)開(kāi)拓時(shí)公司總體戰(zhàn)略應(yīng)選擇集中化戰(zhàn)略、成本最低戰(zhàn)略,競(jìng)爭(zhēng)戰(zhàn)略定位為增長(zhǎng)性戰(zhàn)略,職能戰(zhàn)略方面著重加強(qiáng)營(yíng)銷戰(zhàn)略、人力資源戰(zhàn)略、財(cái)務(wù)戰(zhàn)略、生產(chǎn)戰(zhàn)略、研究和開(kāi)發(fā)戰(zhàn)略,并就各項(xiàng)戰(zhàn)略的實(shí)施給出具體的措施和建議。
[Abstract]:In recent years, with the vigorous development of China's economy, the domestic forklift industry has entered a period of rapid development. With the current domestic market approaching saturation, domestic forklift enterprises urgently need to open up new markets, and some of the forklift manufacturers have focused their attention on overseas markets, especially the Southeast Asian market nearest to China. It is hoped that by opening up the Southeast Asian market and pushing the whole enterprise to the international market, we can gain a certain share of the global market and realize the company's long-term sustainable development. JY is a forklift truck manufacturer with rapid growth in recent years. It is imperative for the company to develop the Southeast Asian market. However, the competition in the Southeast Asian market is extremely fierce. The enterprises of the developed countries in Europe, America and Japan have been in the Southeast Asian market for decades, and they are very familiar with all aspects of the local environment. A large proportion of the mature market. JY to successfully develop the Southeast Asian market, the right strategy is crucial. By using the relevant theory knowledge of MBA, combining the actual situation of the enterprise, this paper analyzes the internal and external environment of the enterprise, and the SWOT analysis of the enterprise from the domestic and foreign research situation, the enterprise external environment analysis, the enterprise SWOT analysis, The selection and implementation of market development strategy are discussed in five aspects to discuss the strategic research of JY company in developing Southeast Asian market, and the conclusion is drawn that the overall strategy of JY company should choose centralized strategy and lowest cost strategy when developing Southeast Asia market. The competition strategy is defined as the growth strategy, the function strategy emphasizes on strengthening the marketing strategy, the human resource strategy, the financial strategy, the production strategy, the research and development strategy, and gives the concrete measures and suggestions on the implementation of each strategy.
【學(xué)位授予單位】：南華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.4;F272

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本文編號(hào)：2011966