本文選題：鐵路承包企業(yè)　切入點：海外市場　出處：《西南交通大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著國內(nèi)基礎設施的不斷完善,建筑市場在長期快速增長之后,必將會出現(xiàn)增速減弱、空間縮小的反轉(zhuǎn),建筑行業(yè)產(chǎn)能過剩問題將會更加突出,進一步加快走出去,拓展國際業(yè)務,已經(jīng)成為企業(yè)的必然選擇和基本出路。本文分析總結了 TS公司十多年的海外市場拓展里程,指出了目前海外市場營銷中存在的問題,通過對公司的外部環(huán)境和內(nèi)部環(huán)境分析,明晰了公司拓展海外市場所面臨的機遇和挑戰(zhàn)以及公司自身的優(yōu)勢和劣勢,并在此基礎上提出了 TS公司海外市場營銷戰(zhàn)略的建議方案以及保障性措施。本論文分為四章,第一章介紹了論文的選題背景,研究內(nèi)容,研究的目的和意義,以及本文采用的理論依據(jù)和研究方法;第二章通過使用PEST分析方法和"五力模型"對公司的外部環(huán)境進行分析和梳理;第三章分析總結了 TS公司海外市場營銷現(xiàn)狀以及存在的問題。同時在分析公司內(nèi)部資源的基礎上明晰了公司的核心競爭力。然后采用SWOT分析法對公司面臨的外部機遇和威脅以及自身的優(yōu)勢和劣勢進行詳盡分析。第四章在前一章的基礎上,結合TS公司海外市場營銷目標,提出TS公司應采取以成本優(yōu)勢為主導的擴張型國際化戰(zhàn)略,在此戰(zhàn)略引導下,立足鐵路基建行業(yè),向著建筑施工業(yè)縱向一體化加適度相關多元化的國際化建筑企業(yè)的方向前進,并為這一戰(zhàn)略提出了具體戰(zhàn)略方案和保障性措施;最后對全文進行總結。
[Abstract]:With the continuous improvement of domestic infrastructure, after a long period of rapid growth in the construction market, there will inevitably be a weakening of the growth rate, a reversal of the shrinking space, and the problem of overcapacity in the construction industry will become even more prominent, further speeding up the process of going out. Expanding international business has become an inevitable choice and basic outlet for enterprises. This paper analyzes and summarizes the overseas market development mileage of TS Company for more than ten years, and points out the problems existing in overseas marketing at present. Through the analysis of the external and internal environment of the company, the opportunities and challenges faced by the company in developing overseas markets, as well as the strengths and weaknesses of the company itself, are clarified. On the basis of this, the paper puts forward the suggestion scheme of TS company's overseas marketing strategy and the safeguard measure. This thesis is divided into four chapters. The first chapter introduces the background, the research content, the purpose and significance of the research. The second chapter analyzes and combs the external environment of the company by using PEST analysis method and "five forces model". The third chapter analyzes and summarizes the current situation and existing problems of overseas marketing of TS Company. At the same time, it clarifies the core competitiveness of TS Company on the basis of analyzing its internal resources. Then it uses SWOT analysis method to analyze the external factors facing the company. Chapter 4th is based on the previous chapter. Combined with the overseas marketing target of TS Company, this paper puts forward that TS Company should adopt the expanding international strategy, which is dominated by cost advantage, under the guidance of this strategy, it should base itself on the railway infrastructure industry. Towards the direction of vertical integration of construction industry and moderately relevant diversified international construction enterprises, and put forward specific strategic plan and supporting measures for this strategy; finally, summarize the full text.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.92;F272;F125

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