本文選題：跨國公司 + 營銷策略��； 參考：《山東大學》2017年碩士論文

【摘要】：全球化給工業(yè)生產和營銷帶來了巨大的沖擊和影響,使每個企業(yè)在市場營銷中面臨的競爭者地域增加了,競爭的激烈程度也增加了。不同地域的產品,有著不同的文化烙印,而不同的技術、工藝使產品具有不同的技術和質量特征,不同的產品定位給消費者不同的消費暗示……在復雜的競爭態(tài)勢中,市場營銷對于一個公司的重要程度呈現上升趨勢。機柜空調伴隨著中國的工業(yè)現代化進程,由國外的設備集成商介紹到中國,而后在中國逐漸得到了發(fā)展。隨著國外機柜空調生產商在國內設廠生產,機柜空調的技術逐步擴散,越來越多的本土企業(yè)在學習中進步,部分本土廠商的技術水平已經進入領先位置。不同機柜空調廠商的產品各有特色,定位高低不同,給了工業(yè)客戶更多的選擇,客觀促進了機柜空調市場的良性發(fā)展。本文從工業(yè)品的市場營銷現狀與概況,論述工業(yè)品的營銷理論與實踐。P公司作為一個在發(fā)達市場領先的國際企業(yè),目前在中國的營銷雖有起色,但是仍然處于弱勢地位,其市場營銷的經驗和教訓對于工業(yè)品領域的企業(yè)來說是一筆非常寶貴的財富,期望對于工業(yè)品企業(yè)走出國門,進行國際營銷有所裨益。本案例擬以P公司機柜空調營銷為出發(fā)點,介紹該公司的背景、營銷現狀、改善措施、以及所帶來的啟示。本文采用的研究方法有:文獻研究、現場訪談、跟蹤觀察、比較分析、實證分析等。本文在市場調研中,進行了大量的訪談,收集了海量的訪談記錄。在分析過程中,注重信息的數字化、數據化以及可視化,分析過程以及討論結果相對直觀,清晰明了,信息量大而簡潔,圖文并茂。本文采用理論結合實踐的方法,通過STP的實施,獲取了大量的調研資料并分析評估,最終確定了 P公司機柜空調產品的營銷方案。在論文中,不僅提供了部分市場數據的分析匯總,并實際使用了一些市場營銷工具,某些工具具有鮮明的公司特色,對于營銷從業(yè)人員以及理論研究者有實際的參考意義。在一些營銷工具的實際使用中,本文給出了一些參數,對于營銷從業(yè)人員而言,可以作為調整的基數進行測試,克服了以往論文以及理論研究中,列出了很多工具但是沒有具體參數而無法實際應用的弊病。本文研究視角新穎。研究了跨國公司在弱勢地位的市場,如何調整策略,提高市場份額。本文研究重在實踐,在管理層的支持下,進行策略調整,并且在各方面獲得了資源支持。本文同時分享了市場策略制定及實施中的實務。希望通過研究分析,為P公司機柜空調產品的營銷策略以及業(yè)務的長期規(guī)劃帶來積極意義,為工業(yè)產品營銷者提供一個借鑒,期望對民族企業(yè)的國際化提供一些思考。
[Abstract]:Globalization has brought great impact and influence to the industrial production and marketing, which makes each enterprise face more competitors in marketing, and the intensity of competition also increases. The products of different regions have different cultural imprints, and different technologies and processes make the products have different technical and quality characteristics, and different product positioning gives consumers different consumption hints. In the complex competitive situation, the importance of marketing to a company is on the rise. With the process of industrial modernization of China, cabinet air conditioning is introduced to China by foreign equipment integrators and developed gradually in China. With foreign manufacturers of cabinet and air conditioning set up factories in China, the technology of cabinet air conditioning has gradually spread, more and more local enterprises have made progress in learning, and some local manufacturers have entered the leading position in technology level. The products of different cabinet air conditioning manufacturers have their own characteristics and different positioning, which give industrial customers more choices and promote the benign development of cabinet air conditioning market. This paper discusses the marketing theory and practice of industrial products. As a leading international enterprise in developed market, this paper discusses the marketing situation and general situation of industrial products. Although the marketing in China is improving, it is still in a weak position. The experience and lesson of marketing is a very precious wealth for the enterprises in the field of industrial products, and it is expected to be helpful for the industrial enterprises to go abroad and carry out international marketing. This case is intended to introduce the company's background, marketing status, improvement measures and inspiration. The research methods used in this paper are: literature research, field interview, tracking and observation, comparative analysis, empirical analysis and so on. In this paper, a large number of interviews in the market research, collected a large number of interview records. In the process of analysis, attention should be paid to the digitization, digitalization and visualization of information. The analysis process and discussion result are relatively intuitive, clear, large and concise, and rich in pictures and texts. This paper adopts the method of combining theory with practice, through the implementation of STP, obtains a lot of investigation data and analysis and evaluation, and finally determines the marketing plan of the air conditioning products of the cabinet of P Company. In this paper, not only the analysis and summary of some market data are provided, but also some marketing tools are used in practice. Some of the tools have distinctive corporate characteristics, which have practical reference significance for marketing practitioners and theoretical researchers. In the practical use of some marketing tools, this paper gives some parameters, for the marketing practitioners, can be used as the base of adjustment to test, overcome the previous papers and theoretical research, Lists the drawbacks of many tools that do not have specific parameters and cannot be applied in practice. The perspective of this paper is novel. This paper studies how to adjust the strategy and increase the market share of MNCs in the weak market. This paper focuses on practice, with the support of management, policy adjustment, and in various aspects of resource support. This article also shares the market strategy formulation and the implementation practice. Through the research and analysis, the author hopes to bring positive significance to the marketing strategy and long-term business planning of the air-conditioner products of the cabinet of P Company, to provide a reference for the marketers of industrial products, and to provide some thoughts on the internationalization of the national enterprises.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F416.6

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