M公司俄羅斯市場開發(fā)策略組合研究
發(fā)布時間：2018-11-02 18:30
【摘要】：中國是傳統(tǒng)的橡膠輪胎機械行業(yè)大國,2013年世界橡膠機械企業(yè)排名中,中國企業(yè)占據(jù)了前10強中的4席,30強中的14席。但排名代表的是產(chǎn)值規(guī)模,不能真正代表技術(shù)的先進性,事實上中國橡膠機械行業(yè)大而不強的現(xiàn)象非常突出,主要目標市場仍以國內(nèi)為主。對于代表行業(yè)技術(shù)和品牌高端的歐美國際市場,中國橡膠機械企業(yè)始終沒有實現(xiàn)量的突破或質(zhì)的飛躍,在海外市場的表現(xiàn)始終乏善可陳。俄羅斯地域遼闊,人口眾多,是金磚五國之一,具有巨大發(fā)展?jié)摿�。其地理位置處于西歐與中國之間,兼具中西的文化特點,技術(shù)水平也兼有兩方特點。俄羅斯輪胎行業(yè)發(fā)展水平和產(chǎn)業(yè)規(guī)模并未達到世界先進行列,一方面中國企業(yè)可以在較短時間內(nèi)滿足其技術(shù)需求,另一方面本地區(qū)廣闊的市場需求決定了其巨大的市場潛力。將俄羅斯場作為開拓國際市場的重要突破口,是眾多中國橡膠機械的歷史性選擇。 M公司作為國內(nèi)橡膠機械企業(yè)的領(lǐng)軍者,在世界橡膠機械行業(yè)中排名第二,中國排名第一,是中國橡膠機械行業(yè)名副其實的領(lǐng)導者,包括規(guī)模和技術(shù)水平等各個維度；但在國際市場競爭中,其品牌地位和認可度距西方高端競爭對手仍有較大差距。從俄羅斯市場作為拓展國際市場的橋頭堡,也是公司重要的市場開發(fā)策略之一。目前,公司在俄羅斯市場的開拓基礎(chǔ)還非常薄弱,取得了零星訂單,但遠沒有達到預(yù)期目標。本文將對M公司俄羅斯市場的現(xiàn)狀進行分析,探討俄羅斯橡膠機械市場形勢及整體競爭環(huán)境,分析目前M公司在俄羅斯市場取得的成績、存在的問題,歸納出俄羅斯市場的開發(fā)策略以及實施辦法。 本文對M公司自身的現(xiàn)狀進行分析,并結(jié)合俄羅斯整體的宏觀政治、經(jīng)濟、社會和技術(shù)水平的分析,尤其是對輪胎行業(yè)有直接影響的因素進行分析,梳理出與M公司相關(guān)的因素。進而從該地區(qū)輪胎市場的主要企業(yè)的情況和設(shè)備投資需求進行分析,以及當?shù)剌喬バ袠I(yè)的五力分析,由此推導出M公司在俄羅斯市場的最佳開發(fā)策略,并提出實施控制方法。 俄羅斯地區(qū)作為世界版圖的重要組成部分,其宏觀環(huán)境受全球大環(huán)境的影響,是其不可或缺的一部分,但又有其獨特的一面。政治、經(jīng)濟、社會、文化等多個方面能夠體現(xiàn)出相關(guān)特點,通過對這些因素的定性分析,得出宏觀環(huán)境的主要特點和對該地區(qū)市場的影響。具體到行業(yè)和客戶層面,將通過搜集大量權(quán)威行業(yè)媒體發(fā)布的數(shù)據(jù),來進行統(tǒng)計和分析,找到其暗含的規(guī)律和特點,從而為客戶和行業(yè)的分析和定位提供重要依據(jù),在這個層面上,主要采用的將是定量統(tǒng)計的研究方案。 本文還采用了理論分析與模型分析相結(jié)合的方法,國際市場營銷理論、營銷組合理論、STP理論、以及由市場開拓定位衍生出的其他專業(yè)的SWOT理論、宏觀形勢PEST分析、行業(yè)方面的五力分析等都將在本文的分析過程中得到應(yīng)用。其中的五力分析將建立出行業(yè)競爭力模型,從而得出行業(yè)競爭力的相關(guān)結(jié)論。以此為例,在其他方面也存在許多模型的應(yīng)用。
[Abstract]:China is the traditional rubber tire manufacturing country, in 2013 the world rubber machinery enterprise ranking, Chinese enterprises took up the first 10 strong four seats, 30 strong 14 seats. But the ranking representative is the output value scale, can not really represent the advancement of technology, in fact, China's rubber machinery industry is big but not strong, the phenomenon is very prominent, the main target market is still mainly domestic. China's rubber machinery enterprises have never achieved a breakthrough or qualitative leap on behalf of industry technology and brand high-end European and American international market, and the performance of overseas market is always exhausted. Russia has a vast territory and a large population. It is one of the five BRICS countries. It has great potential for development. Its geographical position is between western Europe and China, with both Chinese and western cultural characteristics, and the technical level has both characteristics. The development level and industrial scale of Russian tire industry have not reached the advanced ranks of the world. On the one hand, Chinese enterprises can meet their technical needs in a short time, and on the other hand, the market demand of the region has determined its huge market potential. As an important breakthrough in the development of the international market, Russia's field is a historic choice of many Chinese rubber machinery. As the leader of domestic rubber machinery enterprises, M Company ranks No. 2 in the world's rubber machinery industry. China ranks No. 1. It is a real leader in China's rubber machinery industry, including all dimensions such as scale and technical level; however, in the international market In the competition, its brand status and recognition can still be larger than the western high-end competitors The gap. From the Russian market as the bridgehead for expanding the international market, it is also the important market development strategy of the company At present, the development base of the company in the Russian market is still very weak, have made sporadic orders, but far from reaching the expectation Objective: This paper will analyze the present situation of M Company's Russian market, discuss the situation of Russian rubber machinery market and overall competition environment, analyze the achievements and problems of M Company in Russia market, summarize the development strategy and implement of Russian market. The paper analyses the present situation of M company itself, and analyzes the factors which have direct influence on the tire industry in combination with the macro-political, economic, social and technical level of the whole country. Based on the analysis of the situation and equipment investment demand of the tire market in the region, and the five-force analysis of the local tire industry, the best development strategy of M Company in Russia market is derived, and it is put forward. The Russian region, as an important part of the world layout, is an indispensable part of its macro-environment, but it is an indispensable part of the world. On the other hand, it has a unique side. The political, economic, social and cultural aspects can reflect the relevant characteristics. Through the qualitative analysis of these factors, the main characteristics and significance of the macro environment are obtained. The impact of the regional market. Specific to the industry and customer level, statistics and analysis will be carried out by collecting data published by a large number of authoritative industry media to find the laws and characteristics implied by them, thus providing important basis for the analysis and positioning of customers and industries. According to, at this level, the main use will be fixed This paper also adopts the combination of theoretical analysis and model analysis, international marketing theory, marketing combination theory, STP theory, and other professional SWOT theory derived from market development and positioning. "The macro-situation PEST analysis, industry five-force analysis, etc. will be in this case." The five-force analysis in this paper will establish the industry competitiveness model. Relevant conclusions of industry competitiveness. In this case, in other parties
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274
本文編號：2306613
[Abstract]:China is the traditional rubber tire manufacturing country, in 2013 the world rubber machinery enterprise ranking, Chinese enterprises took up the first 10 strong four seats, 30 strong 14 seats. But the ranking representative is the output value scale, can not really represent the advancement of technology, in fact, China's rubber machinery industry is big but not strong, the phenomenon is very prominent, the main target market is still mainly domestic. China's rubber machinery enterprises have never achieved a breakthrough or qualitative leap on behalf of industry technology and brand high-end European and American international market, and the performance of overseas market is always exhausted. Russia has a vast territory and a large population. It is one of the five BRICS countries. It has great potential for development. Its geographical position is between western Europe and China, with both Chinese and western cultural characteristics, and the technical level has both characteristics. The development level and industrial scale of Russian tire industry have not reached the advanced ranks of the world. On the one hand, Chinese enterprises can meet their technical needs in a short time, and on the other hand, the market demand of the region has determined its huge market potential. As an important breakthrough in the development of the international market, Russia's field is a historic choice of many Chinese rubber machinery. As the leader of domestic rubber machinery enterprises, M Company ranks No. 2 in the world's rubber machinery industry. China ranks No. 1. It is a real leader in China's rubber machinery industry, including all dimensions such as scale and technical level; however, in the international market In the competition, its brand status and recognition can still be larger than the western high-end competitors The gap. From the Russian market as the bridgehead for expanding the international market, it is also the important market development strategy of the company At present, the development base of the company in the Russian market is still very weak, have made sporadic orders, but far from reaching the expectation Objective: This paper will analyze the present situation of M Company's Russian market, discuss the situation of Russian rubber machinery market and overall competition environment, analyze the achievements and problems of M Company in Russia market, summarize the development strategy and implement of Russian market. The paper analyses the present situation of M company itself, and analyzes the factors which have direct influence on the tire industry in combination with the macro-political, economic, social and technical level of the whole country. Based on the analysis of the situation and equipment investment demand of the tire market in the region, and the five-force analysis of the local tire industry, the best development strategy of M Company in Russia market is derived, and it is put forward. The Russian region, as an important part of the world layout, is an indispensable part of its macro-environment, but it is an indispensable part of the world. On the other hand, it has a unique side. The political, economic, social and cultural aspects can reflect the relevant characteristics. Through the qualitative analysis of these factors, the main characteristics and significance of the macro environment are obtained. The impact of the regional market. Specific to the industry and customer level, statistics and analysis will be carried out by collecting data published by a large number of authoritative industry media to find the laws and characteristics implied by them, thus providing important basis for the analysis and positioning of customers and industries. According to, at this level, the main use will be fixed This paper also adopts the combination of theoretical analysis and model analysis, international marketing theory, marketing combination theory, STP theory, and other professional SWOT theory derived from market development and positioning. "The macro-situation PEST analysis, industry five-force analysis, etc. will be in this case." The five-force analysis in this paper will establish the industry competitiveness model. Relevant conclusions of industry competitiveness. In this case, in other parties
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274
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