本文選題：電器市場 + 美國市場��； 參考：《廣西大學(xué)》2015年碩士論文

【摘要】：廣東家電企業(yè)經(jīng)過三十多年的發(fā)展,在國際市場上樹立了一定的影響力,競爭力也逐漸提升,然而,隨著經(jīng)濟(jì)全球化發(fā)展以及歐美等地區(qū)對我國家電產(chǎn)品外銷的諸多貿(mào)易壁壘,廣東家電企業(yè)面臨的內(nèi)、外形勢與過去的相比已經(jīng)完全不同。隨著競爭的日益激烈,企業(yè)面臨的考驗(yàn)也愈加嚴(yán)峻,部分企業(yè)通過變革戰(zhàn)略、重新定位市場、創(chuàng)新營銷方式促使企業(yè)逐漸強(qiáng)大,部分企業(yè)由于營銷方式落后,管理水平有限致使企業(yè)逐漸走向沒落。SL電器公司作為一個(gè)以出口為導(dǎo)向的OEM家電制造企業(yè),當(dāng)今市場環(huán)境,威脅與機(jī)遇并存,如何進(jìn)行市場營銷的規(guī)范,完善和制定企業(yè)的市場營銷策略,對于SL電器公司快速占領(lǐng)美國市場,提升企業(yè)競爭力,推動企業(yè)自身快速和穩(wěn)定發(fā)展意味深遠(yuǎn),對其他想開拓美國小家電市場的中國企業(yè)也起到一定的借鑒作用。本文從SL電器公司美國市場營銷實(shí)際情況出發(fā),分析企業(yè)的產(chǎn)品經(jīng)營范圍、以及內(nèi)部組織結(jié)構(gòu)和美國市場份額,同時(shí)結(jié)合企業(yè)現(xiàn)階段發(fā)展?fàn)顩r和自身的優(yōu)、劣勢分析SL電器公司宏、微觀環(huán)境找出企業(yè)發(fā)展存在的機(jī)遇和威脅,根據(jù)相關(guān)市場營銷管理的理論,選定企業(yè)開拓美國市場的目標(biāo)市場和戰(zhàn)略定位,并據(jù)此進(jìn)一步提出SL電器公司的具體營銷策略的完善建議。論文最后是對SL電器公司美國市場營銷策略實(shí)施保障進(jìn)行了闡述,使得企業(yè)未來的發(fā)展能夠在制度的框架下不斷壯大,良性循環(huán)。本文著眼于在中國具有普遍代表性的珠三角中小型民營出口企業(yè),并對其特定市場的營銷策略進(jìn)行具體的分析研究。希望本研究能對SL電器公司自身國際市場營銷策略完善有一定的參考以及對同類型企業(yè)國際市場的開拓具有一定借鑒意義。
[Abstract]:After more than 30 years of development, Guangdong household appliance enterprises have established certain influence in the international market, and their competitiveness has been gradually enhanced. However, with the development of economic globalization and the many trade barriers of Europe and the United States and other regions to the export of household electrical appliances products in China,The internal and external situation faced by Guangdong household appliance enterprises has been completely different from the past situation.With the increasingly fierce competition, enterprises are facing a more severe test, some enterprises through the strategy of change, re-positioning the market, innovative marketing methods to promote the enterprise gradually strong, some enterprises because of the backward marketing approach,The limited management level has led to the gradual decline of the enterprise. SL Electric Co., as an export-oriented OEM home appliance manufacturing enterprise, today's market environment, threats and opportunities coexist, how to carry out marketing norms,Perfecting and formulating the marketing strategy of enterprises has far-reaching implications for SL Electric Company to quickly occupy the American market, to enhance the competitiveness of enterprises, and to promote the rapid and stable development of enterprises themselves.To other want to open up the small home appliance market in the United States, Chinese enterprises also play a certain reference role.Starting from the actual marketing situation of SL Electric Company in the United States, this paper analyzes the scope of product management, the internal organization structure and the market share of the United States. At the same time, combined with the current development situation of the enterprise and its own advantages,This paper analyzes the macro and micro environment of SL Electric Co., Ltd., finds out the opportunities and threats that exist in the development of enterprises, and selects the target market and strategic position of the enterprises to open up the American market according to the theory of relevant marketing management.And then further put forward the SL Electric Company's specific marketing strategy to improve the proposal.At the end of the paper, the author expatiates on the implementation of marketing strategy of SL Electric Company in America, which makes the future development of the company grow stronger under the framework of the system, and the virtuous circle.This paper focuses on the small and medium-sized private export enterprises in the Pearl River Delta, which are generally representative in China, and makes a concrete analysis and research on the marketing strategies of their specific markets.It is hoped that this study can be used for reference to the improvement of the international marketing strategy of SL Electric Company and to the development of the international market of the same type of enterprises.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.6;F274

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本文編號：1767997