本文選題：橡膠(非輪胎)行業(yè)　切入點(diǎn)：營(yíng)銷策略　出處：《中國(guó)海洋大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：T公司作為全球聚合物解決方案的領(lǐng)導(dǎo)者—主要定位生產(chǎn)供應(yīng)世界領(lǐng)先的非輪胎行業(yè)橡膠制品及解決方案,擁有110多年的不斷發(fā)展創(chuàng)新經(jīng)驗(yàn)；隨著市場(chǎng)全球化的開展更加炙熱化,T公司把東南亞、中國(guó)市場(chǎng)的戰(zhàn)略地位已經(jīng)提上最高議程。隨著中國(guó)國(guó)內(nèi)經(jīng)濟(jì)發(fā)展和企業(yè)制造能力的提高、市場(chǎng)產(chǎn)品需求及供給的要求提高及數(shù)量增加,所以T公司必然將全球擴(kuò)展戰(zhàn)略的重點(diǎn)放到中國(guó)。同時(shí),由于歐美市場(chǎng)競(jìng)爭(zhēng)激烈,面臨飽和的市場(chǎng)容量；中國(guó)市場(chǎng)更是T企業(yè)開發(fā)新的市場(chǎng)份額增長(zhǎng)點(diǎn),幫助提高企業(yè)全球市場(chǎng)的領(lǐng)導(dǎo)地位的推動(dòng)力。作為全球領(lǐng)先密封系統(tǒng)、減震和防護(hù)方案的工業(yè)產(chǎn)品集團(tuán),T公司致力于通過完美可靠的解決方案,贏得客戶信任的市場(chǎng)領(lǐng)導(dǎo)者。堅(jiān)持“創(chuàng)新--創(chuàng)造價(jià)值”理念,在中國(guó)市場(chǎng)進(jìn)行有效分析的基礎(chǔ)上；確立合適的市場(chǎng)策略；從而將T公司品牌的特性與目標(biāo)市場(chǎng)相結(jié)合,及時(shí)提供給客戶最有競(jìng)爭(zhēng)力的產(chǎn)品或解決方案。本文就T公司非輪胎行業(yè)橡膠制品在華市場(chǎng)十幾年來的實(shí)踐和創(chuàng)新經(jīng)驗(yàn)積累,詮釋在華市場(chǎng)營(yíng)銷策略的長(zhǎng)期歷程,在公司業(yè)績(jī)上,在華營(yíng)銷市場(chǎng)增長(zhǎng)的比例上已經(jīng)遠(yuǎn)遠(yuǎn)超過第二區(qū)域歐洲市場(chǎng)。首先,通過了解說明T公司的市場(chǎng)增長(zhǎng)情況,綜合分析在華市場(chǎng)的現(xiàn)狀、影響環(huán)境;其次,然后發(fā)現(xiàn)問題、分析問題；再次,通過選擇合適策略手段解決所面對(duì)的問題;最后,通過加強(qiáng)保障措施實(shí)現(xiàn)戰(zhàn)略發(fā)展。從T公司行業(yè)市場(chǎng)背景介紹出發(fā),運(yùn)用PEST和SWOT模型評(píng)估分析企業(yè)定位行業(yè)的機(jī)遇及未來發(fā)展趨勢(shì),了解企業(yè)面臨的機(jī)遇及不同困難問題,采取STP策略選擇目標(biāo)市場(chǎng)及定位、利用關(guān)系營(yíng)銷、品牌策略等實(shí)施,介紹了T公司特色的市場(chǎng)關(guān)系對(duì)象進(jìn)行策略營(yíng)銷的方法,特別柔性的關(guān)系管理營(yíng)銷策略,及各種市場(chǎng)策略執(zhí)行手段的保障措施,保證了T公司在華市場(chǎng)開拓和事業(yè)增長(zhǎng)。通過對(duì)T公司市場(chǎng)開發(fā)過程、結(jié)果進(jìn)行分析,進(jìn)行總結(jié)評(píng)論,以此T公司的全球化戰(zhàn)略在華市場(chǎng)的拓展戰(zhàn)略策略的研究,可以給與其他行業(yè)的領(lǐng)導(dǎo)者或者國(guó)內(nèi)知名企業(yè)進(jìn)行跨國(guó)戰(zhàn)略開發(fā)選擇借鑒參考意義。
[Abstract]:As a global leader in polymer solutions, T is a leading supplier of rubber products and solutions in the world's leading non-tire industry, with more than 110 years of continuous development and innovative experience. With the development of market globalization, the strategic position of the Chinese market has been put on the top agenda of Southeast Asia. With the development of China's domestic economy and the improvement of the manufacturing capability of enterprises, The demand and quantity of products in the market is increasing, so T company will focus on China in its global expansion strategy. At the same time, due to the fierce competition in Europe and the United States, it is faced with saturated market capacity. The Chinese market is also the driving force for T enterprises to develop new market share growth points to help enhance their leading position in the global market. Ltd., an industrial product group of shock mitigation and protection programs, is committed to winning the trust of customers through perfect and reliable solutions, adhering to the concept of "innovation-creating value" and making effective analysis on the Chinese market. Establish appropriate marketing strategies that combine the characteristics of the T brand with the target market, Provide customers with the most competitive products or solutions in time. This paper interprets the long history of marketing strategy in China based on the accumulation of practical and innovative experience of rubber products in the non-tire industry of T Company in China for more than ten years. In terms of company performance, the proportion of market growth in China has far exceeded that of the second regional European market. First, through understanding and explaining the market growth situation of T Company, we can comprehensively analyze the current situation of the market in China and influence the environment. Then find the problem, analyze the problem; thirdly, solve the problem by choosing the appropriate strategy; finally, realize the strategic development through strengthening the safeguard measures. From the T company industry market background introduction, Using PEST and SWOT model to evaluate and analyze the opportunity and future development trend of the enterprise positioning industry, to understand the opportunities and different difficulties faced by the enterprise, to adopt STP strategy to select the target market and position, to make use of the relationship marketing, brand strategy and so on. This paper introduces the marketing method of T company's characteristic market relation object, especially the flexible relationship management marketing strategy, and the guarantee measures of various market strategy execution means. It ensures T Company's market development and career growth in China. Through the analysis of T Company's market development process, the results are summarized and comments are made, so as to study the strategy of T Company's globalization strategy in the Chinese market. It can be used for reference for other industry leaders or domestic famous enterprises to choose transnational strategic development.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F416.72

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