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| 论文编号： | 10315 | |
| 作者编号： | 2120162849 | |
| 上传时间： | 2018/12/5 21:33:15 | |
| 中文题目： | JD公司在中国市场的营销策略及其实施研究 | |
| 英文题目： | Research on the Marketing Strategy and the Implementation of JD Company in China Market | |
| 指导老师： | 李桂华 | |
| 中文关键字： | 农业机械化;市场营销;营销策略 | |
| 英文关键字： | the agriculture mechanization;marketing;strategy | |
| 中文摘要： | 古往今来，国家的稳定与富强，社会物质文明与精神文明的丰富和健康发展，无不建立在可靠与安全的粮食供应基础之上。现如今，我国一方面面临提高农作物生产单位产量的压力，而另一方面又面临着从事农业生产的劳动力逐年减少的客观事实。因此，大力推进农业生产机械化成为攻克上述的关键解决方案之一。截至2017年，我国农机行业的规模以上企业主营业务收入达到4291.35亿元。如此强有力的政策扶持，如此庞大的市场，引得海外农机巨头纷纷进入中国，与此同时，国内的农机企业也如雨后春笋般层出不穷，甚至一些非农机行业的企业也纷纷涌入中国农机市场。然而，进入2015年以来，中国农机市场风云突变，整个市场出现加速下滑的情况，市场环境变得严峻，各企业都在积极探索解决之道以求能度过行业严冬，日后可东山再起。 基于上述背景，JD公司作为一家外资企业，并不能像一些重要的中国本土企业那样受到当地政府的保护与扶持，只能通过自身的积累与实力应对市场的变化并寻求在中国市场内的可持续发展。本文试图探索出一条适合其自身特点并且在中国市场行之有效的营销策略。 本研究别对中国农机市场的宏观环境与行业化境进行分析，同时对JD公司在中国市场中的优势与劣势、机会与威胁加以阐释。研究确定了JD公司在中国市场中的目标市场及自身定位。同时分别从产品、价格、渠道、促销以及在新时代下的数据应用等方面提出了JD公司在中国市场的营销策略。 本文的研究思路对于农业机械行业中的其他企业在制定市场营销策略有一定的借鉴意义，尤其是对于那些期望在中国农机市场发展的外国企业或者计划在海外发展的本土企业。 关键词：农业机械化；市场营销；营销策略 | |
| 英文摘要： | The reliable and safe provisionment is always crucial to the development of material and spiritual civilizations in the society as well as the national stability and strength through the ages. Today, China is under the pressure of improving the agriculture productivity in a single hectare, meanwhile, is suffering from the lack of people who work in fields. Therefore, the agriculture mechanization becomes the one of the key solutions to those issues. The total revenue of industrial enterprises above designated size in China agriculture machine industry is around 429.1 billion RMB by 2017. Because of the strong support from the government and huge market size, more and more foreign agriculture machine companies get involved into China market and so do the indigenous companies some of whom are even not agriculture companies before. However, China agriculture machine market started to decline from 2015 and every agriculture machine companies are seeking for the solutions to survive during this period and re-rise in the future. Based on such background, as a foreign company, JD Company can not enjoy the protection and support from the local government like some indigenous companies but only can find the solution to maintain the continuous development in China market through its own experiences and strength. This paper is searching for some useful marketing strategies that is suit for JD Company in China market. This paper analyzes China macro environment, industry environment as well as SWOT analysis on JD Company. This paper gives proposals to JD Company on the target markets, marketing positioning in China market and marketing strategies in terms of the product, the price, the channel, the promotion and the data application. To some extent, this paper will help other agriculture companies on making decisions of marketing strategies, especially for those foreign companies in China market and those indigenous companies who are willing to develop oversea market. Key words: the agriculture mechanization; marketing; strategy | |
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