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| 论文编号： | 10407 | |
| 作者编号： | 2120162853 | |
| 上传时间： | 2018/12/6 12:45:21 | |
| 中文题目： | MK公司印后加工设备亚太市场营销策略与实践研究 | |
| 英文题目： | The Study of Marketing Strategies for MK Company Post-press Equipment at Asia Pacific Market | |
| 指导老师： | 吴晓云 | |
| 中文关键字： | 印后包装设备；市场营销；亚太市场；营销组合策略 | |
| 英文关键字： | Post-press Equipment; Marketing; Asia Pacific Marketing, Marketing Strategy | |
| 中文摘要： | 折叠彩盒是一种现代社会常见的包装形式。在日常的应用非常广泛，例如烟草包装盒，化妆品包装盒，药品包装盒，食品包装盒等等。随着全球经济的发展市场对于折叠彩盒的需求总体呈上升趋势。折叠彩盒的生产过程包括：纸板印刷，模切，糊盒等主要加工工艺过程。烟草企业，化妆品企业，药品生产企业，食品加工企业，电子电器产品制造企业等生产企业利用这些彩盒包装相应的产品，最终销售到终端消费者手中。MK公司的主要产品是用来生产折叠彩盒的印后加工设备，有： 模切机，烫金机，糊盒机，检品机，等等，主要客户群是印刷包装企业，而非终端消费者。 本文通过阅读市场营销著作，企业管理著作，文献材料，行业数据等相关信息，力图对MK公司在亚太市场的营销战略与策略做出深入的研究探讨。首先，引用市场营销经典理论，运用PEST理论与SWOT理论对市场环境与MK公司自身优势劣势做出分析，提出在亚太市场营销过程中的问题与挑战；然后，提供需要采取的营销组合策略来参与目标市场的竞争；最后，指出有效实施营销组合策略需要采取的保障措施。论文的主要目标是为MK公司在亚太市场的成功营销提供理论支撑，希望为MK公司能在未来开拓亚太市场的过程中起到积极作用。 | |
| 英文摘要： | Folding carton is a quit normal packaging in our daily lift, such as package of cigarettes, cosmetic, pharmaceuticals, foods etc. Along with the development of world wild economy, the demanding for folding cartons is growing rapidly. The manufacturing processes of folding cartons mainly includes: making design of printing; printing on paper board; die-cutting; folding and gluing. Tobacco manufacturer, cosmetic manufacturer, pharmaceuticals manufacturer, food manufactures, will use these folding cartons to pack their products, then delivery to end user. MK is a manufacturer of post press equipment such as die-cutting machine, foil stamping machine, folding gluing machine, inspection machine, etc. The customers for MK is printing and packaging companies. Basic on the study of marketing books, business managing books, magazine of printing and packaging industry, industry dates, etc. The main purpose of this paper is study the marketing strategy of MK when developing Asia Pacific market. Firstly using classic marketing theory, PEST, SWOT, analysis the environment of Asia Pacific market and the strengthen and weakness of MK company; then find out the problems of developing Asia Pacific market; finally offer the marketing strategies from 4Ps, and solutions to ensure the marketing strategies could implement well. Hopefully it is a useful paper for MK to develop Asia Pacific market. | |
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