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论文编号：	10421
作者编号：	2120162848
上传时间：	2018/12/6 13:33:54
中文题目：	GL公司空调压缩机中东地区市场营销策略研究
英文题目：	The Study of Strategies in GL company Air-conditioning compressor marketing in Middle East Area
指导老师：	许晖
中文关键字：	制冷行业; 空调压缩机; 中东地区; 市场营销
英文关键字：	HVACR Industry; Air-conditioning; compressor; Middle East; Marketing Mix
中文摘要：	在我国的制冷家电行业发展过程中，日资、韩资、及欧美企业，由于我国吸引外资的优惠政策，都经历了一段相当优越的发展过程，但最终成为寡头的，却是美的、格力两家中国本土企业。2017年全球空调市场总量超过15,000万台，而美的和格力两家企业合计就占据了7,000万台的绝对领先地位。作为空调产品的核心零部件，空调压缩机的份额分布不言而喻。2017年全球空调压缩机市场总量约18,000万台，美的与日本东芝合资的美芝GMCC压缩机的销售量超过5,700万台，占据了32%的市场份额，格力全资子公司凌达Landa压缩机拥有4,400万台的销售量，占据了近25%的市场份额。外资品牌空调压缩机在中国曾经的生产经营优势不复存在。 此时，作为韩资的GL公司，和其他外资公司一样，面临着生死存亡的重大难关。自GL公司于1995年在中国建厂以来，公司发展形势几乎伴随着中国对外资企业的态度、以及国内企业的强势发展，而江河日下。但面对强大的竞争对手，GL公司凭借自身对多年来在海外市场的经验，形成了非常完善的海外市场销售管理思路。在全球空调压缩机市场领域始终保持着4%左右的市场份额稳步前行，特别是在2017年成就了中东地区市场份额排名第一的业绩。在价格战盛行的家电制造业中，还能保持较为稳定的利润空间，其内部的生产研发管理理念及营销组合管理思路还是有很多值得我们去总结挖掘的内容。 在制冷家电行业的国际市场中，中东市场伴随着近年来政治局势的逐渐稳定，各种战后基础建设的逐步恢复，该市场已经成为众多家电制造商垂涎欲滴的新大陆，此时拥有相对较多海外市场经验的GL公司，相比于制冷行业两大寡头，如何运用有效的营销组合策略，来保持竞争力，是本文研究的核心。 本文通过对制冷家电行业中东市场的分析，深入研究GL公司在该地区的营销环境，提出了GL公司在该地区的营销组合选择及实施，以及相应的实施保障。
英文摘要：	In the development of China HVACR industry (Heating, Ventilation and Air-conditioning, Refrigeration), Japanese, Korean, European and American enterprises have experienced a fairly superior process of development, but eventually become oligarchy, are MIDEA and GREE, two Chinese enterprises. In 2017, the global air-conditioning market totaled more than 150 million units, while MIDEA and GREE combined occupied an absolute leading position of 70 million units. As the core component of air-conditioning products, the share distribution of air-conditioning compressor is obvious. In 2017, the global air-conditioning compressor market totaled about 180 million units. GMCC, MIDEA’s joint venture with Toshiba of Japan, sold over 57 million units, accounting for nearly 32% of the market share. Landa, a wholly owned subsidiary of GREE, had sales of 44 million units, accounting for nearly 25% of the market share. The advantage of foreign brand air-conditioning compressor in China has disappeared. At this time, as a foreign-funded company, GL, like other foreign-funded companies, is facing a major difficulty of survival. Since the establishment of GL company in China in 1995, the company's development situation has been almost accompanied by China's attitude towards foreign enterprises and the strong development of domestic enterprises. However, in the face of strong competitors, GL company relies on its own experience in the overseas market for many years, formed a very perfect overseas marketing and sales idea. In the global air-conditioning compressor market GL company has always maintained a steady market share of about 4%, especially in 2017 achieved the market share of the Middle East ranked first performance. In the household appliance manufacturing industry where price war is prevalent, it can still maintain a relatively stable profit margin. There are still many contents worth summarizing and digging for management concepts and ideas of R&D, production, and marketing. In the international market of the refrigerated household appliances industry, the Middle East market, along with the gradual stabilization of the political situation in recent years, has gradually recovered various post-war infrastructure. This market has become a coveted new continent for many household appliance manufacturers. At this time, which has more overseas market experience, compared with the two oligarchs in the air-conditioning industry, how to use effective marketing mix strategy to maintain GL’s competitiveness is the core of this paper. Based on the analysis of the Middle East market of air-conditioning appliances industry, this paper deeply studies the marketing environment of GL company in this area, and puts forward the selection and implementation of marketing mix of GL company in this area, as well as the corresponding implementation guarantee.
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