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论文编号：	10824
作者编号：	2120163067
上传时间：	2018/12/13 13:37:12
中文题目：	KT公司高性能塑料产品中国区营销策略研究
英文题目：	Research on Marketing Strategy of High Performance Plastic products of KT Company at China
指导老师：	牛建波
中文关键字：	外资企业；营销策略；工业品营销；高性能塑料
英文关键字：	Foreign-Owned Enterprises; Marketing Strategy; Industrial Product Marketing; High Performance Plastics
中文摘要：	KT公司成立于2007年，是AG集团在中国设立的独资公司，主要负责高性能塑料产品在亚洲地区的销售，其客户分布在中国、日本、韩国、印度、越南等亚洲地区。KT公司在发展了10余年之后，为了满足亚洲市场快速增长的需要集团做出了重要战略调整，将原有KT公司的职能从单一的销售扩展为研发、生产和销售为一体的战略中心。因此KT公司在战略调整和实施过程中，中国市场的营销策略也需要调整和重新选择。 本文以市场营销为研究方向，运用市场营销的相关理论和工具，以KT中国为研究对象，针对KT中国战略转型时期遇到的营销策略优化问题，通过PEST、波特五力模型、SWOT、STP、波士顿矩阵等工具，甄别出KT目前的优势、劣势、机会和挑战，并在KT事业部的愿景和使命指引下，结合KT公司的战略目标，从而匹配出适合中国市场的优势+机会的增长性战略。接下来对目标市场和市场定位进行剖析，从4P和服务营销的角度研究和选择营销组合策略，最后从营销策略实施保障的角度等方面着手，提出了一系列的保障措施，确保营销策略可以实施落地，引领企业健康可持续的发展。 本文对于KT在战略调整阶段对营销策略进行选择和完善进行了剖析，对于帮助KT公司实现战略目标有一定的实践指导意义。同时对于科技型工业品的企业优化和制定营销策略有一定的借鉴意义，希望相关企业可以从本研究中获益，通过对其营销策略的梳理实现健康可持续的发展。
英文摘要：	KT China founded in 2007, is a wholly owned company established by AG group . It is mainly responsible for the sales of high-performance plastic products to the Asia market. Their customers are spread into China, Japan, South Korea, India, Vietnam and other Asian regions. After 10 years of development, KT company has made significant strategic adjustments to meet the fast-growing demand of Asian market, expanding the functions of the original KT company from single sales to a strategic center of R&D, production and sales. Therefore, in the process of strategy adjustment and implementation, the optimization and perfection of marketing strategies in China market becomes particularly important. This thesis takes marketing as the research direction, and uses relevant theories and tools of marketing to research KT China, in view of the problems regarding KT China marketing strategy adjustment during the period of transition, through PEST, Porter's Five Force Model, SWOT, STP tools etc., identify KT current strengths, weaknesses, opportunities and challenges, and the vision and mission of KT division under the guidance, combined with KT group strategic target, to match the suitable market Advantage + Opportunity of growth strategy in China market. Next, analyze the target market and market positioning, and research and formulate marketing mix strategies from the perspective of 4P, finally from the perspective of marketing strategy formulation and implementation of guarantee and other aspects, proposed a series of guarantee measures, to ensure the overall marketing strategy can be born, eagerly anticipates the enterprise healthy and sustainable development. This thesis analyzes KT's optimization and improvement of existing marketing strategies in the strategic transformation stage, and has certain practical guiding significance for helping KT company achieve its strategic goals. At the same time, it is of certain reference significance for scientific and technological industrial products enterprises to make marketing strategies. It is hoped that relevant enterprises can benefit from this research and realize healthy and sustainable development through sorting out their marketing strategies.
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