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论文编号：	10848
作者编号：	2120162835
上传时间：	2019/6/11 13:27:21
中文题目：	图尔克中国公司市场营销战略实施研究
英文题目：	Research on the implementation of marketing strategy of Turck China
指导老师：	刘建华
中文关键字：	自动化，德国品牌，市场营销，营销策略，保障措施
英文关键字：	automation, German brand, marketing, marketing strategy, safeguards
中文摘要：	我国制造业在近几年来取得了明显进步，并在2010年正式超越美国成为世界规模最大的制造业大国，该年度的行业增加值是全球总额的四分之一，并逐渐接近2万亿美元大关。虽然我国制造业基础较好，但在复杂性方面还有很多不足之处。放眼全球，我国经济复杂性程度并不高，仅排在26位左右。在过去二十余年的发展历程中，我国制造业已经逐渐摆脱低成本产品为主的生产模式，并开始向高端生产转型。 作为传感器、现场总线、接插件、接口技术及人机界面（HMI）和RFID系统领域的专家，我们为工厂及过程自动化提供高效的解决方案。图尔克作为家族企业，凭借其在德国、瑞士、美国、墨西哥和中国的顶尖生产设备，可以快速而灵活地应对当地市场需求。 本文将图尔克中国公司作为具体的研究对象，通过深入剖析国内外的相关营销理论，并对营销模式策略的研究，提出了适合图尔克中国公司的营销战略及组合策略，形成了一整套适合于企业实际情况的营销体系。 本文在对市场营销、战略环境分析工具、营销战略与策略等的相关理论回顾析的基础上，首先对图尔克中国公司概况和发展历程经营现状进行介绍和分析。其次，根据PEST模式来对图尔克中国所处的环境进行分析，主要从宏观环境入手，利用五力模型研究图尔克中国公司竞争环境，在分析图尔克中国优劣势、机会、威胁等采用SWOT分析法进行深入研究。在图尔克中国公司市场细分上，从地理、消费者等方面入手，进行细分，寻找现实根据，在公司市场地位方面，从竞争中、产品、企业形象等多维度展开分析；最后在理论研究的基础上提出价格策略、产品策略、渠道策略、促销策略人员管理策略、有形展示策略、服务过程策略共七个方面的7Ps服务营销策略设计，并针对营销策略实施面临的挑战，从人员保障、完善的组织保障制度体系、建立有效的信息系统保障等视角提出相应的保障措施。本文的研究成果，对图尔克中国公司制定关于自动化产品在中国的营销策略具有一定的借鉴与参考价值。
英文摘要：	China's manufacturing industry has made remarkable progress in recent years, and officially surpassed the United States in 2010 to become the world's largest manufacturing power. The industry's added value for the year was a quarter of the global total, and gradually approached 2 trillion US dollars. The mark. Although China's manufacturing base is good, there are still many shortcomings in terms of complexity. Looking at the world, China's economic complexity is not high, only ranked around 26. In the course of development over the past two decades, China's manufacturing industry has gradually shed its low-cost product-based production model and began to transform into high-end production. As experts in sensors, fieldbus, connectors, interface technology and human machine interface (HMI) and RFID systems, we offer efficient solutions for plant and process automation. As a family-owned company, Turck is able to respond quickly and flexibly to local market demands with its state-of-the-art production facilities in Germany, Switzerland, the United States, Mexico and China. This paper takes Turck China as a specific research object. Through in-depth analysis of relevant marketing theories at home and abroad, and the research on marketing model strategy, it proposes a marketing strategy and combination strategy suitable for Turck China, forming a complete set. A marketing system suitable for the actual situation of the company. Based on the review of relevant theories of marketing, strategic environmental analysis tools, marketing strategies and strategies, this paper first introduces and analyzes the current situation and development status of Turck China. Secondly, according to the PEST model, the environment of Turck China is analyzed, mainly from the macro environment, using the five-force model to study the competitive environment of Turck China, analyzing the advantages and disadvantages, opportunities, threats, etc. of Turck China. Intensive research was conducted using SWOT analysis. In the market segmentation of Turck China, starting from geography,consumers and other aspects, subdividing, looking for realistic basis, in the company's market position, from the competition, product, corporate image and other multi-dimensional analysis; On the basis of theoretical research, it proposes 7Ps service marketing strategy design in seven aspects of price strategy, product strategy, channel strategy, promotion strategy personnel management strategy, tangible display strategy and service process strategy, and challenges the implementation of marketing strategy. The corresponding safeguard measures are proposed from the perspectives of guarantee, perfect organization guarantee system and establishment of effective information system guarantee. The research results of this paper have certain reference and reference value for Turck China's marketing strategy for automation products in China.
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