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论文编号：	11782
作者编号：	2320170707
上传时间：	2020/6/21 11:47:00
中文题目：	CREG公司隧道掘进装备国际营销策略研究
英文题目：	Study on International Marketing Strategy of CREG Company’ s Tunnel Boring Equipment
指导老师：	牛建波
中文关键字：	国际营销策略；海外市场；隧道掘进机；工程机械
英文关键字：	International Marketing Strategy;Overseas Market;Tunnel Boring Equipment;Construction Machinery
中文摘要：	隧道掘进装备作为地下施工装备，因其技术复杂性更高，系统集成度极为复杂，边界设计要求极为严苛等制约，在很长时期内只有欧美日等少数发达国家掌握研发制造的核心技术。近些年，我国隧道掘进装备业经历了一个高速发展期，已经牢牢占据国内市场份额，开始了国际营销之路。CREG 公司作为隧道 掘进装备行业较为典型的企业，其国际营销策略的发展几乎与整个行业的国际化步伐一致，研究其国际营销战略，尤其是海外发展的探索阶段，将有助于更好的了解中国隧道掘进装备企业的海外发展趋势。 本文在选题方面具有创新性，隧道掘进装备行业刚刚开始国际营销的布局，相关研究较少，选择从一家典型隧道掘进装备企业的角度阐述其国际营销战略具有前瞻性。本文一开始针对选题的背景和意义做了介绍，然后通过介绍与开展国际营销有关的指导理论，详述了 CREG 公司开展国际营销的现实状况，在此 基础上通过PEST分析对CREG公司开展国际营销的宏观的环境进行了分析，然后就CREG公司开展国际营销的优势和劣势分别展开分析阐述，在此基础上分析了CREG公司实行此类战略实施过程中存在的问题，提出了CREG公司国际营销过程中存在的产品、价格、渠道及促销等方面问题。文章的最后，结合 CREG 国际化进程中发现的问题，运用STP理论及4Ps营销组合策略分析提出了其国际营销策略实施的优化措施，并提出了这些措施实施的保障建议。本文通过详细分析，认为CREG公司处于国际营销战略布局的前期阶段，应主动完善适应国际化的产品体系，实现跨越式发展，引领核心技术研发，在海外渠道及品牌建设上要开阔思路创新并举，吸取隧道掘进装备行业国际化先驱者的优秀经验，拓宽渠道，提升品牌知名度，更要充分结合国家战略布局开展海外营销业务，另外要加快提升国产关键部件的可靠性，规避中国隧道掘进装备企业可持续性发展的潜在风险。
英文摘要：	Tunneling equipment as underground construction equipment, because of its higher technical complexity, more complex system integration, more stringent border design requirements and other constraints, the core technology has long been mastered by a few developed countries. In recent years, China's tunnel tunneling equipment industry has experienced a period of rapid development, has firmly occupied the domestic market share, and began the road of international marketing. As a typical enterprise in tunnel tunneling equipment industry, CREG 's international marketing strategy is almost in line with the pace of internationalization of the whole industry. Studying its international marketing strategy, especially at the exploratory stage of overseas development, will help to better understand the overseas development trend of China's tunnel boring equipment enterprises. This paper is innovative in topic selection. The layout of international marketing of tunnel boring equipment industry has just begun. There are few related studies. It is prospective to choose a typical enterprise of tunnel boring equipment to elaborate its international marketing strategy. At the beginning of this paper, the background and significance of the topic are introduced, and then the reality of CREG 's international marketing is described in detail by introducing the guiding theory related to international marketing. On this basis, the macro environment of CREG 's international marketing is analyzed by PEST analysis, and then the advantages and disadvantages of CREG 's international marketing are analyzed. On this basis, this paper analyzes the problems existing in the implementation of such strategies of CREG company, and puts forward the problems of products, prices, channels and promotions existing in the international marketing process. Finally, combined with the problems found in the internationalization process of CREG, this paper uses STP theory and 4Ps marketing mix strategy analysis to put forward the optimization measures, and puts forward the guarantee suggestions for the implementation of these measures. Based on the detailed analysis, this paper holds that CREG company is inthe early stage of international marketing strategic layout, and should take the initiative to improve the product system adapting to internationalization, realize leapfrog development, lead the research and development of core technology, open up ideas and innovate in overseas channel and brand construction, absorb the excellent experience of international pioneers in tunnel boring equipment industry, broaden channels and improve brand recognition. In order to avoid the potential risk of sustainable development of China's tunnel boring equipment enterprises, CREG should fully combine with the national strategic layout to carry out overseas marketing business, accelerate the reliability of key domestic components, and avoid the potential risk of sustainable development of China's tunnel boring equipment enterprises.
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