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论文编号：	12973
作者编号：	2320190361
上传时间：	2021/12/16 9:24:50
中文题目：	德国SC公司在中国大陆市场营销策略及其实施研究
英文题目：	Research on Marketing Strategy and Implementation of German SC Company in Chinese Mainland
指导老师：	李桂华
中文关键字：	德国SC公司；中国大陆市场；组织间营销；营销策略；关系营销
英文关键字：	German SC company；Chinese Mainland Market；Business to business marketing；Marketing strategy；Relationship marketing
中文摘要：	SC公司是一家世界知名工业品公司，自2003年进入中国大陆市场以来，凭借自身的优质产品和丰富的行业应用，通过卓越的市场营销活动，取得了在中国业务高速增长的优异成绩。近年来，随着中国大陆成为全球工业品消费增长最快的市场，以及中国工业用户专业水准的提升，对原先SC公司仅以产品为主体营销方式提出了挑战。此外，当前中国的工业制造转型也给SC这样的世界知名工业品公司提出了更多的具体要求，如多元化的营销渠道、合理灵活定价机制、积极的促销方针，应用方案的实施和优质的服务。SC公司为了实现在中国大陆市场的持续发展，考虑到市场要求和竞争态势，急需对现有的营销策略进行调整，从而扩大在中国大陆地区既有的市场份额和行业覆盖率。 论文以德国SC公司的在中国大陆市场营销精密机械夹具和高端机器人夹具为研究对象，结合我国现阶段制造转型期的市场需求，参照SC公司近年来在中国市场的销售状况和客观市场数据，对SC公司在中国的市场营销策略进行分析，并提出相应的改进措施。整体论文首先以研究背景和意义开始。其次，对市场营销的理论和概念如PEST、波特五力模型、SWOT分析法进行回顾，同时对一些工业品的基础概念做出了解释。再次，运用营销环境分析方法得出SC公司在中国大陆工业品营销中遇到的问题，提出以目标市场细分为思路来明确市场定位，再以4P营销组合和关系营销的知识框架提出改善方法。最后，从组织、人员、制度和数字化营销技术四个方面陈述了SC公司改进策略的实施保障体系，得出研究的结论并提出展望。 论文着眼于欧美先进的工业品公司在我国制造转型期急需做出的市场营销策略调整，深度挖掘这些企业潜在且未充分发挥的实力，助推其在中国大陆市场可持续的发展，确保其为我国的工业制造总体水平的提升做出更高层次的贡献。另一方面，文章总结出来的策略和经验，希望能对振兴我国民族工业品牌有所启示，尤其是在市场营销策略改进方面起到相关借鉴作用。
英文摘要：	SC is a world-renowned industrial product company. Since its entry into China's mainland market in 2003, it has achieved excellent results in China's rapid growth in business through its excellent product and rich industry application through excellent marketing activities. In recent years, with China's mainland becoming the fastest growing market for industrial goods consumption and the upgrading of professional standards of Chinese industrial users, the Chinese mainland's SC company has only challenged the product as the main marketing mode. In addition, the current industrial manufacturing transformation in China also puts forward more specific requirements for world-famous industrial products companies such as SC, for example diversified marketing channels, reasonable and flexible pricing mechanism, active promotion policies, implementation of application schemes and high-quality services. In order to realize the sustainable development in China's mainland market, SC takes into account the market demand and competition situation, and urgently needs to adjust the existing marketing strategies, thereby expanding the existing market share and industry coverage in China. This paper takes the marketing of precision mechanical fixtures and high-end robot fixtures in China, the industrial basic products of German SC company, as the research object, combined with the market requirements of China at the current stage of manufacturing transformation, and referring to the sales situation and market objective data of SC company in recent years, analyzes its marketing strategy, and puts forward corresponding improvement measures. The whole thesis begins with the research background and significance. Secondly, it reviews the theories and concepts of marketing, such as pest, Porter's five forces model and SWOT analysis, and explains some basic concepts of industrial products. Thirdly, using the relevant analysis methods of marketing, this paper combs out the problems encountered by SC industrial products marketing in China, puts forward the idea of target market segmentation to calibrate the target market positioning, and puts forward improvement strategies in combination with the 4P knowledge framework of marketing mix strategy and the concept of relationship marketing. Finally, it puts forward the guarantee system for the implementation of SC marketing strategy from four aspects: organization, personnel, organization and digital marketing technology, draws the research conclusion and puts forward the prospect. This paper focuses on combing and summarizing the strategic and marketing adjustments and changes urgently needed by European and American advanced industrial products companies in China's manufacturing transformation period, so as to maximize the potential and underutilized strength of these enterprises, so as to contribute to the healthy development of China, and make a deeper contribution to the overall improvement of China's industrial manufacturing in the same period. On the other hand, the strategies and experience summarized in this paper hope to enlighten the revitalization of Chinese local industrial brands, especially in the improvement and promotion of marketing strategies.
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