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论文编号：	13654
作者编号：	2320200357
上传时间：	2022/12/5 15:59:39
中文题目：	C公司工业机柜在中国市场的营销策略研究
英文题目：	Marketing Strategy Research of C Company Industrial Cabinet in China
指导老师：	李东进
中文关键字：	工业机柜；市场定位；营销策略；定制化服务
英文关键字：	Industrial cabinet; Market positioning; Marketing strategy; Customized service
中文摘要：	工业机柜是工业产品的重要组成部分，主要承载的功能有电气控制、高低压配电、仪表监测等，是支撑和保护其他电气元件的骨架。工业机柜几乎遍布于各个行业，其内部的结构设计对其他电气元件的布局和设计理念都会产生深远的影响。随着90年代初外资机柜品牌进入中国，工业机柜的概念逐步地进入各公司设计研发人员的视野，其重要性也逐渐地被市场认识到。基于外资工业机柜品牌的设计，一些中国本土民营企业也走上了模仿的道路，之后更多的中国本土民营机柜生产商也如雨后春笋般出现在中国市场。 本文以丹麦独资工业机柜企业C公司作为研究对象，使用环境分析工具和市场营销理论对其内外部环境和营销策略进行分析和研究。通过宏观环境分析明确了C公司所处的政治环境、经济环境、社会环境和技术环境。通过竞争环境分析，对C公司的供应商、购买者、同行业竞争者、替代品和潜在竞争对手进行了梳理。通过SWOT分析，剖析了C公司的优势、劣势、机会与威胁。通过对工业机柜市场细分的特点进行详细介绍，阐述了C公司所选择的目标市场和其产品想要呈现在客户端的市场定位，进而介绍了C公司是如何根据自身的实际情况去选择适合的营销策略，并以针对性的保障措施保证其营销策略的顺利实施。 最后，本论文总结了做为进入中国市场较晚的外资工业机柜制造商C公司是如何凭借自身的优势实现了其营业额10余年的稳定发展，同时也指出了C公司想要继续发展所面临的问题和自身的劣势，并对中国工业机柜市场的发展方向和竞争格局进行展望。希望能对处在相同境遇的其他外资工业品生产企业有实际的参考意义，并对中国本土的民营企业也有实际的借鉴意义。
英文摘要：	Industrial cabinets are an important part of industrial products, mainly carrying functions such as electrical control, high and low voltage distribution, instrumentation monitoring, etc. They are the skeleton to support and protect other electrical components. Industrial cabinets are found in almost all industries, and their internal structure design will have a profound impact on the layout and design concept of other electrical components. As foreign brands of cabinets entered China in the early 1990s, the concept of industrial cabinets gradually entered the vision of design and development personnel of various companies, and its importance was gradually recognized by the market. Based on the design of foreign industrial cabinet brands, some local Chinese private enterprises also embarked on the road of imitation, after which more local Chinese private cabinet manufacturers also appeared in the Chinese market like a spring. This paper takes the Danish wholly-owned industrial cabinet enterprise C company as the research object, using environmental analysis tools and marketing theory to analyze and study its internal and external environment and marketing strategy. The political environment, economic environment, social environment and technological environment of C company are clarified through macro environment analysis. Through competitive environment analysis, the suppliers, buyers, competitors in the same industry, substitutes and potential competitors of C company are sorted out. Through SWOT analysis, the strengths, weaknesses, opportunities and threats of C company are analyzed. Through a detailed introduction of the characteristics of industrial cabinet market segmentation, the target market chosen by C company and the market positioning of its products that it wants to present to its clients are elaborated, and then how C company chooses a suitable marketing strategy according to its actual situation and ensures the smooth implementation of its marketing strategy with targeted safeguard measures. Finally, this thesis summarizes how C company, a late entrant to the Chinese market, has achieved stable development of its turnover for more than 10 years by virtue of its own advantages, and also points out the problems and disadvantages faced by C company in order to continue its development, and outlooks the development direction and competition pattern of the Chinese industrial cabinet market. It is hoped that it can be a practical reference for other foreign industrial manufacturers in the same situation, and also a practical reference for local private enterprises in China.
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