联系我们

论文查询结果	返回搜索

论文编号：	14430
作者编号：	2320200528
上传时间：	2023/12/16 14:00:00
中文题目：	西特中国公司营销战略研究
英文题目：	Research on Marketing Strategy of Setra China Company
指导老师：	林润辉
中文关键字：	西特中国公司 集中差异化 竞争战略 压力传感器
英文关键字：	Setra China; Focused Differentiation; Competitive Strategy; Pressure Sensor
中文摘要：	随着中国市场经济体制的不断健全和完善，市场竞争日趋激烈。传感器行业逐渐升温，越来越多的企业涉足传感器领域，这得益于国家政策的扶持。此外，在中美贸易战中，传感器作为关键部件一直处于被制约的困境，但也促使了国内传感器行业的发展。西特中国公司是一家美国独资企业，总部在美国同时在天津设有工厂，是一家典型的跨国企业，目前在华经营过程中也遇到了很多的机遇和挑战。首先，中国本土的传感器企业其技术能力一直在不断提高，同时用低成本战略在不断扩大市场份额，因此对成本较高的外资进口品牌势必会形成竞争压力。其次，外资企业在我国压力传感器应用的市场端也看到了很大的发展机遇，很多外资品牌也在通过不断研发和创新，并且延长产品线的方式来强大自身，使得终端客户在进口品牌中有了更多的选择。本文将就西特中国营销战略的制定进行探讨和分析，以便能更好的适应未来竞争激烈的市场环境。 此篇论文将以西特中国为例进行营销战略的分析，采用案例分析的方法对内外环境进行具体分析，确定目前所处的市场环境，并通过五力模型和STP等战略工具，加之公司的内部优劣势分析，为西特中国公司制定在中国市场的战略规划，并明确其市场细分确定市场定位。并在第五章节分析了如何做到战略的具体实施以及如何保障战略的实现。 笔者目前在西特工作已经十年，此前也在私企工作过七年，两家企业都属于生产型企业，但管理方式和管理工具以及相关资源方面都有很大的不同。希望这篇对西特中国公司营销战略研究论文，能够给国内一些中小型生产型企业一点点灵感或者启发。当然，笔者本人目前依然处于西特销售经理岗位，通过本篇论文的撰写，对西特未来营销战略有了更深刻的认识和理解，并能更好的去实施和执行，以在未来越发竞争激烈的市场上获得更多的市场份额。
英文摘要：	With the continuous improvement of China's market economic system, market competition is becoming increasingly fierce. The sensor industry is gradually heating up, and more and more companies are involved in the sensor field, which is due to the support of national policies. In addition, in the Sino-US trade war, sensors have been in a constrained situation as key components, but this has also promoted the development of the domestic sensor industry. Setra China is a wholly-owned American enterprise with headquarters in the United States and a factory in Tianjin. It is a typical multinational enterprise that has also encountered many opportunities and challenges during its operations in China. Firstly, the technological capabilities of China's local sensor companies have been continuously improving, while they are also expanding their market share with low-cost strategies. Therefore, the competition pressure on the higher-cost foreign-imported products is inevitable. Secondly, foreign-funded enterprises also see great development opportunities in the market of pressure sensor applications in China. Many foreign brands are also strengthening themselves through continuous research and development and innovation, and extending their product lines, giving end users more choices among imported brands. This article will explore and analyze the formulation of Setra's China marketing strategy in order to better adapt to the competitive market environment in the future. This paper will analyze the marketing strategy of Setra China as an example, using case analysis methods to conduct a detailed analysis of internal and external environments, determine the current market environment, and develop strategic plans for Setra China in the Chinese market through five forces model and STP, as well as analyzing the company's internal strengths and weaknesses. It will also clarify its market segmentation and determine its market positioning. In the fifth chapter, it analyzes how to implement the strategy and how to ensure its realization. The author has been working at Setra for ten years and has also worked in a private company for seven years. Both companies are production-oriented enterprises, but there are significant differences in management methods, management tools, and related resources. Hope this analysis of the marketing strategy of Setra China can provide some inspiration or enlightenment for some small and medium-sized manufacturing enterprises in China. Of course, the author is still in the position of Sales Manager at Setra, and through the writing of this paper, have gained a deeper understanding and appreciation of Setra 's future marketing strategy, and will be able to better implement and execute it, in order to gain more market share in an increasingly competitive market in the future.
查看全文：	预览  下载(下载需要进行登录)