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论文编号：	14923
作者编号：	2320223915
上传时间：	2024/12/6 15:21:04
中文题目：	A管业集团俄罗斯市场塑料管道营销策略研究
英文题目：	Research on Marketing Tactics of A pipe Group’s Plastic Pipes in Russia Market
指导老师：	许晖
中文关键字：	A管业集团；塑料管道；俄罗斯市场；市场营销策略
英文关键字：	A Pipe Group；Plastic Pipe Industry；Russia Market；Marketing Tactics
中文摘要：	早在2008年中国塑料管道产品产量就已超越美国，一举成为全球最大塑料管道产品产出国。之后随着中国经济的高速发展，基础设施建设和房地产行业迎来了繁荣发展阶段。塑料管道行业作为重要的配套产业踏上了高速发展的快车道。然而随着国家“房住不炒”的政策出台，加之三年疫情对国内外经济的影响，国内建材市场需求快速下滑。塑料管道行业受到了极大的冲击。为分摊风险，增加销量，越来越多的国内企业纷纷出海，开拓国际市场。随着2022年俄乌冲突的爆发，欧美主要国家对俄罗斯实施了一系列的制裁政策。随着制裁措施的越发严格，欧美主要品牌陆续离开俄罗斯市场，这导致市场出现了巨大供给缺口。由此，俄罗斯市场便成为中国企业拓展海外市场的最主要目标之一。 A管业集团是有着20多年历史的国内十大塑料管道品牌之一。本文以其在俄罗斯市场的营销策略作为研究对象，基于STP营销战略以及4P营销组合理论，运用PEST模型、波特五力模型、SWOT等分析工具研究其市场定位以及产品、渠道、价格和促销等方面的营销策略。本文采用文献研究、实地观察、案例分析和问卷调查等多种研究方法，深入研究了A管业集团面临的营销环境和行业竞争态势。之后梳理出A管业集团在俄罗斯市场营销策略上存在的不足，包括销售产品系列单一且不成系统、定价模式落后、销售渠道单一、促销活动局限性大以及专业人员不足五个方面。结合问卷调查结果，本文提出了相应的优化策略。在产品策略方面提出产品种类多元化、性能定制化、质量标准化以及包装个性化的策略；在价格策略方面，提出实施动态定价、差异化定价和组合定价策略；在渠道策略方面，提出维护拓展原有OEM产品渠道的同时大力开拓OBM产品渠道；在促销策略方面，提出创新促销模式、增加促销频率以及加大促销力度等。同时，为了保证优化后的营销策略顺利实施，本文提出了从财务资金、人力资源、内部政策以及安全经营四方面进行保障。希望可以通过此文指导A管业集团俄罗斯市场的营销策略实施，同时期待可以为同类型企业开拓类似市场时在营销策略方面提供参考。
英文摘要：	As early as 2008, China has surpassed the United States and became the world's largest producer of plastic pipeline products. Later, with the rapid development of China's economy, the infrastructure construction and real estate industry ushered in a stage of prosperity and development. Plastic pipeline industry, as an important supporting industry has embarked on the fast track of rapid development. However, with the introduction of the national policy of "housing without speculation", coupled with the impact of the epidemic on the domestic and foreign economy, the demand of domestic building materials declined rapidly. The plastic pipe industry is influenced alot. In order to share risks and increase sales, more and more domestic enterprises started to explore the international market. With the outbreak of the conflict between Russia and Ukraine in 2022, major countries in Europe and the United States have imposed a series of sanctions on Russia. As sanctions become stricter, major European and American brands have to left the Russian market, which leading to a huge market to be supplied. Thus, the Russian market has become one of the most important goals for Chinese enterprises to expand their overseas markets. A Pipe Group is one of the Top 10 plastic pipe brands in China with a history of more than 20 years. This study takes its marketing tactics in the Russian market as the research object, based on the STP marketing tactics and 4P marketing combination theory, using PEST model, Porter’s five forces model, SWOT and other analytical tools to study its market positioning and the product, place, price and promotion marketing tactics. This study adopts various research methods, such as literature research, field observation, case analysis and questionnaire survey, to deeply study the marketing environment and industry competition situation faced by A Pipe Group. Five deficiencies of marketing tactics of A Pipe Group in Russia are founded includes single and unsystematic product series, backward pricing model, single sales channel,limited promotional activities and lack of professional personnel.Combining the questionnaire results, this study proposes the corresponding optimization tactics. In terms of product tactics, product diversification, performance customization, quality standardization and packaging personalization are suggested. For price tactics, dynamic pricing,differentiated pricing and portfolio pricing are suggested.For the place tactics, the maintenance and expansion of original OEM product channels together with OBM products are suggested.For the promotion tactics, innovative promotion model, increasing promotion frequency and increasing promotion activities are suggested. At the same time, in order to ensure the smooth implementation of the optimized marketing tactics, this paper proposes to guarantee from four aspects including financial&capital, human resources, internal policy and risk prevention. It is hoped that this article can guide the implementation of marketing tactics of A Pipe Group in the Russian market, and it is expected to provide reference for marketing tactics when other company want to develop similar markets.
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