联系我们

论文查询结果	返回搜索

论文编号：	15053
作者编号：	2320224169
上传时间：	2024/12/9 21:25:25
中文题目：	W公司中国营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization of W Company in China
指导老师：	吴德胜
中文关键字：	外资企业；工业电动机；营销策略；工业品营销；增长型战略
英文关键字：	Foreign-funded Enterprises; Industrial Electric Motor; Marketing Strategy; Industrial Marketing; Growth-oriented Strategy
中文摘要：	1978年改革开放以来，是中国经济飞速发展的40多年，也是中国经济腾飞的40多年。基础工业作为经济发展的第一大支柱产业，基础工业生产的进步和发展都尤为重要。工业电动机是基础工业中不可或缺的关键设备，其原理是将电能转化为机械能，是生产活动中重要的动力来源之一。基础工业的发展离不开工业电动机的驱动，同时工业电动机作为工业生产活动中的耗电大户，尤其是在国家当前节能降碳的宏伟目标下，市场对工业电动机的要求也越来越高，竞争日益激烈。工业电动机企业准入门槛低，表现参差不齐，若想在残酷的市场竞争中立于不败之地，针对电动机市场营销的研究就显得尤为重要。W电动机制造有限公司作为全球领先的工业电动机制造商，2005年进入中国开始布局亚太区市场。经过近二十年的快速发展，W电动机制造有限公司投建了4座生产工厂，在国内市场站稳了脚跟。随着近些年中国经济和工业的持续发展，市场对于电动机的需求日益上涨，市场环境也发生了巨大的变化。进入2020年之后，W公司的业务增长率开始逐年下降，2023年国内销售额首次出现了同比下滑，在新的市场环境下，W公司老的营销策略已经呈现局限性，W电动机制造有限公司未来在中国是否可以持续发展也正在经受严峻挑战。 本文以W电动机制造有限公司在中国市场当前的实际情况为基础，结合PEST分析、波特五力模型、SWOT分析等工具，从宏观环境、行业环境和企业内部环境三个方面展开分析，提出问题，明确公司增长型战略，使用STP目标市场战略分析理论、4Ps营销组合策略对W电动机制造有限公司在中国市场的营销状况进行深入研究并提出建设性意见。 通过本论文的研究，期望W公司能够根据市场的变化更好地理解中国市场和客户需求，能够在竞争激烈的市场环境中制定更有效的营销策略，提高竞争力并保持竞争优势，实现可持续发展；同时以期本论文的研究能够对其它工业电动机企业及同类工业品企业的营销策略研究提供一定的方法和思路。
英文摘要：	Since the reform and opening up in 1978, is the rapid development of China's economy for more than 40 years, also China's economic takeoff for more than 40 years. As the first pillar industry of economic development, the progress and development of basic industrial production are particularly important. Industrial electric motor is an indispensable key equipment in basic industry, which is used to convert electrical energy into mechanical energy, electric motor is one of the important power sources in production activities. The development of basic industry cannot be separated from the drive of industrial electric motors, at the same time, industrial electric motors as the main power consumption in the industrial production activities, especially in the country's current ambitious goal of Energy Saving and Low Carbon, the market requirements for industrial motors are also higher and higher, and the competition is becoming fiercer and fiercer. Industrial electric motor enterprises have low entry thresholds and uneven performance, so the study of marketing for electric motors is particularly important if the company want to be competitive in the cruel market competition. As a global leading manufacturer of industrial motors, W Electric Motor Manufacturing Co., Ltd. entered China in 2005 and began to start the Asia-Pacific market. After nearly 20 years of rapid development, W Electric Motor Manufacturing Co., Ltd. had invested four production plants in China, and already has a place in the Chinese market. With the continuous development of China's economy and industry in recent years, the market demand for electric motors has been increasing and the market environment has changed a lot. But the growth rate of W's business began to decline after 2020, the domestic sales also declining year-over-year for the first time in 2023. In the new market environment, W's old marketing strategy has shown limitations, whether W Electric Motor Manufacturing Ltd. can be sustained in China in the future is also undergoing. This thesis is based on the current actual situation of W Electric Motor Manufacturing Co., Ltd. in the Chinese market, combining PEST analysis, Porter's Five Forces Model, SWOT analysis and other tools to analyze the macro-environment, the industry environment and the internal environment of the enterprise, then raise the questions, clarifying the company's growth-oriented strategy, using the STP target market strategy analysis theory, the 4Ps marketing mix strategy to study the marketing situation and provide comments for W Electric Machinery Manufacturing Co., Ltd. Through the research of this thesis, it is expected that Company W can understand the Chinese market and customer more better according to the changes of the market, can establish more effective marketing strategies in the competitive market environment, improve competitiveness and maintain competitive advantages, and realize sustainable development in the future; at the same time, it is hoped that the research of this thesis can provide a certain methodology and ideas for other industrial motor enterprises and similar industrial products enterprises.
查看全文：	预览  下载(下载需要进行登录)