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论文编号：	15060
作者编号：	2320213789
上传时间：	2024/12/9 22:32:34
中文题目：	DWF公司海湾六国市场整合营销传播战略优化研究
英文题目：	Research on Optimization Strategy of Integrated Marketing Communications of DWF. Ltd. in the GCC Countries Market
指导老师：	申光龍
中文关键字：	海湾六国；整合营销传播；全球本土化；数据库营销；利害关系者
英文关键字：	GCC Countries；Integrated Marketing Communications (IMC)；Glocalization；Database Marketing；Stakeholders
中文摘要：	本研究选题基于当前无缝钢管市场的供需关系及全球无缝钢管市场的竞争状况，探究俄乌冲突等国际政治环境变化对原有无缝钢管全球供应链产生的冲击，以及由此带来的机遇与挑战，结合无缝钢管制造业的行业特点及市场特点，立足于所服务企业的实际情况，思考在能源转型和“双碳”背景下，中国无缝钢管企业如何抓住机遇、整合资源、转换视角，敏锐把握并契合市场需求，实现中国无缝钢管企业在国际供应链体系中的地位跃迁，进而带动企业的结构调整和升级转型。海湾六国拥有丰富的油气能源，其油气开采和传输对无缝钢管有着巨大的需求量，是中国无缝钢管企业海外的主要市场。深入研究无缝钢管企业在海湾六国市场的营销战略对于中国无缝钢管企业将进行结构调整和升级转型有着重要的意义。 本研究通过文献综述法、案例分析法和对比分析法，综合运用整合营销传播、数据库营销、智能化营销等理论，对DWF公司在海湾六国市场的营销传播现状相对准确分析的基础上，结合海湾六国市场全球本土化的特点，从利害关系者、数据库管理和智能营销的建设出发，探究传统与新兴营销传播媒体的规划，立足于DWF公司的竞争优势，为该公司的业务扩展提供了新的理论依据和思路，在优化该公司在海湾六国市场营销传播战略的同时，也为无缝钢管制造行业提供可借鉴的方案。 本研究结论认为，中国无缝钢管企业在新的市场环境下，DWF公司作为案例研究，应该从根本上转变观念，从“由内而外”的视角转变为“由外而内”，从以企业自身为出发点转变为以满足客户需求为出发点，以客户为中心展开营销及各项工作；关注并协调国内和海湾六国市场本土利害关系者的利益，建立平衡制约的管理机制尽力满足利害关系者的利益，与各利害关系者建立利益共同体，为企业发展营造一个良好的生态环境；同时，加快企业数字化升级，优化企业数据库和智能营销的建设，利用数字化工具建立更加精准、经济、有效的投入资源，利用线上和线下、传统媒体与数字化媒体的结合，形成DWF公司在海湾六国市场营销战略的整合优化。
英文摘要：	This study focuses on the current supply-demand dynamics in the seamless steel pipe market and the competitive landscape of the global seamless steel pipe industry. It examines the impact of international political changes, such as the Russia-Ukraine conflict, on the global seamless steel pipe supply chain, as well as the resulting opportunities and challenges. Taking into account the specific characteristics of the seamless steel pipe manufacturing industry and market, and based on the real situation of the company being studied, the research aims to explore how Chinese seamless steel pipe companies can capitalize on opportunities, integrate resources, shift perspectives, and sharply align with market demand. This is particularly relevant in the context of the global energy transition and China’s "Dual Carbon" goals, aiming to help Chinese seamless steel pipe companies enhance their position in the global supply chain, drive structural adjustment, and achieve industrial upgrading. The Gulf Cooperation Council (GCC) countries are rich in oil and gas resources, and the extraction and transmission of these resources require a large volume of seamless steel pipes, making the GCC region a key overseas market for Chinese seamless steel pipe companies. In-depth research into the marketing strategies of seamless steel pipe enterprises in the GCC markets is vital for Chinese companies to achieve structural transformation and industrial upgrading. Using methods such as literature review, case study analysis, and comparative analysis, this study applies theories from integrated marketing communications, database marketing, and intelligent marketing to analyze DWF Company’s current marketing and communication strategies in the GCC markets. By examining the localized characteristics of these markets, the study explores the development of both traditional and emerging marketing communication channels, focusing on stakeholders, database management, and intelligent marketing tools. The research leverages DWF’s competitive advantages to provide new theoretical foundations and strategic insights for the company’s business expansion. At the same time, it offers valuable reference solutions for the broader seamless steel pipe manufacturing industry in terms of optimizing marketing communications in the GCC markets. The study concludes that DWF, as a leading Chinese seamless steel pipe company, must fundamentally change its approach in this new market environment. It should shift from an "inside-out" perspective to an "outside-in" one, transitioning from a company-centered focus to a customer-centered approach. The company's marketing and operations should revolve around meeting customer needs. Moreover, it should pay close attention to the interests of both domestic and local stakeholders in the GCC markets, establishing a balanced management system that maximizes stakeholder satisfaction and builds a community of shared interests. This will help create a favorable ecosystem for the company's growth. Additionally, DWF should accelerate its digital transformation, enhancing its database management and intelligent marketing capabilities. By leveraging digital tools, the company can allocate resources more precisely, cost-effectively, and efficiently, integrating traditional and digital media to optimize and refine its marketing strategy in the GCC markets.
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