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论文编号：	15668
作者编号：	2320234028
上传时间：	2025/12/9 10:00:16
中文题目：	Z汽车工程公司泰国市场营销策略研究
英文题目：	Reaserch on Marketing Strategy of ZAutomotive Engineering Company in Thailand
指导老师：	许晖
中文关键字：	Z汽车工程公司；泰国市场；市场拓展模式；市场营销策略
英文关键字：	Z Automotive Engineering Company; Thailand Market; Market Expansion Model; Marketing Strategy
中文摘要：	在中美贸易摩擦与全球供应链断裂的背景下，国际市场的VUCA特征（易变性、不确定性、复杂性、模糊性）日益明显，企业海外市场拓展准入门槛提高、成本攀升，为破解困局，众多中资企业选择在东南亚地区设立生产基地。泰国凭借其稳定的社会环境、完善的工业基础设施、优越的地理区位，成为中资企业在东南亚布局的热门地。随着中国汽车市场的饱和，中资车企也大举布局泰国市场，并带动汽车工程总承包企业在内的产业链企业出海。 Z汽车工程公司是一家为全球汽车工厂建设提供技术咨询、建造施工和生产线装备供货的综合性工程公司。本文以Z汽车工程公司泰国市场营销策略为研究对象，采用文献研究、案例分析、问卷调查等研究方法，基于STP营销战略、4Ps营销组合及国际市场拓展模式相关理论，运用PEST分析模型、波特五力模型和SWOT分析等战略分析工具研究其在泰国市场面临的环境，通过4Ps组合分析其现行产品、价格、渠道及促销策略，再结合问卷调研、现行STP战略分析、混合型契约式拓展模式（EPC+小规模项目型公司）的成因及影响，最终梳理出该公司存在定价、渠道、海外营销协同、属地营销人员、营销考核等五个方面的不足。为改善上述营销问题，本文提出STP营销战略上重构泰国市场细分体系、聚焦核心赛道优化资源配置和升级技术与政策双驱动定位，在4Ps营销组合产品策略上提出相关产品多元化，定制化增值与标准化降本协同；价格策略上提出动态定价、差异化定价和组合定价的策略，在渠道策略上提出增资和提升信用背书、构建分层拓新体系实现系统获客，提升标准制定话语权和渠道黏性，在促销策略上提出打造系统协同的客户服务沟通机制、属地化促销能力体系和全周期促销考核闭环。同时，为保障优化后的营销策略顺利落地实施，本文提出从资金与财务、属地人才队伍、内部组织与政策三个方面提供保障。 本研究搭建了市场拓展模式与营销策略优化的联动分析框架，提供了国际市场拓展模式理论在新的细分领域（汽车工程）实证案例，及国际市场营销理论在特定行业和新兴市场的动态调整和适配的新视角。研究成果能够为Z公司更好地开拓泰国市场提供优化建议和解决方案，为同类型企业开拓泰国市场提供有益的实操参考和实践样本。
英文摘要：	Against the backdrop of trade frictions between China and the United States and global supply chain disruptions, the VUCA (Volatility, Uncertainty, Complexity, Ambiguity) characteristics of the international market have become increasingly prominent. For enterprises, barriers to entry in overseas market expansion have increased and costs have risen; to address this dilemma, many Chinese-funded enterprises have chosen to establish production bases in Southeast Asia. Thailand, with its stable social environment, sound industrial infrastructure, and advantageous geographical location, has become a popular destination for Chinese-funded enterprises to expand their presence in Southeast Asia. As China’s domestic automobile market becomes saturated, Chinese automobile enterprises have also made significant inroads into the Thailand market, driving the overseas expansion of industrial chain enterprises, including automotive engineering general contracting companies. Z Automotive Engineering Company is a comprehensive engineering firm that provides technical consultation, construction services, and production line equipment supply for global automobile plant construction. This study takes the Thailand marketing strategy of Z Automotive Engineering Company as its research object, adopting research methods such as literature research, case study, and questionnaire survey. Based on theories related to STP (Segmentation, Targeting, Positioning) marketing strategy, 4Ps (Product, Price, Place, Promotion) marketing mix, and international market expansion models, the study uses strategic analysis tools including the PEST (Political, Economic, Social, Technological) analysis model, Porter’s Five Forces Model, and SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to examine the market environment Z faces in Thailand. By analyzing Z’s current product, price, place, and promotion strategies through the 4Ps framework, and further combines questionnaire surveys, analysis of the current STP strategy, and the causes and impacts of the hybrid contractual expansion model (EPC+small-scale project-based company) to finally identify five key deficiencies of Z’s marketing strategies in the Thailand market, which are outdated pricing models, rigid channels with insufficient new expansion, lack of synergy in overseas marketing strategies, shortage of local marketing professionals, and unreasonable marketing assessment methods respectively. To address the aforementioned marketing problems, this study proposes adjustments to the STP marketing strategy, including reconstructing the Thailand market segmentation system, focusing on core tracks to optimize resource allocation, and upgrading to a dual-drive positioning of technology and policy. For the 4Ps marketing mix, the study suggests measures such as promoting product diversification and achieving synergy between customized value-added services and cost reduction through standardization in product strategy; implementing dynamic pricing, differential pricing, and package pricing in price strategy; increasing capital and enhancing credit endorsement, building a hierarchical new expansion system to achieve systematic customer acquisition, and improving discourse power in standard-setting and channel stickiness in place strategy; and establishing a systematically coordinated customer service communication mechanism, developing a localized promotion capability system, and constructing a full-cycle promotion assessment closed loop in promotion strategy. Meanwhile, to ensure the smooth implementation of the optimized marketing strategies, the study proposes providing support from three aspects: capital and finance, local talent teams and internal organization and policies. This study constructs a linked analysis framework between market expansion models and marketing strategy optimization, provides an empirical case for the application of international market expansion model theories in a new segmented field (automotive engineering), and offers a new perspective on the dynamic adjustment and adaptation of international marketing theories in specific industries and emerging markets. The research results can provide optimization suggestions and solutions for Z Company to better explore the Thailand market, as well as offer valuable practical references and samples for similar enterprises looking to expand into the Thailand market.
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