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论文编号：	3021
作者编号：	2220081046
上传时间：	2011/3/29 16:05:32
中文题目：	TCL彩电在欧洲市场的营销策略研究
英文题目：	Study on TCL’s Color TV Marketing Strategy in the European Market
指导老师：	张永强
中文关键字：	关键词： TCL彩电 欧洲市场 营销策略
英文关键字：	Key words：TCL Color TV；European Market；Marketing Tactics
中文摘要：	摘 要 作为中国企业国际化的先行者，TCL公司自1999年正式进军越南市场，迄今已逾十年。从2004年TCL与Thomson合资公司TTE成立，到2005年的奋力扭亏,再到2006年扭亏无望后的“壮士断臂”,TTE 欧洲业务 （TTE Europe SAS）于2006年底宣布破产清算，至此“TCL老欧洲”结束。2007年TCL公司返聘了部分原Thomson公司的一些年富力强的业务骨干，组成TCL澳门离岸商务有限公司，也就是现在的“TCL新欧洲”。新欧洲由返聘的原合资公司的业务骨干组成销售单元，负责欧洲当地的客户维系、渠道管理等销售任务，而把财务、供应链、产品、行政等职能立足国内形成“国内支持平台”。组织结构实行“扁平化”、“无边界组织”等形式。这样做的目的希望“新欧洲”能摆脱老TTE的沉重包袱，又能继续和Thomson原有的销售网络开展业务，轻装上阵以“低成本”、“精简高效”的方式运行，以继续在欧洲市场坚守。 本文共分为七章，第一章是绪论，主要阐述论文的研究背景、研究意义、研究方法及研究内容。第二章回顾了目标市场营销和营销组合理论，作为本文研究的理论依据。第三章分析了TCL彩电在欧洲市场营销活动的现状及存在的问题。第四章对TCL彩电在欧洲市场的宏观环境、市场需求状况、竞争格局以及TCL彩电的内部环境进行了分析。基于上述分析，第五章论述了TCL彩电可采取的目标市场营销战略和品牌战略。第六章论述了TCL彩电在欧洲市场应实施的营销组合策略。最后一章对全文进行了总结。 本文的创新点在于，针对TCL新欧洲业务中心成立以来的现状分析及开拓欧洲市场所面临的主要市场问题，应用市场营销理论，对解决这些市场问题而采取的营销组合策略的各个方面进行探讨，并提出解决这些问题的营销策略，为进一步开拓欧洲市场，提升整体欧洲的业绩，提出对策和建议。
英文摘要：	Abstract As a pioneer in the internationalization of Chinese enterprises, TCL entered the Vietnam market in 1999, so far its internationalization has been lasting full 10 years. In 2004, TCL and Thomson come into a joint venture ---TTE, the world biggest TV maker. After struggling to turnaround in 2005, and then huge losses in 2006. TTE had to restructure its European business. TTE Europe (TTE Europe SAS) at the end of 2006, declared bankruptcy liquidation, so called " TCL Old Europe "ended. Then, in 2007, TCL took over some of the original Thomson backbone of sales person to form the “TCL Macao Commercial Offshore Ltd.,” which is called "TCL New Europe." Sales persons taken from original Thomson locate in Europe and are responsible for the maintenance of local customers in Europe, channel management, sales tasks. And “China Supporting Platform” integrates the financial, supply chain, product, and administrative functions. The organizational structure is more "flat" and "boundaryless ". The purpose is to let the "New Europe" can get rid of the heavy burden of the old TTE, and TCL can continue to deal with the existing Thomson’s distribution network, and also it can reduce the sales cost , to continue carry on business in EU with a mean and leap operation. This paper includes 7 chapters. The first chapter is an introduction mainly on the background，significance, methods and contents of my studies. The second chapter is a theoretical review on target marketing and marketing mix, as the theoretical foundation of the studies. The third chapter analyzes the present situation and existing problems of TCL TV activities in the European market. The fourth chapter analyzes the macro environment, market demand and competition of TCL TV in Europe, as well as its internal environment. Based on the above analysis, the fifth chapter discusses the target marketing strategy and brand strategy which could be taken by TCL TV. Then the sixth chapter discusses the marketing mix strategy which should be implemented by TCL TV in the European market. And the final chapter draws a conclusion of the paper. As an innovation, this paper mainly studies TCL new Europe operation after the restructure. It summarizes the new major market issues that TCL is facing, and then through the marketing theory and practice, it try to solve the market problems to put forward some solutions respectively, for improving TCL’s overall performance in Europe. Hope it can also give good reference to the same enterprises in industries for their internationalization plan.
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