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论文编号：	4086
作者编号：	2220101096
上传时间：	2012/3/15 14:28:31
中文题目：	跨国公司在中国的市场营销策略研究——以美国ITT公司为例
英文题目：	Marketing Strategy Research of Multinational companies in China—ITT Corporation as example
指导老师：	张永强
中文关键字：	美国ITT公司，跨国公司，营销策略，机械制造业
英文关键字：	Multinational Firms; ITT Corporation; Marketing Strategy;Machinery Manufacturing
中文摘要：	自中国改革开放，特别是加入世贸组织以来，跨国公司就纷纷进入中国，以其先进的技术和优质的产品开拓中国市场。但是随着中国本土制造业的不断崛起，跨国公司在中国面临着越来越激烈的竞争，其进一步发展逐渐受到冲击。跨国公司必须不断加大市场营销力度，提高市场营销水平，才能在竞争中保持优势并开拓新的市场。因此，跨国公司必须制定符合中国国情的市场营销策略，以指导其市场营销活动在中国获得成功。本文以跨国公司营销策略理论为指导，以美国ITT公司为研究对象，通过对美国ITT公司在中国的发展过程、现状、目标和存在的问题的论述，结合内外部环境的分析，阐述美国ITT公司的在中国市场的营销策略，以及切实可行的营销策略改进方案。本文研究目的在于，通过对美国ITT公司在中国营销策略的研究，为其他在华跨国公司的市场营销活动提供参考和借鉴，提出符合跨国公司在中国未来发展趋势的营销策略建议。本论文共分为六章：第一章是绪论，主要介绍论文的研究背景和研究意义、研究思路和研究框架。第二章回顾了跨国公司和跨国公司营销策略的相关理论。第三章主要阐述了跨国公司在中国的营销模式及发展趋势，以及在中国机械制造业市场的营销策略。第四章阐述了美国ITT公司的概况、在中国市场的发展现状以及在中国市场的营销策略及问题。第五章提出了改进美国ITT公司在中国市场营销策略的建议。第六章是结论，对本文的研究进行全面归纳和总结，并对进一步的研究进行了展望。本文的创新点在于，通过对跨国公司在机械制造业的研究，把理论与实际相结合，对美国ITT公司在中国的营销策略提出对策和实施方案。
英文摘要：	Since China's reform and opening up, especially since the accession to the WTO, multinational firms have entered China, with its advanced technology and quality products to develop the Chinese market. But with Chinese domestic manufacturing industry continues to rise, more and more multinational corporations in China is facing fierce competition, and their further development is increasingly under strike. Multinational firms must continue to increase marketing efforts and improve the marketing skill, in order to maintain the competitive advantage and open up new markets. Therefore, multinational firms need to develop their marketing strategies which should be consistent with Chinese circumstance to guide its marketing activities in China to be successful. In this paper, with multinational marketing strategy theory as a guide, and ITT Corporation as the object for the study, we discuss the ITT Corporation's development process, current situation, goals and problems in China. Combined with the analysis of internal and external environment, we explain the ITT Corporation's marketing strategy in China, and bring forward an improvement program of marketing strategy. The purpose of this study is to provide propose for other multinational firms to carry marketing activities in China and bring forward marketing strategy recommendations which accord with the future developing trends of multinational firms. The thesis is divided into six chapters: The first chapter is the introduction, describes the research background and research papers significance, ideas and research framework. The second chapter reviews the theory of multinational firms and marketing strategy of multinational firms. The third chapter focuses primarily on marketing model and development trends of multinational firms in China, as well as marketing strategy in China's machinery manufacturing. The forth chapter describes the profile of ITT Corporation's current development, marketing strategy and problems in Chinese market. The fifth chapter bring forward advises to improve ITT Corporation's marketing strategy In China. The sixth chapter is the conclusion of this study which conducts a summing-up and prospect for the further research. Innovation of this paper is that, through the study of multinational companies in the machinery manufacturing industry, we propose a solution and implementation of ITT Corporation's marketing strategy in China with the combination of theory and practice.
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