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| 论文编号： | 4732 | |
| 作者编号： | 2120102607 | |
| 上传时间： | 2012/12/11 10:04:10 | |
| 中文题目： | TM直升机发动机公司中国市场扩张研究 | |
| 英文题目： | Turbomeca China Market Expansion research | |
| 指导老师： | 张金成 | |
| 中文关键字： | 直升机发动机 市场扩张 扩张模式 运营策略 | |
| 英文关键字： | 直升机发动机 市场扩张 扩张模式 运营策略 | |
| 中文摘要： | 伴随中国十二五规划，开放低空空域、发展民用航空政策的公布，中国已经成为世界各大航空企业竞相争夺的市场，航空经济再度成为炙手可热的话题，成为瞩目的焦点。 TM公司（TURBOMECA）隶属于全球500强企业的法国赛峰集团，专注于直升机发动机的研发、生产、销售以及售后支持服务，在全球中小功率直升机发动机市场占有率达44%以上，是全球最大的技术最领先的直升机发动机厂商。本文主要结合了核心竞争力以及品牌扩张等相关理论，运用案例研究方法，兼顾航空业发展特点，基于企业的外部环境和内部需求分析，对TM公司的中国市场发展战略进行了研究。并由此总结出TM公司为什么选择中国市场进行扩张，扩张的方向和遇到的问题，应采用的扩张模式，以及扩张后的市场运营策略等。全文共分六章。第一章是绪论，介绍了论文的选题背景、目的、意义、论文的内容思路，在相关理论回顾中，介绍了国际化战略、核心竞争力、品牌扩张以及航空领域相关研究成果等理论。第二章对TM公司中国市场扩张动因进行分析，首先对TM公司的历史与发展进行了回顾，然后就其进入中国市场的外部动因进行分析，总结出目前中国市场面临的机遇和挑战，以及未来发展前景。再次通过对TM公司的内部资源分析，总结其竞争优势的组成，得出为什么要在中国进行扩张发展。第三章主要通过对中国市场适用产品机型以及客户特点进行分析，提出了TM公司进行中国扩展发展潜在障碍。第四章论述了TM公司中国市场扩张模式，提出了三点建议：树立高端品牌形象，与直升机厂家合作进行市场推广以及分阶段扩张的必要性，各阶段应如何划分。第五章对TM公司进行中国市场后的运营进行了论述，并总结了成功进入中国市场后的格局划分及远景展望。 第六章是文章的结尾部分，简述了本文的借鉴意义和不足。本文旨在通过研究国外航空企业进入中国市场的历程、模式、运营策略、经验和教训，为改革开放中国家进行的引进高新技术企业及产品提供借鉴，为其它高新技术企业的发展提供参考。 | |
| 英文摘要： | According to the twelfth five-year plan of Chinese government, China has become the key target market for the aviation industry companies, and aviation economy becomes the pop topic in the society. TM Company (Terbomeca) belongs to the French Safran Group, which is one of the world’s top 500 fortune companies, focusing on developing, manufacturing, selling and after-sale service of Helicopter Engines. It owns 44% global market for low power helicopter engines, which is the leading helicopter engine manufacturer of the world. This article combines core-competitiveness and brand-expanding theories, using case-analysis method to research how TM Company develops Chinese market, and conclude the reason why TM Company choose Chinese market and how it completes the market expand strategy. There are six chapters in this article. Chapter One is Introduction. It demonstrates the background, purpose, effect and structure of the article. In the review of related theories, it illustrates the internationalization strategy, core competitiveness, brand expanding, and aviation industry related research results. Chapter Two analyzes the incentive of why TM Company expands Chinese market. First, review the history and development of TM Company, and analyze the external incentive, summarize the opportunities challenges and foreground in the Chinese market. Second, analyzes the internal resources of TM Company, summarize its strength. Chapter Three analyzes the specialty for the products and clients of Chinese market, demonstrates the potential drawback of the company. Chapter Four shows expanding pattern of the company, and points out three suggestions: build up high class brand image, the necessity for cooperating with helicopter manufacturing companies and expanding by steps, and how to divide each stage. Chapter Five illustrates the situation of operating of TM Company and summarize the expectation. Chapter Six is conclusion. It summarizes the whole article and emphasize the purpose of the article which is to be a reference in the related industry. | |
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