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论文编号：	7134
作者编号：	2220120540
上传时间：	2014/12/18 14:53:42
中文题目：	DF公司在中国的营销战略研究
英文题目：	Marketing Strategy Research of DF Company In China
指导老师：	许晖 教授
中文关键字：	跨国公司，营销战略，营销组合，服务营销
英文关键字：	Multinational Corporation, Marketing Strategy, Marketing Mix, Service Marketing
中文摘要：	DF公司成立于上世纪三十年代，迄今已经从一个小型家族企业逐步发展成为全球性的跨国公司，并已成为丹麦最大的工业公司之一。DF公司在九十年代中期进入中国市场并在天津建成亚太地区最大的生产基地，如今中国已经成为DF公司的“第二家乡市场”和全球第三大业务市场。 面对2008年秋季爆发的全球性金融危机带来全球经济的动荡，DF公司在一年内制定出一个全新的战略并在2010年初正式实施。在2013年底完成的“夯实基础”战略阶段内，DF公司通过对内部资源的重组与剥离确立了核心发展业务，建立起集成营销、生产制造、研发与产品管理、质量管理的事业部架构。工业自动化成为DF公司在这一战略阶段确立的核心发展业务单元之一。自2014年开始DF公司启动实施第二阶段“继续进发”的战略目标，包括进一步投资在正确的业务领域、给予客户更好地服务、发展更具创新性的产品，加强营销活动将所有注意力都转到所提供的产品质量上，最终实现持续型的盈利增长。作为实现这些战略目标的关键环节和核心命脉，营销策略的调整和有效实施凸显其重要性。 本论文聚焦在DF公司工业自动化业务单元，对其所处的营销环境进行了系统的分析，运用SWOT方法深入分析了DF公司的竞争态势。运用波士顿矩阵和麦肯锡配置矩阵结合三种基本竞争战略，研究了DF公司工业自动化业务在中国的目标市场定位和营销战略的选择，特别引入热图工具对区域市场与行业、产品与行业间的营销聚焦关系进行了介绍。阐述了相关的产品策略、渠道策略、定价策略、促销策略以及服务营销策略在中国市场的具体实施。本论文在理论分析的基础上运用针对性的工具，聚焦DF公司工业自动化业务的客观状况，提出了切实可行并有效的营销策略，对工业品营销具有一定的实践指导意义。
英文摘要：	DF Company was founded in the 1930s so far has gradually evolved from a small family business into a global multinational company, and has become one of Danish largest industrial companies. DF Company entered into the Chinese market in the mid-nineties and has built up the biggest production campus of Asia-Pacific area in Tianjin. China has now become "the second home market" and the third-largest business market of DF Company all over the world. Faced the global economic turmoil caused by the outbreak of global financial crisis since 2008 Year, DF made out one new strategy within one year and officially launched in early 2010 to implement the strategy. During the first strategic phase named "Get the basic right" which completed at the end of 2013, DF Company restructured and separated to confirm the core developing business, established the Divisional organization structure which integrates sales and marketing, manufacturing, R & D and product management, quality management. Industrial Automation is confirmed one of core developing business unit by DF through this strategic phase. Since 2014 Year DF Company started implementing the strategic objectives of the second phase named "Get going", including further investments in the right business area, conducting better service to customers, the development of more innovative products, enhancing the sales and marketing activities to concentrate on product quality, and ultimately achieve the sustainable and profitable growth. As the key component and core lifeline to achieve these strategic objectives, the adjustment and effective implementation of marketing strategy highlight its importance. This thesis focuses on Industrial Automation BU of DF Company to make the systematic analysis on DF’s marketing environment, and use SWOT method to deeply analyze the competitive situation of DF Company. Adopting Boston Matrix and McKinsey matrix combined with three basic competitive strategies, this thesis researches the targeted market positioning and marketing strategy of Industrial Automation business chosen by DF in Chinese market. Particularly describes the focus relation between geographic areas and market segmentation, products and market segmentation by heat map tool. Finally illuminate the implementation of product strategy, place strategy, price strategy, promotion strategy and service marketing strategy of DF Industrial Automation business in China market. This thesis adopt the specific tools on the basis of theoretical analysis and focus on the objective situation of DF Industrial Automation business in China market, put forward practical and effective marketing strategies which has certain practical guidance for Industrial Marketing.
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