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论文编号：	9537
作者编号：	2120152835
上传时间：	2017/12/7 9:41:25
中文题目：	马其顿MK中国分公司营销策略研究
英文题目：	The Marketing Strategy Study of Macedonia MK Marble Company in China
指导老师：	郑琦
中文关键字：	进口大理石；环境分析；市场定位；营销组合
英文关键字：	Imported Marble; Environment Analysis; Market Positioning; Marketing Mix
中文摘要：	本文以国内房地产市场迅猛发展，对于进口石材需求旺盛为研究背景，对 马其顿 MK 公司中国分公司在中国市场的定位以及销售组合策略进行了研究。 随着房地产行业的发展，石材作为一种非常重要的建筑材料和装修材料，其需 求也出现了供不应求的现象。我国也是石材生产大国，但主要还是以生产花岗 岩为主，而作为室内装修材料的大理石则产量有限。因此，大量的进口大理石 涌入中国市场。在激烈的竞争环境中，MK 中国分公司的市场定位和营销策略就 是取得胜利的关键。 马其顿 MK 公司成立于 1946 年，主要是对 Sivec?(国内叫做南斯拉夫白) 品种进行矿山开采、荒料切割、大板成品板加工，以及所有产品的销售和服务。 MK 中国分公司成立于 2013 年，主要针对中国地区市场的维护，客户的开发，客 户服务以及品牌建设等工作。中国分公司的成立对于开拓中国市场，提升南斯 拉夫白在中国市场的品牌知名度，增加中国地区的销售起到了非常重要的作用。 本文采用案例研究的方式，首先对市场定位理论和营销战略相关理论以及 服务营销战略理论进行了理论方面的研究，综合运用 PEST 分析方法、五力模型 以及 SWOT 分析方法对我国大理石行业的宏观大环境、中观行业环境以及微观 企业内部环境进行了分析。在对环境进行细致的分析之后，结合作者多年在本 公司的工作经验，分析阐述了 MK 中国分公司的市场定位，提出了产品和价格 策略、促销和有形展示策略、渠道组合策略、流程和人员策略七个方面的战略 选择。研究建议通过完善管理组织制度，建设企业文化，提高人员的专业技能， 鼓励员工创新，以客户效益最大化为宗旨并通过全方位的信息系统保障进行监 督和管理，保障营销组合策略的实施。研究提出 MK 中国分公司的发展方向， 即通过不断创新和更新面对不断发展变化的市场环境，综合运用营销策略和服 务策略，维护好客户关系，不断开拓新的渠道发展新客户，提升品牌知名度， 希望能够对进口大理石行业的营销策略研究提供可以借鉴的经验。
英文摘要：	Under the background of rapid development of domestic real estate market and increasing demands of imported stone, this thesis studies the Chinese market positioning and marketing portfolio strategy of Chinese Branch of MK Company. With the development of real estate industry, as an important construction and decoration material, the demand of stone is rising and becoming in short supply. China is also a big supplier of stone, most of which are granite, only a few marble, which is the important material of interior decoration. As a result, large amount of imported marble floods into Chinese market. In a competitive environment, the market positioning and marketing strategy of Chinese Branch of MK Company become the key to win the market. Macedonia MK company was founded in 1946, mainly dealing with the mining of marble quarry, cutting of marble blocks, processing of slabs and cut-to-size, sales and service of all products, with the key brand named Sivec? (which is also called Bianco Sivec? in China). Chinese Branch of MK Company was established in 2013, aiming to maintain the Chinese market, develop new customers and service the regular customers and promote the brand. The establishment of Chinese Branch of MK Company plays an important role in developing the Chinese market, promoting the brand awareness of Bianco Sivec? in Chinese market and increasing the sales of Bianco Sivec? in China. In this paper, the case study is used to study the theory of market positioning, the theory of marketing strategy and the theory of service marketing strategy. In this paper, the PEST analysis method, five-force model and SWOT analysis method are comprehensively used to analyze the Macro-environment, industry environment of Chinese marble industry and micro enterprise internal environment. After the detailed analysis of environment, combined with several years’ experience of the author, the paper states the market positioning of Chinese Branch of MK Company, and puts forward to the strategic choice in seven aspects, which are products and price strategy, promotion and physical environment strategy, place portfolio strategy, process and people strategy. The study suggests that the company shall improve the management organization system, build the company culture, improve the professional skills of the employee, encourage the innovation of the employee and maximize the benefit of the customers, supervised and managed by all-round information system, so as to ensure the implementation of marketing portfolio strategy. The study also puts forward to the development direction of Chinese Branch of MK Company, which is to respond the changing market environment with continuous innovation and updating, maintain the customers relationship with marketing and service strategy, develop new customers with new channels, and improve the brand awareness, hoping to provide certain experience to study the marketing portfolio strategy of marble industry.
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