本文關(guān)鍵詞： 東南亞市場 網(wǎng)絡(luò)設(shè)備 新興廠商 壞境分析 競爭分析 營銷戰(zhàn)略　出處：《北京郵電大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：本文試圖運用營銷管理知識,從以下幾個方面論述RJ公司(出于保密目的,故以下簡稱RJ公司)作為國內(nèi)新興的網(wǎng)絡(luò)設(shè)備廠商進入東南亞市場的營銷戰(zhàn)略。華為、中興等中國廠商在全球市場的崛起已成事實,受益于通信行業(yè)這個中國最規(guī)范、發(fā)展最快的行業(yè),自然就培養(yǎng)出了世界級的提供商,近年來我國已經(jīng)有諸多有實力、有遠見的通信制造公司成功的開拓了海外市場,優(yōu)惠的價格、良好的服務(wù)成為了我國通信制造企業(yè)的核心標志。東南亞市場,作為海外市場開拓“由近及遠”市場戰(zhàn)略中的橋頭堡之一,是通信設(shè)備廠商重要的海外市場及必爭之地。作為一家新興的網(wǎng)絡(luò)設(shè)備公司,RJ公司經(jīng)過5年左右的發(fā)展和積淀,已經(jīng)在中國國內(nèi)占據(jù)了一定的市場份額,擁有了有競爭力的產(chǎn)品解決方案,有能力也有強烈意愿開始海外市場拓展。海外市場拓展伊始,面對東南亞市場的充分競爭和特有的地域環(huán)境,營銷戰(zhàn)略的制定至關(guān)重要。 本文根據(jù)本人多年海外市場拓展經(jīng)驗,結(jié)合現(xiàn)RJ公司的實際情況,運用營銷管理理論及分析方法,進行RJ公司內(nèi)、外部環(huán)境分析以及競爭分析,最后得出營銷戰(zhàn)略及實施重點。從而針對一個典型的新興通信設(shè)備廠家,在其海外市場丌拓初期資源有限的情況下,如何集中資源,準確定位,從而實現(xiàn)營銷目標,并保持快速增長,提出了營銷戰(zhàn)略方案。
[Abstract]:This paper tries to use the knowledge of marketing management to discuss RJ Company (for the purpose of confidentiality) from the following aspects. Therefore, RJ Company (hereinafter referred to as RJ Company) as the domestic emerging network equipment manufacturers into the Southeast Asian market marketing strategy. Huawei, ZTE and other Chinese manufacturers in the global market rise has become a reality. Benefited from the communication industry, China's most standardized, the fastest growing industry, naturally cultivate a world-class provider, in recent years, China has a lot of strength. The visionary communication manufacturing company has successfully opened up the overseas market, the preferential price, the good service has become the core symbol of our country's communication manufacturing enterprise. Southeast Asia market. As one of the bridgehead in the overseas market development strategy, it is an important overseas market and a necessary place for the communication equipment manufacturers. It is a new network equipment company. After about 5 years of development and accumulation, RJ has occupied a certain market share in China and has a competitive product solution. At the beginning of overseas market expansion, it is very important to make marketing strategy in the face of the full competition and unique regional environment of Southeast Asian market. According to my many years of overseas market development experience, combined with the actual situation of RJ Company, using marketing management theory and analysis method, RJ company internal and external environment analysis and competition analysis. Finally, the marketing strategy and implementation focus are obtained, so as to a typical new communication equipment manufacturers, in the case of limited resources in the initial development of overseas markets, how to concentrate resources, accurate positioning. In order to achieve marketing objectives, and maintain rapid growth, proposed marketing strategy.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F626

【引證文獻】

中國博士學(xué)位論文全文數(shù)據(jù)庫 前1條

1 謝軍;中國制造業(yè)企業(yè)進入國際市場的行為模式及國際化績效研究[D];暨南大學(xué);2007年

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本文編號：1472010