本文選題：戶外廣告材料　切入點：國際市場　出處：《華東理工大學(xué)》2015年碩士論文

【摘要】：上世紀80年代末90年代初,隨著國外戶外廣告材料高端品牌的進入,中國企業(yè)陸陸續(xù)續(xù)開始了自己的生產(chǎn)以及國內(nèi)外銷售.經(jīng)過了幾年的發(fā)展,伴著技術(shù)的進步,質(zhì)量的越加穩(wěn)定,價格的優(yōu)勢,中國企業(yè)的出口量保持持續(xù)增長,然而國內(nèi)物價的上漲以及企業(yè)之間激烈的價格競爭,利潤不但沒有增長,反而在持續(xù)下降.這導(dǎo)致中國企業(yè)不得不尋求新的更高端產(chǎn)品的研發(fā),從而來彌補低端產(chǎn)品所帶來的利潤下降.然而更高端產(chǎn)品在目前的中國經(jīng)濟形勢下,銷售額始終都難以有所突破,這讓中國所有的企業(yè)都面臨著兩難的境地. 中國的企業(yè)都在探索不同的營銷渠道,從傳統(tǒng)的營銷到電商以及直銷等多種方式,盡管情況有所好轉(zhuǎn),但大勢勢必還停留在低端產(chǎn)品為主。主要問題還歸結(jié)于中國企業(yè)的營銷管理還沒有走上國際化軌道,如沒有進入真正的信息化管理,這直接影響到營銷渠道的選擇以及有力的出擊。品牌的意識也要不斷的加強,中國制造的產(chǎn)品出口量在過去的20年里不斷增長,但大多數(shù)都是以客戶的品牌或者直接是中性包裝出口,導(dǎo)致目前為止國際市場上能看到的中國品牌寥寥無幾。除此之外,中國企業(yè)自身在不斷改進技術(shù)的同時,也要增強服務(wù)質(zhì)量。 本文通過PEST模型和邁克爾.波特的五種競爭力的分析理論,深入分析了HK公司所處的宏觀環(huán)境和戶外廣告材料國際市場的競爭形勢.運用SWOT分析將HK公司內(nèi)部的優(yōu)劣勢以及外面所面臨的機遇和威脅都展示出來.并且通過STP理論將戶外廣告材料國際市場進行了細分,確定了HK公司的目標市場,從而有針對性的提出了新的營銷組合理論策略. 本文的研究雖只是針對HK公司的營銷策略,但HK公司在中國戶外廣告材料企業(yè)中非常具備代表性,它所面臨的問題在國內(nèi)企業(yè)中普遍存在,因此希望本文的研究對于中國其它戶外廣告材料企業(yè)在國際市場的競爭中也能起到一定的借鑒作用.
[Abstract]:In the late 1980s and early 1990s, with the entry of high-end brands of foreign outdoor advertising materials, Chinese enterprises began their own production and sales at home and abroad one after another. After several years of development, with the progress of technology, With the increasing stability of quality and the advantage of price, the export volume of Chinese enterprises has maintained a sustained growth. However, with the rise of domestic prices and the fierce price competition among enterprises, the profits have not increased. Instead, the decline is continuing. This has led Chinese companies to seek new, higher-end products to compensate for the decline in profits from lower-end products, but higher-end products in the current Chinese economy, Sales have always been difficult to break through, which poses a dilemma for all Chinese companies. Chinese enterprises are exploring different marketing channels, from traditional marketing to e-commerce and direct marketing, although the situation has improved. However, the general trend is bound to remain mainly in low-end products. The main problems also stem from the fact that the marketing management of Chinese enterprises has not yet taken the international track, such as not entering true information management. This has a direct impact on the choice of marketing channels and the ability to attack. Brand awareness must be constantly strengthened, and the export volume of Chinese-made products has been increasing over the past 20 years. However, most of them are exported by customers' brands or directly by neutral packaging, resulting in very few Chinese brands that can be seen in the international market so far. In addition, Chinese companies themselves are constantly improving their technology at the same time. It is also necessary to enhance the quality of service. Based on the PEST model and Michael Porter's five competitive analysis theories, The macro environment of HK company and the competition situation of outdoor advertising material international market are analyzed in depth. The advantages and disadvantages inside HK company and the opportunities and threats faced by outside company are demonstrated by SWOT analysis. The STP theory subdivides the international market for outdoor advertising materials. The target market of HK Company is determined, and a new marketing combination theory strategy is put forward. Although the research in this paper is only aimed at the marketing strategy of HK Company, the HK Company is very representative in Chinese outdoor advertising material enterprises, and the problems it faces are common in domestic enterprises. Therefore, I hope the research of this paper can also play a reference role in the competition of other outdoor advertising materials enterprises in the international market.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.7;F274

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