本文關(guān)鍵詞：建霖工業(yè)潔具產(chǎn)品歐洲市場(chǎng)營(yíng)銷(xiāo)策略研究　出處：《華僑大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：自加入世界貿(mào)易組織以來(lái)，國(guó)民經(jīng)濟(jì)快速發(fā)展，產(chǎn)品日益銷(xiāo)往全世界。生產(chǎn)企業(yè)開(kāi)始重新考量和制定營(yíng)銷(xiāo)策略與管理方法，從最初的生產(chǎn)觀念、產(chǎn)品觀念向社會(huì)營(yíng)銷(xiāo)觀念轉(zhuǎn)變。企業(yè)營(yíng)銷(xiāo)管理涉及面廣，連接部門(mén)多，管理過(guò)程復(fù)雜，尤其是跨國(guó)營(yíng)銷(xiāo)更費(fèi)時(shí)耗力，已成為企業(yè)可持續(xù)發(fā)展的關(guān)鍵。 本文針對(duì)建霖工業(yè)潔具產(chǎn)品歐洲市場(chǎng)營(yíng)銷(xiāo)狀況，運(yùn)用現(xiàn)代營(yíng)銷(xiāo)的PESTN理論、SWOT分析理論、波特五力競(jìng)爭(zhēng)分析模型、STP營(yíng)銷(xiāo)戰(zhàn)略以及4P和4R營(yíng)銷(xiāo)理論，研究建霖工業(yè)有限公司歐洲市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀、問(wèn)題及其成因，并提出營(yíng)銷(xiāo)策略建議。論文由七個(gè)部分構(gòu)成，，緒論部分介紹論文研究背景、意義、方法及基本框架，第二章分析歐洲潔具市場(chǎng)現(xiàn)狀及問(wèn)題，第三章采取SWOT分析法分析歐洲市場(chǎng)環(huán)境，第四章分析歐洲市場(chǎng)STP營(yíng)銷(xiāo)戰(zhàn)略，第五章分析和探討建霖工業(yè)潔具產(chǎn)品歐洲市場(chǎng)4P和4R營(yíng)銷(xiāo)策略，第六章總結(jié)研究結(jié)論、不足及展望。 采用文獻(xiàn)分析法和實(shí)例分析法，將STP、4P和4R等理論運(yùn)用到具體營(yíng)銷(xiāo)策略分析中，分析建霖工業(yè)潔具產(chǎn)品在歐洲衛(wèi)浴市場(chǎng)的競(jìng)爭(zhēng)狀況，研究其營(yíng)銷(xiāo)策略的有效性和不足，并提出具體營(yíng)銷(xiāo)策略措施。文章特色在于揭示建霖工業(yè)歐洲潔具市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀、問(wèn)題與對(duì)策，探討適合國(guó)內(nèi)潔具企業(yè)進(jìn)軍歐洲市場(chǎng)的營(yíng)銷(xiāo)策略，為潔具企業(yè)進(jìn)軍歐洲市場(chǎng)提供營(yíng)銷(xiāo)策略借鑒。
[Abstract]:Since China's entry into the World Trade Organization (WTO), the national economy has developed rapidly and the products have been increasingly sold all over the world. Production enterprises have started to reconsider and formulate marketing strategies and management methods from the initial production concept. The marketing management of enterprises involves a wide range of areas, links many departments, and the management process is complex, especially transnational marketing is more time-consuming, has become the key to the sustainable development of enterprises. In view of the European marketing situation of Jianlin Industrial Sanitary Ware products, this paper applies the PESTN theory of modern marketing to the SWOT analysis theory, and Porter's five-force competitive analysis model. STP marketing strategy and 4P and 4R marketing theory, this paper studies the current situation, problems and causes of European marketing of Jianlin Industrial Co., Ltd., and puts forward some suggestions for marketing strategy. The paper is composed of seven parts. The introduction part introduces the research background, significance, methods and basic framework of the paper. Chapter 2 analyzes the current situation and problems of European sanitary ware market. Chapter 3 uses SWOT analysis to analyze the European market environment. Chapter 4th analyzes the STP marketing strategy in Europe, chapter 5th analyzes and discusses the 4P and 4R marketing strategies of Jianlin Industrial Sanitary Ware products in Europe, and Chapter 6th summarizes the research conclusions, shortcomings and prospects. By using literature analysis and case analysis, the STP4P and 4R theories are applied to the analysis of specific marketing strategies to analyze the competitive situation of Jianlin industrial sanitary ware products in the European sanitary ware market. This paper studies the effectiveness and deficiency of its marketing strategy, and puts forward some specific marketing strategies and measures. The characteristics of this article are to reveal the current situation, problems and countermeasures of the marketing of sanitary ware in Jianlin industry Europe. This paper discusses the marketing strategies suitable for domestic sanitary ware enterprises to enter the European market, and provides marketing strategies for sanitary ware enterprises to enter the European market.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.92;F274

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