中文摘要
近几年，印度印刷行业的竞争越来越激烈，随着全球化的发展，国内许多优秀的
企业开始尝试跨出国门进入国际市场参与竞争，因此许多企业把如何开拓亚洲甚至全
球市场作为重点进行研究。而F油墨公司作为中国印刷油墨行业的拥有自主研发技术
的企业，从21世纪初走向亚洲市场，取得了许多的业绩，其中印度就是一个重要的
目标市场。印度近些年来显示出了强大的经济发展潜力，与中国的贸易金额也是逐年
増长。尤其在油墨行业，印度的发展速度之迅猛，吸引来自国际各大油墨巨头的侧目，
印度已经成为当今为数不多的油墨产业高速发展的国家之一。F公司把亚洲市场开发
的重点也放在了印度
本文以营销管理理论和国际市场营销理论为基础，分别使用了波特五力模型和竞
争战略、SW0T分析方法、PEST分析法，营销组合策略（4Ps）等工具，经过详细的分
析研究，采集印度油墨市场的数据和信息，系统和客观地剖析了印度油墨市场的状况
和竞争环境，总结了F公司在印度市场面临机会和威胁，同时清晰全面地分析了F
公司自身的优势和劣势，在印度市场设立了合理的市场营销目标。根据F公司自身特
点，选择了细分市场，明确了产品定位，同时把集中化战略作为F公司在印度市场的
竞争战略。在集中化战略的指导下，制定出一整套可行的营销策略组合,并且提出了
一些措施，用于提升F公司在印度市场开发的能力
本文的参考意义在于为F公司印度市场竞争发展提供参考和指导，同时为中国企
业走出国门，去开拓印度市场提供一定的借鉴
关键词：油墨公司；印度市场；营销策略；竞争战略
作者：王志恒
指导老师：万解秋
英文摘要 F公司印度市场开发策略
II
F Company Marketing Strategy in India
ABSTRACT
The competition of India’s printing industry has become increasingly fierce these
years. With the development of globalization, many domestic companies attempt to enter
into the international market and participate in the competition. Therefore, many
companies focus on how to develop Asian and even global markets. F Ink Company, a
company with independent research and ink technology in China's ink industry, has
achieved a lot from India market since the beginning of the 21st century. India has shown
great economic potential in recent years, and the amount of trade with China is also
growing fast year by year. In the ink industry, India's rapid development has attracted the
attention from major ink giants all over the world. F Company is also focusing on the
Asian market development in India these years.
Based on the marketing theory, using Porter’s competition strategy, SWOT and PEST
analysis method, 4Ps Theory and other tools, after collecting India ink market information,
this thesis analyzes the conditions and competitive environment of India ink market. F
Company then sets the marketing goal in India after clearly clarifying the opportunities and
threats of India market and the strength and weakness itself. F Company defines the market
segmentation and the product positioning, while it uses Focus Strategy as its competition
strategy, and works out its 4Ps and develops some measures to improve its ability of
marketing in India.
The value of this thesis lies in providing information and guidance for F Company
and other Chinese companies that want to enter into India market.
Key Words: Inks Company; India Market; Marketing strategy; Competitive Strategy
Written by: Wang Zhiheng
Supervisedby: Wan Jieqiu。