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MBA硕士毕业论文_中国中车C公司国际营销战略研究DOC

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中国中车 C 公司国际营销战略研究 近年来,我国的经济与科技水平有着飞速发展,轨道交通行业也有了快速的发展。 轨道交通具有快捷、环保、便利的优势。因此轨道交通也在逐步更改人们的出行方式。 目前全球轨道交通则有着革命性的发展机会,中国中车作为我国轨道交通的龙头企业 也正在积极布局海外市场,正在逐步实施占领国际市场的发展策略。一个公司的重中 之重便是公司的战略部署。 中车 C 公司一直是我国轨道交通装备制造的龙头企业,同时也历经几十年的发展, 公司一直保持遵从公司战略指导,持续推进战略执行。公司不但是我国装备制造业的 代表。更是“一带一路”战略的领军企业。 面对轨道交通行业在全球发展的历史性机遇,中车 C 公司需要紧跟国际市场的步 伐,遵从市场发展规律,把握市场机会并引领轨道交通的发展。 在分析公司内外环境的同时,也要基于公司本身目前的实际情况,来定制一个满 足公司发展的国际市场发展战略。我们逐步分析全球市场中各个国家的发展战略,研 究中车 C 公司的国际市场的结果也可以为国内其他同行业公司作为国际市场发展提供 一定的参考,对于我国轨道交通行业总体进军海外市场有着一定的参考价值。 面对历史性的机遇,我们从中车 C 公司的国家战略层面分析,中车 C 公司需要紧 握当前机遇,迅速开拓国际市场的发展战略。 文章阐述了中车 C 公司在国际市场的发展历程,并详细阐述了中车 C 公司国际市 场发展的各个阶段,同时对目前公司在国际市场中发展的现状以及存在的问题做了详 细的分解。虽然公司发展逐步向好,但公司对比国际背景下的竞争对手依然存在差距。 文章通过对中车 C 公司的内外部环境进行 SWOT 分析,并且根据 STP 战略制定了公司的 具体发展战略。中车 C 公司应大力引进国际人才,对公司整体品牌进行升级,并且与 其他合作公司成立战略联盟,对国际市场中有发展需要的公司进行收购是中车 C 公司 在国际市场的发展方向。 最后,确定公司的海外市场发展战略为横向一体化战略和市场开发战略。将战略 目标的具体实施概括为:并购目标市场企业、适应不同市场技术需求、打造企业的品 牌知名度、提升企业的人力资源水平等。在此基础上,应当加大技术研发投入、掌握 核心技术、完善售后服务体系,加强后期运营和维护。发挥中车 C 公司的企业文化等II 自身特色,了解并弱化与海外市场本土的文化差异,注重战略实施后的文化融合等, 为中车 C 公司的海外市场的发展提供参考和借鉴。 最后,定制出中车 C 公司在国际市场的发展战略,战略实施包括:收购国际市场 中对公司推进国际化市场有帮助的企业,同时提升公司品牌知名度从而提升公司的总 体价值,同业引进更多国际化人才作为基准,公司对于核心技术的研发投入要加大, 提升公司总体服务质量。在保持中车 C 公司的企业文化的同时也要兼顾与国际市场接 轨后的文化融合,文章为中车 C 公司对于国际市场营销的拓展提供一定的参考价值。 关键词: 发展战略,国际市场,保障措施III Abstract Research on the International Marketing Development Strategy of CRRC C Company In recent years, China's economy and science and technology have developed rapidly, and the rail transit industry has also developed rapidly. Rail transit has the advantages of fast, environmental protection and convenience. Therefore, rail transit is gradually changing the way people travel. At present, the global rail transit has a revolutionary development opportunity. CRRC, as the leading enterprise of China's rail transit, is also actively layout the overseas market and gradually implementing the development strategy of occupying the international market. A company's top priority is the company's strategic deployment. CRRC C has always been a leading enterprise in the manufacturing of rail transit equipment in China. At the same time, after decades of development, CRRC C has always followed the strategic guidance of the company and continuously promoted the implementation of the strategy. The company is not only the representative of China's equipment manufacturing industry. It is the leading enterprise of One Belt And One Road strategy. Faced with the historic opportunity of the global development of rail transit industry, CRRC C company needs to keep up with the pace of the international market, follow the law of market development, grasp the market opportunity and lead the development of rail transit. While analyzing the internal and external environment of the company, it is also necessary to customize an international market development strategy to meet the company's development based on the company's current actual situation. We gradually analyze the development strategies of each country in the global market and study the international market results of CRRC C can also provide certain reference for other domestic companies in the same industry as the international market development, which has certain reference value for China's rail transit industry to enter the overseas market as a whole. Faced with the historic opportunity, we analyze the national strategy of CNR C. CNR C needs to grasp the current opportunity and develop the development strategy of international market rapidly. This paper expounds the development process of CRRC C in the international market, and elaborates the various stages of the development of CRRC C in the international market.IV At the same time, it also analyzes the current development status and existing problems of CRRC C in the international market. Although the development of the company is gradually improving, there is still a gap between the company and its competitors under the international background. Based on SWOT analysis of the internal and external environment of CRRC C company, the paper makes a specific development strategy according to STP strategy. CRRC C should vigorously introduce international talents, upgrade its overall brand, establish strategic alliances with other cooperative companies, and acquire companies with development needs in the international market, which is the development direction of CRRC C in the international market. Finally, the company's overseas market development strategy for horizontal integration strategy and market development strategy. The specific implementation of strategic objectives can be summarized as follows: merger and acquisition of target market enterprises, adapting to different market technical requirements, building brand awareness, and improving the level of human resources. On this basis, it is necessary to increase investment in technology research and development, master core technologies, improve after-sales service system, and strengthen late operation and maintenance. Give full play to the corporate culture and other characteristics of CRRC C, understand and weaken the cultural differences with the local market and pay attention to the cultural integration after the implementation of the strategy, so as to provide reference and reference for the development of CRRC C's overseas market. Finally, customize the car C company in the international market development strategy, strategic implementation include: acquisition in the international market are helpful to promote internationalization market of enterprise, and promote the company brand awareness and enhance the company's overall value, trade as a benchmark, introducing more international talents R&D investment in the company for the core technology to increase, improve company's overall service quality. While maintaining the corporate culture of CRRC C, it should also take into account the cultural integration after integrating with the international market. This article provides certain reference value for the expansion of international marketing of CRRC C. Keywords: Development strategy, International market, Safeguard measureV 目 录 第 1 章 绪论......................................................................................................1 1.1 研究背景与意义......................................................................................1 1.1.1 研究背景............................................................................................1 1.1.2 研究意义............................................................................................2 1.2 研究方法与内容......................................................................................3 1.2.1 研究方法............................................................................................3 1.2.2 研究内容............................................................................................3 1.3 理论基础..................................................................................................4 第 2 章 中车 C 公司国际市场营销现状.........................................................9 2.1 中车 C 公司简介.....................................................................................9 2.2 中车 C 公司国际市场营销现状...........................................................10 2.3 中车 C 公司国际化市场营销动因.......................................................12 2.4 中车 C 公司在国际化市场经营面临的形式.......................................13 第 3 章 国际环境背景下轨道交通市场分析 ...............................................17 3.1 中国在国际上轨道交通发展分析........................................................17 3.2 国际轨道交通市场的现状分析............................................................18 3.2.1 欧美轨道交通市场分析..................................................................18 3.2.2 亚洲轨道交通市场分析..................................................................19 3.2.3 俄罗斯轨道交通市场分析..............................................................19 3.2.4 其他地区轨道交通分析..................................................................20 3.3 轨道交通国际市场竞争对手分析........................................................20 3.3.1 同业竞争者分析..............................................................................20 3.3.2 潜在竞争对手分析..........................................................................21 3.3.3 供应商议价能力分析......................................................................21VI 3.3.4 买家议价分析..................................................................................21 3.3.5 其他交通行业威胁分析 .................................................................22 3.4 中车 C 公司国际市场营销的 SWOT 分析 .........................................22 3.4.1 优势..................................................................................................22 3.4.2 劣势..................................................................................................23 3.4.3 机会..................................................................................................24 3.4.4 威胁..................................................................................................25 3.4.5 SWOT 组合战略的选择................................................................27 第 4 章 中车 C 公司在国际市场营销战略的制定.......................................28 4.1 中车 C 公司的国际市场营销战略目标...............................................28 4.2 中车 C 公司的国际市场营销战略定制(STP 战略)............................28 4.2.1 国际市场细分(Segmentation).........................................................28 4.2.2 目标市场的选择(Target market).....................................................31 4.2.3 市场定位(Position)..........................................................................33 4.3 竞争战略和产品—市场战略的选择 ...................................................33 4.3.1 竞争战略选择..................................................................................33 4.4 中车 C 公司的国际市场营销战略的实施...........................................34 第 5 章 中车 C 公司在国际市场营销战略实施的保障措施.......................37 5.1 企业文化建设保障措施 .......................................................................37 5.2 人才激励机制保障措施 .......................................................................37 5.3 并购冲突整合保障措施 .......................................................................38 5.4 完善售后服务体系保障措施 ...............................................................38 第 6 章 结论....................................................................................................39