借助这样良好的经营环境，山东豪迈科技股份有限公司近些年来在轮胎模具
的生产和销售方面取得良好的成绩，目前已成为中国最大的轮胎模具专用设备制
造商。因此，本文选取山东豪迈科技有限公司作为研究对象，从国内出口环境、
国际市场环境、行业竞争状况等方面分析轮胎模具的国际市场状况，通过对国际
轮胎市场的细分，结合公司总体发展目标及现实经营状况，找出豪迈国际化经营
的优势及可能存在的不足，准确地做好市场定位，选择最合适的目标市场；并以
此为基础，从产品策略、定价策略、渠道策略、促销策略四个方面提出了豪迈科
技公司如何通过运用适当的营销组合策略，在激烈的竞争中进一步扩大国际化经
营，更多占领国际市场份额，提供策略建议。
因而，面对如此复杂的国际市场环境，对中国轮胎模具企业来说既是机遇又
是挑战。豪迈科技要想在以后的国际市场经营中立于不败之地，就需要对国际市
场进行更加详细、深入的细分，坚持以中高档产品、具有竞争力的价格、高质量
产品为主，这样才能不断扩大市场份额，稳定地巩固其在国际市场中的地位。
关键词：轮胎模具 国际市场 目标市场 产品定位 营销策略
ABSTRACT
In a good economic environment and under the impetus of the national industrial
structure adjustment, the tire mold industry of China is healthy and rapid development,
the level of technology and management ascension into the fast lane, the level of
design and manufacture greatly increases, new technologies, new processes, new
products constantly emerge, in the field of pattern mould manufacturing technology
has reached the world advanced level, our country tire mold manufacturing already
have the ability of challenging the developed country tire mold manufacturing.
With such a good business environment, Shandong Haomai technology co., LTD
in tire mold production and sales has made good achievements in recent years, at
present has become China's largest manufacturer of tire mold special equipment.
Therefore, this article selects Shandong Haomai technology co., LTD as the research
object, from the domestic export environment, international market environment,
industry competition situation analyze the tire mould international market situation,
combined with the company overall development goals and the real operating
conditions, finds out the advantages and insufficient, do market positioning accurately,
choosing the most appropriate target market; And on this basis, from the product
strategy, pricing strategy, channel strategy, promotion strategy four aspects put
forward the appropriate marketing combination strategy, further expand the
international operation, occupy more international market share, and provide policy
Suggestions.
Therefore, in the face of such a complex international market environment, it is
both an opportunity and challenge for the Chinese tire mold enterprise. Haomai
technology company wants to be in an impregnable position in the international
market management, that requires more detailed and in-depth segmentation the
international market, adhering to in high-grade products, competitive prices, highquality products, so as to continuously expand market share and consolidate its
position in the international market.
KEY WORDS ： tire mold international market target market product
positioning marketing strategy
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