二十一世纪,经济全球化进程不断加速,世界经济成为一个不可分割的整体。各国
在贸易、金融、服务等领域合作越来越密切。经济全球化给中国的企业带来了空前的发
展机遇与竞争挑战。一个企业的发展与壮大,开拓国际市场,参与国际市场竞争已经成
为必然选择。
M电梯公司是奥的斯旗下在中国的四大公司之一,1997年在中国大连建厂,经过
十几年的发展,在北京、印尼、韩国都获得不错的成绩,现在年生产力在10000台以上
是东北地区生产量第一大电、扶梯生产企业。M电梯不仅有国际化的标准产品,也在长
期的生产实践中积累了卓越的管理理念和方法,但是,经过十几年的发展,如今M电
梯公司出现了一系列问题,如价格偏高、产品定位不准、品牌认知度不高、缺少独立的
营销渠道、促销宣传投入过少等,如何在新的市场环境下科学地分析和客观的认识当前
市场形势和未来发展,建立与制定适用于M电梯独特的国际市场营销策略,实现可持
续发展并保持竞争优势,已成为M电梯面临的一项重要课题。
本文在国际市场营销学理论基础上,通过M电梯有限公司的外部环境分析,找出
M电梯企业的优劣势,通过SWOT分析,找出相应的对策。结合4P营销组合工具给出
了适用M电梯的国际营销策略。通过熟悉国外政治力量和政策、加强国际市场营销团
队建设及人员培训、建立客户关系管理体系,来保证国际营销策略的实施。
关键词:国际市场营销策略;4P工具;SWOT分析;技术创新;竞争优势
Abstract
In the 21st century, the economic globalization process is getting more and faster. The
world economy has become one part. International cooperation in trade,finance, service and
other fields are getting more and more closely. Economic globalization has brought
huge opportunity and challenge to Chinese enterprises. If the company wants to explore tiie
overseas market,participating in international market competition has become an inevitable
choice.
M Elevator Company is one of four OTIS Elevator Companies in China, established in
Dalian in 1997. It achieved a great surprising results in Beijing, Indonesia, Korea after more
than ten years' effort. Now M Elevator Company has become one of biggest elevator and
escalator manufacturers in Northern China. It doesn't only have International standard
I^oduct but also accumulate lots of outstanding management theories. However, M elevator
company like other big companies has to face series of questions such as higher price % obscure
goal of product、lack of brand recognition、no independent marketing channel、lack of
investment on marketing propagation etc. in the progress of development. How to analyze and
recognize present marketing situation and make future development plan in the new
marketing environment and set up a unique international marketing strategy in order to
maintain a sustainable growth has become a serious topic for M Elevator company.
This article is based on International marketing theory. Through analyzing outside
condition of M Elevator Company and SWOT analysis of internal environment, M Elevator
Company will find out the advantages and disadvantages so that it will find a series of
solution. By applying with 4P marketing tools,M Elevator Company will try to discover more
suitable marketing strategies to meet marketing requirement Through knowing political
power and policy of foreign country, educating new employee,setting up management system
for customer relationship, M Elevator will ensure to implement International marketing
strategy according to present situation of M Elevator company smoothly.
Key Words: International Marketing strategy; 4P marketing tools; SWOT analysis;
technology innovation; competitive advantage
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