美国S(上海)公司特殊紧固件在华营销策略研究.pdfVIP

华东师范大学 MBA 论文 摘要 我国紧固件工业正经历着快速地发展，在未来的几年，中国市场的紧固件需求增 长将继续在全世界排行第一。但目前国内市场中低端产品仍占有细分市场较大份额， 而具有高附加值的差异化创新产品，代表着未来行业发展的趋势，高效的服务和解决 方案作为产品的附件值，成为紧固件行业新的利润驱动力。 作为全部产品均在国外生产的全外资公司，美国 S（上海）公司在中国紧固件市 场既面临机遇又需要应对市场竞争的挑战。美国 S（上海）公司的营销策略的规划和 优化是其必须深思熟虑的课题。 本论文运用相关营销理论，从美国 S(上海)公司的营销环境着手，分析了紧固件 行业环境和竞争环境，根据市场细分理论，对美国 S(上海)公司特殊紧固件产品进行 市场细分，确定目标市场，在此基础上根据美国 S（上海）公司资源进行了市场定位。 同时，分析了美国 S（上海）公司特殊紧固件营销的现状，并主要从产品、价格、渠 道和促销等几个方面提出了相应的营销方案，以帮助 S 公司改进营销策略，同时，给 出了保障其营销策略实施的措施。 本论文注重对美国 S（上海）公司实际状况的分析，力求规划的营销策略能解决 美国 S(上海)公司当前遇到的问题，为公司进一步的发展打下基础，同时也希望能对 其它类似的外资企业及国内紧固件企业有所借鉴和启示。 关键词: 紧固件， 营销策略， S（上海）公司 V 华东师范大学 MBA 论文 ABSTRACT The fastener industry in China is thriving rapidly. The growth of demand for fasteners in this market will continue to rank itself as world No.1 in the coming years. However, a larger share of the domestic market is still occupied by those low end products even today. Therefore, the innovative products, which are distinguishing themselves with high added values, representing the future trend of development in this industry, offering highly efficient service and total solution as whole package, have become the fresh driving engine for profit in fastener industry. As a WOFE with all products produced abroad, S Group (Shanghai) has faced in China’s market with both opportunity of a life time and challenge of a fierce competition. The design and optimization of the marketing strategy have become the serious topic with which S Group Shanghai should seriously consider. （ ） By utilizing some of the marketing theories as the analyzing tools such as Market Segmentation, this thesis analyses the evolving course of S Group’s marketing strategies in China, explains the market environment,competition condition,market distributing, and problems of t