营销策略论文：富奇公司中国市场营销策略的制定与实施对策.docVIP

营销策略论文：富奇公司中国市场营销策略的制定与实施对策 【中文摘要】中国工业水平的飞速发展,对产品质量的可靠性要求也越来越高,而环境是检验产品最终使用和运输、储存过程中最大的挑战。环境试验设备正是模拟各种不同自然环境条件,使得在实验室检验产品应对不同环境的可靠性成为可能。近年来国内环境试验设备行业己具备了一定的生产技术和产业基础,步入了快速发展的阶段,但国内环境试验设备企业的规模普遍较小,除了技术落后,环境试验设备企业的营销能力普遍较差。这些新入市场的公司往往采用低价格的方式入市,使得中低档产品的利润越来越薄。二零零八年发生的全球经济危机对环境试验设备行业产生了强烈的冲击震荡,欧美市场的需求量急剧下降,中国市场得益于中国经济的稳健发展,所受冲击相对较小。但面对严峻的市场现状,富奇中国市场必须寻找到更优的营销策略。富奇领先的技术水平必须利用更好的营销策略发挥其作用,以和国内环境试验设备形成差异化发展。论文分五个部分来加以研究。首先介绍了中国环境试验设备市场的发展概况和营销现状,并分析了中国环境试验设备市场存在的主要问题,讨论了环境试验设备产品的应用领域及发展前景;其次,文章介绍了相关营销的理论知识和营销执行策略的内涵、原则、程序和方法;再次对企业内外部环境进行分析,运用SWOT分析的方法分析了富奇公司产品在中国市场的优势、劣势、机会和威胁,并根据富奇公司中国市场的实际情况制定了企业的产品的优势营销策略和优势营销执行策略,最后指出了论文存在的不足和后续研究。 【英文摘要】China’s industrial level has a rapid development and requires product high quality and reliability, and the environment is the ultimate test for products to use, transportation and storage in the process of the biggest challenges. The environmental test equipment simulates different environment and natural conditions in the laboratory test products to the reliability for different environment. In recent years environmental test equipment industry in china has a certain production technology and industrial infrastructure, and stepped into the rapid development stage. But the environmental test equipment manufacturers have smaller scale, draggle technology, environmental test equipment enterprise抯 marketing ability is worse. The new market companies often have a low prices, the product抯 profits is getting fewer and fewer.In 2008, the global economic crisis has a strong impact on the environmental test equipment industry, occident market demand degradation, the Chinese markets benefit from the china抯 economic development, the impact of a relatively small. So, despite the grim market, Votech must find a more cost-effective marketing strategy for China抯 market. For the advantage technical skill should be better to play its role in marketing, to make differences with domestic environment test equipment.Paper has five chapters. First intr