建霖工业洁具产品欧洲市场营销策略研究-工商管理专业论文.docx

摘 摘 要 万方数据 万方数据 摘 要 自加入世界贸易组织以来，国民经济快速发展，产品日益销往全世界。生 产企业开始重新考量和制定营销策略与管理方法，从最初的生产观念、产品观 念向社会营销观念转变。企业营销管理涉及面广，连接部门多，管理过程复杂， 尤其是跨国营销更费时耗力，已成为企业可持续发展的关键。 本文针对建霖工业洁具产品欧洲市场营销状况，运用现代营销的 PESTN 理论、SWOT 分析理论、波特五力竞争分析模型、STP 营销战略以及 4P 和 4R 营销理论，研究建霖工业有限公司欧洲市场营销现状、问题及其成因，并提出 营销策略建议。论文由七个部分构成，绪论部分介绍论文研究背景、意义、方 法及基本框架，第二章分析欧洲洁具市场现状及问题，第三章采取 SWOT 分析 法分析欧洲市场环境，第四章分析欧洲市场 STP 营销战略，第五章分析和探讨 建霖工业洁具产品欧洲市场 4P 和 4R 营销策略，第六章总结研究结论、不足及 展望。 采用文献分析法和实例分析法，将 STP、4P 和 4R 等理论运用到具体营销 策略分析中，分析建霖工业洁具产品在欧洲卫浴市场的竞争状况，研究其营销 策略的有效性和不足，并提出具体营销策略措施。文章特色在于揭示建霖工业 欧洲洁具市场营销现状、问题与对策，探讨适合国内洁具企业进军欧洲市场的 营销策略，为洁具企业进军欧洲市场提供营销策略借鉴。 关键词：建霖工业 洁具产品 欧洲市场 营销策略 I Abstract Abstract 华侨大学硕士学位论文 华侨大学硕士学位论文 万方数据 万方数据 万方数据 万方数据 Abstract After joining the WTO, Chinese national economic develops rapidly，the products has been sold all over the world increasingly. Production companies has began to remold and develop marketing strategies and management methods from the original production concept to the social marketing concept. As the influential affects marketing and management involved and complex process of management， especially the international marketing is time-consuming, companies marketing management has became the key of sustainable development . According to marketing conditions ware products of JianLin industry in Europe, this research study the European market marketing situation and problems by the modern marketing theory such as PESTN, SWOT analysis theory, Porters five forces competitive analysis model, STP marketing strategy and 4P and 4R marketing theory, and proposed several marketing strategy recommendations. Research is composed by seven parts. Introduction section introduces the background methodology and basic framework and significance of the research. Chapter two analyzes the European sanitary ware market situation and exist problems. Chapter three analyzes the European market environment by SWOT analysis theory .Chapter four analyzes European market by the STP marketing strategy. Chapter five anal