柯达公司开拓中国二三类区域市场的营销策略研究-高级管理人员工商管理专业毕业论文.docxVIP

柯达公司开拓中国二三类区域市场的营销策略研究摘要 柯达公司开拓中国二三类区域市场的营销策略研究 摘要 自从中国改革开放以来，为中国市场巨大的潜力所吸引，众多的跨国公司和集 团都将这一市场视为其全球发展战略的重要组成部分，纷纷进军中国市场。但是， 就目前来看，一些主要的跨国公司在中国的业务主要还是集中在一些沿海发达地 区，在潜力更为巨大的二三类区域市场，这些跨国公司还只是刚刚开始涉足。 随着跨国公司在中国沿海经济发达地区业务的飞速发展，他们在这些市场的竞 争也同时在日益加剧，这些公司越来越迫切地发现了开发中国二三类地区的重要 性。柯达中国股份有限公司由于自身业务的发展需要，也将公司今后几年的业务发 展重点放在了这一市场上。 然而，包括柯达中国股份有限公司在内(以下简称“柯达公司”)的很多跨国 公司在二三类区域市场进行了几年的市场拓展努力之后发现，虽然中国的二三类区 域市场看上去非常具有吸引力，但是真正开发起来却是困难重重。 本文紧密结合柯达公司的实际经营情况，分析了目前柯达公司在中国二三类市 场的开发过程中出现的一些典型性的问题，对其中较为突出的市场购买力不足、假 冒伪劣商品猖獗、市场开发前期准备不足、没有有效利用品牌优势和渠道管理不善 等问题的成因进行了分析，并就上述问题给出了相应的建议和具体的营销策略和解 决方法。 关键词：中国二三类市场，购买力，假货，前期准备，品牌，渠道 S03E025084王骏 S03E025084王骏 }日』达公司开拓中固二三类区域市场的营销策略研究 Abstract With the reform of China economic environment，attracted by China huge market potential more and more Global Multinational Companies regard it of the key part of their global business development strategy．But up to now，the key business of these multinational companies is still focus the developed area what mainly located at littoral areas．for these more potential areas like China 2“4 and 3“tier market．seems they have not got good participant，orjust as kick off． With the speedy growth of these multinational companies business in the coastal market， meanwhile，they are also suffering the more and more tough competition；actually they are hunger to develop new market to support their business growth engine，so they found the importance of China 2”o and 3“tier market Because of it’s own business development requirement，Kodak also aimed to this market，and put their key focus of their business growth in further years at this market well． However，include Kodak，most multinational companies feIt hard to adapt this new market development proposition，after several years hard tried in this market，Kodak unfortunately found that，it is real a beautiful market looks like，but it is exactly not so easy to get reasonable reward，there are quite a lot of problems blocked it’s step to perf