山大奥太电气公司进入印度电焊机市场的战略研究-工商管理专业论文.docxVIP

提 提 要 山东山大奥太电气有限公司是一家国内领先的逆变焊接设备制造企业和国家级 重点高新技术企业，目前占国内逆变焊机市场份额第二位。凭借山东大学的技术、人 才优势以及囡内高水平的先进实验设备，公司主导产品——奥太焊机在技术上处于国 内逆变焊机行业领先水平，形成了显著的竞争优势。近几年随着中国经济的快速增长， 世界知名跨国公司纷纷进军中国市场，使竞争日趋国际化。在激烈的市场竞争中，奥 太公司加快了产品结构调整，使焊机质量、性能、制造技术水平大大提高，企业规模 不断扩大，竞争能力不断增强，并适时抓住机遇加紧制定海外市场营销战略，积极参 与国际竞争。 作为新兴市场之一的印度，其经济发展自2002年起呈加速趋势。印度的产业结 构独特，服务业在经济总量中的比重较大。为了提高国家的竞争力，印度政府加大了 制造业的发展力度。随着制造业的崛起，印度国内的钢铁消费量今后数年划会以6—7％ 的速度增长，市场潜力非常大。目前在印度电焊机市场，跨国公司占据了53％的市场 份额。 印度快速的经济发展趋势和以及中印关系的逐渐改善，为奥太公司进入印度电焊 机市场提供了良好的外部环境。奥太公司应采取集中型市场定位、产品和服务差异化 的竞争策略，采用“代理商一设立代表处一投资、建立战略同盟”的稳妥渐进的市场 进入模式进入印度市场。 关键字：电焊机印度市场进入战略 Y Y 1009541 ABSTRACT Aotai Electric Co．，Ltd is one of leading welder manufactures and one of National—level Torch Projects in China with ranked second market share of Chinese Inverter welding machine．By taking advantage of state—of-the—art welding technologies，high competent talents and advanced experiment instruments supplied by Shandong University,Aotai Electric has gained distinguishably competitive edge in Chinese leading rivals．At the same time， the competition becomes more internationalized as more and more MNCs(Multination Corporations)of welding machines manufacturing nudges into Chinese market．In the fierce competition，Aotai Electric re—arranges quickly the lines structure to increase quality,promoting manufacturing technology and optimizing performance of welding machines as well as enlarging enterprise size and enhancing competitiveness．As the growth of Chinese exports hikes，the one of the most competitive Chinese welding equipments manufactures has began to sail into immense global market for lucrative opportunity by formulating International marketing strategy As one of BEMs(Big Emerging Markets)，the economic growth of India has picked up since 2002．The weight of service industry occupies heavily in its special economic structure．To enhance country’S competitiveness in the world arena，the Indian government does a lot in improving manufacture indUStrv．As indUStrv．As 10ng as Indian manufa