树脂砂轮国际市场营销战略研究

发布时间：2018-09-15 20:11

【摘要】：砂轮作为“工业的牙齿”,在工业、建筑等方面具有相当重要的作用。本文通过对砂轮的国际市场现状研究,提出了建立竞争性营销战略的思路,以及讨论了国际市场营销对策及前景。当代经济发展中的一个显著特征,是市场全球化和生产全球化。这对于企业来说,既是进一步加大竞争压力的威胁,也是拓展更大生存和发展空间的机遇,任何一个企业都必须考虑如何利用、开发国际市场的问题。持续的竞争、增长的顾客需求和变化的市场己迫使企业寻求自己的相对的竞争优势。企业通过制定竞争性营销战略规划使得自己得资源得到了有效的配置,从而不断的提高自身的竞争能力。为此,企业需要有理念、目标和方向, 需要运用资源和能力,把握机会,需要培育核心竞争能力和开发新产品,以适应外部环境的变化,形成新的竞争优势,开发新的市场。如何在竞争格局中建立企业的竞争优势:企业的竞争优势,是与企业的竞争对手相关和互动的。作为企业来讲,不仅要花一点时间确定自己企业该往哪里走、该如何建立自己企业的优势,还应知道竞争对手往哪里走,竞争对手会选择什么竞争战略。一个企业的竞争优势,主要涉及到以下三个方面:1. 产品差异战略:企业不可能包罗万象,应有所为,有所不为。经过市场细分和企业目标定位以后,向主要目标市场提供特色的产品和服务,对于企业集团可以利用其“大”“强”的优势,将企业分成若干相对独立的实体,分别服务于不同的客户群体。2. 成本优势战略:考虑成本,不光要注重企业原材料的成本控制, 也要关心企业创新、企业的管理运营成本、营销费用、企业技术进步投资和规模效益等,同时,还要注意竞争对手能否“复制”。3. 目标集中战略:企业在市场细分之后,应集中企业优势,针对特定的目标市场提供特色产品和服务。企业的竞争,其核心,都是资源的竞争。要正确定位您企业的竞争战略, 首先要明确您的企业在市场中所处的地位。本文主要讨论的有:1. 市场上的 “龙头老大”企业,适宜采取“防守战略”。即“自己打自己”,“向自己挑战”,力求企业不断创新,保持领先。2. 处于市场的“第二,第三”的企业, 一般会积极采取“进攻战略”。力.求在防守企业的优势中找其弱点,形成相对优势。3.无法与市场前二名争夺优势的企业,建议采用“迂回包抄战”。在局部地区和特定市场形成绝对优势之后,在扩大到其它地区和产品。通过产品并异战术,满足特定消费群。4.处于创业期的小型企业的战略思想-—“游击战”。苦心经营别人看不上的小市场,夹着尾巴做人,同时力求创新,一旦有大企业参与竟争,应果断退出,打一枪换一个地方,利用船小好调头的优势, 灵活多变,适应环境。形成竞争战略的实质就是将一个企业与环境建立联系。尽管环境的范围广阔,包含着经济的因素,但企业环境的最关键部分就是企业投入竞争的一个或几个行业。砂轮行业作为磨料一磨具的一种,和许多的相关行业保持着联系。怎样去分析行业中的竟争力量,将直接影响着企业的竞争强度。这就需要企业对行业进行彻底的分析。行业内部结构主要取决于五种基本竞争作用力:进入威胁、替代威胁、买方侃价能力、供方侃价能力和现有竞争对手的竞争。这些作用力汇集起来决定了该行业的最终利润潜力。同时本文也讨论了网络营销。近年来,“信息高速公路”“电子商务”“网络生存测试”“网络营销”的概念不断展现在我们面前。随着互联网地开通和完善,己为企业营销带来了新的契机,更向传统的营销方式提出了挑战。利用网络资源开展营销活动,以很低的成本进行各类息的查寻·;对网上目标顾客进行产品测试和针对性很强的各种调查;可以直接让顾客参与设计产品,满足个性化的需求。渠道缩短,相关业务人员、管理人员的减少和网络虚拟组织的建立,将大大降低企业的人工成本、库存成本和营销成本,而营销效率和企业的质量、效益也将得到提升!企业积极适应网络化得需要,创新企业营销系统,才会在新世纪的市场角逐中赢得机会! 企业文化的构建也是企业发展的关键:建立企业文化,不仅仅是用语言或文字制定了本企业组织文化,还需要组织成员依靠对组织行为的观察和洞悉, 通过个人的推断和理解来形成概念,再指导个人行为。举个例子,某公司员T 守则第一页是企业文化,企业文化的第七条是“公司成员之间应互信、互谅、相互尊重”,这是对公司成员人际关系的标准的阐明。而在随后的规章制度中, 条款苛刻,违反劳动法条例,大量使用诸如“不得”、“禁止”、,’jn款”得词语,管理者将自已高高凌驾于员工之上,没有将自已作为组织成员之一,充分体现出对员下的不信任和不尊重,不仅如此,在面试时就要求新员下接受规章制度,否则不予录用。这已与第一页所提出的企业文化的第七条背道而驰, 在今后的组织运作中应贯彻哪一种企业文化?是第一页第七条还是在规章制度中体现出来的企业文化?所以建立企业文化要从工作的各个环节中着手,将各项T作执行过程中的指导思想提炼出来,看看是否有利于组织的发展。己经有文字上的企业文化的组织,要时刻反省管理者的行为与企业文化是否一致, 企业文化是否适应社会的大环境,企业文化是否对企业的将来
[Abstract]:Grinding wheels, as "industrial teeth", play an important role in industry, architecture and so on.
Through studying the present situation of the international market of the grinding wheel, this paper puts forward the idea of establishing a competitive marketing strategy and
International marketing strategies and prospects are discussed.
A notable feature of contemporary economic development is market globalization and production globalization.
Industry is not only a threat to further increase the pressure of competition, but also an opportunity to expand the space for survival and development.
In any case, any enterprise must consider how to make use of it and develop the international market.
Sustained competition, growing customer demand and changing markets have forced firms to seek their relative counterparts.
Competitive advantage. Through the formulation of competitive marketing strategy, enterprises can make their own resources effectively allocated.
Therefore, enterprises need to have ideas, goals and directions.
We need to use resources and capabilities to seize opportunities, and we need to foster core competitiveness and develop new products.
We should form new competitive advantages and develop new markets according to the changes of the external environment.
How to establish the competitive advantage of enterprises in the competition pattern: the competitive advantage of enterprises is the competition with enterprises.
It's not only a matter of time for the enterprise to decide where to go for its own business.
How to build up the advantages of our own enterprises, we should know where the competitors are going, and what our competitors will do.
The competitive advantage of an enterprise is mainly related to the following three aspects: 1. products.
Differentiation strategy: enterprises can not be all inclusive and should do what they want.
After targeting, providing products and services that are characteristic to the main target market will benefit the business group.
With the advantages of "big" and "strong", the enterprises are divided into several relatively independent entities, serving different ones respectively.
Customer group.2. cost advantage strategy: consider cost, not only pay attention to the cost control of raw materials,
We should also care about enterprise innovation, management and operation costs, marketing expenses, technological progress, investment and regulation of enterprises.
At the same time, we should also pay attention to whether competitors can "copy".3. strategy of target concentration: enterprises are
After market segmentation, we should focus on the advantages of enterprises and provide specific products and services for specific target markets.
The core of an enterprise's competition is the competition of resources. It is necessary to correctly position the competitive strategy of your enterprise.
First of all, make sure your company's position in the market. This article mainly discusses: 1.
The leading enterprise is suitable to adopt "defensive strategy".
To strive for continuous innovation and keep ahead of.2.'s "second, third" enterprises in the market,
In general, we will take an active strategy of attack. We should look for weaknesses in the advantages of defensive enterprises and form relative ones.
Advantage.3. can not compete with the top two companies in the market.
After forming absolute advantages, the region and the specific market are expanding to other regions and products.
Different tactics to meet the strategic thinking of small business of.4., a specific consumer group, "guerrilla warfare"
A small market that painstakingly manages others to fail to see is a person who follows the tail and acts as a person, and strives for innovation at the same time.
When a big enterprise participates in a competition, it should exit decisively and take advantage of the small boat's good turn.
Flexible and adaptable to the environment.
The essence of forming a competitive strategy is to establish a link between an enterprise and the environment, though the scope of the environment is wide.
Broad, including economic factors, but the most critical part of the enterprise environment is one of the enterprises to invest in competition.
As a kind of abrasive Abrasives, grinding wheel industry has maintained contact with many related industries.
To analyze the competitive power in the industry will directly affect the competitive strength of enterprises.
The industry's internal structure is mainly determined by five basic competitive forces: entry authority.
Threats such as substitution threat, buyer's ability to bargain, supplier's ability to bargain and competition from existing competitors.
The ultimate profit potential of the industry is determined by combining efforts.
At the same time, this paper also discusses network marketing. In recent years, "information superhighway" and "e-business" have been discussed.
The concept of "network survival test" and "network marketing" is constantly showing up in front of us.
The opening and improvement of land has brought new opportunities for business marketing, and has also challenged traditional marketing methods.
We should use network resources to carry out marketing activities and search for various kinds of interest at low cost.
Target customers conduct product testing and targeted surveys, allowing customers to participate in design production directly.
Products, to meet personalized needs. Channel shortening, related business personnel, management personnel reduction and network virtual.
The establishment of quasi organization will greatly reduce labor costs, inventory costs and marketing costs, while marketing efficiency.
Rate and quality and efficiency of enterprises will also be improved. Enterprises are actively adapting to the needs of networking and innovative enterprises.
Marketing system will win the market competition in the new century.
The construction of corporate culture is also the key to the development of enterprises: the establishment of corporate culture is more than just language.
The text sets up the organizational culture of the enterprise, and the members of the organization depend on the observation and insight of the organizational behavior.
Through personal inference and understanding to form a concept, and then guide individual behavior. For example, a company member T
The first page of the code is corporate culture, and the seventh of corporate culture is "mutual trust and mutual understanding among company members."
"Mutual respect" is the clarification of the standards of interpersonal relationships among members of a company.
The articles are harsh, violate the labor law regulations, and make extensive use of such as "no", "no", "jn".
Words, managers will be high above their employees, and will not be one of their own members.
It reflects the distrust and disrespect of the staff. Not only that, it requires the new staff to accept the rules during the interview.
Chapter system, otherwise it will not be hired. This is contrary to the seventh article of corporate culture presented in the first page.
What kind of corporate culture should be implemented in the future organizational operation? Is it the first or seventh rule?
Therefore, the establishment of corporate culture should start from all aspects of the work.
Each T is abstracted from the guiding ideology in the process of execution to see if it is conducive to the development of the organization.
Organizations with literal corporate culture should always reflect on whether managers' behavior is consistent with corporate culture.
Is corporate culture adapted to the social environment and whether corporate culture is the future of an enterprise?
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：F426.4

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