中冶华天公司开拓印度市场营销策略研究

发布时间：2019-06-05 10:51

【摘要】：在全球经济一体化迅猛发展的时代,许多国内的优秀企业开始跨出国门进入国际市场参与竞争,由此众多企业把市场全球化作为重点进行研究。而中冶华天工程技术有限公司作为中国钢铁工程技术行业的核心企业从1992年走向海外市场,取得了许多光辉的业绩,其中印度就是一个重要的目标市场。印度近些年来显示出了强大的经济发展潜力,与中国的贸易金额也是逐年增长。尤其在钢铁行业,印度的发展速度举世瞩目,吸引来了国际各大主流钢铁建设公司的侧目,于是印度成为当今世界上为数不多的钢铁高速发展的国度。中冶华天也把海外市场的重点放在了印度。本文通过对基本营销策略理论的论述,分别使用了SWOT分析方法,PEST分析法,波特五力分析模型等工具,同时经过详尽的分析研究,实地采集市场数据和信息,系统和客观的剖析了印度钢铁市场的行情动态和竞争态势,总结出当地钢铁建设领域的实际特点和情况。同时清晰全面的解析的中冶华天所拥有得内部资源和竞争能力,再考虑中冶华天目前所面临的市场环境和竞争形势,得出了中冶华天面临的外部机会与威胁,以及内部的优势与劣势。再结合中冶华天在钢铁建设营销领域的内部环境和外部环境,在目标市场设立了切实合理的的市场营销目标。进而根据中冶华天产品的特点确立了企业在印度钢铁建设市场的定位,同时把差异化竞争战略确定为中冶华天在印度市场中的营销战略,在既定的营销战略指导下制定出切实可行的一整套营销策略组合,并且提出了具体的保障营销策略贯彻执行的措施。本文的参考意义在于国内广大钢铁行业的工程技术公司开拓印度市场有了一定的参考依据；为工程技术公司开拓国际市场、制定营销策略提供思路,以便于在全球的市场竞争中取得较为有利的地位。
[Abstract]:In the era of rapid development of global economic integration, many excellent domestic enterprises began to enter the international market to participate in competition, so many enterprises focus on market globalization. As the core enterprise of China Iron and Steel Engineering Technology Industry, China Metallurgical Huatian Engineering Technology Co., Ltd. has made a lot of brilliant achievements since 1992, among which India is an important target market. India has shown strong economic potential in recent years, and the amount of trade with China is also growing year by year. Especially in the steel industry, the development speed of India has attracted the attention of the major international steel construction companies, so India has become one of the few countries with rapid development of iron and steel in the world. China Metallurgical Huatian has also focused its overseas markets on India. Through the discussion of the basic marketing strategy theory, this paper uses SWOT analysis method, PEST analysis method, Porter five force analysis model and other tools respectively. at the same time, after detailed analysis and research, the market data and information are collected in the field. This paper systematically and objectively analyzes the market dynamics and competitive situation of Indian iron and steel market, and sums up the actual characteristics and situation of local iron and steel construction field. At the same time, the internal resources and competitive ability of China Metallurgical Huatian are analyzed clearly and comprehensively, and the external opportunities and threats faced by China Metallurgical Huatian are obtained by considering the market environment and competitive situation faced by Zhongye Huatian at present. As well as the internal advantages and disadvantages. Combined with the internal environment and external environment of Huatian in the field of iron and steel construction marketing, a practical and reasonable marketing goal has been set up in the target market. Then, according to the characteristics of China Metallurgical Huatian products, the positioning of the enterprise in the Indian steel construction market is established, and the differentiation competition strategy is determined as the marketing strategy of China Metallurgical Huatian in the Indian market. Under the guidance of the established marketing strategy, a feasible set of marketing strategy combination is worked out, and the concrete measures to ensure the implementation of the marketing strategy are put forward. The reference significance of this paper lies in the fact that the engineering and technology companies in the domestic iron and steel industry have a certain reference basis for developing the Indian market. It provides ideas for engineering technology companies to open up the international market and formulate marketing strategy, so as to obtain a more favorable position in the global market competition.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.31;F274

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