全球化背景下中国工业品市场营销研究

【作者】 许太明；

【导师】 苏勇；

【作者基本信息】 复旦大学 ， 企业管理， 2008， 博士

【摘要】 20世纪90年代以后,世界各国贸易不断扩大,国际间科技交流频繁,资本流动加快,经济金融相互渗透,使得世界各国和各地区间相互依存关系更为突显。这种经济全球化和技术一体化的趋势对许多跨国企业而言既是机遇,又是挑战。它使得各国工业品市场不再受到地域和时间的限制,自由的要素流通和快速的信息传递方式促成采购与销售的全球化。同时,也造成了市场透明度增大,产品同质化、价格降低以及利润减少。而中国作为全球经济最快、工业市场发展潜力最大的地区之一,已成为各国企业竞相争夺的战略要地。因此,在新的形势和环境下,如何选择并采取有效的营销策略,从而建立自身在中国工业品市场中可持续发展的竞争优势,并实现其战略目标,已经成为摆在许多工业品企业面前的首要问题。另一方面,传统的营销学主要是针对消费品进行研究,一直以来,有关工业品营销的理论和探索较少。许多企业在其工业品营销中面临现实的困惑,迫切需要一套合适的理论来整合其自身营销资源,指导其营销活动,从而使其在激烈的市场竞争中占有一席之地。正是基于对这些现状的思考,本文以工业品市场营销的过程为分析主线,通过对企业内外部营销环境的研究,结合国内外相关理论与研究成果,采用案例分析与探索性研究等方法相结合,对全球化背景下中国工业品市场营销策略做探讨。第一章提出工业品营销策略研究的理论框架,介绍了选题背景,简述对工业品营销策略进行理论研究的目的与意义,阐释了全文的研究范围、研究路径、方法及构架。第二章文献综述分析了当代世界经济全球化的发展趋势及当前形势下传统国际市场营销理论所面临的困境,并对国内、外关于该论题的研究现状及理论成果进行评述,分析归纳了对于工业品营销策略理论模型体系具有重要理论或实践意义的内容。第三章主要是对企业外部营销的大环境进行研究,分析了全球化背景下工业品营销环境的变迁与演化,内容包括工业品市场营销特质分析、工业品市场国际采购、经济全球化工业品营销模式的变革、组织行为模式的变革以及工业品营销环境的评估模型与案例分析等。第四章是过程策略的研究。主要结合中国工业品市场的实际,对工业品采购、交易与营销模式进行全面分析。研究范围涉及工业品采购类型与模式、资金渠道、销售流程及交易模式变革趋势等多方面内容。本章系统阐述了工业品营销渠道设计、选择及管理的策略,介绍了网络营销等新兴渠道的发展,最后构建了工业品营销渠道管理模型。第五章是内部策略的研究,其核心内容是工业品技术营销、品牌营销、关系营销。本章首先结合工业品市场上信息沟通便捷和技术壁垒逐步降低的现状,阐述了工业品同质化的趋势,然后提出了差异化竞争的策略。同时,结合对工业品生命周期的研究,提出了工业品技术营销策略模型。随着经济全球化时代的到来,品牌价值成为衡量一个企业综合实力的重要标准,实施品牌策略,成为这一时代企业经营战略的重要内容。在全球化背景下的中国市场,工业品品牌是企业重要地无形资产,是企业竞争优势地集中体现。本章分析了工业品品牌的概念和重要性,提出了工业品品牌创建的模型,研究了一些典型的工业品品牌传播策略。中国传统文化根深蒂固,跨国企业采用国际营销理论面对中国市场寸步难行,但关系营销甚至灰色营销仍然盛行。本章说明了关系营销和灰色营销的特点和区别,从文化和制度两个方面分析了中国市场上产生关系营销和灰色营销的根源,强调了客户管理和售后服务管理的重要性,并系统提出了中国大陆工业品市场灰色营销现象。第六章是案例研究。第七章对工业品营销理论未来发展的趋势和动向作了合理的分析和预测。随着中国市场全球化程度的加深和工业品市场竞争的日趋激烈,有关工业品营销理论和策略的研究也将持续创新和完善。更多还原

【Abstract】 In 90s in 20th Century, trade and technical communication between different countries is becoming more and more frequent; capital flow is accelerating; economy and finance is penetrative among countries, all of which makes different countries or regions incline to depend more and more closely on each other. The trend of economic globalization and technical integration is not only an opportunity, but also challenge to many multinational enterprises. Because of this trend, industrial product markets of different countries are not confined to space and time any more. Free flow of factors and swift transmission means of information is contributing to globalization of purchasing and selling. Meanwhile, it also leads to market diaphaneity increasing, products homogenization, price reducing and profit decreasing. As one of the most potential industrial market all over the world, China has been a strategic area that enterprises of different countries are scrabbling for. Hence, under new conditions and environment, how to choose and adopt effective marketing strategies to establish its own sustainable competitive edge and accomplish goals, has become a chief issue many industrial enterprises have to be faced with.On the other hand, research on traditional marketing mainly focuses on the consumable. Up to now, theories and exploration on industrial product’s marketing is very limited. Many enterprises are very puzzled in the course of their marketing activities, so it is very essential for them to have a suitable theory, integrate their own marketing resource, guide their marketing activities, so that they will be in the advantageous position in the fierce competition.Base upon the actuality mentioned above, this thesis takes analysis on the course of industrial product marketing as the core content. By researching the internal and external marketing environment of the enterprise, combining domestic and overseas relevant theory or research conclusion, and adopting the methods of demonstration analysis and exploration research, this thesis will discuss the marketing strategies for industrial products in China market under the background of globalization. This thesis consists of ten chapters.Chapter 1 is the basic frame of the marketing strategies analysis on the industrial product: introduction on the background of this topic; purpose and value of the research on the industrial product marketing strategies; research scope, analysis method, structure and innovation of this thesis.Chapter 2 is literature summary: analysis on the development trend of world economy globalization and deficiency of the traditional international marketing theory; review on the relevant domestic and overseas research or theory results; analysis and conclusions which are valuable and meaningful theoretically and practically to the theoretical model system for the industrial product marketing strategies.Chapter 3 is mainly about analysis on the external marketing environment of enterprise, and analyses change and evolvement of the marketing environment of the industrial product in globalization, including change on the industrial product marketing mode under economy globalization, change on the organization behavior mode, and evaluation mode of the industrial product marketing environment.Chapter 4 is the research on process strategies. Comprehensive demonstration analysis on the purchasing and trade mode of the industrial products is done based on the actual condition of Chinese industrial product market. Research in this chapter refers to direct purchasing, bidding-invitation, capital channel and selling flow.The whole process that industrial product comes from the manufacturer to the customer has to be accomplished by "channel" , which is called marketing channel of the industrial product. In this chapter, we analyze composition of the marketing value chain and relevant key factors. Then we systematically explain strategies on design, choice and management of the marketing channel, and introduce development progress of some new channels such as internet marketing. Finally channel management model for industrial product marketing is established.Chapter 5 is the research on the internal strategies. Its core content is technical marketing strategies of the industrial product. Firstly, homogenization of the industrial product is explained based upon the condition that information delivers swift and convenient in the industrial product market and technical barrier becomes lower and lower. Secondly, it is mentioned that we use diversity of the industrial product technique, design and patent protection to identify competitors. Finally, based on the research for life cycle of the industrial product, we establish the strategy model for industrial product.In the age of global economy integration, value of the brand has become a significant standard for judging the comprehensive strength of an enterprise. Execution of brand strategy is more and more important. In China market, industrial product brand is the invisible asset and competitive advantage for an enterprise. In this chapter, we analyze the meaning and importance of the industrial product brand, and establish an industrial product brand model and some typical brand propagation strategies.Chinese traditional culture is ineradicable, so multinational companies feel difficult to adopt international marketing theory in China market. Chinese government calls for anti-corruption, open-bidding and price transparency, but relation marketing, even grey marketing is still prevailing. In this chapter, we discuss features and difference of relation marketing and grey marketing. Analysis is made on the cause of relation marketing and grey marketing from the aspect of culture and regulation. We emphasis importance of customer management and after-sale service management, and then systematically raise the grey marketing theory in Chinese mainland industrial product market.Chapter 7 is mainly about the prediction for further development and trend of industrial product theory. With the deepening of globalization and fierce competition in industrial product market, innovation and improvement on the theory and strategy research of industrial product marketing will be going on.更多还原