【作者】 杨剑；

【导师】 贾仁安；

【作者基本信息】 南昌大学 ， 管理科学与工程， 2008， 博士

【摘要】 机电产品国际贸易是集货物贸易、技术贸易和服务贸易于一身,是国际贸易及国际高新技术产品贸易的主导产业,也是衡量一个国家参与经济全球化分工能力和对外贸易竞争力的重要标志。我国机电产品进出口呈现持续稳定增长的良好局面,是推动对外贸易和国民经济发展的重要力量,呈现出机电产品出口规模不断扩大,机电产品国际竞争力不断增强,出口市场进一步向多元化方向发展等特点和优势。与此同时,我国机电产品出口也存在如下问题:“加工贸易+外商投资”的出口模式导致效益低,大多数出口采用了OEM,ODM的方式,出于全球产业链的最低端;多数机电产品出口增量不增收、出口面临结构不合理与低质、低价和削价竞销;出口产品缺乏自主品牌和自主知识产权的有效支撑。上述我国机电产品出口遇到的问题与挑战归根结底是我国机电出口企业缺乏自主品牌和自有知识产权。要摆脱这种被动的局面,就要加大自主创新,实施品牌战略,转变贸易增长方式。国际市场营销策略对于品牌创立和传播,对于转变贸易增长方式,提升我国机电设备出口企业的国际竞争力和话语权,对于提升企业的长期利益有着不可替代的作用。本文基于创立自主品牌和长远利益为目标,采用系统科学的工具,对我国机电设备的国际市场营销管理进行系统分析;首先是利用STP分析步骤,采用定性与定量相结合的办法,通过问卷和实证分析,找出目标市场及其市场定位;其次,对于在该目标市场采用什么样的营销策略组合,我们采用了系统动力学的分析工具,找出渠道、产品、服务、价格、广告等营销策略分别对市场利润的长远和系统影响;分别找出各种策略的影响强度及它们之间的比较,确定在资源有限的情况下,应该把资源如何在各策略之间分配;从而确定基于创立自主品牌以及长远利益为目标的,实现我国机电设备国际市场营销策略组合。同时,笔者长期在泰豪公司从事发电机组营销工作,遇到许多待研究的问题。本文结合工作实际,从事博士论文研究,并用其结果指导工作实际。本文主要结论有:国际市场发电机组用户在购买产品时,受质量与性能因素的影响最大;其次是品牌与供应商的信誉;第三是产品的价格;第四是售后服务的水平;第五是销售与设计;第六是交货及时性。因此,在进行国际市场营销时,我们应该更加重视品牌建设、重视产品的质量和性能,而不是一味的打价格战。机电设备国际目标市场选择的多指标评价方法及其实证分析:采用了多指标评价方法,并采用问卷调查的方法对发电机组的中东市场进行了实证分析,得出的结论是在中东市场中阿联酋与土耳其是最好的市场,伊拉克和阿富汗是最差的市场。文章建立了机电设备国际市场营销的系统动力学模型:通过对研发投入率,广告投入率,服务投入率,渠道投入率,制造投入率等五个变量仿真的内部纵向对比和外部横向对比分析,定量论证了各营销策略的作用及其弹性;从总体趋势上来看,五种投入对利润的影响是正方向的影响(在仿真期内)。但是,五种投入对利润的影响力度是不断变化的,大致可以分成三个阶段。第一阶段,也就是在初期,五种投入的影响力度是比较小的,甚至可能会导致由五种投入产生的效益小于其生成的成本,而使得利润值为负。随着时间的推移,五种投入的功效不断显现且影响力度越来越强,这一阶段本文称之为第二阶段。第三阶段的特征是:当五种投入达到一定程度时,此时五种投入产生边际效用越来越小,甚至可能是负值,而导致利润的减小。本文的主要创新之处是:(1)建立了我国机电设备国际市场营销市场细分和目标市场选择及定位分析模型,并以发电机组的中东市场为例进行了实证分析。建立了我国机电设备国际市场营销市场细分和目标市场选择及定位分析模型,并结合笔者长期在泰豪公司从事发电机组国际市场营销的实际,以发电机组的中东市场为例进行了实证分析。包括:我国机电设备国际市场细分方法,细分变量的分类与选取;细分的灰色关联模型定量分析;机电设备国际目标市场选择的多指标评价方法;我国机电设备国际目标市场的定位分析;对发电机组国际营销从市场细分,目标市场选择及市场定位三方面进行实证分析。上述问题是来源于实际,同时其解决方法又是实践与理论相结合的结果。(2)新组建并使用了系统动力学反馈基模流图分析法。此方法将定性反馈基模分析法和定量流图分析法相结合,通过将定性反馈基模对策分析扩展至定量反馈基模子流图对策分析,并将定量反馈基模子流图生成总体系统流图后再进行对策分析,并提出了具体的建模分析步骤。1通过系统分析,确定子系统S1,S2,…,Sn,确定各子系统的相交变量和独立变量,建立整个系统的正、负反馈环集合;2分别建立子各系统Si(t)的定性反馈基模,并分别提出管理对策;3通过建立各子系统子流位流率系,建立各子系统定量仿真方程式,建立各子系统定量反馈基模子流图Gi(t),定量仿真各管理对策实施效果。4由子反馈基模子流图G1(t),G2(t),…,,,,Gn(t)作嵌运算,得整个系统流图G(t),在各子系统定量仿真方程式基础上建立整个系统定量仿真方程式,并通过整体定量仿真管理对策实施效果。本文使用此方法收到了很好效果,此反馈基模流图分析法对各子系统S1,S2,…,Sn并行特性强,相交变量多类型的系统建模特别适应。(3)基于自主品牌的创建,建立我国机电设备国际市场营销策略系统研发、制造、广告、渠道、服务五个子系统的增长上限反馈基模及管理对策、五个系统的子流图及流图仿真模型,进行管理对策定量反馈仿真分析,而且进行有效应用研究。建立了研发、制造、广告、渠道、服务五个子系统的增长上限反馈基模,并分别提出了消除各子系统增长上限的管理对策。还建立了五个子系统的反馈基模的子流图,分别对各管理对策实施进行了定量仿真分析,在此基础上,又建立了机电设备国际市场营销的系统动力学流图仿真模型,并进行反馈环分析,通过对研发投入率,广告投入率,服务投入率,渠道投入率,制造投入率等五个变量仿真的内部纵向对比和外部横向对比分析,定量论证了各营销策略作用及其弹性;为制定基于建立自主品牌,获取长远利益为目标的营销策略组合提供了科学依据。而且将上述管理对策的定性定量研究结果指导了泰豪科技股份有限公司国际市场中东区域的业务开拓,取得了较好的应用效果。更多还原

【Abstract】 International trade of the mechanical and electrical product includes cargo trade,technological trade and service trade,meanwhile,it is the leading industry in the international trade and high-tec product trade,otherwise,it is the important symbol to the country to participate the economic globalization and foreign trade competition.The import and export of the mechanical and electrical product in our country present the good complexion of the sustaining stable increase and is the significant strength to promote the foreign trade and the development of the national economy,meanwhile,it presents the ceaseless expansion scope of the mechanical and electrical product export and the sustaining improved international competition capability of the mechanical and electrical product,besides,it presents the characteristic and advantage to the multifold aspect development in the export market.At the same time,it also has the following questions in our country’s mechanical and electrical product export:1.export mode" machining trade+ foreign investment" results in low benefit and most export adopt the mode of OEM and ODM on the bottom of the global industrial chain.2.most mechanical and electrical product export have increment,but no income increase and export is face with the illogical structure,low quality,low price and lower the price.3.export is short of the self brand and the efficient support to the self intellectual property.In the final analysis,the question and challenge of our country’s mechanical and electrical product export is short of the self brand and the self intellectual property.We must increase the self innovation and implement the brand strategy and change the trade increase manner.International marketing strategy has the irreplaceable function to the brand foundation and the transmission,the conversion of the trade increase manner, the advance of the international competition capability and the discourse rights of our country’s mechanical and electrical equipment export enterprise and the advance of the enterprise’s long-term advantage.The text is based on the self brand foundation and the long-term advantage for its aim and adopts the systemic scientific instrument and carry through the systems analysis.Firstly,we utilize the STP analyzing step and adopt the measure with combining the qualitative and ration meanwhile,we will find out the objective market and the market orientation via the questionnaire and the system analysis.Secondly,we adopt the systemic kinetic diagnostic tool to adopt what kind of marketing strategy combination in the objective market and have the long-term market profit and the systemic influence via to find out the marketing strategy to channel,product,service, price,advertisement and so on.We will partly find out the sundry politic influential intension and the relativity among them,meanwhile,we will confirm how to distribute the resource among the sundry strategy in the limited resource situation. Accordingly,we will oonfirm the international marketing combination of our country’s mechanical and electrical equipment for the aim to found self brand and the long-term profit.The main conclusion of the text:When the user of the international market generator set purchases the product, quality and ingredient is the most influence to it.Secondly,the reputation of the brand and the supplier,thirdly,the product price,fourthly,the standard of the sales service, fifthly,the distribution and design,delivery in time.Therefore,we should much more regard the brand construction,the quality and capability of the product,but no to use the price war blindly.Multi-index evaluation way and the demonstration in the international objective market of the mechanical and electrical equipment:we adopt the multi-index evaluation way and adopt the inquisitional way of the questionnaire to carry through the demonstration analysis to the mid-east market of the generator set.The conclusion is that the best market is The United Arab Emirates and Turkey in the mid-east market, however,Iraq and Afghanistan is the worst market.The dissertation constitutes the marketing systemic kinetics model of the mechanical and electrical equipment in the international market.The rotation demonstrates the function and flexibility of the sundry marketing strategy via to analyze the interior portrait contrast and the exterior landscape orientation contrast of the five kinds of valuable simulations(the research and development devotion rate, advertisement devotion rate,service devotion rate,channel devotion rate and manufacture devotion rate).From the total trend,the five kind of devotion is the positive directional influence to the profit influence(within the simulation period).However,the five kinds of devotions have the sustaining change to the profit force and approximately divide into the three phases.In the first phase(just in the early period),the force of the five kind of devotion is lesser and it will let the profit value to be negative because the benefit of the five kind of devotion force is less than the cost.Along with the temporal process,the efficiency of the five kinds of devotion shows sustaining and the force becomes stronger.This phase is the second phase in the text.The characteristic of the third phase:the five kind of devotion brings the boundary use is constantly smaller when the five kind of devotion on the certain extent and result in the profit to minish and possibly in negative value.The main innovation of the text:(1)The main innovation is to build the international marketing objective market selection model of our country’s mechanical and electrical equipment and will carry through the demonstration analysis to the generator set in mid east market.It includes the international market subsection way,the class and selection of the subsection variable,the quantitative analysis of the subsectional gray association model,the multi index evaluation way and the demonstration of the international objective market of the mechanical and electrical equipment,the international objective marketing orientation analysis of our country’s mechanical and electrical equipment.(2) Establish the new method which is called system dynamic analysis feedback model.There are too jobs to do for setting up the complex system of daynamic.The dissertation makes use of theory of revert and integer principle,and combine the feedback basic model anlyasis with flow chart.Firstly,through the system analysis,set up the sub system S1,S2,.....Sn,fixed the sharing available data and independ data.Secondly,Set up the sub system basic feedback model and submit the policy.Thirdly,make the simulation to the model to check the effect of the policy.Forthly,make the calculation and got the whole system flow chart.The dissertation make use for the method because it is good for too types variable model.(3)The main innovation is to build the international marketing systemic dynamics development imitation model of the mechanical and electrical equipment. The rotation demonstrates the function and flexibility of the sundry marketing strategy via to analyze the interior portrait contrast and the exterior landscape orientation contrast of the five kind of valuable simulations(the research and development devotion rate,advertisement devotion rate,service devotion rate, channel devotion rate and manufacture devotion rate).It constitutes to establish the self brand and gets the long-term benefit for the marketing strategy combination of the aim to provide the scientifical evidence.更多还原