我国工程机械企业国际营销战略研究——以中联重科为例
摘 要
企业的国际化战略是公司在国际化经营过程中的发展规划，是跨国公司为了把公司的成长纳入有序轨道，不断增强企业的竞争实力和环境适应性而制定的一系列决策的总称。企业的国际化战略将在很大程度上影响企业国际化进程，决定企业国际化的未来发展态势。本文以战略管理理论、市场营销理论为基础，对国内外工程机械行业背景和市场背景进行了分析，从产品创新战略、品牌战略、服务战略和企业文化战略的角度研究了中联重科的国际化营销战略设计，肯定了中联重科以兼并重组的方式完善产品线的创新思路与做法，认为中联重科广泛的营销服务网络、充足的服务人员和设备配备、服务E通的现代化信息服务平台以及融资租赁金融支持工具充分体现了“以客户需求为核心”的服务理念，分析了其兼容并蓄的企业文化战略对于国际并购的借鉴意义。并提出我国工程机械化企业在加强国际产品管理、做好国际市场定价、完善国际市场渠道、提升国际市场促销等方面的建议。
关键词:战略管理；国际营销；中联重科
ABSTRACT
The internationalization strategy of the enterprise is in internationalization process of development planning, is the Multi-National Corporation for the company's growth into orderly orbit, continued to strengthen enterprise's competition ability and adaptability to the environment and a series of decision-making. The internationalization strategy of the enterprise will have a great effect on the process of enterprise internationalization, decides the enterprise internationalization 's future development trend. Based on the strategic management theory, marketing theory as the basis, to the domestic and foreign construction machinery industry background and market background analysis, from the product innovation strategy, brand strategy, service strategy and corporate culture strategy of ZOOMLION's international marketing strategy design, affirmed the ZOOMLION merger and reorganization of the perfect mode of innovative product lines train of thought and practice, think ZOOMLION's extensive network of marketing services, adequate staff and equipment, service E through modern information service platform and financial lease financial support tools fully embodies the" customer demand as the core" of the service concept, analyzes its fully inclusive and equitable corporate culture strategy for international M & a reference. Put forward our country engineering machinery enterprises to strengthen international product management, do well in the international market pricing, perfect international market channels, enhance international market promotion and other aspects of the proposal.
Key word: strategic management; internationalization; ZOOMLION
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