面向中国市场的泰国NM企业营销战略探讨Marketing Strategy Research of Thailand NM company facing the Chinese market 摘要:（摘要内容经过系统自动伪原创处理以避免复制，下载原文正常，内容请直接查看目录。） 跟着中国—东盟自在商业区的慢慢成熟，中国与东盟十国的商业来往也愈来愈亲密，据统计，2017年，中国—东盟商业额达2311。2亿美元，是中国第四年夜商业协作同伴；2017年中国—东盟商业额依然跨越2130亿美元，持续坚持了第四年夜商业协作后半。而本年1月1日，中国—东盟自在商业区正式周全树立，90%阁下产物关税下降到零、，将进一步加年夜中国—东盟列国的商业力度。泰国作为东盟六个老成员国之一，一向以来与中国坚持了优越的商业关系，仅本年一季度中泰商业额就高达102。93亿美元。在如斯优越的商业情况下，若何掌握机遇，制订公道的营销计谋，在中国食物市场获得必定的市场份额，是每一个泰国食物出口企业应斟酌的主要成绩。基于此，本文拔取NM企业作为研究对象，经由过程对NM企业营销计谋的研究，以期为NM企业和其他泰国食物企业营销计谋的制订和实行供给必定的指点和赞助。本文共五章：第一章为绪论，起首剖析了论文的选题配景、目标及选题意义；其次，对国际外研究现状停止了研究综述；在此基本上，简略说明了本文的重要研究内容和研究办法，泰语毕业论文，泰语论文题目，为泰国NM企业营销计谋的制订供给实际基本。第二章起首引见泰国NM企业的公司概略和产物品种，然后从营销组织构造、营销部分人力资本治理、营销不雅念和营销渠道四个方面具体引见给了NM企业在中国市场上的营销现状。最初剖析了NM企业中国市场营销存在的重要成绩为泰国NM企业营销计谋的制订供给实际根据。第三章起首运用均衡计分卡拔取泰国NM企业营销绩效目标，经由过程对泰国NM企业的财政、客户与市场、外部运营、进修与生长四个方面的具体剖析，选出了28个营销绩效评价目标；其次，树立泰国NM企业营销绩效目标条理系统，运用隐约条理剖析法，对泰国NM企业的营销绩效停止评价。第四章起首经由过程市场细分和目的市场选择，对泰国NM企业的营销目的市场从新停止了定位；其次，从品牌发明、品牌重组、品牌保护和晋升三个方面剖析了NM企业的品牌营销计谋；最初，从顾客关系、竞争者关系、其他关系三个方面剖析了NM企业的关系营销计谋。第五章制订出泰国NM企业计谋实行的4R模子，即联系关系战略、反响战略、关系战略和报答战略；并在剖析计谋实行妨碍的基本上，提出响应的计谋实行保证办法。 Abstract: Along with the China - ASEAN Free Trade Area of mature slowly, China and ASEAN's business dealings are increasingly close, according to statistics, in 2017, China ASEAN trade volume amounted to 2311. 200 million U.S. dollars, is China's fourth largest business partner; in 2017 China ASEAN business is still across 213 billion U.S. dollars, continued to adhere to the second half of the fourth major business collaboration. And in January 1st this year, China - ASEAN Free Trade Area officially established, 90% your product tariff dropped to zero, will further increase the strength of China - ASEAN countries. Thailand is one of the six old members of the association of Southeast Asian Nations (ASEAN), has been with China adhere to the superior business relationship, only this year a quarter of the volume of business of China and Thailand up to 102. 9 billion 300 million dollars. In this predicament superior business situations, how to grasp the opportunity, to formulate a reasonable marketing strategy, in the Chinese food market access to certain market share, is every Thai food export companies should consider the main achievement. Based on this, this article selects the nm company as the research object, through the process of nm company's marketing strategy research, NM company and other Thai food company marketing strategy in order to formulation and implementation provide a certain guidance and support. This paper consists of five chapters: Chapter one is the introduction, the first analysis of the paper selected topic background, the goal and the significance; secondly, to the domestic and international research status of the stop the research summary; on this basis, briefly explains the the important research content and research methods, for the Thailand NM company's marketing strategy formulation of actual supply basic. The second chapter firstly introduces the Thailand nm company company profile and product varieties and from the marketing organization structure, marketing and human capital management, marketing indecent read channels and marketing four aspects of specific introductions to the nm company marketing status in the Chinese market. At first, it analyzes the important achievements of NM company's marketing in China, and provides the practical basis for the formulation of the marketing strategy of Thailand NM company. The third chapter using the Balanced Score Card select Thailand nm company's marketing performance goals. Through the process of Thailand nm company finance, customers and markets, external operations, learning and growth of four aspects specific analysis, selected 28 marketing performance evaluation; secondly, Shu Litai nm company marketing performance objective structured system used ambiguously analytic hierarchy process, the Thailand nm company's marketing performance evaluation. The fourth chapter through market segmentation, target market selection of Thailand nm company's marketing target market from a new stop positioning; secondly, from the brand to create, re brand, brand protection and promotion three aspects analysis of nm company brand marketing strategy. Initially, from three aspects of customer relationship and competitor relations and other relations analysis of the relationship marketing strategy of nm company. Chapter five develop Thailand nm company strategy implementation of the 4R model and contact relations strategy, response strategy, relationship strategy and return strategy; and in strategic analysis implement hinder basically proposed response strategy to ensure the implementation of measures. 目录: |
