【作者】 李军；

【导师】 李飞； 刘茜；

【作者基本信息】 清华大学 ， 工商管理， 2004， 硕士

【摘要】 报告对美国霍普斯公司的中国市场营销战略进行了深入的分析。霍普斯公司是美国一家专注于高端酒店类市场的室内设计公司。作者首先对公司的内外环境进行了研究,以确定采用集中化战略对霍普斯公司有长时期的吸引力。并最终确定公司应该五星级酒店类及高档的公共居住类室内设计市场中进行竞争。作者随之提出了公司应着重将产品及服务定位于激情精品设计,顶尖国际品质以及细分市场专家几个方面。由于公司产品的特性以及作为刚刚进入中国的新公司,作者认为公司的市场策略及活动上应注重与客户的互动和密切沟通。基于加强与客户的互动的理念,作者在产品、价格、渠道及推介上面给出了自己的建议。霍普斯公司于2004年在北京设立了代表处。作为首席代表,作者参与了公司进入中国市场以及在未来几年中在中国运营的战略的决策。作者由此可以获得文章中引用的各项数据。更多还原

【Abstract】 This paper offers an in-depth analysis of HEITZ PARSONS SADEK (HPS)’s marketing strategy in the Chinese market. HPS is an American firm providing the service of interior design to the high-end customers in hospitability. To establish focus marketing’s long-term attractiveness for HPS, the author starts with an investigation of the firm’s external and internal environment, arguing that 5-star hotels and upscale public housing are the two major segments where HPS should compete. Along this line, the author suggests that HPS emphasize passion, world standard in quality and professionalism in positioning its product/services. Given the unique characteristics of its product and its status of being a new comer to China, the author perceives that interaction and close communication with clients constitute the primary focus in HPS’ marketing tactics and activities. Suggestions are put forth regarding product, pricing, placement and promotion in the spirit of developing interactive relationship with clients.HPS set up a representative office in Beijing in 2004. In the capacity of chief representative, the author participated in the whole process in which HPS managed its entry into the Chinese market and decided about the business strategy for its China operation for the coming few years. This has allowed the author a full access to the data used in this paper.更多还原