【作者】 王熙；

【导师】 王媛；

【作者基本信息】 天津大学 ， 工商管理， 2013， 硕士

【摘要】 在最近的十几年间，中国的房地产市场取得了飞速的发展，作为下游的建材行业也日渐升温，引来了众多国际企业的关注，许多外资品牌纷纷进入中国市场，经过多年的经营，在各自的领域均取得了不俗的成绩。骊住公司作为日本最大的建材企业，各主要产品日本市场占有率均位居首位，但随着日本老龄化社会进程的加快，日本国内新建住宅数量已逐年减少，市场日趋饱和。在这种背景下，骊住将目光投向了具备巨大发展潜力的海外市场，尤其是以中国为代表的新兴经济体，以实现新的利润增长点。面对陌生和未知的市场，只有立足企业自身条件，结合外部环境，明确自身的品牌定位，并制定相应的推广策略，才能在众多的竞争者中脱颖而出，赢得市场的认可。本文以日本骊住公司进军中国市场的事件为背景，首先运用PEST分析方法，从政治、经济、社会和技术等方面较为详尽地分析了对骊住公司有影响的中国总体宏观形势，进而又采用SWOT分析方法，分析了公司具备的优势、劣势以及面临的机会、威胁，明确了需要采用的市场策略，并且对行业内较为知名的企业发展情况进行了概括说明，为公司进行品牌定位提供了依据。最后，通过运用STP定位理论，进行市场细分和目标市场选择的分析，并参照其他成功日企的经验，确立了骊住公司在中国市场的品牌定位，并制定了较为系统的市场营销策略，同时提出了相应的品牌推广建议，对于我国进行品牌建设的企业也具备一定的借鉴意义。更多还原

【Abstract】 In the last more than ten years, China’s real estate market has made rapiddevelopment, gradually heated up the building materials industry, attracted theattention of many international companies, many foreign brands have entered theChinese market, they have got great achievements in each of their areas after years ofoperating. As the largest building materials companies in Japan, the Japanese marketshare of Lixil company’s mainly products are on the top places, however, with theacceleration of the process of Japan’s aging society, the number of new residential hasdecreased year by year in Japan, the market has become increasingly saturated. In thiscase, Lixil puts its sights on the overseas markets, which have great potential,especially China, a representative of the new economies, in order to achieve newprofit growth point. Facing the strange and unknown market, only based on theconditions of the company, combine with the external environment, clear the selfbrand positioning, and develop appropriate marketing strategies, could push itself outin a large number of competitors, get market recognition.This issue takes the case of Japan Lixil company entering the Chinese market asbackground, firstly, use PEST analysis, analyzes China’s overall macroeconomicsituation that will affecting the Lixil company from the political, economic, social andtechnical aspects in detail, and then use SWOT analysis method, analyzes theadvantage, weaknesses of the company, and the opportunities, threats it facing, clearsmarketing strategies it need to adopt, and generally describes the development of thefamous enterprises in the industry, provide bases for the company in the brandpositioning. Finally, through using STP positioning theory, analyzes the marketsegmentation and target market selection, and according to the experiences of othersuccessful Japanese companies, established the positioning of Lixil’s brand in theChinese market, thus makes a systematic marketing strategy, and also givesrecommendations for the brand promotion. This issue may also have some meaningsfor the companies those want to proceed brand building in our country.更多还原