知名外企与发展中的中资企业的营销战略及其实施的比较研究

【作者】 沈毅；

【导师】 宋亦平；

【作者基本信息】 复旦大学 ， 高级管理人员工商管理（专业学位）， 2013， 硕士

【摘要】 欧琳公司和科勒公司是中国建材行业的两家知名企业,欧琳是一家中国私营厨房用品企业,而科勒是一家在中国投资、生产、销售厨卫用品的美国私营企业。虽然两家公司在实力规模上存在着差距,但差距更大的是两家公司在营销环境分析,营销战略制定和执行,市场区分,目标市场选择,市场定位和营销运营过程中对价格、渠道、促销与广告、产品资源的调配运用。无疑,科勒在这些方面是成功的,虽然面临着严峻的市场形势依然保持着相对快速的增长；而作为一家中国的私营企业,欧琳却在市场形势要优于科勒的情况下面临重重困难。我们需要反思如何提高中国企业的营销水平。更多还原

【Abstract】 There are two famous manufacturers in Chinese housing appliance fields. One is OULIN, a Chinese private kitchen appliance corporation. The other is KOHLER, an American private company which focuses on the investment, producing and sales of kitchen and bathroom appliance in Chinese market. Although there is a gap in scale and strength between these two, the bigger gaps of two companies are in the marketing environment analysis, marketing strategy forming and execution, segmentation, targeting, positioning and the organization of products, price, place and promotion in the marketing operation. Undoubtedly, KOHLER is successful in these aspects. Although it is confronting a relative weak market situation, KOHLER is still keeping a quick growth. On the other hand, as a Chinese private company, OULIN is facing a difficult situation while its market environment is relative better than KOHLER’s. Consequently, we should think how to improve Chinese corporations’level of marketing.更多还原