【作者】 张林；

【导师】 于洋；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2018， 硕士

【摘要】 本文以BR公司在垄断市场条件下的产品策略研究为背景,在特定的行业背景下,基于垄断市场条件—铁路总公司不允许外资企业在境内从事轨道交通运输车辆转向架产品的整体组装生产,BR公司传统的产品策略受阻,加上传统的市场营销模式,公司的整体业务受到很大冲击,甚至面临工厂关闭的处境。BR公司迅速转变产品策略并采取对应的营销策略迫在眉睫,基于BR公司的产品现状以及营销现状分析,BR公司应逐步转变产品策略,注重国产化产品领域以及检修服务相关核心产品的营销战略研究。首先,通过引入外部环境分析相关理论基础,客观分析BR公司所面临的外部环境,涉及到轨道交通运输装备的行业环境、市场环境以及发展趋势分析,分析总结出国产化产品策略的实施将对BR公司的转型带来新的市场机会;与此同时,轨道交通行业的快速发展推动了国内运输装备制造业的迅速转型,服务质量的提升成为新时期轨道交通领域发展的核心问题,为用户提供系统化、综合服务解决方案也会给BR公司带来新的机遇。通过引入4Ps营销理论和垄断优势理论等理论基础,从大客户的需求状况、采购控制行为等角度进行内外部关联因素分析,分析当前BR公司面临的市场环境、企业本身的营销战略运行状况等要素,提出BR公司的产品策略设计方案。并结合企业实际情况,详细分析在垄断市场条件下,BR公司如何利用自身优势来制定本土化市场营销策略,基于客户的价值需求实现产品策略的转变,如何落地实施市场营销策略并制造竞争壁垒创造新的蓝海。基于国际化战略之上,提出BR公司产品设计策略,并针对产品策略做详细的剖析。最后根据研究和分析结果,针对如何落地实施新的产品策略,提出了方案实施的保障措施。包括人力资源保障机制,组织文化与组织架构的匹配性,信息支撑体系的建设,KPI关键绩效考核指标的设定等,确保新的产品策略落地生根。通过对BR公司产品策略的研究,对同类外资企业的本土化市场营销模式转变具有一定的参考性,但因笔者写作水平和知识面水平等因素影响,部分观点并不一定全面而且正确,仅供参考。铁路行业的单一性、封闭性决定了市场环境的不开放性,国内轨道交通运输装备制造业的不断发展和成熟也必将改变原有的“市场换技术”的格局。BR公司作为跨国企业,基于其国际化战略下,利用自身的技术领先优势进行产品策略的转变并落地生根,给同行业提供了实际操作的参考案例。本文的创新点是从外部环境制约角度来思考产品策略的制定,系统思维统筹战略转型、产品策略、营销策略、大客户销售等因素,从而让产品策略更容易符合高层的战略需求,并落地生根。更多还原

【Abstract】 Based on the background of the research on product strategy of BR company under monopolistic market,in particular industry background,the conditions of the monopoly market-WOFE does not allowed to product or assemble the whole rail transportation vehicle and bogie products in China.based on this,The business of BR company was blocked,as also the using of traditional product strategy,marketing mode and the company’s overall business suffered a great impact,even in the face of the factory closed position.BR’s rapidly changing product strategy and take the corresponding marketing strategy turn to immediately,analysis the current situation of BR company and marketing based on the situation of the BR company should gradually change the product strategy,focus on the localization of products and maintenance services related to the core business product marketing strategy research.First of all,through the introduction of the external environment analysis and the relevant theoretical basis,objective analysis of the BR company external environment related to rail transportation equipment industry environment,market environment and development trend analysis,analysis and summarized that the implementation of the localization development strategy,will help the transformation of BR company and bring new market opportunities;as also with the domestic rail transportation equipment manufacturing industry is developing rapidly,both the vehicle maintenance and other related services has gradually entered the peak period,to provide the systematic and comprehensive service solutions for users will also bring new opportunities for BR company.Through the theoretical basis of introducing marketing theory 4Ps and theory of monopoly advantage,analyze the internal and external factors from the key customer demand and purchasing control behavior,comprehensive analyzing the interior and exterior environment factors,marketing conditions,marketing status and external constraints which BR company is facing,raised the design scheme of BR company’s product strategy.Combined with the actual situation of the enterprise,the detailed analysis in the monopoly market conditions,BR company how to use their own advantages to develop the localization marketing strategy,the value of customer demand to realize the transformation of product strategy based on marketing strategy,and how to implement the new marketing strategy and to create the barriers to competition,finally create a new blue ocean.Based on the internationalization strategy,the product marketing strategy of BR company is put forward,and the product strategy is analyzed in details.Finally,base on the research and analysis results,in the view of how to implement the new product strategy,the supporting measures for the implementation of the scheme are raised.Including human resources security mechanism,organizational culture and organizational structure,the construction of information system,performance evaluation index related KPI setting,to ensure that the new product strategy air plant.Through the research of BR company’s product strategy,it has a certain reference for the similar WOFE regarding on the transformation base on localized marketing mode,However,due to the writer’s writing level and knowledge level,some viewpoints are not necessarily comprehensive and correct,this article only for reference.The single and closed features of the railway industry determined that the market environment is not open,and following the continuous development and maturity of the domestic rail transportation equipment manufacturing industry,will also change the original concept "market exchange for technology".BR company is a multinational enterprise,based on its internationalization strategy,change the lead product strategy using its own technology advantage and air plant,provides practical reference to the same industry.The innovation of this article is to consider the development of product strategy from the perspective of the external environment constraints,systematized thinking and overall strategic transformation,product strategy,marketing strategy,sales strategy and other factors,so that the new product strategy is easier to meet the strategic needs of top management,and air plant in domestic market.更多还原