【作者】 李艳；

【导师】 胡军华；

【作者基本信息】 中南大学 ， 工商管理（MBA）（专业学位）， 2024， 硕士

【摘要】 近年来随着全球去现金化趋势的加速及POS行业的快速发展,中国国内行业领先的POS厂商P公司在国内市场整体增长乏力及行业竞争加剧的背景下大力开拓海外市场。2017年在日本成立分公司正式进入日本市场开展业务。面对和日本支付行业的Panasoni c,东芝等老牌厂商及海外POS巨头Verifone(美国)和Ingenico(法国)的激烈竞争,以及日本市场独特的需求,P公司如何快速调整市场营销策略、适应市场需求、增强竞争优势、扩大市场份额等是值得研究的课题。本文以P公司POS终端在日本市场的营销策略为研究对象,借助4P营销理论、STP理论及PEST、波特五力分析模型等工具系统地研究P公司POS产品在日本市场的营销环境及竞争态势。分析出其在价格、产品、渠道和促销等市场营销方面的问题及原因,并针对性的提出了优化方案,包括优化降低产品投入成本、调整定价策略、丰富产品种类、增强产品创新性、提高产品质量和附加价值、拓展营销渠道、加强品牌推广等。最后结合公司实际情况从组织、技术、人力资源、财务、风险防范管理等方面提出了营销策略优化方案实施的保障措施。本文的研究能够为P公司在日本市场的业务战略决策提供理论依据、快速调整市场策略、促进业务的增长。同时也为众多试图进入日本市场的国内厂商提供积极的参考价值,推动国内POS行业平稳有序出海发展。图26幅,表9个,参考文献50篇更多还原

【Abstract】 With the acceleration of the global trend of cashless and the rapid development of the POS industry in recent years.China leading domestic POS terminal manufacturer P Company has made great effort to develop overseas markets against the backdrop of sluggish growth in the domestic market as well as intensified competition in the industry.In 2017,P Company set up a branch office in Japan to enter into the Japanese market to carry out business.In the face of fierce competition with Panasonic,Toshiba and other veteran manufacturers in the Japanese payment industry and overseas POS giants Verifone(U.S.)and Ingenico(France),as well as the unique needs of the Japanese market,it is worthwhile to study how P Company can quickly adjust its marketing strategy,adapt to the market demand,enhance its competitive advantage,expand market shares.This article takes the marketing strategy of P Company’s POS terminals in the Japanese market as the research object,and systematically studies the marketing environment and competitive situation of P Company’s POS products in the Japanese market with the help of the 4P marketing theory,STP theory,and the tools of PEST and Porter’s Five Forces Analysis Model.It analyses the problems and reasons of its marketing in terms of price,product,channel and promotion,and puts forward optimization strategies,including optimizing the reduction of product input costs,adjusting pricing strategy,enriching product variety,enhancing product innovation,improving product quality and added value,expanding marketing channels,strengthening brand promotion,etc.Finally,it puts forward the safeguard measures for the implementation of the marketing strategy optimisation plan from the aspects of organisation,technology,human resources,finance,risk prevention and management,etc.in the light of the actual situation of the company.The research in this article can provide a theoretical basis for P Company’s business decision in the Japanese market,quickly adjust market strategy,and promote business growth.At the same time,it also provides positive reference value for many domestic similar enterprises which trying to enter the Japanese market,and promotes the stable and orderly development of the domestic POS industry in the oversea market.更多还原