【作者】 王丹；

【导师】 谌金宇；

【作者基本信息】 中南大学 ， 工商管理（MBA）（专业学位）， 2025， 硕士

【摘要】 随着国内市场竞争加剧,大量企业开始布局进入海外市场。同时,中国积极参与国际经济合作和竞争,在全球贸易格局中的地位愈发重要。M公司产品行业市场小众,客户群体少而专,产品主要应用于加油机行业,在国内市场销量近乎饱和。为了开辟新的市场,带来新的业绩增长,公司在2014年开始布局发展海外市场,并在2017年底把主要市场定位于印度,从锁定印度合作伙伴客户到研发定制符合市场行业需求的产品,再到销售稳速增长,近几年虽然取得了一定的进步,但同时也在2023年遇到了瓶颈和新的挑战。因此,目前的营销策略亟需进行优化。本文以M公司作为营销案例,采用文献分析法、访谈法、案例研究法等对M公司的工业票据打印机产品印度市场营销策略现状、营销策略存在的问题、产生问题的原因、优化策略以及保障措施等进行了系统的研究。首先,本文运用了PEST分析、波特五力模型工具、SWOT分析法等对M公司在印度市场的宏观环境、行业环境及公司内部环境进行了全面分析。其次,通过4P理论,结合公司业务概况及其在印度市场营销策略现状,分析了目前营销策略存在的主要问题,并进一步剖析产生这些问题的原因。接着运用STP分析市场细分、市场选择、市场定位,分别从产品策略、价格策略、渠道策略、促销策略四个方面提出M公司工业票据打印机产品印度市场营销策略优化方案。最后,分析并提出该营销策略优化方案的保障措施和预期效果。图15幅,表20个,参考文献69篇更多还原

【Abstract】 As domestic market competition intensifies,many companies are beginning to expand into overseas markets.Simultaneously,China’s active participation in international economic cooperation and competition has led to an increasingly important position in the global trade landscape.Company M’s products are sold in a niche market with a small but specialized customer base,primarily in the fuel dispenser industry,where domestic sales are nearly saturated.To explore new markets and drive new revenue growth,the company began its overseas expansion in 2014,focusing primarily on India by the end of 2017.From securing Indian partners and customers to developing customized products to meet industry demands,and achieving steady sales growth,the company has made progress in recent years.However,it also encountered bottlenecks and new challenges in 2023.Therefore,its current marketing strategy urgently needs optimization.This thesis takes Company M as a marketing case study,employing literature review,interviews,and case research methods to systematically investigate the current status,existing problems,causes,optimization strategies,and safeguard measures of Company M’s industrial document printer marketing strategy in India.First,this thesis uses PEST analysis,Porter’s Five Forces model,and SWOT analysis to comprehensively analyze Company M’s macro-environment,industry environment,and internal environment in the Indian market.Second,using the 4Ps theory,combined with the company’s business overview and the current status of its marketing strategy in India,this thesis analyzes the main problems existing in the current marketing strategy and further dissects the causes of these problems.Next,using STP analysis for market segmentation,market selection,and market positioning,this thesis proposes an optimization plan for Company M’s industrial document printer marketing strategy in India from four aspects:product strategy,pricing strategy,channel strategy,and promotion strategy.Finally,this thesis analyzes and proposes safeguard measures and expected effects for this optimized marketing strategy.更多还原