摘要

自从上世纪90年代初,中国-东盟建立对话关系以来,双边政治互信不

断加强,贸易增长不断加快,经济融合不断加深。目前,东盟己经成为中国

的第三大贸易合作伙伴。2011年,中国-东盟双边贸易额达到创纪录的3628.5

亿美元。到2015年,中国-东盟双边贸易总额预计将突破5000亿美元。基于

中国-东盟双边经贸的迅猛发展势头以及良好的市场和政策环境,作为国际工

程公司的成达公司,将如何结合自身优势抓住这一战略机遇期,制定有效的

且适合成达自己的东盟市场营销策略就显得非常有必要。笔者运用EMBA所

学知识并结合日常工作实际情况,着重分析并探讨了成达工程公司在东盟发

展过程中的市场营销战略,并对成达公司在东盟市场的发展提出了个人建议。

本文共包括三个部分,具体如下:

第一部分为前言。该部分主要明确论文的主题是研究成达工程公司在东

盟市场的营销战略,着重阐述本文研究该问题的意义所在,并对本论文研究

对象-成达工程公司予以简要介绍。

第二部分为成达公司开拓东盟市场的环境分析和SWOT分析。根据在攻

读EMBA期间所学知识和EMBA理论工具并结合成达公司东盟市场战略现状

对成达公司在东盟市场的营销战略从多角度、多层次进行分析。通过PEST

分析和SWOT模型分析认清了成达公司所面临的外部环境因素以及成达公司

自身的优势、劣势和所面临的竞争对手和可能的机会,并得出:成达公司应

依托自身优势,抓住历史机遇,继续开拓并重点发展成达公司的东盟工程市

场。

第三部分为成达公司东盟市场的营销战略制定。主要根据菲利普科特

勒的STP理论(市场细分、目标市场及市场定位),并结合成达公司的实际情

成达工程公司东盟市场营销策略研究



况,提出了成达公司在东盟市场的营销战略。

第四部分为成达公司东盟市场营销战略的计划和实施。该部分结合具体

案例并以麦卡锡的4P营销理论为基础,从产品服务、价格、促销以及营销渠

道方面提出了成达工程公司进一步开拓并重点发展东盟市场的具体措施和建

议。

第五部分为结论及建议。综合全文的分析和研究,成达工程公司在总成

本领先的营销战略指引下,加强对东盟目标电力市场的开拓,以实现“成为

全球一流国际工程公司”的战略目标,同时在目标市场营销过程中,企业应

加强对市场风险的识别和防范。

笔者希望通过本文的详细分析能给成达公司的海外发展带来些参考和借

鉴作用,也希望成达工程公司能抓住中国-东盟双边贸易发展的契机,进一步

扩大成达公司在东盟的市场和业务范围。同时,本人也希望能通过本文给国

内众多工程公司的海外发展带来更深层次的思考。

最后,由于笔者知识有限,如果有任何错误和疏漏之处,恳请各位老师、

同学和读者批评指正。谢谢!

关键词:成达公司 东盟 营销战略Abstract

Abstract

Since the dialogues between China and the Association of Southeast Asian

Nations (hereinafter referred to as ASEAN) was established in 1990s, the bilateral

political trust had been strengthened gradually, the bilateral trade volume had

increased rapidly,and the bilateral economic integration has deepened

continuously. At present, ASEAN is the third biggest trade partner of China in the

global. The trade between China and ASEAN already reached $362.85 billion in

2011, and the figure will reach $500 billion in 2015. Under the good circumstances

of economy and policies,CHENGDA,as an international engineering company,

should catch hold of such strategic opportunity and establish special and effective

marketing strategy to develop the ASEAN market. Based on the knowledge

studied in EMBA,coupled with the daily work practices of the writer, this paper

will discuss and analyze the marketing strategy of CHENGDA in ASEAN market.

Some advices for CHENGDA to develop the ASEAN market will be given in the

final section.

This paper includes four parts

The first part is introduction. In this part, the topic of studying the marketing

strategy of CHENGDA in ASEAN will be specified, the importance of studying

this topic will be set forth, and the object studied in this paper will be briefed.

The second part is the analyses of the marketing strategy of CHENGDA in

ASEAN. In this part, theories and tools of EMBA such as PEST, SWOT will be

applied to analyze the marketing strategy in different points of view and different

levels. Through the analyses by PEST and SWOT, the external factors and internal

factors, including strengths and weaknesses, faced by CHENGDA will become

clearer. The conclusion is that CHENGDA should rely on its advantages and size

the historical opportunities to remarkably expand and develop the ASEAN

engineering market.

The third part is to propose marketing strategy of CHENGDA in ASEAN. In

CHENGDA'S MARKETING STRATEGY STUDY IN ASEAN



this part, the marketing strategy of CHENGDA in ASEAN is mainly based on the

STP theory of Philip Kotler (Marketing Segmentation, Targeting and Positioning)

in combination with actual condition of CHENGDA.

The fourth part is the planning and implementation of the marketing strategy

of CHENGDA in ASEAN. Combined with case studies, the specific

implementations and advices to develop the ASEAN market will be introduced in

the tactical level based on the marketing theory of 4P by MacCarthy.

The fifth part is the conclusion and advice of the marketing strategy of

CHENGDA in ASEAN. Based on the analysis and study in this article, under the

guidance of the strategy of Overall Cost Leadership CHENGDA shall strengthen

& develop EPC market of thermal power plant in ASEAN to achieve the strategy

target of being global top engineering company. And during the marketing

development, the enterprise shall identify and evade the risk.

The writer hopes that this paper could offer some referential ideas or advices

for the oversea development of CHENGDA, and it is hoped that CHENGDA can

size this opportunity to speed up the development, broaden its business scope and

marketing share in ASEAN market. Meanwhile, the writer also hopes this paper

will be helpful for the overseas business of other Chinese engineering companies.

Finally, due to the author's limited knowledge, if there is any mistake or error

in the paper your correction will be highly appreciated.

KEYWORDS:

CHENGDA, ASEAN, MARKETING STRATEGY