上世纪80年代末90年代初,随着国外户外广告材料高端品牌的进入,中国企业陆陆

续续开始了自己的生产以及国内外销售.经过了几年的发展,伴着技术的进步,质量的越加

稳定,价格的优势,中国企业的出口量保持持续增长,然而国内物价的上涨以及企业之间激

烈的价格竞争,利润不但没有增长,反而在持续下降.这导致中国企业不得不寻求新的更高

端产品的研发,从而来弥补低端产品所带来的利润下降.然而更高端产品在目前的中国经

济形势下,销售额始终都难以有所突破,这让中国所有的企业都面临着两难的境地.

中国的企业都在探索不同的营销渠道,从传统的营销到电商以及直销等多种方式,

尽管情况有所好转,但大势势必还停留在低端产品为主。主要问题还归结于中国企业的

营销管理还没有走上国际化轨道,如没有进入真正的信息化管理,这直接影响到营销渠道

的选择以及有力的出击。品牌的意识也要不断的加强,中国制造的产品出口量在过去的

20年里不断增长,但大多数都是以客户的品牌或者直接是中性包装出口,导致目前为止

国际市场上能看到的中国品牌寥寥无几。除此之外,中国企业自身在不断改进技术的同

时,也要增强服务质量。

本文通过PEST模型和迈克尔.波特的五种竞争力的分析理论,深入分析了 HK公司

所处的宏观环境和户外广告材料国际市场的竞争形势.运用SWOT分析将HK公司内部

的优劣势以及外面所面临的机遇和威胁都展示出来.并且通过STP理论将户外广告材料

国际市场进行了细分,确定了 HK公司的目标市场,从而有针对性的提出了新的营销组合

理论策略.

本文的研究虽只是针对HK公司的营销策略,但HK公司在中国户外广告材料企业

中非常具备代表性,它所面临的问题在国内企业中普遍存在,因此希望本文的研究对于

中国其它户外广告材料企业在国际市场的竞争中也能起到一定的借鉴作用.

关键词:户外广告材料;国际市场;分析理论;营销策略

第II页
华东理工大学硕上学位论文

Marketing Strategy Research on HK’s Self Adhesive Products

Abstract

In the late 1980s and early 1990s, as the international famous brand of outdoor

advertising material entered China, Chinese enterprises one after another, started their

production and domestic and international sales. After years of development, accompanied by

advances in technology, quality increasingly stable, the price advantage, the export volume of

Chinese enterprises has maintained sustained growth. However because of the fierce price

competition among domestic enterprises and inflation of prices in China, corporate profits

didn't increase, but continued to decline, which made Chinese enterprises have to seek and

develop new and high-end products, to make up for the profit decline brought by the low-end

products. Yet in the current economic situation in China, it's very difficult for the high-end

products to make a breakthrough on the sales,which led all Chinese enterprises into a

dilemma situation.

Chinese enterprises are exploring different marketing channels, from traditional marketing

to e-commerce and direct sales, etc. a variety of ways. Although the situation has improved,

but the general trend is bound to still remain in the sales of low-end products. The main

problem is due to the Chinese enterprise marketing management has not yet embarked on the

international track, e.g. it didn't use the real information management, which directly affects

the choice of marketing channels and a powerful attack. Brand awareness needs to continue to

strengthen, export volume of made-in-China products continued to grow in the past 20 years,

but most products were based on customers' brand or with neutral packing to be exported

directly, which caused very few Chinese brand could be seen in international market so far. In

addition, Chinese enterprises continued to improve their technology, but also enhance the

quality of service.

This thesis uses PEST model and Michael Porter's theory of five competitive,deeply

analyzes the macroeconomic environment in which HK is, and the outdoor advertising

material's competitive situation in international market. Then SWOT analysis displayed HK's

internal strengths and weaknesses, opportunities and threats outside. Finally through STP

theory, it subdivides and analyzes the international market of outdoor advertising material,

determines HK's target market, for which it proposed a new mix marketing strategy.

This thesis is mainly for HK's marketing strategy, but HK is very representative in

outdoor advertising material field in China,the problems she is facing now is quite prevalent

in domestic enterprises. Therefore, to other Chinese outdoor advertising material enterprises, I

hope this research can play a reference role in the international competition

Key words: outdoor advertising material, international market, analysis theory, marketing

strategy.