摘要
摘要
随着市场竞争的加剧及全球供应链一体化的发展趋势，国内市场日趋饱和，
而价格的疲软表现也使市场机会越来越少，企业的资本、技术积累使企业经营也
逐步扩展到海外市场，在面对不同于国内的市场环境以及对企业自身营销经营水
平的要求越来越高，企业不得不需要及时调整市场战略。为了适应这种变化，企
业需要具备国际化市场营销视野，不仅需要在内部提升产品质量和开发新技术、
学习先进的管理经验，在外部也需要打造自身品牌与营销渠道，进一步扩展国际
市场。公司将海外拓展中的印度市场作为营销战略的重点之一。但由于进入印度
市场时间尚短，虽然取得了非常大的成绩，但是对于印度的细分市场、品牌及产
品定位并未做到深入探究，而粗放式的营销策略也需要进一步的优化。
本文主要研究 LYGE公司热喷涂产品在印度市场的营销策略，首先，对比
国内外研究现状及阐述市场营销策略理论以此作为理论依据。其次，介绍 LYGE
公司热喷涂产品目前在印度市场的营销策略现状。再次，阐述 LYGE公司在实
施市场营销策略时存在的问题。结合客户关系管理中的客户购买行为与忠诚分类
矩阵模型，围绕波特五力模型法中行业内竞争者、供应商议价能力、购买者议价
能力、潜在竞争者和替代品威胁五个方面来分析 LYGE公司热喷涂产品在印度
市场的营销策略，运用 STP理论选择合适的目标市场以及做好市场细分和目标
市场定位。最后，通过运用营销组合策略优化当前 LYGE印度市场的营销策
略，并提出可保障营销策略能够贯彻执行的具体措施。
通过本文的研究发现了 LYGE公司热喷涂产品在印度市场的营销策略存在
着问题，还需要进一步的优化。其意义在于帮助 LYGE企业在印度市场实现长
远规划和发展，并对未来希冀进驻印度市场的相关热喷涂企业或其他行业提供建
议和依据，也为那些希望增强企业出口营销能力以及在激烈的竞争中寻找自己的
国际市场份额的公司提供了思路，具有十分重要的现实意义。
关键词：热喷涂产品；客户关系管理； STP理论；营销组合策略
论文类型：应用类
选题来源：其他
I

ABSTRACT
ABSTRACT
With the intensification of market competition and the development trend of
global supply chain integration, the domestic market is becoming saturated and the
weak performance of price makes market opportunities less and less, with the
accumulation of capital and technology, enterprises gradually expand their operations
to overseas markets, in the face of the market environment different from the domestic
and the enterprise’s own marketing management level of higher and higher requests,
enterprises have to adjust market strategy in time. To adapt this change, enterprises
need to have an international marketing vision, they not only need to improve product
quality, develop new technologies and learn advanced management experience
internally, but also need to build own brand and marketing channels externally to
further expand the international market. Company regards the India market as one of
the key points of marketing strategy, due to the short time of entering the Indian
market, although they made great achievements, the segmentation market, brand and
product positioning in India market have not been deeply explored, and the extensive
marketing strategy also needs to be further optimized.
This paper mainly studies the marketing strategy of LYGE company thermal
spray products in the Indian market, first of all, the comparison of domestic and
foreign research status and marketing strategy theory as a theoretical basis. Secondly,
introduce the current situation of LYGE thermal spray products in the Indian market
and marketing strategy. Thirdly, expound the existing problems in the implementation
of LYGE’s marketing strategy. Combine with customer purchasing behavior and
loyalty classification matrix model of customer relationship management, focus on
five aspects of Porter’s five Forces model: industrial competitors, bargaining power of
suppliers, bargaining power of buyers, potential competitors and threat of substitutes
to analyze the marketing strategy of LYGE company thermal spray products in India
market. Use STP theory to choose appropriate target market and do a good job of
market segmentation and target market positioning. Finally, using marketing mix
strategy to optimize LYGE’s marketing strategy in the Indian market and put forward
concrete measure to ensure the implementation of marketing strategy.
III

ABSTRACT
Through the study of this paper, it is found that marketing strategy of LYGE
company thermal spray products in the Indian market has problem, which need to be
further optimized. The significance is to help enterprises achieve long-term planning
and development in the Indian market, suggestions and basis are provided for thermal
spray industry enterprises and other industries who want to enter the Indian market in
the future, also for those who want to enhance the export marketing ability of
enterprises and in the fierce competition to find their won international market share to
provide ideas, has very important practical significance.
KEY WORDS: Thermal spray products, Customer relationship management,
STP theory, Marketing mix strategy
Dissertation type: Application Type
Subject source: Others
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