GCK公司在中国的市场营销策略研究

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1、西南交通大学硕士学位论文GCK公司在中国的市场营销策略研究姓名：高春坤申请学位级别：硕士专业：工商管理指导教师：叶乃沂20081001ABSTRACTGCKGroupCKankedoneofthewor1d'Stop500,theheadquarteredofGc0rp0rat•10n•1s•1nzur1chSw•1tzer1and・Asawor1d1eader•1ne1ectr•1cP0werandaut0mat10ntechn010gyC]KE1,ectric'0fferthes01ut10nf0rcustomers0f1ndustryandp0wer■1n

2、dustry9he1pcust0merst0■1mproVetheirperf0rmances9wh■11ereduc•1ngthenegat1Ve1mPact0ntheenV1r0nment.GCKinc1udedafu11range0fp0wertransf0rmersandd1str1but10ntransf0rmers,h1ill],midd1eand10wV01tagesw1tch1ng9Ihee1ectr1cmotorandtransm•1ss•1onsysteminChina•TheseProductshaVebeenusedw1de1y1nthe

3、•1ndustr•1a1c0mmerc•1a1andPub1•1cuti1•1t•1es.GCKCorporation•1nChinesewasfirst—rateofmanyproductsbymakingitself,andhasbecomeanintemationalindustrybenchmarks.Asthesocialistmarketeconomyhasestablishedandperfectedgradua11y.ChinaattendWTO,andtakepartininternationalcompetition.E1ectricindu

4、strywillbefaceunprecedentedcha11engesandopportunities,hi[ttlandmiddleandlowelectricalcncot0rPhempo1eratncrti•1etonw•1nm1ga1beup1ya0ga•11nescttmoresae1Vperr0edcompuctestiintc•1hV•1ensait•1uasmta■1ton•Ia•1sV1efer•1curerketThereareeX■1stedand■1ntertwined■1ndifferent1ndustr■1escustomer•W

5、eana1yzedtheGCKs■1tuationbymanagement0fmarket•1ngandre1ated.kn0W1edgeand■1n—depth:studiec1and(1•1scussedthemarket•1ngprob1emsthatenc

6、s0fthesituationfac■1ngthebus■1nessenvir0nmentforthec0nduct0famarket•1ngana1ys•1s•1nc1u(dingthe•1row.nadVanagesandd•1sadVantagesaswe11asfacedbythethreatsand0pp0rtun•1tiesItwas•1nst•1tutedanewmarketingm■1Xstrateg1es9•1nc1ud•1ngmarketstrategy,productstrategy9pr■1c■1ngstrategy9pr0m0Iions

7、trategyandsa1esstrategy.Inordertoimp1ementthesestrateg•1eseffecl1Ve1y9wemadethec0rresp0nd•1ngmarket•1ngservicesystem,•1nc1ud•1ngaspec•1a1•1zedmarket9pr0ductmixandmarketingstrategy,andSOon.AlloftheseanalysisandthestrategiesfortheGCKareproceediniow—voltageproductsofChinamarket,expandin

8、gthecompanyb