德国kr公司新市场拓展的营销策略分析

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1、AbstractAbstractAsamarketleaderoffillingandpackingproductdeviceinbeer&softdrinkindustry,theGermanyKRCompanyhasthelargestmarketshareofthefilling&packingdevicemarket.TheGermanyKRCompany(China)hasstardedtosaleitsdevicessincethereform&openingoftheChina.Withthefa

2、stdevelopingoftheChineseeconomytheGermanyKRCompany(China)hasbeentheNO.1oftheChinesefilling&packingdeviceprovider,whilethe80%salesincomeofthetheGermanyKRCompany(China)isfromthesoftdrinkindustry.ThedevelopmentoftheGermanyKRCompany(China)isrestrictedtothebeer&s

3、oftdrinkindustry.TheonlywaytosustainthedevelopmentistofindsomenewindustrytoexpandtheproductoftheGermanyKRCompany(China).Thepaperistalkingabouthowtofindthenewindustrytoexpandtheproductsofthemarketleader.AccordingtothemarketsegmenttheorybyPhilipKotlerandthemar

4、ketpositiontheorybyAl-RiesandJack-Trout,thepaperanatomizethemarketoftheGermanyKRCompanyproductinChinaanddiscusshowtofindthewaytoexpandthepresentproductinnewmarket.Thepaperfocusesonthefilling&packingproductdevicewhichisthemainproductingdeviceoftheGermanyKRCom

5、pany.Firstofall,thearticleexpresssthepresentsellingcondition,theserviceandtheproductexpandingoftheGermanyKRCompany.Andtrytofindtheproblemofthepresentsellingissue.Secondly,thepaperanalysetheinsideandoutsidesatutationoftheGermanyKRCompanyaccordingtothePorter´s

6、Five-ForcesModel.Theanalysisisfocusonthecompetationofthefilling&packingdeviceindustry.Andfinallythepapersegmentsthefilling&packingdeviceindustryaccordingtothetheoryofthemarketsegment.Thearticlechoosestheobjectmarketaccordingtothespecificoftheproductandmakest

7、hestrategytoexpandtheproductinthenewmarket.Thestrategyisabouttheprice,theservice,staffs,productsetc.WishthesestrategyswillhelptheGermanyKRCompanytofindtherightobjectmarket,expandtheproductandsustainthegrowing.KeyWords:packingdevice,marketleader,newmarketexpa

8、ndII万方数据目录目录第一章绪论....................................................................................................................11.1选题背景与意义..................................................