上海隧道海外分公司市场营销战略研究

上海交通大学硕士学位论文上海隧道海外分公司市场营销战略研究姓名：胡海斌申请学位级别：硕士专业：工商管理指导教师：余颖200701281401997SWOTSBU2S()T()P()4Rs4RsABSTRACT1THERESEARCHOFMARKETINGSTRATEGYFORSHANGHAITUNNELENGINEERINGCO.,LTD.OVERSEABRANCHABSTRACTShanghaitunnelengineeringco.,ltd.(Shortenedformis“STEC”)isabusinessenterprisewhichisengagedinthetunnelconstructionexclusivelywithover40yearshistory.Forcopingwiththeincreasingcompetitioninhometunnelconstructionmarketandcreatingmoreprofitsforitsallshareholders,STEChasstartedoverseasventuregraduallysince1997.ItacceptedmanytunnelconstructionprojectsinSingaporeandHongKongcontinuously,andgatheredsomeexperienceforinternationalprojectsmanagement.Now,STECthrowstasteinthosenewpotentialmarketssuchasThailand,India,eventheUnitedArabEmiratesetc.STECraisesowninternationalcompetitionabilitydiligentlyatthetimeofdevelopingcontinuouslyanddeeply.Ittriestocompetewithitsinternationalrivalsintheglobaltunnelconstructionmarket.ABSTRACT2Facethenormoperationandvehemencecompetitionintheforeigntunnelbuildingmarket,STECmustcarryonanalysisandresearchtoitsowninternalresourcesandexternalenvironmentsystematicallyifitwantsgetoverseamarketquotafurther,sumupthepastexperienceseriously,planthecorrectstrategicforthefardevelopmentofthenextstage.ThethesisrevieweddevelopmentexperienceofSTECoverseabranchfornearlytenyears.Affirmaseriesofachievementswhichwasobtainedduringtheearlypartofthedevelopmentforrespondingtothenationwalkoutcall.Byanalysisoftherivalsandpartners,thethesispointouttheadvantageoftheJoint-Venturemode,andtheexistingshortageofSTEC.AftersystematicallyanalyzedcorecompetenciesandSWOT,thewriterplansthemajorstrategywhichSTECshoulddevelopConcentricDiversificationandVerticalDiversification.ThewritealsorecommendtheJoint-Venturemodeasthepriorinvestmentmodetodeveloptheoverseamarket.RegardingtheSBUstrategic(businessunitstrategic),thewriterpointedup“theDifferentiationfocus“strategythought,inordertogainmoreshareoftheinternationalwiththelimitedresources.WhenarticleanalyzedtheS(Segment),T(Target),P(Position)ofglobalmarketforSTECoverseabranch,thewriterputforwardthatSTECshoulddividetheoverseaexpandingplantothreestepswhichiscalled“thethreestepswalk.ThefirststepemphasizeswiththeSoutheastABSTRACT3Asiamarket,thesecondstepisMiddleEastandEasternEuropemarket,thethirdstepisthefinaltargetwhichisthedevelopedcountrymarketlikeEurope,AmericaandJapanetc.STECshouldputemphasisonthestrategicpositionandbrandmanagementforoverseamarketdevelopment.Consideringthecustomer'sneedonthefirsttargetmarket,thewriterdesignedthebrandpositionofBuildthetunnelashardandsteadyasthegreatwallofchinafortheowner”fortheoverseabranch.Thewriterpointout,forcarryingoutthenewbrandpositioncontinually,STECshouldcarrythroughtheworksofbranddevelopmentandbrandmanagementinthewholeprocessesofexpandingtheinternationalmarket.FamousbrandistheessentialconditionthatcarriesouttheinternationalizationofSTEC,istheimportantguaranteealsothatbusinessenterprisecanbebuilttolast.Thethesisfinallydiscussedthatduringtheimplementprocessofitsinternationalmarketingstrategy,STECshouldadoptthe4RsmarketingstrategywhichLaysparticularemphasisonthecustomerrelationshipdevelopment,towinalong-termastablemarketquotabyestablishandmaintainthelong-lastinteractionofthecustomer'sdiligently,.Thecodaofthethesismadetheconclusionofthesummarytothefulltext,andcarriedonanoutlooktotheinternationaldevelopmentofSTECoverseasmarketinthefutureoptimistically.ABSTRACT4Intheend,thewriterwishesthatSTECcouldbecomeatopinternationalconstructionenterprisesoon.KEYWORDS:Thejoint-ventureorganization(Joint-Venture),theDifferentiationfocusstrategy,thethreestepswalk,thebrandposition,4Rs200712820071282007128119941,1997(T)(S)(P)MBA11.12080ITA1.1.1OECD14,295m653,850m50km37km71986250km10km4004551016029462km[1]MBA21.1.260196524.17km16.1km6070802,261m11.3m2030km19851987230176146m11m901230m12341141141201012()123457127.925549.1201551.14944.95011.721.720099021.437214.3517.5420158210.186021.6120402015825445472.63060002015151600641.21970OECDMBA42(TBMTunnelBoringMachine)18030(HerrenknechtAG)0.3MPa196540200720MBA51.3.19651993730902001162003200420048204020042004A12MBA631.41.4.160690(2004)348.7424200476.213.88.31.730908705GDP7519891993199551461994199612016018813,9097025501.4.2199719992000G8200212C8222017MBA720002003NCCALPINE78865200211LDB20128MBA82.1PESTPESTPEST2.1.1P2.1.2EMBA9BOTBuild-OperateTransferBOTBOOTBuild-Own-Operate-Transfer,ABSAsset-Backed-SecurityTOTTransfer-Operate-TransferPPPPublic-PrivatePartner-ships2.1.3S2.1.4TIECASTMBSBSMBA102.218621402.3(MichaelPorter)80[2]MBA11123452-1FIGURE2-1MichaelPorter’s5CompetitivePowersofIndustryAttractModelMBA122.42.4.1,,2.4.21[3]2PIMSMBA13Benchmarking32.4.3MBA14MBA153.1WHWOHHUPJointVenture2020[4]WH3.1.1WOHHUPWOHHUPWHMr.YongYitLin1927G8WH1983WHJOINTVENTUREJVJVWHWHJVContractT-01ChangiTunnelCircleLineStag