華南國際市場研究有限公司發(fā)展戰(zhàn)略設(shè)計(jì).pdf

1、上海交通大學(xué)碩士學(xué)位論文華南國際市場研究有限公司發(fā)展戰(zhàn)略設(shè)計(jì)姓名：費(fèi)立新申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：趙旭20050611上海交通大學(xué) EMBA 學(xué)位論文 華南國際市場研究有限公司發(fā)展戰(zhàn)略設(shè)計(jì)THE DEVELOPMENT STRATEGY OFRESEARCH INTERNATIONAL CHINA-THE ANALYSIS AND DESIGNABSTRACTR

2、esearch International China (hereafter RI China) is joint venture between South China Marketing Research (SCMR) and Research International Group (RI) which was founded in 1997, SCMR takes 51% share. RI China focuses on c

3、ustomized research areas, it is headquartered in Guangzhou and has 6 branch offices inGuangzhou, Beijing, Shanghai, Chendu, Wuhan and Shenyang respectively. RIChina is one of the biggest research houses in China which co

4、ver about 15% marketshare.Together with Chinese economy growth, market research industry is at very fastgrowing stage. In past 5 years, the annual growth rate reached 30% in terms of itsrevenue, the current market size i

5、s about 2.5 billion RMB, of that 1 billion RMB forcustomized research. As the Chinese economy is integrated globally, more and moremultinational companies are coming to China or extending their business in China,meanwhil

6、e Chinese companies are growing fast not only locally but also globally,this economy integration gives all companies the challenges and opportunities,market research will play an even more important role for them to deal

7、 with those challenges and opportunities, thus the prospect is unlimited.Facing with so fast growing market and competition, RI China must develop farseeing strategies to maintain or even improve its competitive position

8、. With this the author analyzed the market research related external factors including legal andpolitics, economy, social, and technology to understand the opportunities and threats.Meanwhile author analyzed the main com

9、petitors and internal factors covering the management, marketing, operations, human resources, etc. to identify the strengths and weakness. Based on the analysis, author developed the SWOT matrix andrecommended 3 strateg

10、ies and the implementation guide in coming 5 years:1. Local client strategy: to meet the fast growing demand on market research service form local companies, RI China will set up the local business developmentfunction to