米其林公司戰(zhàn)略與市場營銷研究.pdf

1、西南交通大學碩士學位論文米其林公司戰(zhàn)略與市場營銷研究姓名：徐迎春申請學位級別：碩士專業(yè)：工商管理（EMBA）指導教師：周國華2001.10.1西南交通大學碩士研究生學位論文第Ⅱ頁ABSTRACTInthecompetitivemarketenvironmentnunlerousenterprisescouldn’tadapttochangingcircumstancesanddisappearedasthetimewentbyTyrem

2、akingisatraditionalindustryalotofcompanieshadbeenfinishedthemergingprocessinabroadbeforetens’ofyearsandformed3bigplayersTheyareMichelin，Bridgestone，andGoodyearNowthese3bigplayersshareabout60％oftheworldtyremarkettotallySi

3、ncetheinnovationandopenpolicyexecutedbyChinesegovernmenttheChinesetyreindustryhavebeendevelopedverywellinproductionscaleandproductstructureadjustmentInthemeantime，duetomanyforeignenterpriseshavestarteduptheirlocalfactori

4、esandofficesinChinaandthesupplyexceedsdemandaswellastheviciouscompetitioninthemarkeLtheChinesemarketbecomearealcompetitivemarketstepbystepMoreandmoreenterprisesfeelhardtosurviveIfacompanywantstodealwiththehardercompetiti

5、onandsurviveunderthechangingcircumstances，theymustsetupmodemmarketingconceptintheirmindandsystematizetheircompanystrategies，whichCanadapttochangingmarketinfutureMeantime，asweknowal】thetheoriesandcontentsofcompanystrategy

6、&marketingarethesummaryofmanycompanies’successiveexperience，besidesthat，theresearchofcompanystrategy&marketingainlstoguidethebusinessadm／nistrat／onofallkindsofenterprisesInthisarticle，basedonthetheoryofcompanystrategyand

7、marketingaswellastheyears’workingexperienceinMichelin，thewriteranalyzedtheMichelinstrategyandthemarketingmanagementwhichsupportMichelin’Shighqualityhighprice，goodservicemarketimage，thewriteralsoanalyzedtheMichelinsimprop

8、eroperationsandgivesomeadvice，suchasMichelinshouldexecutemarketchallengerstrategyThisisatypicalcasearialyzeofadvancedstrategy&marketingtheorybeingputintouseinChinaAllthesemaybevaluableandhelpfultothoseChineseenterprisesw