日本佳能公司在华市场策略分析.pdfVIP

日本佳能公司在华市场策略分析 摘 要 市场营销无国界的之分。它让具有不同生活方式、不同价值观的人们之间建立 了基本的商业活动。本文从日本佳能公司在华投资案例入手，通过对佳能公司在华 市场策略的研究，分析论证世界经济一体化的大环境下，跨国大企业如何运作中国 市场并取得成功。文章分为五章，分别以市场定位、品牌的认识与保护、市场策略 手段、渠道四方面为侧重点对佳能公司在华的投资行为做分析。条理有序概念清晰 地向读者阐述了作者的观点。 日本佳能公司在华成功成为业界典范，而国内同类企业基本处于弱势的原因值 得所有人共同思考。 关键词：市场定位，品牌策略，价格，促销，渠道，联盟 I 日本佳能公司在华市场策略分析 Abstract There are no boundaries between different countries in marketing. Marketing makes a commercial activity between the people who have different life styles and different values. This composition starts with the investment case of a Japanese company - Canon in China and through the investigation of its strategies in Chinese markets to analyse and demonstrate how an international company runs and succeeds in Chinese market in the circumstance of incorporate world economy. The article includes five chapters which are the initial orientation of the market, the cognition and protection to the brand, the strategy, the place. The article expatiates the writer’s viewpoint clearly. At the same time as Canon being a model of other companies, the reason why our national companies which are congener with Canon are almost in infirmness. Key words: market orientation, brand strategy, product, promotion, place, alliance II 日本佳能公司在华市场策略分析 目 录 摘 要 I Abstract II 第一章 引 言 1 第二章 佳能在中国的市场环境及其市场定位 2 2.1 佳能公司简介2 2.2 中国的市场环境分析4 2.2.1 产品价格和外观性能主导市场方向4 2.2.2 厂商的突围意识 4 2.3 SWOT分析 5 2.3.1 优势 5 2.3.2 劣势 5 2.3.3 机会 6 2.3.4 威胁 7 2.4 佳能的市场定位8 2.4.1 细分产品市场 8