哈尔滨工业大学工商管理硕士学位论文
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摘 要
随着中国经济的快速发展，国家对国防、航空航天、造船、汽车制造、
新能源等制造欧亿·体育（中国）有限公司都有较大投入。制造业的繁荣带动了机械欧亿·体育（中国）有限公司的发展，也
给很多国有老牌机床制造企业带来了转机。借此东风，齐二机床公司完善了
企业产品结构，扩大了国内销售市场，并开始进军国际市场。韩国作为齐二
机床公司最早开发的海外市场，给企业带来了较高的经济效益和较大的市场
空间。但随着国际竞争日趋激烈，企业若想在韩国市场有长远发展，就必须
制定适合企业执行的市场营销策略，发挥企业自身优势，增强企业核心竞争
力，实现企业在韩国市场的长期、稳定、健康发展。

本文首先对企业韩国市场营销现状进行详细阐述，找出目前营销策略中
出现的问题。随后对营销策略问题的原因进行详细分析。之后运用 PEST 分
析法和波特五力模型分析法对影响企业发展的外部宏观环境和机床欧亿·体育（中国）有限公司内部
微观环境进行系统分析。再运用 SWOT 分析法对企业内部优势劣势，外部机
会和威胁进行详细分析。通过分析得出企业应根据自身实际情况，走差异化
与多元化结合的营销策略。在执行新的营销策略时，应实施企业内部改革，
进行优化组织结构、完善人力资源管理、合理利用企业资源、建立并推广企
业文化等改革措施，为新的市场营销战略的实施提供必要的保障。

关键词：齐二机床公司；机械制造；韩国市场；营销策略重构哈尔滨工业大学工商管理硕士学位论文
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Abstract
By the fast development of Chinese economy, the government invests a lot
in national defense, ship building, aviation and aerospace, automobile
manufacturing, new energy etc. The prosperous of manufacturing industry drives
the development of the machinery industry, and brings a favorable turn to a lot of
established state-owned machine tool manufacturer. Under this circumstance,
Qier improves the product structure, expands the market in China and starts to
develop the international market. As the first international market, Korea market
has brought high economic benefit and large market space to Qier. Now the
international competition increasingly fierce, Qier has to make suitable
marketing strategy to pursuit the long term development in Korea, meanwhile
makes full use of its advantages and increases the core competitiveness to realize
the long term, steady and healthy development.
First of all, this paper states the current situation of marketing management
in Korea and finds out the problem on marketing management at present.
Secondly, analyze the reason of the problem. And then to analyze the external
macro environment and the internal micro environment in machine tool industry
which effects the development of the company by the method of PEST and
Michael Porter's five forces model. By above analysis, Qier shall take the
competitive marketing strategy of differentiation and diversification according to
the own circumstance of the company. The internal reformation shall be carried
out when the company performs the new marketing strategy, such as optimizing
organizational structure, improving the human resource management, rationally
use of resources, establishing and promoting the culture of the corporate culture,
to provide the necessary insurance for the implementation of the new marketing
strategy.
Keywords: Qier, machine manufacturing, Korea market, marketing strategy
reconstruction