摘要
随着中国经济的发展和国际地位的F1益提高,无论对于哪个欧亿·体育（中国）有限公司来说中
国市场都已经成为全球最重要的市场,但同时面临的竞争也円益激烈。西卡
工程密封胶有限公司作为一家外资企业,也面临着同样的问题。一方面将中
国作为重要的市场,但是在进入中国后经过一段时间的高速发展和高利润期
后,业务增长进入缓慢期,市场份额有所下降,整个市场的扩大变得异常艰
难。本文以西卡工程密封胶有限公司在中国的发展为背景,通过对现阶段所
处营销环境的分析,以找到一条更加适合本公司的营销战略,从而促进本企
业的发展。

本论文以相关的市场营销及营销战略的国内外文献欧亿·体育（中国）有限公司为研究基础,通
过相关欧亿·体育（中国）有限公司及近几年欧亿·体育（中国）有限公司数据的收集,采用PEST分析模型对宏观环境进行分
析,通过对这几个方面特别是经济环境的分析,总结现阶段西卡工程密封胶
有限公司所具有的机会及威胁。通过对现阶段企业内部环境的分析,了解企
业现今存在的问题,进而找到企业的优势及劣势。

本文通过运用市场营销战略的相关理论与西卡工程密封胶有限公司营销
现状的结合分析,找到适合企业的营销战略,为企业提出了几条切实可行的
营销战略的具体的实施方法。这些营销措施的提出,将有助于西卡工程密封
胶有限公司在中国业务的进一步提高。

关键词:市场;营销;战略;战略实施
II
东北大学领士学位论文
Abstract
Study on Chinese Marketing strategy of
Sika Engineering Silicones Sri (Switzerland)
Abstract
With the economic development and international status rising of China, the Chinese
market has become the most important market all over the world, but they have to face
increasingly competition. First, Sika Engineering Silicones Sri is also facing the same
problem as a foreign company. China as an important market, but after a period with rapid
development and high-profit, entered a phase of slow business growth, the market share has
declined, the increasing of the market has become extremely difficult.
The background of this article as the development of Sika Engineering Silicones Srl.in
China,analysis the marketing strategy, so as to find the suitable marketing strategy for Sika
Engineering Silicones Sri, promoting the development of the enterprise.
The research of this article base on domestic and international literature regarding the
marketing and marketing strategy. Through the relevant information and mentioned industry
data collected in recent years, analysis the macro environment with PEST model, special for
economic environment,summarize the Sika Engineering Silicones Sri has opportunities and
threats. To understand the problems exist today by the analysis of internal environment, and
then find the advantages and disadvantages.
Finding better marketing strategy for Sika Engineering Silicones Sri which base on the
theory of marketing strategy and the status of Sika Engineering Silicones Sri. Several viable
marketing strategies and implementation of method is proposed for Sika Engineering
Silicones Sri, and the marketing strategy will contribute to improvement of the business in
China.
Key words: Market; Marketing; Strategy; Strategy implemen