I 摘要 C中心前期对除霾技术进行科研攻关，研发了一种高科技除霾产品，近期计划推入 市场。如何把握适当的时机进入市场，采用合理有效的市场策略建立长期持续的竞争 优势，对于C中心来说尤为关键。本文就C中心除霾新产品进入市场策略进行分析研 究，提供合适的决策建议。 本文的主要工作：本文采用文献研究法、调查研究法、定性分析法，对除霾欧亿·体育（中国）有限公司特 点和发展前景、我国主要除霾产品及特性、除霾产品市场需求进行了系统分析。安排设 计重点人员访谈，分析C中心市场进入的决策动因和进入次序，作出了C中心先期进 入市场的决策建议，分析了快速入市、建立壁垒、打造品牌、培育市场四方面的市场进 入原则。提出C中心除霾产品的市场进入的具体策略建议：先动优势策略、市场推广 策略、建立壁垒策略、打造品牌策略，为C中心除霾产品成功进入市场提供理论支撑。 最后，对企业的保障措施进行了研究。 论文的贡献：除霾欧亿·体育（中国）有限公司属于新兴欧亿·体育（中国）有限公司，目前没有欧亿·体育（中国）有限公司研究报告，也没有制定欧亿·体育（中国）有限公司标 准，相关的文献欧亿·体育（中国）有限公司也非常少，本文较为系统地对除霾欧亿·体育（中国）有限公司及产品进行了定义和分类， 对欧亿·体育（中国）有限公司的特点和产品特性进行了较为全面的分析。目前的文献欧亿·体育（中国）有限公司对市场进入时机这 一“前半段”研究比较系统，但是对于如何进入市场这一“后半段”的研究比较分散， 没有统一的框架，本文参考市场进入时机的决策动因因素，将市场进入策略划分为产 品层面、市场层面、企业层面等三个层面的进入策略，搭建了比较合理的整体框架，是 对市场进入策略的进一步丰富和完善。 关 键 词：除霾产品；市场进入策略；竞争优势 论文类型：研究报告 西南科技大学论文 II ABSTRACT In the early stage, C center carried out scientific research on haze removal technology, developed a high-tech haze removal product, and plans to push it into the market in the near future. How to grasp the right time to enter the market and adopt the reasonable and effective market strategy to establish a long-term and sustainable competitive advantage is particularly critical for C center. This paper analyzes and studies the market entry strategy of new haze removal products of C center, and provides appropriate decision suggestions. The main work of this paper: This paper uses literature research, investigation and qualitative analysis to analyze the characteristics and development prospects of haze removal industry, the main products and characteristics of haze removal in China, and the market demand of haze removal products. Arrange interviews with key design personnel, analyze the decision- making motivation and entry order of C center's market entry, make the decision-making suggestions of C center's early entry into the market, and analyze the market entry principles of fast entry, building barriers, building brands and cultivating markets. Put forward the specific strategy suggestions for the market entry of the haze removal products of C Center: first move the advantage strategy, market promotion strategy, establish the barrier strategy, and create the brand strategy, so as to provide theoretical support for the successful market entry of the haze removal products of C center. Finally, the paper studies the safeguard measures of enterprises. Contribution of the paper: the haze removal industry belongs to the emerging industry. At present, there is no industry research report, no industry standard, and few related literature. This paper systematically defines and classifies the haze removal industry and products, and comprehensively analyzes the characteristics of the industry and products. At present, the research on the "first half" of market entry opportunity is relatively systematic, but the research on how to enter the "second half" of market is relatively scattered and there is no unified framework. Referring to the decision-making factors of market entry opportunity, this paper divides the market entry strategy into three levels of entry strategy, namely product level, market level and enterprise level, to build a market entry strategy A more reasonable overall framework is to further enrich and improve the market entry strategy. KEY WORDS: Haze Removal Products, Market Entry Strategy, Advantage in Competitive TYPE OF THESIS: Research Report 目录 I 目 录 摘要 ............................................................................................................................... I 第一章 绪论 .................................................................................................................. 1 1.1 选题背景 .......................................................................................................... 1 1.2 研究目的和意义 .............................................................................................. 2 1.2.1 研究目的 .............................................................................................. 2 1.2.2 研究意义 .............................................................................................. 2 1.3 研究方法和框架 .............................................................................................. 2 1.3.1 研究方法 .............................................................................................. 2 1.3.2 研究框架 .............................................................................................. 4 第二章 理论综述 .......................................................................................................... 5 2.1 相关概念界定 .................................................................................................. 5 2.1.1 市场进入策略概念 .............................................................................. 5 2.1.2 除霾产品概念 ...................................................................................... 5 2.2 相关理论 .......................................................................................................... 5 2.2.1 竞争优势理论 ...................................................................................... 5 2.2.2 4R营销理论 ......................................................................................... 6 2.3 市场进入策略研究综述 .................................................................................. 6 2.3.1 市场进入时机决策动因研究综述 ...................................................... 6 2.3.2 市场进入的竞争策略研究综述 .......................................................... 7 2.3.3 市场进入的营销策略研究综述 .......................................................... 8 第三章 我国除霾欧亿·体育（中国）有限公司发展概况 .................................................................................. 9 3.1 欧亿·体育（中国）有限公司特点与发展前景分析 .............................................................................. 9 3.2 除霾产品市场需求分析 .................................................................................. 9 3.3 我国主要除霾产品及特性分析 .................................................................... 10 3.3.1 主要除霾产品介绍 ............................................................................ 10 3.3.2 主要除霾产品特性分析 .................................................................... 12 3.4 C中心除霾新产品概述 ................................................................................. 12 3.5 除霾欧亿·体育（中国）有限公司专利分析 ........................................................................................ 13 3.5.1 除霾专利技术分析样本构成 ............................................................ 13 3.5.2 专利申请的基本情况 ........................................................................ 13 3.5.3 专利分析结论 .................................................................................... 16 第四章 C中心除霾产品市场进入时机选择 ............................................................. 17 4.1 人员访谈设计及分析 .................................................................................... 17 西南科技大学论文 II 4.2 C中心的SWOT分析 ....................................................................................... 18 4.3 市场进入的决策动因分析 ............................................................................ 20 4.3.1 产品层面的决策动因 ........................................................................ 20 4.3.2 市场层面的决策动因 .................................................