| Melchers groupwas founded in1806, the headquarters establish in cross-border trade group Germany bremen. Its diversified product and services provided in the Asia-Pacific region is divided into the following categories:Automobile assembly equipment, professional tools and hardware, export and procurement, industrial material and luxury. Group products are operating independently, and by a group of senior experts to provide support services. These experts in the branches and offices in the Affiliated Companies of the group or country, in order to better customer service directly, to market changes quickly make adjustments accordingly.Melchers business advantage is mainly manifested in:customers for the products are the world’s leading brands (such as Germany Bosch for the world100strong brand), the channel development, brand operation of the market, has accumulated a wealth of experience, products occupy a considerable share of the regional market and to industry. The main disadvantages:lack of matching machining and supporting the production capacity, profit model is not stable, has not formed the independent brand. Opportunities mainly displays in:the enterprise product services will be a strategic focus in the China mainland, and gradually improve the channel strategy and provide necessary conditions to better serve customers, advantages of European and American enterprises for continuous service enables us to obtain the first impressions are strongest; and the main threats facing is:new into the the field of European and American enterprises gradually increase, industry competition is more intense, the risk management and control the cost of various projects within the region increased, the macroeconomic policy will also pose a threat to business development.Analysis and comprehensive evaluation based on the above and the automotive industry, draws the conclusion:assembly equipment business should be beautiful and time based on the strategic choice of regional environment, the implementation of differentiation competitive strategy, the implementation of market selection and mixed matrix organization strategy to distinguish from competitors, to effectively control costs, access to excess profits. Specific include:to improve product support services, deepen the quality system, establish the competitive advantage; strategy in the implementation of brand strategy and channel, to provide differentiated products and services; related to the transfer market, expansion of production capacity, speed up the industrial layout, the pursuit of diversification strategy of low cost system.In order to ensure efficient operation strategy, should further develop ancillary support safeguard measures:one is the optimization of the organizational structure, the implementation of mixed matrix structure; two is the establishment of the coexistence of diversified corporate values, establishment and strategy to promote enterprise culture; the three is to strengthen the construction of human resources system, set up professional talents reasonable structure; four is the perfect control system, effective protection of strategic landing.The research of this paper, first of all have the core competitiveness to analyze transnational trading company how to establish business, provides the reference for the establishment of the leading position in the market; followed by Europe and the United States related enterprises and puts forward some suggestions in the development of the current environment within the area of marketing, channel development, production and sales and service integration business, expected the research results the most of the marketing strategy to guide, perfect function, at the same time for China’s foreign trade enterprises, and is also an important reference for other business entities. |
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