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改革开放30年以来,外商投资对中国经济的发展起了不可低估的作用。这一点在中国工程机械行业也得到了充分体现。在今天,几乎所有的外资工程机械品牌都活跃在中国。这些外资品牌的进入,到底给中国带来了什么? 2004年,本刊曾首次推出《中国工程机械市场外资品牌调查报告》,勾勒出外资工程机械品牌在中国的概貌。4年过去了,随着中国经济的发展,中国工程机械市场又发生了很大变化。外资品牌的现状又如何?作为工程机械用户,他们如何看待外资品牌带来的产品和服务?作为工程机械行业的中国企业,如何看待外资品牌带给他们的冲击?作为媒体等其他的非利益相关方,他们又如何评价外资品牌?为了全面描述外资品牌在中国市场上的表现,分析外资品牌的竞争力特点,总结外资品牌在中国运作的成功要素以及评价外资品牌对中国相关产业的促进作用,《工程机械与维修》杂志再次进行了“外资工程机械品牌在中国”主题调查活动。此次调查由《工程机械与维修》杂志主办,清华大学经管学院参与了问卷设计,并负责对回收的问卷数据进行数据整理与分析。最后,调查报告由双方共同撰写。相比首次调查,本次调查的对象范围更广,既包括了广大的工程机械用户,也包括了与外资品牌形成竞争关系的中国工程机械行业的主机企业和零部件企业,还包括了外资品牌的销售、维修等代理企业以及媒体、科研机构等非利益相关单位。这些不同的调查对象有助于从不同角度对外资品牌在中国的概况进行全方位描述。调查内容也比首次调查更丰富,既有关于外资品牌对中国工程机械行业发展的整体表现和评价的内容,同时也对目前影响中国工程机械行业比较大的33家外资主机品牌的满意程度和发展潜力逐个进行了打分评价,还对一些知名外资品牌的美誉度、忠诚度以及对中国相关产业的促进作用等问题做了比较。期冀本调查提供的数据能够较完整地勾画出外资品牌今天在中国的全貌,并通过本报告的相关分析为外资工程机械企业以及中国相关企业的未来发展提出一些启示。
Since the reform and opening up 30 years ago, foreign investment has played an important role in the development of China’s economy. This point in China’s construction machinery industry has also been fully reflected. Today, almost all of the foreign construction machinery brands are active in China. In 2004, we published the “Report on the Investigation of Foreign Brands in China’s Construction Machinery Market” for the first time, and outlined the profile of foreign-owned construction machinery brands in China. Four years later, with the development of China’s economy, great changes have taken place in China’s construction machinery market. What is the status quo of foreign brands? As construction machinery users, how do they view the products and services brought by foreign brands? How do Chinese enterprises in the construction machinery industry view the impact brought by foreign brands? As non-profit media such as the media In order to fully describe the performance of foreign brands in the Chinese market, analyze the characteristics of the competitiveness of foreign brands, summarize the successful elements of foreign brands operating in China and evaluate the promotion effect of foreign brands on related industries in China, “Construction Machinery and Maintenance” magazine once again conducted a “foreign-made construction machinery brand in China,” the theme of the investigation. The survey was organized by Construction Machinery and Maintenance magazine and Tsinghua SEM was involved in the design of the questionnaire and was responsible for the data collection and analysis of the questionnaire data collected. Finally, the investigation report is co-authored by both parties. Compared with the first survey, the scope of this survey is broader, covering not only the vast majority of users of construction machinery but also the host and parts enterprises in China’s construction machinery industry that compete with foreign brands, as well as foreign brands Sales, maintenance and other agency business and media, research institutions and other non-profit-related units. These different respondents help to provide a comprehensive picture of the profile of foreign brands in China from different perspectives. The content of the survey is also richer than the first survey. Both the contents of the overall performance and evaluation of foreign-funded brands on the development of China’s construction machinery industry are also included. At the same time, the satisfaction and development of the 33 foreign-funded host brands that currently affect China’s construction machinery industry are also on the rise Potential scoring one by one evaluation, but also on some well-known foreign brands reputation, loyalty and the promotion of related industries in China and other issues were compared. The data provided in this survey can provide a more complete picture of the overall profile of foreign-funded brands in China today and provide some inspiration for the future development of foreign-funded construction machinery enterprises and relevant Chinese enterprises through the analysis of this report.