【摘要】：WF公司是一家以微波通信產(chǎn)品為主營業(yè)務的進出口公司,經(jīng)過多年的市場拓展,已經(jīng)逐步發(fā)展壯大,現(xiàn)在業(yè)務已經(jīng)遠銷到國外,把中東國家作為自己的重要市場。如今,微波通信產(chǎn)品的應用越來越廣泛,國際市場也不斷在擴大做強。然而,在經(jīng)營上開始暴露出諸如客戶滿意度下降、銷售增長停滯等諸多問題,影響了WF公司的進一步發(fā)展。作為中小型外貿(mào)進出口企業(yè),WF公司如何充分利用企業(yè)現(xiàn)有資源在國際市場上改善客戶對本公司的滿意度,進一步提高公司在國際市場上微波產(chǎn)品銷售額以及覆蓋率是公司當下必須要思考的問題。本文在對營銷理論總結(jié)的基礎上,首先對WF公司所面臨的國際市場環(huán)境進行分析;其次,用營銷理論對公司現(xiàn)行的國際市場營銷的現(xiàn)狀進行剖析,發(fā)現(xiàn)了WF公司在國際市場營銷中的問題,并且與同行業(yè)進行對比,找出WF公司與之存在的差距以及自己所具有的優(yōu)勢;接著,基于以上對該公司營銷方面存在的問題分析,本研究根據(jù)4P理論對營銷方式提出了改進措施;最后針對WF公司的產(chǎn)品在銷售中亟待解決的問題提出實施方案,并對營銷策略方案的實施提出了合理性的建議。本研究運用多種理論對WF公司的國際營銷情況進行了剖析,找出了存在的問題,希望本文針對該公司產(chǎn)品在國際市場銷售中的問題所制定的策略和實施方案有助于它在國際市場取得更好的發(fā)展,同時本研究的一些成果可能對其他具有跨國業(yè)務的企業(yè)提供理論支撐和實踐經(jīng)驗總結(jié)。
[Abstract]:WF Company is an import and export company with microwave communication products as its main business. After many years of market expansion, WF has gradually developed and expanded, and now its business has been exported to foreign countries, taking the Middle East countries as its important market. Nowadays, the application of microwave communication products is more and more extensive, and the international market is expanding and strengthening. However, many problems, such as reduced customer satisfaction and stagnant sales growth, have affected the further development of WF. As a small and medium-sized foreign trade import and export enterprise, WF Company how to make full use of the existing resources of the enterprise in the international market to improve customer satisfaction with the company, Further improving the sales and coverage of microwave products in the international market is an urgent issue for the company. Based on the summary of marketing theory, this paper first analyzes the international market environment faced by WF Company; secondly, analyzes the current international marketing situation of WF Company with marketing theory. Found the WF company in the international marketing problems, and compared with the same industry, to find out the gap between WF company and its own advantages; then, based on the above analysis of the company's marketing problems, According to the 4P theory, this study puts forward some measures to improve the marketing mode, and finally puts forward the implementation plan for the sales of WF company's products, and puts forward some reasonable suggestions for the implementation of the marketing strategy scheme. This study analyzes the international marketing situation of WF Company by using various theories, and finds out the existing problems. It is hoped that the strategies and implementation programs formulated in this paper for the problems of the company's products in the international market will contribute to its better development in the international market. At the same time, some of the results of this study may provide theoretical support and practical experience for other multinational enterprises.
【學位授予單位】：西安理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.6

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