【摘要】：近年來(lái),隨著經(jīng)濟(jì)全球化進(jìn)程的加快,以及我國(guó)加入世界貿(mào)易組織(WTO),外貿(mào)體制、政策進(jìn)一步深化改革。國(guó)有企業(yè)、民營(yíng)企業(yè)等逐步開(kāi)展國(guó)際貿(mào)易業(yè)務(wù),將自主生產(chǎn)的產(chǎn)品推向國(guó)際市場(chǎng),國(guó)際貿(mào)易已經(jīng)逐漸成為中國(guó)經(jīng)濟(jì)增長(zhǎng)的重要組成部分。然而,由于我國(guó)大部分外貿(mào)企業(yè)經(jīng)營(yíng)理念、管理水平較低,國(guó)際市場(chǎng)競(jìng)爭(zhēng)力不足,再加上國(guó)際金融危機(jī)、人民幣升值、生產(chǎn)成本不斷上漲、貿(mào)易摩擦升級(jí)等外部因素,給我國(guó)外貿(mào)企業(yè)帶來(lái)更多的是市場(chǎng)壓力。如何應(yīng)對(duì)與日俱增的市場(chǎng)競(jìng)爭(zhēng)壓力,如何選擇適合的營(yíng)銷(xiāo)策略,優(yōu)化管理模式、工作內(nèi)容及流程,如何更好的了解客戶(hù)需求,加強(qiáng)客戶(hù)關(guān)系管理,提高企業(yè)的經(jīng)營(yíng)管理水平,增強(qiáng)核心競(jìng)爭(zhēng)力已經(jīng)成為我國(guó)外貿(mào)企業(yè)重點(diǎn)研究的一項(xiàng)緊迫而艱巨的課題。 本文在對(duì)相關(guān)的國(guó)際營(yíng)銷(xiāo)理論研究和回顧之后,首先對(duì)當(dāng)前外貿(mào)行業(yè)的宏觀環(huán)境進(jìn)行分析,并展望外貿(mào)行業(yè)的未來(lái)前景,為營(yíng)銷(xiāo)改進(jìn)策略的提出打下基礎(chǔ)。之后,從實(shí)際情況出發(fā),對(duì)MH國(guó)際貿(mào)易公司營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行分析,運(yùn)用波特五力模型研究公司面臨的五種威脅,提出當(dāng)前公司面臨轉(zhuǎn)型時(shí)遇到的阻力和挑戰(zhàn)。為了切實(shí)尋找有效的國(guó)際貿(mào)易營(yíng)銷(xiāo)策略,增加公司整體的競(jìng)爭(zhēng)實(shí)力,本文著重討論了樹(shù)立“以客戶(hù)為中心”的營(yíng)銷(xiāo)理念,并制定和實(shí)施了客戶(hù)關(guān)系管理方案。文章最后提出在當(dāng)今電子商務(wù)快速發(fā)展的背景下,企業(yè)開(kāi)展網(wǎng)絡(luò)營(yíng)銷(xiāo)的對(duì)策和建議。 本文針對(duì)企業(yè)目前的營(yíng)銷(xiāo)管理模式,結(jié)合國(guó)內(nèi)外優(yōu)秀的營(yíng)銷(xiāo)管理理念,及時(shí)調(diào)整營(yíng)銷(xiāo)管理策略,提出了適應(yīng)企業(yè)長(zhǎng)遠(yuǎn)發(fā)展的營(yíng)銷(xiāo)管理模式,對(duì)提高企業(yè)的經(jīng)營(yíng)管理水平,提高客戶(hù)滿(mǎn)意度及忠誠(chéng)度,增強(qiáng)企業(yè)核心競(jìng)爭(zhēng)力具有一定的實(shí)際指導(dǎo)意義。
[Abstract]:In recent years, with the acceleration of the process of economic globalization and China's accession to the (WTO), foreign trade system of the World Trade Organization, the policy further deepens the reform. State-owned enterprises, private enterprises and other enterprises gradually develop international trade business and push self-produced products to the international market. International trade has gradually become an important part of China's economic growth. However, due to the low management level of most foreign trade enterprises in China, the lack of competitiveness in the international market, the international financial crisis, the appreciation of the RMB, the rising production costs, the escalation of trade frictions, and other external factors, To our country foreign trade enterprise brings more is the market pressure. How to deal with the increasing market competition pressure, how to choose the appropriate marketing strategy, how to optimize the management mode, how to understand the customer demand, how to strengthen the customer relationship management, how to improve the management level of the enterprise. Enhancing the core competence has become an urgent and arduous task for our foreign trade enterprises. After studying and reviewing the relevant international marketing theories, this paper first analyzes the macro environment of the current foreign trade industry, and looks forward to the future prospects of the foreign trade industry, which lays a foundation for the development of the marketing improvement strategy. Then, based on the actual situation, this paper analyzes the current marketing situation of MH International Trading Company, studies the five kinds of threats faced by the company by using Porter's five-force model, and puts forward the resistance and challenge that the company is facing in the process of transformation. In order to find effective international trade marketing strategy and increase the overall competitive strength of the company, this paper focuses on the establishment of "customer-centered" marketing concept, and the formulation and implementation of customer relationship management program. Finally, under the background of the rapid development of e-commerce, the paper puts forward the countermeasures and suggestions for enterprises to carry out network marketing. According to the current marketing management mode of the enterprise, combining with the excellent marketing management idea at home and abroad and adjusting the marketing management strategy in time, this paper puts forward the marketing management mode to adapt to the long-term development of the enterprise, which can improve the management level of the enterprise. To improve customer satisfaction and loyalty, enhance the core competitiveness of enterprises has a certain practical significance.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F752.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 曾鳴;;網(wǎng)絡(luò)營(yíng)銷(xiāo)產(chǎn)品層次與策略分析[J];電子商務(wù);2009年07期

2 萬(wàn)錦虹;馬志平;;不確定環(huán)境因素下的國(guó)際營(yíng)銷(xiāo)策略探討[J];環(huán)渤海經(jīng)濟(jì)w，

本文編號(hào)：2328017