【摘要】：近年來,隨著經濟全球化進程的加快,以及我國加入世界貿易組織(WTO),外貿體制、政策進一步深化改革。國有企業(yè)、民營企業(yè)等逐步開展國際貿易業(yè)務,將自主生產的產品推向國際市場,國際貿易已經逐漸成為中國經濟增長的重要組成部分。然而,由于我國大部分外貿企業(yè)經營理念、管理水平較低,國際市場競爭力不足,再加上國際金融危機、人民幣升值、生產成本不斷上漲、貿易摩擦升級等外部因素,給我國外貿企業(yè)帶來更多的是市場壓力。如何應對與日俱增的市場競爭壓力,如何選擇適合的營銷策略,優(yōu)化管理模式、工作內容及流程,如何更好的了解客戶需求,加強客戶關系管理,提高企業(yè)的經營管理水平,增強核心競爭力已經成為我國外貿企業(yè)重點研究的一項緊迫而艱巨的課題。 本文在對相關的國際營銷理論研究和回顧之后,首先對當前外貿行業(yè)的宏觀環(huán)境進行分析,并展望外貿行業(yè)的未來前景,為營銷改進策略的提出打下基礎。之后,從實際情況出發(fā),對MH國際貿易公司營銷現(xiàn)狀進行分析,運用波特五力模型研究公司面臨的五種威脅,提出當前公司面臨轉型時遇到的阻力和挑戰(zhàn)。為了切實尋找有效的國際貿易營銷策略,增加公司整體的競爭實力,本文著重討論了樹立“以客戶為中心”的營銷理念,并制定和實施了客戶關系管理方案。文章最后提出在當今電子商務快速發(fā)展的背景下,企業(yè)開展網絡營銷的對策和建議。 本文針對企業(yè)目前的營銷管理模式,結合國內外優(yōu)秀的營銷管理理念,及時調整營銷管理策略,提出了適應企業(yè)長遠發(fā)展的營銷管理模式,對提高企業(yè)的經營管理水平,提高客戶滿意度及忠誠度,增強企業(yè)核心競爭力具有一定的實際指導意義。
[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.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F752.6

【參考文獻】

相關期刊論文 前10條

1 曾鳴;;網絡營銷產品層次與策略分析[J];電子商務;2009年07期

2 萬錦虹;馬志平;;不確定環(huán)境因素下的國際營銷策略探討[J];環(huán)渤海經濟w，

本文編號：2328017