本文關(guān)鍵詞： 鋰電能源 便攜應(yīng)用 國際市場營銷戰(zhàn)略 國際市場營銷策略　出處：《西南交通大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：鋰電池能源的應(yīng)用是一個新興的行業(yè),隨著消費(fèi)類電子產(chǎn)品越來越輕薄,便攜,產(chǎn)品內(nèi)置軟件越來越大,對電源的消耗越來越大,經(jīng)常會出現(xiàn)產(chǎn)品自帶電源不能滿足現(xiàn)實(shí)需求的情況。以鋰電池電與太陽能電源相結(jié)合的綠色能源的便攜應(yīng)用會變得越來越頻繁�；ヂ�(lián)網(wǎng)的迅速發(fā)展,讓地球上的人們聯(lián)系越來越緊密,互聯(lián)網(wǎng)絡(luò)科技的發(fā)展讓小企業(yè)從事國際貿(mào)易成為可能,但是也面臨很多的挑戰(zhàn)。SBASE公司是一個典型的沒有任何背景的私營小企業(yè),如何抓住機(jī)會,在狹小的生存空間里去成長,是本文重點(diǎn)研究探討的課題。通過本文的研究,能夠幫助SBASE公司梳理發(fā)展思路,為公司拓展估國際市場,制定有效的國際市場營銷戰(zhàn)略和策略提供幫助,同時,也為鋰電能源應(yīng)用行業(yè)的其他企業(yè)制定合理的營銷策略提供一定的借鑒。 全文共分五個部分,第1章是緒論,簡要闡了論文的研究意義和目標(biāo),以及本文的研究技術(shù)路線,探索企業(yè)發(fā)展可能經(jīng)歷的軌跡；第2章是相關(guān)理論概述,主要介紹了市場營銷和國際市場營銷的相關(guān)理論；第3章是SBASE公司的營銷環(huán)境分析,對企業(yè)所處的宏觀環(huán)境和微觀的企業(yè)環(huán)境,運(yùn)用PEST分析方法先進(jìn)行分析,然后既從企業(yè)外部環(huán)境分析企業(yè)所處的壓力方面應(yīng)用邁克爾·波特的行業(yè)競爭五力模型分析工具,從企業(yè)具有的內(nèi)部資源來客觀地剖析解決壓力的可能性,從對于市場、人才儲備和技術(shù)儲備的分析中,找出企業(yè)發(fā)展的機(jī)會,然后運(yùn)用SWOT分析法對企業(yè)發(fā)展的優(yōu)勢、劣勢、機(jī)會和威脅做具體的判斷。第4章是SBASE公司的國際市場營銷戰(zhàn)略分析,首先為企業(yè)制定了營銷戰(zhàn)略目標(biāo),然后進(jìn)行了STP戰(zhàn)略分析,最后闡述了公司國際市場營銷戰(zhàn)略的選擇與實(shí)施。第5章是SBASE公司的國際市場營銷策略分析,尋找適合企業(yè)發(fā)展的營銷策略,并制定具體的實(shí)施方法。
[Abstract]:The application of lithium battery energy is a new industry. As consumer electronic products become thinner and more portable, the software built into the products is becoming larger and larger, and the consumption of power is increasing. The use of green energy with the combination of lithium battery and solar power will become more and more frequent. The rapid development of the Internet. People on the planet are becoming more and more connected, and advances in Internet technology have made it possible for small businesses to engage in international trade. But there are also many challenges. SBASE is a typical private small business without any background, how to seize the opportunity to grow in a narrow living space. Through the research of this paper, it can help SBASE to sort out the development ideas and to expand the international market for the company. To establish effective international marketing strategies and strategies to provide help, but also for other enterprises in the lithium energy industry to formulate reasonable marketing strategies to provide some reference. This paper is divided into five parts, the first chapter is the introduction, briefly describes the research significance and objectives of the paper, as well as the research technology route of this paper, explore the development of the enterprise may experience the trajectory; Chapter 2 is an overview of relevant theories, mainly introducing the relevant theories of marketing and international marketing. Chapter 3 is the analysis of marketing environment of SBASE Company. The macro environment and micro environment of enterprise are analyzed by PEST analysis method. And then we use Michael Porter's five-force model of industry competition from the perspective of the external environment to analyze the pressures that companies are under, and objectively analyze the possibilities of coping with the pressures from the internal resources that an enterprise has. From the analysis of market, talent reserve and technology reserve, we find out the opportunity of enterprise development, and then use SWOT analysis to analyze the advantages and disadvantages of enterprise development. Chapter 4 is the analysis of the international marketing strategy of SBASE Company. Firstly, the marketing strategy goal is established for the enterprise, then the strategic analysis of STP is carried out. Chapter 5 is the analysis of the international marketing strategy of SBASE Company, looking for the marketing strategy suitable for the development of the enterprise, and working out the concrete implementation method.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.61;F274

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