本文關(guān)鍵詞： 出口轉(zhuǎn)內(nèi)銷 亞麻紡織 營銷策略　出處：《哈爾濱工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放以來，我國的對外貿(mào)易發(fā)展迅速，對外貿(mào)易額連年持續(xù)快速增長。亞麻紡織業(yè)是中國的傳統(tǒng)外貿(mào)行業(yè)，曾經(jīng)輝煌一時，而近年陷入困境。特別是2008年金融危機(jī)之后，國外市場逐漸萎縮，加之原材料漲價、勞動力成本上升、人民幣升值等不利因素的影響，麻紡行業(yè)對外貿(mào)易依存度過高的劣勢逐漸凸顯，眾多麻紡企業(yè)選擇出品轉(zhuǎn)內(nèi)銷，但遇到了很多困難。因此，研究麻紡企業(yè)出口轉(zhuǎn)內(nèi)銷的問題具有較強(qiáng)的現(xiàn)實(shí)意義。 本文以哈爾濱SL亞麻紡織公司（以下簡稱SL公司）為研究對象，對該公司出口轉(zhuǎn)內(nèi)銷產(chǎn)品的營銷策略進(jìn)行了研究。文章首先介紹了研究背景及意義，總結(jié)歸納了國內(nèi)外對于出口轉(zhuǎn)內(nèi)銷的研究成果；然后，對SL公司面臨的營銷環(huán)境進(jìn)行了分析，在宏觀環(huán)境方面，用PEST分析法，從政治與法律、經(jīng)濟(jì)、社會文化、技術(shù)四個方面進(jìn)行分析；在行業(yè)環(huán)境方面，分析了制約行業(yè)發(fā)展的因素以及行業(yè)競爭狀況；在內(nèi)部環(huán)境方面，分析了公司出口轉(zhuǎn)內(nèi)銷的原因。在此基礎(chǔ)上，，對該公司進(jìn)行了SWOT分析，并提出了SL公司出口轉(zhuǎn)內(nèi)銷的過程中存在的問題，主要在觀念、產(chǎn)品研發(fā)、營銷渠道、品牌建設(shè)等方面存在不足；最后，運(yùn)用市場營銷理論，提出了SL公司實(shí)施出口轉(zhuǎn)內(nèi)銷產(chǎn)品的營銷組合策略，主要集中在產(chǎn)品策略、價格策略、渠道策略和促銷策略四個方面。為使建議策略更系統(tǒng)、更具有操作性，文章還進(jìn)一步設(shè)計了策略實(shí)施的保障措施。
[Abstract]:Since the reform and opening up, China's foreign trade has developed rapidly, the volume of foreign trade has continued to grow rapidly. Flax textile industry is China's traditional foreign trade industry, once brilliant. In recent years, especially after the financial crisis in 2008, the foreign market gradually shrank, coupled with the rise in raw materials, labor costs, RMB appreciation and other adverse factors. The inferiority of the high degree of dependence on foreign trade of hemp textile industry is gradually prominent, many hemp textile enterprises choose to export to domestic sales, but encountered a lot of difficulties. It is of great practical significance to study the problem of export to domestic sale of hemp spinning enterprises. In this paper, Harbin SL flax textile company (hereinafter referred to as SL company) as the research object, the marketing strategy of the company's export to domestic products was studied. Firstly, the paper introduced the research background and significance. Summarized and summarized the domestic and foreign export transfer domestic and foreign research results; Then, the marketing environment faced by SL company is analyzed. In macro environment, PEST analysis is used to analyze the marketing environment from four aspects: politics and law, economy, social culture and technology. In terms of the industry environment, the factors restricting the development of the industry and the competitive situation of the industry are analyzed. In terms of internal environment, this paper analyzes the reasons why the company exports to domestic sales. On this basis, the SWOT analysis of the company is carried out, and the problems existing in the process of export transfer to domestic sales of SL company are put forward. Mainly in the concept, product research and development, marketing channels, brand building and other aspects of deficiencies; Finally, using the marketing theory, the paper puts forward the marketing combination strategy of SL company, which mainly focuses on the product strategy and price strategy. In order to make the suggestion strategy more systematic and more operable, the article also designs the safeguard measures for the implementation of the strategy.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.81;F752.62

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