本文選題：寧波賽佳公司 + 紡織品　； 參考：《中南大學(xué)》2013年碩士論文

【摘要】：摘要：中國是世界上最大的紡織品服裝生產(chǎn)國和出口國,紡織品服裝的出口貿(mào)易在中國外貿(mào)出口中占有舉足輕重的地位。然而,我國紡織品出口企業(yè)在取得驕人成績的同時(shí),也存在很多方面的問題,諸如國際貿(mào)易環(huán)境適應(yīng)度不高,紡織品的技術(shù)含量低,紡織品研發(fā)、國際市場(chǎng)開拓能力相對(duì)薄弱等等,這些問題都嚴(yán)重制約著我國紡織品出口企業(yè)走向國際紡織品市場(chǎng)先列的步伐。 寧波賽佳公司是2006年成立的一家民營的小型紡織品服裝外貿(mào)企業(yè),隨著國際紡織品配額的取消和2008年由次貸危機(jī)引發(fā)的全球金融危機(jī),國家內(nèi)外的環(huán)境不斷發(fā)生變化,公司的經(jīng)營業(yè)績也隨著波動(dòng),企業(yè)面臨著生存危機(jī)。在此背景下,本文運(yùn)用國際營銷理論對(duì)賽佳公司的發(fā)展和國際市場(chǎng)營銷策略進(jìn)行了研究。首先分析了我國紡織品服裝外貿(mào)的發(fā)展歷程及現(xiàn)狀、我國紡織品國際競(jìng)爭(zhēng)力以及我國紡織品國際市場(chǎng)發(fā)展的前景,然后通過對(duì)國際營銷環(huán)境分析,結(jié)合賽佳公司的營銷現(xiàn)狀,對(duì)賽佳公司進(jìn)行SWOT分析,分析了企業(yè)的內(nèi)部優(yōu)勢(shì)、劣勢(shì)和外部存在的機(jī)會(huì)、威脅,運(yùn)用STP戰(zhàn)略理論通過對(duì)市場(chǎng)細(xì)分,分析細(xì)分子市場(chǎng)的特征選擇目標(biāo)市場(chǎng)并進(jìn)行有區(qū)別與競(jìng)爭(zhēng)對(duì)手的市場(chǎng)定位。最后運(yùn)用國際營銷理論,重點(diǎn)是4P營銷組合理論,研究以土耳其市場(chǎng)為例針對(duì)性的為賽佳公司提出一系列的國際市場(chǎng)營銷策略組合。主要包括產(chǎn)品質(zhì)量競(jìng)爭(zhēng)策略,差異化定價(jià)策略,渠道扁平策略,多樣化促銷策略。希望本文的研究能夠?qū)惣压疚磥淼纳婧桶l(fā)展提供一些參考和幫助,并為廣大營銷理論的研究者提供一些理論研究的參考。圖9幅,表8個(gè),參考文獻(xiàn)66篇。
[Abstract]:Abstract: Chinese is the world's largest textile producer and exporter of textile and garment export trade occupies a pivotal position in the China export. However, China's textile export enterprises to obtain outstanding performance at the same time, there are also many problems, such as the international trade environment to adapt to the technical content is not high, textile, textile research and development, international market development ability is relatively weak and so on, these problems are seriously restricting China's textile export enterprises to the international textile market first step.
Ningbo our company is established in 2006 a private small textile and apparel foreign trade enterprises, with the international textile quota cancelled in 2008 and the subprime mortgage crisis triggered by the global financial crisis, the state of internal and external environment change constantly, the company's operating performance with the wave, enterprises are facing a crisis of survival. Under this background, this paper uses international our marketing theory on the development of the company and the international marketing strategy research. Firstly analyzes the development history and current situation of China's textile and apparel trade, the international competitiveness of China's textile and textile in China international market development prospects, and then through the analysis of international marketing environment, combined with the current marketing company saga, SWOT analysis our company, and analyzes the internal advantages, weaknesses and external opportunities and threats, the use of STP strategic theory through the city Market segmentation, target market selection and market positioning is different from competitors in the market. The molecular analysis of the characteristics of fine finally use the international marketing theory, the focus is on the 4P marketing theory, on the Turkey market as an example for our company to put forward a series of international marketing strategy combination. Including product quality competition strategy the differential pricing strategy, channel strategy, flat, diversified marketing strategy. We hope this research can provide some reference and help for the survival and development of our company's future, and provide some theoretical research reference for the research of the marketing theory. 9 charts, 8 tables, 66 references.

【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.86

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