本文選題：番禺捷隆機(jī)器廠 + 國際市場營銷�。� 參考：《中國海洋大學(xué)》2013年碩士論文

【摘要】：后金融危機(jī)時代,我國企業(yè)面臨著前所未有的挑戰(zhàn),生存壓力明顯增大。要解決企業(yè)的問題,需要國家、社會、企業(yè)各方面去努力。就企業(yè)自身而言,積極調(diào)整發(fā)展戰(zhàn)略,尋找生存空間和發(fā)展機(jī)會,具有重要的現(xiàn)實(shí)意義。其中,國際市場營銷戰(zhàn)略的選擇對于越來越國際化的我國企業(yè)來說是一個重要課題。 番禺捷隆機(jī)器廠是一家主要生產(chǎn)配匙機(jī)的民營企業(yè)。本文首先對國際市場營銷戰(zhàn)略理論和國內(nèi)外國際市場營銷戰(zhàn)略相關(guān)研究進(jìn)行綜述的基礎(chǔ)上,對番禺捷隆機(jī)器廠進(jìn)行了企業(yè)國際營銷的必要性和可行性分析,詳細(xì)分析了企業(yè)國際營銷的現(xiàn)狀,所面臨的內(nèi)外部戰(zhàn)略環(huán)境,在借鑒其他國內(nèi)外優(yōu)秀企業(yè)國際營銷戰(zhàn)略經(jīng)驗(yàn)的基礎(chǔ)上,提出企業(yè)國際市場營銷策略的選擇,并結(jié)合企業(yè)實(shí)際,提出國際營銷策略的實(shí)施保障。具體內(nèi)容包括： 第1章,引言,介紹了選題背景和意義,研究內(nèi)容和方法。第2章,文獻(xiàn)綜述,對國際市場營銷理論和戰(zhàn)略管理理論進(jìn)行了回顧與評述。第3章,企業(yè)國際營銷的必要性和可行性分析,分別從動因和現(xiàn)實(shí)意義分析了國際營銷的必要性,從優(yōu)勢、劣勢和機(jī)遇三方面分析了企業(yè)進(jìn)行國際營銷的可行性。第4章,企業(yè)營銷策略環(huán)境分析,分析了番禺捷隆機(jī)器廠面臨的外部環(huán)境和內(nèi)部環(huán)境。第5章,企業(yè)國際營銷策略選擇與實(shí)施,首先介紹了可供番禺捷隆機(jī)器廠選擇的營銷策略,然后進(jìn)行了企業(yè)國際營銷策略的選擇,并討論了番禺捷隆機(jī)器廠戰(zhàn)略實(shí)施的保障。 論文采用的研究方法包括：調(diào)查研究法,通過對番禺捷隆機(jī)器廠進(jìn)行深入調(diào)研,對企業(yè)領(lǐng)導(dǎo)和企業(yè)員工進(jìn)行調(diào)研和深入訪談,以期掌握第一手資料和業(yè)內(nèi)人士專業(yè)觀點(diǎn)。在調(diào)研的基礎(chǔ)上,對企業(yè)內(nèi)外部環(huán)境進(jìn)行分析；SWOT分析法：對番禺捷隆機(jī)器廠進(jìn)行國際市場營銷的外部及內(nèi)部環(huán)境進(jìn)行分析,包括優(yōu)勢、劣勢、機(jī)會與威脅；文獻(xiàn)分析法,通過國內(nèi)外企業(yè)國際市場營銷戰(zhàn)略相關(guān)研究的閱讀和分析,綜合運(yùn)用市場營銷學(xué)、經(jīng)濟(jì)學(xué)、管理學(xué)、國際貿(mào)易學(xué)學(xué)科的理論知識,對我國企業(yè)國際市場營銷策略選擇進(jìn)行分析,提出能解決實(shí)際問題的方案。 通過分析,提出企業(yè)應(yīng)采取的國際營銷策略,包括補(bǔ)缺營銷策略、共生營銷策略、網(wǎng)絡(luò)營銷策略和本土化營銷策略,以尋找國際市場需求空隙,依托大企業(yè)擁有的市場尋求生存和發(fā)展機(jī)會,依托網(wǎng)絡(luò)信息的快速反應(yīng)進(jìn)行網(wǎng)絡(luò)影響,并積極融入當(dāng)?shù)氐纳鐣幕?br/>[Abstract]:In the post-financial crisis era, Chinese enterprises are facing unprecedented challenges, and the survival pressure is obviously increased. In order to solve the problems of enterprises, it is necessary for the state, society and enterprises to work hard. As far as the enterprise itself is concerned, it is of great practical significance to actively adjust the development strategy and find the living space and development opportunity. Among them, the choice of international marketing strategy is an important topic for more and more international enterprises in China. Panyu Jielong Machinery Factory is a major production of key machine private enterprises. On the basis of summarizing the theory of international marketing strategy and the related research of international marketing strategy at home and abroad, this paper analyzes the necessity and feasibility of international marketing in Panyu Jielong Machinery Factory. This paper analyzes in detail the present situation of international marketing of enterprises, the internal and external strategic environment faced by them, and puts forward the choice of international marketing strategies of enterprises on the basis of drawing lessons from the experiences of other excellent enterprises at home and abroad, and combines with the actual situation of enterprises. The implementation guarantee of international marketing strategy is put forward. Specific elements include: Chapter 1, introduction, introduces the background and significance of the topic, research content and methods. Chapter 2, literature review, reviews international marketing theory and strategic management theory. The third chapter analyzes the necessity and feasibility of international marketing, analyzes the necessity of international marketing in terms of motivation and practical significance, and analyzes the feasibility of international marketing from three aspects: advantages, disadvantages and opportunities. Chapter 4 analyzes the environment of enterprise marketing strategy, and analyzes the external and internal environment that Panyu Jelong Machinery Factory faces. Chapter 5, the choice and implementation of international marketing strategy, first introduces the marketing strategy that can be selected by Panyu Jelon Machinery Factory, then carries on the choice of the enterprise international marketing strategy, and discusses the guarantee of Panyu Jelong Machinery Factory Strategy implementation. The research methods used in this paper include: investigation and research, through in-depth investigation of Panyu Jelong Machinery Factory, investigation and in-depth interview of enterprise leaders and employees in order to grasp first-hand information and professional views of the industry. On the basis of investigation, this paper analyzes the internal and external environment of the enterprise by SWOT analysis: the analysis of the external and internal environment of international marketing of Panyu Jelon Machinery Factory, including the advantages, disadvantages, opportunities and threats; Through the reading and analysis of the relevant research on international marketing strategy of domestic and foreign enterprises, this paper analyzes the choice of international marketing strategy of Chinese enterprises by using the theoretical knowledge of marketing, economics, management, and international trade. Put forward the scheme that can solve the practical problem. Through the analysis, the paper puts forward the international marketing strategy which should be adopted by the enterprise, including the complementary marketing strategy, the symbiotic marketing strategy, the network marketing strategy and the local marketing strategy, in order to find the gap of the international market demand. Relying on the market owned by large enterprises to seek opportunities for survival and development, relying on the rapid response of network information to carry out network influence, and actively integrate into the local social culture.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.4;F274

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