本文選題：鄭州XX彩印公司 + 市場(chǎng)營(yíng)銷��； 參考：《云南師范大學(xué)》2013年碩士論文

【摘要】：近年來(lái)國(guó)內(nèi)印刷行業(yè)的發(fā)展吸引了不少國(guó)際印刷強(qiáng)國(guó)的進(jìn)入，印刷品平均利潤(rùn)也因國(guó)內(nèi)印刷企業(yè)兼并運(yùn)動(dòng)而逐漸下降，目前印刷企業(yè)間的競(jìng)爭(zhēng)日益白熱化，這對(duì)應(yīng)刷企業(yè)的生存與發(fā)展提出了巨大的挑戰(zhàn)。此外，中國(guó)經(jīng)濟(jì)的強(qiáng)勁發(fā)展和人民消費(fèi)需求的多樣化創(chuàng)造了較好地經(jīng)濟(jì)能力。印刷技術(shù)的進(jìn)步及其同網(wǎng)絡(luò)技術(shù)、自動(dòng)化的結(jié)合，以及印刷市場(chǎng)的擴(kuò)大，這些都帶給國(guó)內(nèi)印刷企業(yè)帶來(lái)了很多有待開(kāi)發(fā)的市場(chǎng)縫隙和潛在的市場(chǎng)機(jī)會(huì)。因?yàn)槟壳坝∷⑹袌?chǎng)整體呈多元化與個(gè)性化發(fā)展趨勢(shì)，個(gè)性化印刷、短版印刷和可變數(shù)據(jù)印刷在商業(yè)印刷中所占的比例越來(lái)越大，印刷工業(yè)正闊步向數(shù)字印刷時(shí)代挺進(jìn)，這些都為傳統(tǒng)印刷企業(yè)的可持續(xù)發(fā)展注入了新的血液。 本文通過(guò)對(duì)鄭州XX彩印公司和眾多競(jìng)爭(zhēng)對(duì)手進(jìn)行實(shí)地考察和調(diào)研，，資料搜集、數(shù)據(jù)分析、對(duì)比研究等方式，結(jié)合SWOT分析和相關(guān)國(guó)際市場(chǎng)營(yíng)銷理論知識(shí)，制定了鄭州XX彩印公司包裝產(chǎn)品廠拓展國(guó)際市場(chǎng)的具體策略：一是產(chǎn)品與品牌相結(jié)合，注重產(chǎn)品差異化發(fā)展的產(chǎn)品策略；二是強(qiáng)化與各國(guó)本地包裝產(chǎn)品企業(yè)合作的競(jìng)爭(zhēng)互動(dòng)策略；三是采用“推”“拉”相結(jié)合的多種促銷策略；四是注重代理商選擇的重要性并重新定位渠道銷售員與代理商的渠道策略;五是彈性價(jià)格和分級(jí)定價(jià)的價(jià)格。從技術(shù)進(jìn)步、人力資源、營(yíng)銷團(tuán)隊(duì)、經(jīng)營(yíng)理念等方面進(jìn)行詳細(xì)分析。
[Abstract]:In recent years, the development of domestic printing industry has attracted the entry of many international printing powers, and the average profit of printing products has declined gradually because of the merger of domestic printing enterprises. At present, the competition among printing enterprises is becoming increasingly fierce. This corresponds to the survival and development of brush enterprises put forward a huge challenge. In addition, the strong development of China's economy and the diversification of consumer demand have created better economic capacity. The progress of printing technology and its combination with network technology, automation, and the expansion of printing market have brought many market gaps and potential market opportunities to domestic printing enterprises. At present, the printing market as a whole is diversified and individualized. The proportion of individualized printing, short-plate printing and variable data printing in commercial printing is increasing, and the printing industry is moving forward to the digital printing era. All these have injected new blood into the sustainable development of traditional printing enterprises. This article through the Zhengzhou XX color printing company and the numerous competitors carries on the field investigation and the investigation, the data collection, the data analysis, the contrast research and so on, unifies the SWOT analysis and the correlation international marketing theory knowledge, The specific strategies of Zhengzhou XX Color Printing Co., Ltd.'s packaging products factory to expand the international market are as follows: first, the combination of product and brand, the product strategy of focusing on product differentiation development; The second is to strengthen the competitive and interactive strategy of cooperation with local packaging products enterprises in various countries, and the third is to adopt a variety of promotion strategies combining "pushing" and "pulling". The fourth is to focus on the importance of agent selection and reorient the channel strategy of channel salesmen and agents, and the fifth is the price of flexible and graded pricing. From the technical progress, human resources, marketing team, business philosophy and other aspects of detailed analysis.
【學(xué)位授予單位】：云南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.8

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