書樂進出口有限公司國際市場營銷策略優(yōu)化研究
發(fā)布時間：2018-10-15 12:08
【摘要】：摘要：全球文具市場容量巨大,且需求連年增加。但國際文具市場發(fā)展極不均衡,國內外文具廠商競爭激烈,整個行業(yè)呈現(xiàn)機會與威脅并存的局面。中國是世界文具制造中心,每年有大量文具出口,國內的得力、晨光、樂美等知名文具企業(yè)都已走出去且擁有了自己的海外營銷網絡。為適應當前國內外文具發(fā)展趨勢,以及匹配書樂集團綜合文具服務商的角色定位,書樂進出口公司需要明晰自己的海外發(fā)展戰(zhàn)略方向,制定有效的國際市場營銷策略予以應對。 文章首先闡述了國際文具行業(yè)的發(fā)展現(xiàn)狀,梳理了國內外有關國際市場營銷的理論研究,理清了文具行業(yè)的發(fā)展現(xiàn)狀及發(fā)展趨勢。接著通過客戶滿意度調查、客戶投訴分析以及內部員工訪談,找出了書樂公司國際市場營銷存在的問題。解決這些問題,需要知己知彼。由此,文章運用PEST模型、波特五力模型和企業(yè)資源能力分析法對書樂公司國內外環(huán)境進行了評估,得出了書樂公司自己的優(yōu)劣勢與外部的機會威脅。接下來結合STP營銷理論,對國際文具市場從宏觀和微觀兩個方面進行了市場細分,結合上述內外部環(huán)境評估,明確了書樂的目標市場,并進行了市場地位。接著以各目標市場為切入點,從貼牌與品牌業(yè)務兩方面,提出了相對應的創(chuàng)新營銷模式,并給出模式實施的具體策略,以期解決營銷問題,提升海外業(yè)績。 最后得出的結論是,書樂公司應該主打多品類選擇、低價、質優(yōu)、有交期保證、沒有最低采購量的性價比組合優(yōu)勢,加強技術創(chuàng)新,網羅海外營銷人才,積極擴大歐美日等發(fā)達國家的貼牌業(yè)務,保持在東南亞、南亞的品牌優(yōu)勢,積極開發(fā)中東、非洲、南美洲的品牌業(yè)務。圖16幅,表24個,公式2個,參考文獻51篇。
[Abstract]:Abstract: the global stationery market capacity is huge, and the demand increases year after year. However, the development of the international stationery market is extremely uneven, the competition of domestic and foreign stationery manufacturers is fierce, the whole industry presents the situation that opportunities and threats coexist. China is the world stationery manufacturing center, there are a large number of stationery exports every year, domestic strong, morning light, Le Mei and other well-known stationery enterprises have gone out and have their own overseas marketing network. In order to adapt to the current trend of stationery development at home and abroad and to match the role of comprehensive stationery service provider of Shule Group, Shule Import and Export Company needs to clarify its overseas development strategy and formulate effective international marketing strategies to deal with it. Firstly, this paper expounds the current situation of the international stationery industry, combs the theoretical research on the international marketing at home and abroad, and clarifies the present situation and development trend of the stationery industry. Then, through customer satisfaction survey, customer complaint analysis and internal employee interviews, the author finds out the problems existing in Shule Company's international marketing. To solve these problems, we need to know ourselves and our enemies. Therefore, this paper evaluates the domestic and international environment of Shule Company by using PEST model, Porter's five Force Model and Enterprise Resource capability Analysis method, and obtains its own advantages and disadvantages and external opportunity threats. Then combined with STP marketing theory, the international stationery market from the macro and micro aspects of the market segmentation, combined with the above internal and external environment evaluation, clear the target market of book music, and carried out the market position. Then, taking each target market as the breakthrough point, this paper puts forward the corresponding innovative marketing model from the two aspects of branding and brand business, and puts forward the specific strategies to implement the model in order to solve the marketing problems and improve overseas performance. Finally, the conclusion is that Shule Company should focus on multi-category selection, low price, superior quality, guaranteed delivery period, no combination advantage of the lowest purchasing quantity, strengthening technological innovation, and attracting overseas marketing talents. Actively expand the brand business in developed countries, such as Europe, America and Japan, maintain the brand advantages in Southeast Asia and South Asia, and actively develop brand business in the Middle East, Africa and South America. There are 16 figures, 24 tables, 2 formulas and 51 references.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.8
[Abstract]:Abstract: the global stationery market capacity is huge, and the demand increases year after year. However, the development of the international stationery market is extremely uneven, the competition of domestic and foreign stationery manufacturers is fierce, the whole industry presents the situation that opportunities and threats coexist. China is the world stationery manufacturing center, there are a large number of stationery exports every year, domestic strong, morning light, Le Mei and other well-known stationery enterprises have gone out and have their own overseas marketing network. In order to adapt to the current trend of stationery development at home and abroad and to match the role of comprehensive stationery service provider of Shule Group, Shule Import and Export Company needs to clarify its overseas development strategy and formulate effective international marketing strategies to deal with it. Firstly, this paper expounds the current situation of the international stationery industry, combs the theoretical research on the international marketing at home and abroad, and clarifies the present situation and development trend of the stationery industry. Then, through customer satisfaction survey, customer complaint analysis and internal employee interviews, the author finds out the problems existing in Shule Company's international marketing. To solve these problems, we need to know ourselves and our enemies. Therefore, this paper evaluates the domestic and international environment of Shule Company by using PEST model, Porter's five Force Model and Enterprise Resource capability Analysis method, and obtains its own advantages and disadvantages and external opportunity threats. Then combined with STP marketing theory, the international stationery market from the macro and micro aspects of the market segmentation, combined with the above internal and external environment evaluation, clear the target market of book music, and carried out the market position. Then, taking each target market as the breakthrough point, this paper puts forward the corresponding innovative marketing model from the two aspects of branding and brand business, and puts forward the specific strategies to implement the model in order to solve the marketing problems and improve overseas performance. Finally, the conclusion is that Shule Company should focus on multi-category selection, low price, superior quality, guaranteed delivery period, no combination advantage of the lowest purchasing quantity, strengthening technological innovation, and attracting overseas marketing talents. Actively expand the brand business in developed countries, such as Europe, America and Japan, maintain the brand advantages in Southeast Asia and South Asia, and actively develop brand business in the Middle East, Africa and South America. There are 16 figures, 24 tables, 2 formulas and 51 references.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.8
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