【摘要】：21世紀最初十年，伴隨著中國經濟的快速發(fā)展，全球化步伐的加快，我國建材工業(yè)飛速發(fā)展，中國水泥裝備產業(yè)在本土化的發(fā)展逐步到達頂峰，開始走向下行發(fā)展的通道，水泥裝備企業(yè)未來的生存和發(fā)展岌岌可危，加快轉型，提升核心競爭力，水泥裝備企業(yè)已經處于非常關鍵時期。在新的科技革命及跨國公司迅速發(fā)展的帶動下，全球經濟日趨一體化，各國經濟在世界范圍內實現(xiàn)了競爭與協(xié)作相結合的良好共存局面。在全球范圍內，各生產要素由于跨國公司的快速發(fā)展實現(xiàn)了優(yōu)化配置和重新整合，從而使全球制造業(yè)的分工方式產生了適應新時代要求的種種變化。 目前，我國水泥建材裝備產業(yè)必須加快發(fā)展，加快轉變發(fā)展方式，繼續(xù)實施技術創(chuàng)新、由大變強的發(fā)展思路，形成具備國際競爭力的裝備制造供貨商。中國水泥裝備企業(yè)面對國際化戰(zhàn)略，要認真分析當前內外部形式，加強對現(xiàn)代營銷觀念、現(xiàn)代營銷理論、現(xiàn)代營銷方法等方面的研究和實踐，特別是全方位營銷思路包括關系營銷、整合營銷、內部營銷和績效營銷等方面的應用，從而實現(xiàn)營銷活動為企業(yè)和社會創(chuàng)造更大的經濟效益和社會效益，成為符合時代特征的國際化企業(yè)集團。 本文在總結我國主要國內知名水泥裝備企業(yè)發(fā)展現(xiàn)狀和問題，結合國內外行業(yè)發(fā)展特點，以及海外營銷未來的趨勢，對國際營銷的宏觀環(huán)境進行了分析，，運用SWOT方法對其參與國際營銷的優(yōu)勢、劣勢、機會和威脅作了分析和描述，確定了水泥裝備制造企業(yè)的未來核心定位，為其制定了適合國際營銷的戰(zhàn)略和措施，對其國際化營銷思路進行分析和研究。
[Abstract]:In the first ten years of the 21st century, with the rapid development of China's economy and the acceleration of the pace of globalization, the building materials industry of our country has developed rapidly, and the development of China's cement equipment industry has gradually reached its peak in the process of localization, and it has begun to move down the path of development. The survival and development of cement equipment enterprises in the future are in danger. The cement equipment enterprises have been in a very critical period to accelerate the transformation and enhance the core competitiveness. Driven by the new scientific and technological revolution and the rapid development of multinational corporations, the global economy is becoming more and more integrated, and the economies of all countries have realized a good coexistence of competition and cooperation in the world. In the global scope, due to the rapid development of multinational companies, the factors of production have realized the optimal allocation and re-integration, so that the global manufacturing division of labor has produced a variety of changes to meet the requirements of the new era. At present, China's cement building materials equipment industry must speed up the development, speed up the transformation of development mode, continue to implement technological innovation, from the development of a strong train of thought, to form an international competitive equipment manufacturing supplier. In the face of international strategy, Chinese cement equipment enterprises should seriously analyze the current internal and external forms, strengthen the research and practice of modern marketing concepts, modern marketing theories, modern marketing methods, etc. In particular, comprehensive marketing ideas include the application of relationship marketing, integrated marketing, internal marketing and performance marketing, so that marketing activities can create greater economic and social benefits for enterprises and society. To become an international enterprise group in line with the characteristics of the times. This paper analyzes the macro environment of international marketing by summing up the current situation and problems of major domestic famous cement equipment enterprises, combining the characteristics of domestic and foreign industries, and the future trend of overseas marketing. This paper analyzes and describes the advantages, disadvantages, opportunities and threats of participating in international marketing by using SWOT method, determines the core position of cement equipment manufacturing enterprises in the future, and formulates strategies and measures suitable for international marketing. Analysis and research on its international marketing ideas.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.4;F274

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