【摘要】：21世紀(jì)最初十年，伴隨著中國(guó)經(jīng)濟(jì)的快速發(fā)展，全球化步伐的加快，我國(guó)建材工業(yè)飛速發(fā)展，中國(guó)水泥裝備產(chǎn)業(yè)在本土化的發(fā)展逐步到達(dá)頂峰，開(kāi)始走向下行發(fā)展的通道，水泥裝備企業(yè)未來(lái)的生存和發(fā)展岌岌可危，加快轉(zhuǎn)型，提升核心競(jìng)爭(zhēng)力，水泥裝備企業(yè)已經(jīng)處于非常關(guān)鍵時(shí)期。在新的科技革命及跨國(guó)公司迅速發(fā)展的帶動(dòng)下，全球經(jīng)濟(jì)日趨一體化，各國(guó)經(jīng)濟(jì)在世界范圍內(nèi)實(shí)現(xiàn)了競(jìng)爭(zhēng)與協(xié)作相結(jié)合的良好共存局面。在全球范圍內(nèi)，各生產(chǎn)要素由于跨國(guó)公司的快速發(fā)展實(shí)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(chǎn)生了適應(yīng)新時(shí)代要求的種種變化。 目前，我國(guó)水泥建材裝備產(chǎn)業(yè)必須加快發(fā)展，加快轉(zhuǎn)變發(fā)展方式，繼續(xù)實(shí)施技術(shù)創(chuàng)新、由大變強(qiáng)的發(fā)展思路，形成具備國(guó)際競(jìng)爭(zhēng)力的裝備制造供貨商。中國(guó)水泥裝備企業(yè)面對(duì)國(guó)際化戰(zhàn)略，要認(rèn)真分析當(dāng)前內(nèi)外部形式，加強(qiáng)對(duì)現(xiàn)代營(yíng)銷(xiāo)觀(guān)念、現(xiàn)代營(yíng)銷(xiāo)理論、現(xiàn)代營(yíng)銷(xiāo)方法等方面的研究和實(shí)踐，特別是全方位營(yíng)銷(xiāo)思路包括關(guān)系營(yíng)銷(xiāo)、整合營(yíng)銷(xiāo)、內(nèi)部營(yíng)銷(xiāo)和績(jī)效營(yíng)銷(xiāo)等方面的應(yīng)用，從而實(shí)現(xiàn)營(yíng)銷(xiāo)活動(dòng)為企業(yè)和社會(huì)創(chuàng)造更大的經(jīng)濟(jì)效益和社會(huì)效益，成為符合時(shí)代特征的國(guó)際化企業(yè)集團(tuán)。 本文在總結(jié)我國(guó)主要國(guó)內(nèi)知名水泥裝備企業(yè)發(fā)展現(xiàn)狀和問(wèn)題，結(jié)合國(guó)內(nèi)外行業(yè)發(fā)展特點(diǎn)，以及海外營(yíng)銷(xiāo)未來(lái)的趨勢(shì)，對(duì)國(guó)際營(yíng)銷(xiāo)的宏觀(guān)環(huán)境進(jìn)行了分析，，運(yùn)用SWOT方法對(duì)其參與國(guó)際營(yíng)銷(xiāo)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)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(lái)核心定位，為其制定了適合國(guó)際營(yíng)銷(xiāo)的戰(zhàn)略和措施，對(duì)其國(guó)際化營(yíng)銷(xiāo)思路進(jìn)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(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.4;F274

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