【摘要】：中國的對外貿(mào)易經(jīng)歷過初入WTO之后的黃金發(fā)展時期，受國內(nèi)外雙重因素影響，隨之而來的是發(fā)展步伐減緩。國內(nèi)方面，出口退稅的變化影響了外貿(mào)公司一部分利潤來源；能源價格上漲使出口產(chǎn)品的生產(chǎn)成本增加；電子商務的興起和發(fā)展也給外貿(mào)公司帶來新的挑戰(zhàn)。國際環(huán)境方面，主要國家匯率變動與人民幣升值壓力，國際市場商品價格呈上漲趨勢，國際貿(mào)易壁壘等種種因素的影響，使得中國在國際市場的競爭力下降。尤其是2008年全球金融危機之后，世界多個經(jīng)濟實體遭受嚴重破壞，國際市場因此萎縮，給中國的外貿(mào)企業(yè)帶來沉重的打擊。加之東南亞一些國家利用本國勞動力成本低的優(yōu)勢大力發(fā)展勞動密集型產(chǎn)業(yè)，中國在國際市場的勞動力競爭優(yōu)勢已然不再。 E國際貿(mào)易公司是一家以生產(chǎn)和出口玻璃制品為主的外貿(mào)公司。2008年下半年開始，大批外貿(mào)公司呈現(xiàn)頹勢，輕則減產(chǎn)虧損，重則一夕之間倒閉，E公司也未能幸免，大批客戶“消失”，訂單數(shù)量銳減，危機和挑戰(zhàn)并存。 究其原因，皆因E公司現(xiàn)代市場營銷理念淡薄，所謂的營銷更多地只是停留在推銷的層面上，銷售方式單一，目標模糊，客戶來源也僅僅依靠展會，雖長久以來積累了為數(shù)不少的客戶，但是由于公司內(nèi)部創(chuàng)新能力不足，在全球經(jīng)濟衰退這種大環(huán)境下便立刻顯現(xiàn)出不足。 本論文通過對E國際貿(mào)易公司的營銷環(huán)境進行全面而詳盡的分析，，針對其存在的問題，從確定目標市場、進行市場定位以及產(chǎn)品、價格、渠道、促銷策略等方面提出了切實可行的營銷策略，并且從營銷理念、信息系統(tǒng)建設、業(yè)務流程、質(zhì)量體系、人才任用、研發(fā)創(chuàng)新和風險管理七個方面提出了具體實施的保障措施。
[Abstract]:China's foreign trade has experienced the golden development period after entering WTO, which is influenced by both domestic and foreign factors, followed by the slowing down of the pace of development. On the domestic side, the change of export tax rebate has affected some profit sources of foreign trade companies; the rising of energy price has increased the production cost of export products; the rise and development of electronic commerce has also brought new challenges to foreign trade companies. In terms of international environment, the main countries' exchange rate changes and the pressure of RMB appreciation, the rising trend of commodity prices in the international market, the influence of international trade barriers and other factors make China's competitiveness in the international market decline. Especially after the global financial crisis in 2008, many economic entities in the world suffered serious damage, and the international market shrank, which dealt a heavy blow to China's foreign trade enterprises. In addition, some countries in Southeast Asia have taken advantage of their low labor costs to vigorously develop labor-intensive industries. China's competitive advantage in the international market is no longer available. E International Trading Company is a foreign trade company that mainly produces and exports glass products. Since the second half of 2008, a large number of foreign trade companies have shown a trend of decline, and light losses have been reduced. Company E failed overnight, a large number of customers "disappeared", orders plummeted, crises and challenges co-existed. The reason is that E Company's modern marketing concept is weak, so the so-called marketing is just staying on the sales level, the sales mode is single, the target is vague, and the source of customers only depends on the exhibition. Although it has long accumulated a large number of customers, due to the lack of innovation within the company, the global economic downturn in the general environment immediately revealed a lack of. Based on the comprehensive and detailed analysis of the marketing environment of E International Trading Company, this paper aims at its existing problems, including identifying the target market, positioning the market, and the products, prices and channels. This paper puts forward some feasible marketing strategies from the aspects of marketing concept, information system construction, business process, quality system, talent appointment, R & D innovation and risk management.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.721;F752

【參考文獻】

相關期刊論文 前3條

1 梁英俊;外貿(mào)公司出口營銷管理變革的思考[J];對外經(jīng)貿(mào)實務;2005年02期

2 周旭東;;論我國國有外貿(mào)企業(yè)核心競爭力的培育[J];商場現(xiàn)代化;2008年26期

3 張悅;;人民幣升值對我國進出口貿(mào)易的影響研究[J];中國商貿(mào);2011年36期

本文編號：2235307