發(fā)布時間：2018-07-01 12:45

  本文選題：大連環(huán)亞貿(mào)易公司 + 流體設(shè)備配件�。� 參考：《大連理工大學(xué)》2015年碩士論文

【摘要】：隨著世界經(jīng)濟(jì)進(jìn)入后金融危機(jī)階段,美國、歐洲等我國主要貿(mào)易區(qū)經(jīng)濟(jì)萎靡,對中國的反傾銷戰(zhàn)也愈演愈烈,使得外貿(mào)行業(yè)日益衰退,諸多中小型外貿(mào)公司也逐漸倒閉。為走出困境,許多外貿(mào)企業(yè)意識到制定營銷策略的重要性,以通過不斷吸取先進(jìn)理論的精華,彌補(bǔ)自身的不足,進(jìn)而提高企業(yè)市場競爭力。大連環(huán)亞貿(mào)易公司于2003年成立,但是近幾年受政策環(huán)境、經(jīng)濟(jì)環(huán)境、社會文化環(huán)境、技術(shù)環(huán)境和顧客需求變化的影響,營業(yè)情況日趨不善。因此研究該公司所面臨的復(fù)雜環(huán)境以及制定相應(yīng)的營銷策略和戰(zhàn)略規(guī)劃已成為該公司需要迫切解決的發(fā)展問題之一�；诖�,本文以大連環(huán)亞貿(mào)易公司為研究對象,根據(jù)相關(guān)市場營銷理論,運用PEST、波特五力模型及SWOT分析對宏觀經(jīng)濟(jì)形勢、行業(yè)的整體狀況及公司的優(yōu)勢、劣勢、所面臨的機(jī)會和威脅進(jìn)行詳細(xì)研究,尋求行業(yè)競爭的關(guān)鍵要素并結(jié)合該公司自身經(jīng)營特點,確定適合該公司發(fā)展的營銷策略,并為之制定出相應(yīng)的建議和對策。本文的研究結(jié)論不僅將推動大連環(huán)亞貿(mào)易公司擺脫困境、快速發(fā)展,而且還可豐富相關(guān)理論研究,并對國內(nèi)處于相同發(fā)展期的外貿(mào)公司的發(fā)展起到一定的指導(dǎo)和借鑒作用。
[Abstract]:With the world economy entering the post-financial crisis stage, the American, European and other major trade areas of China's economic decline, anti-dumping war against China also intensified, making the foreign trade industry declining day by day, many small and medium-sized foreign trade companies also gradually closed down. In order to get out of the dilemma, many foreign trade enterprises realize the importance of formulating marketing strategy, in order to constantly absorb the essence of advanced theory, make up for their own shortcomings, and then improve the market competitiveness of enterprises. Dalian Huanya Trading Company was established in 2003. However, due to the changes of policy environment, economic environment, social and cultural environment, technological environment and customer demand, the business situation is becoming increasingly poor in recent years. Therefore, it has become one of the urgent development problems for the company to study the complex environment and make the corresponding marketing strategy and strategic planning. Based on this, this paper takes Dalian Huanya Trading Company as the research object, according to the relevant marketing theory, applies pest, Porter five Force Model and SWOT analysis to the macroeconomic situation, the overall situation of the industry and the advantages and disadvantages of the company. The opportunities and threats faced by the company are studied in detail, and the key elements of the competition in the industry are sought and the marketing strategies suitable for the development of the company are determined according to the company's own operating characteristics, and the corresponding suggestions and countermeasures are made for them. The conclusion of this paper will not only promote Dalian Huanya Trading Company to get rid of the predicament and develop rapidly, but also enrich the relevant theoretical research, and play a certain guiding and referential role in the development of domestic foreign trade companies in the same development period.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F752.6;F274

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1 侯志宏;大連環(huán)亞貿(mào)易公司營銷策略研究[D];大連理工大學(xué);2015年

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本文編號：2087831