本文關鍵詞：PROFIT公司消防管件國際營銷策略研究　出處：《中國海洋大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： PROFIT公司 消防管件 營銷策略 國際營銷

【摘要】：消防溝槽管件產品是PROFIT公司的主要出口產品,歐洲、拉美、北美市場其主要銷售市場。隨著全球經濟的發(fā)展,消防產品行業(yè)得到了快速發(fā)展,在國際市場上已經由賣方市場轉向買方市場,將面臨更加激烈的競爭和千載難逢的機遇,為了滿足國際市場更復雜的需求,優(yōu)化國際市場營銷策略是PROFIT公司今后建立長期競爭優(yōu)勢的必要措施。本文首先總結了PROFIT公司的發(fā)展現(xiàn)狀和存在的問題,用SWOT分析法對PROFIT公司進行一次全面的剖析,分析了公司的內部優(yōu)勢和劣勢和外部存在的機會和威脅,能夠客觀全面地反映了PROFIT公司在國際市場競爭中所處的地位；再進一步運用STP理論全面地解析其營銷策略,結合消防管件主要國際市場的需求和供給特點,對消防管件市場進行市場細分(S)、目標市場選擇(T)、市場定位(P)；其次分析了國際營銷環(huán)境和行業(yè)競爭狀況,運用4P理論制定了國際營銷組合策略,主要包括產品服務和品牌策略,定價策略,渠道策略：最后為了保證PROFIT公司策略可以有效的執(zhí)行,相應提出了必須采取的一系列保障措施：樹立現(xiàn)代營銷理念、建設高水平業(yè)務團隊、加強市場營銷控制等。本文基于PROFIT公司發(fā)展初期和現(xiàn)在的快速發(fā)展期的現(xiàn)實發(fā)展經歷來制定一個適合未來市場發(fā)展的國際市場營銷策略,總結出一系列可操作性的經驗。希望對PROFIT公司有一定的借鑒和參考價值。
[Abstract]:Firefighting grooves are the main export products of PROFIT, Europe, Latin America and North America. With the development of the global economy, the fire products industry has been developing rapidly. In the international market has changed from the seller market to the buyer market, will face more fierce competition and once-in-a-lifetime opportunities, in order to meet the more complex needs of the international market. Optimization of international marketing strategy is a necessary measure for PROFIT to establish long-term competitive advantage in the future. Firstly, this paper summarizes the development status and existing problems of PROFIT Company. This paper analyzes the internal strengths and weaknesses and the opportunities and threats of the PROFIT Company by using the SWOT analysis method. It can objectively and comprehensively reflect the position of PROFIT company in the international market competition; Furthermore, using the theory of STP to analyze its marketing strategy comprehensively, combined with the demand and supply characteristics of the main international market of fire pipe fittings, the market of fire pipe fittings is subdivided and the target market is chosen. Market orientation; Secondly, it analyzes the international marketing environment and industry competition, and formulates the international marketing mix strategy using 4p theory, mainly including product service and brand strategy, pricing strategy. Channel strategy: finally, in order to ensure that PROFIT company strategy can be effectively implemented, the corresponding security measures must be taken: set up a modern marketing concept, build a high-level business team. Strengthen the marketing control. Based on the rapid development of PROFIT company in the early and current rapid development period of the real development experience to formulate an international marketing strategy suitable for the future development of the market. A series of operable experiences are summarized. It is hoped that it can be used for reference by PROFIT Company.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F416.91

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