發(fā)布時間：2018-03-23 20:27

  本文選題：蛋糕模　切入點：國際市場營銷　出處：《東華大學》2017年碩士論文

【摘要】：隨著經濟全球化的進一步發(fā)展,企業(yè)在國際舞臺的競爭越發(fā)激烈。我國的中小企業(yè)在國際市場的競爭中,原來的價位低的優(yōu)勢越來越不明顯,而人工成本上升和原材料等漲價已經成為不可逆轉的趨勢;而當前世界經濟的依然低迷,市場需求疲軟。在這樣的競爭環(huán)境下,企業(yè)的生存和發(fā)展變的越來越困難。X公司主營碳鋼蛋糕模,市場以歐美國家為主,客戶群體為中低端客戶。主要通過線上阿里平臺和線下展會平臺接觸客戶,和歐洲及美國很多家中小企業(yè)簽有代理合作協(xié)議。近年來歐美經濟體危機重重,增長遲緩,X公司銷售額下降很快。本文通過對X公司營銷狀況的研究,結合國際市場營銷學的理論和工具應用,將實踐與理論結合,為解決企業(yè)面臨的問題提出方案和建議并進行系統(tǒng)的論證。首先,本文闡述了國際市場營銷學的相關理論和研究現(xiàn)狀,以及主要工具的介紹,如PEST,SWOT,STP,4Ps營銷組合等。同時對我國中小企業(yè)國際營銷狀況,中東市場營銷狀況和義烏市場模式進行文獻研究。其次,將X公司所處的市場環(huán)境、態(tài)勢、競爭狀態(tài),和企業(yè)面臨的問題行進分析,制定開拓中東市場營銷戰(zhàn)略和4Ps營銷策略,并進行論證。第三,為確保營銷戰(zhàn)略目標的實現(xiàn),營銷策略的準確實施,制定了相應的營銷保障措施,進行企業(yè)內部調整和風險管控。通過多維度分析和研究,結合客戶為本的營銷理念,總結出一套適合X企業(yè)蛋糕模在中東市場營銷的可行策略和保障措施的方案。希望借此為企業(yè)的生存和發(fā)展找到一條新的路子,也對其他公司有借鑒意義。
[Abstract]:With the further development of economic globalization, the competition of enterprises on the international stage is becoming more and more intense. In the international market competition of small and medium-sized enterprises in China, the advantages of low price are becoming less and less obvious. However, rising labor costs and rising prices of raw materials have become an irreversible trend, while the world economy is still in a doldrums and market demand is weak. In such a competitive environment, The survival and development of enterprises is becoming more and more difficult. X Company is mainly engaged in carbon steel cake moulds. The market is mainly in Europe and the United States, and the customer group is middle and low end customers. It mainly contacts customers through the online Ali platform and the offline exhibition platform. Many small and medium-sized enterprises in Europe and the United States have signed agency cooperation agreements. In recent years, European and American economies have been plagued by crises, and sales of X Company have fallen rapidly. This paper studies the marketing situation of X Company. Combined with the application of international marketing theory and tools, the paper combines practice with theory, and puts forward plans and suggestions to solve the problems faced by enterprises. This paper describes the relevant theories and research status of international marketing, as well as the introduction of main tools, such as PESTOTO STP4Ps, etc. At the same time, the international marketing situation of small and medium-sized enterprises in China is also discussed. The marketing situation in the Middle East and Yiwu market model are studied in literature. Secondly, the market environment, situation, competition state of X Company and the problems faced by the enterprise are analyzed, and the marketing strategy and 4Ps marketing strategy of developing the Middle East are worked out. Thirdly, in order to ensure the realization of the marketing strategy and the accurate implementation of the marketing strategy, the corresponding marketing guarantee measures are formulated, and the internal adjustment and risk control of the enterprise are carried out. Combined with the customer-oriented marketing concept, this paper sums up a set of feasible strategies and safeguard measures suitable for the marketing of X enterprise cake mold in the Middle East, hoping to find a new way for the survival and development of the enterprise. Also has the reference significance to other companies.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F752.62

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