本文選題：減水劑 + 市場定位　； 參考：《華東理工大學(xué)》2017年碩士論文

【摘要】：本文結(jié)合LBT公司近年來化學(xué)產(chǎn)品國際市場營銷的實踐,分析我國化學(xué)產(chǎn)品企業(yè)所處的國際市場環(huán)境、競爭態(tài)勢,以及市場機遇等,為LBT公司的國際市場營銷實踐提供客觀依據(jù)。本文采用文獻閱讀法、理論與實踐相結(jié)合、問卷調(diào)查法等方法,分析LBT公司在國際市場營銷過程中存在的不足,并對存在的問題提出可行性解決的對策。首先,本文以市場營銷的相關(guān)理論為基礎(chǔ),深刻理解國際市場營銷的相關(guān)概念,以STP國際市場營銷理論和4P營銷策略作為本課題研究的理論基礎(chǔ)。其次,結(jié)合LBT公司市場狀況和市場競爭態(tài)勢,分析了LBT公司現(xiàn)有的國際市場營銷策略,以及其在國際市場上采取的營銷組合策略,具體包括：產(chǎn)品策略、定價策略、渠道策略和促銷策略。采用SWOT方法分析LBT公司在不同細分市場的優(yōu)勢、劣勢,面臨的機會與威脅。最后,根據(jù)LBT公司在各目標市場采取的營銷策略以及企業(yè)自身的特點,分析其在國際市場營銷過程中的不足和存在的問題,并提出解決的建議,以保障其國際市場營銷策略的實施。例如,本論文提出LBT公司為了提高國際市場營銷能力,必須樹立不斷創(chuàng)新的企業(yè)運營觀念,提高企業(yè)形象與產(chǎn)品質(zhì)量；加強市場營銷、商務(wù)人員的應(yīng)用技術(shù)和營銷方面的培訓(xùn)；合理選擇中間商；加強互聯(lián)網(wǎng)支持作用,構(gòu)建國際市場營銷信息系統(tǒng)；防范和控制國際市場營銷風險等舉措。
[Abstract]:Based on the international marketing practice of chemical products of LBT Company in recent years, this paper analyzes the international market environment, competitive situation and market opportunity of Chinese chemical products enterprises, which provides an objective basis for the international marketing practice of LBT Company. In this paper, the methods of literature reading, combining theory with practice and questionnaire survey are used to analyze the shortcomings of LBT Company in the process of international marketing, and to put forward feasible solutions to the existing problems. Firstly, based on the relevant theories of marketing, this paper deeply understands the related concepts of international marketing, and takes STP's international marketing theory and 4P marketing strategy as the theoretical basis of this research. Secondly, combined with the market situation and market competition situation of LBT Company, this paper analyzes the existing international marketing strategy of LBT Company and the marketing combination strategy it adopts in the international market, including: product strategy, pricing strategy, and so on. Channel strategy and promotion strategy. SWOT method is used to analyze the strengths, weaknesses, opportunities and threats faced by LBT in different market segments. Finally, according to the marketing strategy adopted by LBT in each target market and the characteristics of the enterprise itself, this paper analyzes its shortcomings and problems in the international marketing process, and puts forward some suggestions to solve the problem. To ensure the implementation of its international marketing strategy. For example, in order to improve the ability of international marketing, LBT Company must set up a constantly innovative concept of enterprise operation, improve its image and product quality, strengthen the training of marketing, application technology and marketing of business personnel. Reasonable selection of middlemen, strengthening of Internet support, construction of international marketing information system, prevention and control of international marketing risks and other measures.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.7

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1 劉德志;LBT公司國際市場營銷策略研究[D];華東理工大學(xué);2017年

2 李玲;擬南芥突變體LBT抗低硼脅迫生理和分子機制的研究[D];華中農(nóng)業(yè)大學(xué);2013年

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本文編號：1917723