本文選題：中國　切入點：石油裝備企業(yè)　出處：《對外經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文

【摘要】：隨著我國加入WTO,我國石油裝備趨向于國際化,不僅是大型企業(yè)或外資企業(yè)之間的較量,就連中小企業(yè)也在求生存的同時力求可持續(xù)發(fā)展,在國內(nèi)外市場占據(jù)一定地位,可見競爭極其激烈。與西方發(fā)達(dá)國家相比,中國的石油裝備企業(yè)在營銷中還存在一些不盡如人意之處,還受到內(nèi)外部因素的影響,制約著中國石油裝備企業(yè)的發(fā)展,其因子隨時都可能發(fā)生變化,若不采取行動,唯恐風(fēng)險變本加厲,后患無窮。為了提高我國石油裝備企業(yè)的國際競爭力,研究中國石油裝備企業(yè)國際營銷戰(zhàn)略選擇與實施保障亟不可待,值得我們?nèi)ド钏�。本文主要從石油裝備企業(yè)與國際營銷戰(zhàn)略理論入手,闡述石油裝備企業(yè)的內(nèi)內(nèi)涵、分類、國際營銷戰(zhàn)略理論、有形產(chǎn)品營銷組合策略理論、SWOT分析法,同步表明本文的主體思路與寫作方法,作為本文的理論基礎(chǔ)與構(gòu)思;圍繞“了解研究背景,確定研究目標(biāo)——分析現(xiàn)狀、問題及影響因素——深入探究國際營銷戰(zhàn)略選擇——實施保障”研究路線貫穿全文,采用文獻(xiàn)研究、理論與對策研究相結(jié)合的研究方法展開對中國石油裝備企業(yè)國際營銷戰(zhàn)略的系統(tǒng)性研究;在技術(shù)開發(fā)、加工制造、國際市場營銷、人才隊伍及國際競爭合作關(guān)系等因素的影響下,探索了中國石油裝備企業(yè)在營銷中存在的自主品牌研發(fā)能力與科技創(chuàng)新機(jī)制落后、我國石油裝備企業(yè)國際營銷能力較弱及我國石油裝備企業(yè)人才隊伍建設(shè)落后等問題,進(jìn)而提出中國石油裝備企業(yè)營銷戰(zhàn)略選擇及實施保障措施。
[Abstract]:With China's entry into WTO, China's petroleum equipment tends to be internationalized. It is not only a contest between large enterprises or foreign-funded enterprises, but also small and medium-sized enterprises strive for sustainable development while seeking survival, and occupy a certain position in the domestic and foreign markets. It can be seen that the competition is extremely fierce. Compared with the western developed countries, there are still some unsatisfactory points in the marketing of China's petroleum equipment enterprises, which are also affected by internal and external factors, which restrict the development of China's petroleum equipment enterprises. Its factors may change at any time. If we do not take action, we fear that the risks will intensify and there will be endless problems. In order to improve the international competitiveness of our petroleum equipment enterprises, It is necessary for us to study the choice and implementation of international marketing strategy of Chinese petroleum equipment enterprises, which is worthy of our deep thinking. This paper, starting with the theory of petroleum equipment enterprises and international marketing strategies, expounds the inner connotation and classification of petroleum equipment enterprises. The international marketing strategy theory, the visible product marketing combination strategy theory and the SWOT analysis method, simultaneously indicate the main body thought and the writing method of this article, as the theoretical foundation and the conception of this article. To determine the research objective-to analyze the current situation, problems and influencing factors-to explore the international marketing strategy choice-the implementation of the research route throughout the full text, using literature research, A systematic study of the international marketing strategy of China's petroleum equipment enterprises is carried out by combining the theory with the research methods of countermeasures; in the fields of technology development, processing and manufacturing, and international marketing, Under the influence of the talent team and the international competition and cooperation relationship, this paper explores the backward R & D capability and the scientific and technological innovation mechanism of the independent brand in the marketing of China's petroleum equipment enterprises. The international marketing ability of our country's petroleum equipment enterprises is weak and the construction of our country's petroleum equipment enterprises' talents is backward and so on, and then puts forward the choice of marketing strategy and the implementation of safeguard measures for China's petroleum equipment enterprises.
【學(xué)位授予單位】：對外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.22

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相關(guān)期刊論文 前2條

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本文編號：1675695