XM有限公司外貿營銷策略研究
發(fā)布時間：2019-02-12 19:04
【摘要】：隨著電子技術的成熟與互聯網技術的發(fā)展,車載電子行業(yè)將面臨新的挑戰(zhàn)和機遇。與此同時,整車車廠也越來越重視車載電子產品對于企業(yè)利潤的貢獻。在充分競爭的市場條件下,長期以來基于后裝市場的全球供應鏈結構也將發(fā)生新的變化。這些變化,將對以外貿出口為導向的車載電子產品制造企業(yè)提出新的要求。中國企業(yè),尤其是外貿企業(yè),在不同的發(fā)展的時期,始終探索有效的營銷渠道。但是,效果差強人意。主要原因還是在于中國企業(yè)的營銷管理模式與國際化標準沒有實質性的結合。如果企業(yè)沒有步入真正意義上的營銷信息化管理,這勢必影響到營銷系統(tǒng)的搭建和施行效果。本文,通過波特五力模型和PEST理論對XM有限公司的宏觀環(huán)境和車載電子產品國際市場競爭態(tài)勢做了分析。運用SWOT理論,充分說明了XM有限公司內部優(yōu)勢和劣勢以及揭示了公司外部面臨的機遇和威脅。以此為基礎,通過STP理論,將車載電子產品國際市場進行了細分,從而,確定了XM有限公司的目標市場。對此,深入的探索了營銷組合策略。面對復雜而又艱巨的國際市場,對中國車載電子外貿企業(yè)來說,既是挑戰(zhàn)又是機遇。XM有限公司需系統(tǒng)分析市場環(huán)境,堅持以高附加值產品和高增長率市場為主導,不斷提高市場影響力,穩(wěn)固其在國際市場的地位。
[Abstract]:With the maturity of electronic technology and the development of Internet technology, the onboard electronic industry will face new challenges and opportunities. At the same time, the car factory also more and more attention to the contribution of onboard electronic products to the profits of enterprises. Under the fully competitive market conditions, the global supply chain structure based on the afterloading market will also undergo new changes for a long time. These changes, export-oriented automotive electronics manufacturing enterprises will put forward new requirements. Chinese enterprises, especially foreign trade enterprises, in different periods of development, always explore effective marketing channels. However, the effect is not satisfactory. The main reason is that there is no substantial combination of marketing management mode and international standards. If the enterprise does not step into the true meaning of marketing information management, this will inevitably affect the marketing system construction and implementation results. In this paper, the macro environment of XM Co., Ltd and the international market competition situation of vehicular electronic products are analyzed by Porter's five-force model and PEST theory. By using the theory of SWOT, this paper fully explains the internal strengths and weaknesses of XM Co., Ltd., and reveals the opportunities and threats that the company is facing outside. Based on this, the international market of vehicular electronic products is subdivided by STP theory, and the target market of XM Co., Ltd is determined. In view of this, has explored the marketing mix strategy in depth. Facing the complicated and arduous international market, it is not only a challenge but also an opportunity for Chinese car-mounted electronic foreign trade enterprises. XM Co., Ltd. needs to systematically analyze the market environment and adhere to the market dominated by high value-added products and high growth rate. Constantly improve the market influence, stabilize its position in the international market.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.6
本文編號：2420699
[Abstract]:With the maturity of electronic technology and the development of Internet technology, the onboard electronic industry will face new challenges and opportunities. At the same time, the car factory also more and more attention to the contribution of onboard electronic products to the profits of enterprises. Under the fully competitive market conditions, the global supply chain structure based on the afterloading market will also undergo new changes for a long time. These changes, export-oriented automotive electronics manufacturing enterprises will put forward new requirements. Chinese enterprises, especially foreign trade enterprises, in different periods of development, always explore effective marketing channels. However, the effect is not satisfactory. The main reason is that there is no substantial combination of marketing management mode and international standards. If the enterprise does not step into the true meaning of marketing information management, this will inevitably affect the marketing system construction and implementation results. In this paper, the macro environment of XM Co., Ltd and the international market competition situation of vehicular electronic products are analyzed by Porter's five-force model and PEST theory. By using the theory of SWOT, this paper fully explains the internal strengths and weaknesses of XM Co., Ltd., and reveals the opportunities and threats that the company is facing outside. Based on this, the international market of vehicular electronic products is subdivided by STP theory, and the target market of XM Co., Ltd is determined. In view of this, has explored the marketing mix strategy in depth. Facing the complicated and arduous international market, it is not only a challenge but also an opportunity for Chinese car-mounted electronic foreign trade enterprises. XM Co., Ltd. needs to systematically analyze the market environment and adhere to the market dominated by high value-added products and high growth rate. Constantly improve the market influence, stabilize its position in the international market.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.6
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，本文編號：2420699
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