中國改革開放至今已逾四十年,經(jīng)濟(jì)全球化帶動了越來越多的國內(nèi)中小型企業(yè)走出國門參與到國際市場的競爭中來。而全球經(jīng)濟(jì)的增長和人民生活水平的提高也在帶動了食品消費(fèi)的升級的同時也為畜牧業(yè)乃至畜牧機(jī)械行業(yè)的蓬勃發(fā)展奠定了基礎(chǔ)。在健康的消費(fèi)觀念和正確的市場引導(dǎo)下,國內(nèi)外市場前景廣闊。中國畜牧機(jī)械企業(yè)開始逐漸在國際市場上嶄露頭角,然而想要謀求長遠(yuǎn)的發(fā)展,還需要根據(jù)現(xiàn)階段國際市場環(huán)境和企業(yè)自身的營銷現(xiàn)狀和特點(diǎn)進(jìn)行不斷的調(diào)整、完善與創(chuàng)新。通過系統(tǒng)科學(xué)分析自身國際營銷中存在的問題,打造出企業(yè)的核心競爭力,增強(qiáng)企業(yè)品牌影響力,從而真正提高企業(yè)的經(jīng)濟(jì)效益和國際地位。本文采用市場營銷、營銷渠道策略、渠道沖突與管理等相關(guān)理論,對畜牧機(jī)械企業(yè)G公司的國際營銷渠道進(jìn)行較為系統(tǒng)的分析研究。本文首先通過五力模型對G公司所處的行業(yè)環(huán)境進(jìn)行分析,然后結(jié)合SWOT分析提出其在國際市場營銷過程中遇到的問題與挑戰(zhàn),再結(jié)合其代理商與終端消費(fèi)者的國際需求與G公司的國際營銷策略來深入剖析,得出導(dǎo)致目前國際市場銷售占比下降,市場開拓乏力這一現(xiàn)狀主要是由渠道管理方面原因所造成的這一結(jié)論。針對這一結(jié)論,本文重點(diǎn)從4P理論和市場營銷渠道策略,從...

【文章頁數(shù)】：108 頁

【學(xué)位級別】：碩士

【文章目錄】：
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter I Introduction
    1.1 Research Background and Significance
        1.1.1 Research Background
        1.1.2 Research Significance
    1.2 Research Content and Methods
        1.2.1 Research Content
        1.2.2 Research Methods
        1.2.3 Paper Framework
Chapter2 Literature Review
    2.1 Strategies for Entering International Markets
        2.1.1 Definition of International Markets
        2.1.2 Enter Modes of International Markets
    2.2 International Place Strategy
        2.2.1 Definition of International Marketing
        2.2.2 International Marketing Mix Strategy
        2.2.3 International Marketing Channel Strategy
    2.3 Marketing Channel Conflict and Management
        2.3.1 Definition of Marketing Channel Conflict
        2.3.2 Characteristics of International Marketing Channel Conflict
        2.3.3 International Marketing Channel Management Optimization Strategy
Chapter3 Case Description
    3.1 G Company Profile
        3.1.1 Product Introduction of G Company
        3.1.2 The Position and Performance of G Company in the International Market
    3.2 Challenges Faced by G Company in International Marketing Channel Management
Chapter4 Case Analysis
    4.1 Analysis of the Competitive Environment of G Company in the International Market
        4.1.1 Five Forces Analysis
        4.1.2 SWOT Analysis
        4.1.3 Channel Strategy of Major International Competitors
    4.2 G Company's International Market Demand Analysis
        4.2.1 Demand Analysis of International Market Agents
        4.2.2 Demand Analysis of Customers in the International Market
    4.3 Analysis of G Company's Marketing Strategy in the International Market
        4.3.1 Obvious Advantages in the Product Strategy
        4.3.2 Recognized by the Market in the Price Strategy
        4.3.3 Unworkable Sales Promotion
        4.3.4 Channel Issues to be Resolved
    4.4 Analysis of G Company's International Marketing Channel Strategy
        4.4.1 International Marketing Channel Member Problems
        4.4.2 International Marketing Channel Selection Problems
        4.4.3 Conflict Management of International Marketing Channel Problems
Chapter5 Optimization Plan and Suggestions of G Company's International Marketing Channel Strategy
    5.1 Improving the Selection and Management System of International Agents
    5.2 Increasing Cooperation with Agents in the Host Country
    5.3 Improving the Strategy of Diversified Channels in the International Market
    5.4 Speed up the Training of International Marketing Management Talents
Chapter6 Conclusion and Implications
    6.1 Conclusions
    6.2 Management Implications
    6.3 Limitations
REFERENCE
APPENDIX



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