WF公司微波通信产品国际市场营销策略研究
发布时间：2018-07-25 11:28
【摘要】：WF公司是一家以微波通信产品为主营业务的进出口公司,经过多年的市场拓展,已经逐步发展壮大,现在业务已经远销到国外,把中东国家作为自己的重要市场。如今,微波通信产品的应用越来越广泛,国际市场也不断在扩大做强。然而,在经营上开始暴露出诸如客户满意度下降、销售增长停滞等诸多问题,影响了WF公司的进一步发展。作为中小型外贸进出口企业,WF公司如何充分利用企业现有资源在国际市场上改善客户对本公司的满意度,进一步提高公司在国际市场上微波产品销售额以及覆盖率是公司当下必须要思考的问题。本文在对营销理论总结的基础上,首先对WF公司所面临的国际市场环境进行分析;其次,用营销理论对公司现行的国际市场营销的现状进行剖析,发现了WF公司在国际市场营销中的问题,并且与同行业进行对比,找出WF公司与之存在的差距以及自己所具有的优势;接着,基于以上对该公司营销方面存在的问题分析,本研究根据4P理论对营销方式提出了改进措施;最后针对WF公司的产品在销售中亟待解决的问题提出实施方案,并对营销策略方案的实施提出了合理性的建议。本研究运用多种理论对WF公司的国际营销情况进行了剖析,找出了存在的问题,希望本文针对该公司产品在国际市场销售中的问题所制定的策略和实施方案有助于它在国际市场取得更好的发展,同时本研究的一些成果可能对其他具有跨国业务的企业提供理论支撑和实践经验总结。
[Abstract]:WF Company is an import and export company with microwave communication products as its main business. After many years of market expansion, WF has gradually developed and expanded, and now its business has been exported to foreign countries, taking the Middle East countries as its important market. Nowadays, the application of microwave communication products is more and more extensive, and the international market is expanding and strengthening. However, many problems, such as reduced customer satisfaction and stagnant sales growth, have affected the further development of WF. As a small and medium-sized foreign trade import and export enterprise, WF Company how to make full use of the existing resources of the enterprise in the international market to improve customer satisfaction with the company, Further improving the sales and coverage of microwave products in the international market is an urgent issue for the company. Based on the summary of marketing theory, this paper first analyzes the international market environment faced by WF Company; secondly, analyzes the current international marketing situation of WF Company with marketing theory. Found the WF company in the international marketing problems, and compared with the same industry, to find out the gap between WF company and its own advantages; then, based on the above analysis of the company's marketing problems, According to the 4P theory, this study puts forward some measures to improve the marketing mode, and finally puts forward the implementation plan for the sales of WF company's products, and puts forward some reasonable suggestions for the implementation of the marketing strategy scheme. This study analyzes the international marketing situation of WF Company by using various theories, and finds out the existing problems. It is hoped that the strategies and implementation programs formulated in this paper for the problems of the company's products in the international market will contribute to its better development in the international market. At the same time, some of the results of this study may provide theoretical support and practical experience for other multinational enterprises.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6
本文编号：2143683
[Abstract]:WF Company is an import and export company with microwave communication products as its main business. After many years of market expansion, WF has gradually developed and expanded, and now its business has been exported to foreign countries, taking the Middle East countries as its important market. Nowadays, the application of microwave communication products is more and more extensive, and the international market is expanding and strengthening. However, many problems, such as reduced customer satisfaction and stagnant sales growth, have affected the further development of WF. As a small and medium-sized foreign trade import and export enterprise, WF Company how to make full use of the existing resources of the enterprise in the international market to improve customer satisfaction with the company, Further improving the sales and coverage of microwave products in the international market is an urgent issue for the company. Based on the summary of marketing theory, this paper first analyzes the international market environment faced by WF Company; secondly, analyzes the current international marketing situation of WF Company with marketing theory. Found the WF company in the international marketing problems, and compared with the same industry, to find out the gap between WF company and its own advantages; then, based on the above analysis of the company's marketing problems, According to the 4P theory, this study puts forward some measures to improve the marketing mode, and finally puts forward the implementation plan for the sales of WF company's products, and puts forward some reasonable suggestions for the implementation of the marketing strategy scheme. This study analyzes the international marketing situation of WF Company by using various theories, and finds out the existing problems. It is hoped that the strategies and implementation programs formulated in this paper for the problems of the company's products in the international market will contribute to its better development in the international market. At the same time, some of the results of this study may provide theoretical support and practical experience for other multinational enterprises.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6
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