无锡世一公司的美国市场营销策略研究

发布时间：2018-06-11 15:51

本文选题：小微外贸企业 + 橱柜出口　；参考：《上海外国语大学》2014年硕士论文

【摘要】：小微外贸企业是我国对外贸易重要的补充力量,其健康稳定的发展对我国整体外贸的影响深远，甚至对社会的稳定与和谐产生了越来越重要的影响。无锡世一公司是一家小微外贸企业，主打产品是美式橱柜，一直致力于出口美国市场。近年来，对美贸易出现了很多新的动向，对小微外贸企业影响深远。暗潮涌动的市场，需要清晰冷静的分析，从宏观经济到微观产品，从新市场导向到新技术革命，本文探求了对美贸易的方方面面，特别聚焦于小微企业如何精准有效地选择恰当的营销理论，如何快速地应用，在实践中不断追求符合市场发展以及自身特点的营销方法。为此，无锡世一公司亟需有效地优化、实施适合于企业发展的市场营销策略，以应对内外部环境变化的冲击，并保持企业在以美国为核心市场营收的持续性增长，并有效降低运营成本。具体说，从无锡世一公司的橱柜出口美国市场的内部和外部环境分析入手，针对当前在对美出口中所存在的问题，本文通过无锡世一公司具体的产品与营销策略分析入手，提出CRM客户关系营销体系的改造，，以及与4P营销理论的有机结合，全面进行内部流程优化与外部市场的开拓，以不断创新前行。本文希望通过无锡世一公司的实例分析，对后金融危机形势下的小微橱柜外贸企业如何针对美国橱柜市场制定营销方案，以及为小微外贸企业如何开拓国际市场提供有益借鉴。
[Abstract]:Small and micro foreign trade enterprises are an important supplementary force for China's foreign trade, and their healthy and stable development has a profound impact on the overall foreign trade of our country. Wuxi Shiyi Company is a small micro-foreign trade enterprise whose main products are American cabinets and has been devoted to exporting American market. In recent years, there have been many new trends in trade with the United States, which have far-reaching impact on small and micro foreign trade enterprises. The dark tide of the surging market, need a clear and calm analysis, from macroeconomic to micro-products, from the new market to the new technological revolution, this paper explores all aspects of trade with the United States. In particular, it focuses on how small and micro enterprises choose the appropriate marketing theory accurately and effectively, how to apply it quickly, and how to continuously pursue marketing methods that conform to the market development and their own characteristics in practice. Therefore, Wuxi Shiyi Company urgently needs to be effectively optimized. To implement marketing strategy suitable for enterprise development, to cope with the impact of changes in internal and external environment, to maintain the sustained growth of revenue in the core market of the United States, and to effectively reduce operating costs. Specifically, starting with the analysis of the internal and external environment of Wuxi Shiyi Company's cabinet export to the United States market, aiming at the problems existing in the current export to the United States, this paper starts with the analysis of the specific products and marketing strategies of Wuxi Shi I Company. This paper puts forward the reform of CRM customer relationship marketing system and the organic combination with 4P marketing theory to optimize the internal process and open up the external market in an all-round way in order to continuously innovate ahead. This paper hopes to analyze the case of Wuxi Shiyi Company. How to make marketing plan for American cabinet market under the situation of post-financial crisis, and how to open up international market for small and micro foreign trade enterprises.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8

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