MH国际贸易公司面临转型的营销策略研究
发布时间：2018-11-12 19:33
【摘要】：近年来,随着经济全球化进程的加快,以及我国加入世界贸易组织(WTO),外贸体制、政策进一步深化改革。国有企业、民营企业等逐步开展国际贸易业务,将自主生产的产品推向国际市场,国际贸易已经逐渐成为中国经济增长的重要组成部分。然而,由于我国大部分外贸企业经营理念、管理水平较低,国际市场竞争力不足,再加上国际金融危机、人民币升值、生产成本不断上涨、贸易摩擦升级等外部因素,给我国外贸企业带来更多的是市场压力。如何应对与日俱增的市场竞争压力,如何选择适合的营销策略,优化管理模式、工作内容及流程,如何更好的了解客户需求,加强客户关系管理,提高企业的经营管理水平,增强核心竞争力已经成为我国外贸企业重点研究的一项紧迫而艰巨的课题。 本文在对相关的国际营销理论研究和回顾之后,首先对当前外贸行业的宏观环境进行分析,并展望外贸行业的未来前景,为营销改进策略的提出打下基础。之后,从实际情况出发,对MH国际贸易公司营销现状进行分析,运用波特五力模型研究公司面临的五种威胁,提出当前公司面临转型时遇到的阻力和挑战。为了切实寻找有效的国际贸易营销策略,增加公司整体的竞争实力,本文着重讨论了树立“以客户为中心”的营销理念,并制定和实施了客户关系管理方案。文章最后提出在当今电子商务快速发展的背景下,企业开展网络营销的对策和建议。 本文针对企业目前的营销管理模式,结合国内外优秀的营销管理理念,及时调整营销管理策略,提出了适应企业长远发展的营销管理模式,对提高企业的经营管理水平,提高客户满意度及忠诚度,增强企业核心竞争力具有一定的实际指导意义。
[Abstract]:In recent years, with the acceleration of the process of economic globalization and China's accession to the (WTO), foreign trade system of the World Trade Organization, the policy further deepens the reform. State-owned enterprises, private enterprises and other enterprises gradually develop international trade business and push self-produced products to the international market. International trade has gradually become an important part of China's economic growth. However, due to the low management level of most foreign trade enterprises in China, the lack of competitiveness in the international market, the international financial crisis, the appreciation of the RMB, the rising production costs, the escalation of trade frictions, and other external factors, To our country foreign trade enterprise brings more is the market pressure. How to deal with the increasing market competition pressure, how to choose the appropriate marketing strategy, how to optimize the management mode, how to understand the customer demand, how to strengthen the customer relationship management, how to improve the management level of the enterprise. Enhancing the core competence has become an urgent and arduous task for our foreign trade enterprises. After studying and reviewing the relevant international marketing theories, this paper first analyzes the macro environment of the current foreign trade industry, and looks forward to the future prospects of the foreign trade industry, which lays a foundation for the development of the marketing improvement strategy. Then, based on the actual situation, this paper analyzes the current marketing situation of MH International Trading Company, studies the five kinds of threats faced by the company by using Porter's five-force model, and puts forward the resistance and challenge that the company is facing in the process of transformation. In order to find effective international trade marketing strategy and increase the overall competitive strength of the company, this paper focuses on the establishment of "customer-centered" marketing concept, and the formulation and implementation of customer relationship management program. Finally, under the background of the rapid development of e-commerce, the paper puts forward the countermeasures and suggestions for enterprises to carry out network marketing. According to the current marketing management mode of the enterprise, combining with the excellent marketing management idea at home and abroad and adjusting the marketing management strategy in time, this paper puts forward the marketing management mode to adapt to the long-term development of the enterprise, which can improve the management level of the enterprise. To improve customer satisfaction and loyalty, enhance the core competitiveness of enterprises has a certain practical significance.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F752.6
[Abstract]:In recent years, with the acceleration of the process of economic globalization and China's accession to the (WTO), foreign trade system of the World Trade Organization, the policy further deepens the reform. State-owned enterprises, private enterprises and other enterprises gradually develop international trade business and push self-produced products to the international market. International trade has gradually become an important part of China's economic growth. However, due to the low management level of most foreign trade enterprises in China, the lack of competitiveness in the international market, the international financial crisis, the appreciation of the RMB, the rising production costs, the escalation of trade frictions, and other external factors, To our country foreign trade enterprise brings more is the market pressure. How to deal with the increasing market competition pressure, how to choose the appropriate marketing strategy, how to optimize the management mode, how to understand the customer demand, how to strengthen the customer relationship management, how to improve the management level of the enterprise. Enhancing the core competence has become an urgent and arduous task for our foreign trade enterprises. After studying and reviewing the relevant international marketing theories, this paper first analyzes the macro environment of the current foreign trade industry, and looks forward to the future prospects of the foreign trade industry, which lays a foundation for the development of the marketing improvement strategy. Then, based on the actual situation, this paper analyzes the current marketing situation of MH International Trading Company, studies the five kinds of threats faced by the company by using Porter's five-force model, and puts forward the resistance and challenge that the company is facing in the process of transformation. In order to find effective international trade marketing strategy and increase the overall competitive strength of the company, this paper focuses on the establishment of "customer-centered" marketing concept, and the formulation and implementation of customer relationship management program. Finally, under the background of the rapid development of e-commerce, the paper puts forward the countermeasures and suggestions for enterprises to carry out network marketing. According to the current marketing management mode of the enterprise, combining with the excellent marketing management idea at home and abroad and adjusting the marketing management strategy in time, this paper puts forward the marketing management mode to adapt to the long-term development of the enterprise, which can improve the management level of the enterprise. To improve customer satisfaction and loyalty, enhance the core competitiveness of enterprises has a certain practical significance.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F752.6
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