SL公司出口转内销产品的营销策略研究

发布时间：2018-01-29 22:13

本文关键词： 出口转内销亚麻纺织营销策略　出处：《哈尔滨工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：改革开放以来，我国的对外贸易发展迅速，对外贸易额连年持续快速增长。亚麻纺织业是中国的传统外贸行业，曾经辉煌一时，而近年陷入困境。特别是2008年金融危机之后，国外市场逐渐萎缩，加之原材料涨价、劳动力成本上升、人民币升值等不利因素的影响，麻纺行业对外贸易依存度过高的劣势逐渐凸显，众多麻纺企业选择出品转内销，但遇到了很多困难。因此，研究麻纺企业出口转内销的问题具有较强的现实意义。本文以哈尔滨SL亚麻纺织公司（以下简称SL公司）为研究对象，对该公司出口转内销产品的营销策略进行了研究。文章首先介绍了研究背景及意义，总结归纳了国内外对于出口转内销的研究成果；然后，对SL公司面临的营销环境进行了分析，在宏观环境方面，用PEST分析法，从政治与法律、经济、社会文化、技术四个方面进行分析；在行业环境方面，分析了制约行业发展的因素以及行业竞争状况；在内部环境方面，分析了公司出口转内销的原因。在此基础上，，对该公司进行了SWOT分析，并提出了SL公司出口转内销的过程中存在的问题，主要在观念、产品研发、营销渠道、品牌建设等方面存在不足；最后，运用市场营销理论，提出了SL公司实施出口转内销产品的营销组合策略，主要集中在产品策略、价格策略、渠道策略和促销策略四个方面。为使建议策略更系统、更具有操作性，文章还进一步设计了策略实施的保障措施。
[Abstract]:Since the reform and opening up, China's foreign trade has developed rapidly, the volume of foreign trade has continued to grow rapidly. Flax textile industry is China's traditional foreign trade industry, once brilliant. In recent years, especially after the financial crisis in 2008, the foreign market gradually shrank, coupled with the rise in raw materials, labor costs, RMB appreciation and other adverse factors. The inferiority of the high degree of dependence on foreign trade of hemp textile industry is gradually prominent, many hemp textile enterprises choose to export to domestic sales, but encountered a lot of difficulties. It is of great practical significance to study the problem of export to domestic sale of hemp spinning enterprises. In this paper, Harbin SL flax textile company (hereinafter referred to as SL company) as the research object, the marketing strategy of the company's export to domestic products was studied. Firstly, the paper introduced the research background and significance. Summarized and summarized the domestic and foreign export transfer domestic and foreign research results; Then, the marketing environment faced by SL company is analyzed. In macro environment, PEST analysis is used to analyze the marketing environment from four aspects: politics and law, economy, social culture and technology. In terms of the industry environment, the factors restricting the development of the industry and the competitive situation of the industry are analyzed. In terms of internal environment, this paper analyzes the reasons why the company exports to domestic sales. On this basis, the SWOT analysis of the company is carried out, and the problems existing in the process of export transfer to domestic sales of SL company are put forward. Mainly in the concept, product research and development, marketing channels, brand building and other aspects of deficiencies; Finally, using the marketing theory, the paper puts forward the marketing combination strategy of SL company, which mainly focuses on the product strategy and price strategy. In order to make the suggestion strategy more systematic and more operable, the article also designs the safeguard measures for the implementation of the strategy.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.81;F752.62

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