宁波赛佳公司纺织品国际市场的营销策略研究

发布时间：2018-04-10 17:11

本文选题：宁波赛佳公司 + 纺织品　；参考：《中南大学》2013年硕士论文

【摘要】：摘要：中国是世界上最大的纺织品服装生产国和出口国,纺织品服装的出口贸易在中国外贸出口中占有举足轻重的地位。然而,我国纺织品出口企业在取得骄人成绩的同时,也存在很多方面的问题,诸如国际贸易环境适应度不高,纺织品的技术含量低,纺织品研发、国际市场开拓能力相对薄弱等等,这些问题都严重制约着我国纺织品出口企业走向国际纺织品市场先列的步伐。宁波赛佳公司是2006年成立的一家民营的小型纺织品服装外贸企业,随着国际纺织品配额的取消和2008年由次贷危机引发的全球金融危机,国家内外的环境不断发生变化,公司的经营业绩也随着波动,企业面临着生存危机。在此背景下,本文运用国际营销理论对赛佳公司的发展和国际市场营销策略进行了研究。首先分析了我国纺织品服装外贸的发展历程及现状、我国纺织品国际竞争力以及我国纺织品国际市场发展的前景,然后通过对国际营销环境分析,结合赛佳公司的营销现状,对赛佳公司进行SWOT分析,分析了企业的内部优势、劣势和外部存在的机会、威胁,运用STP战略理论通过对市场细分,分析细分子市场的特征选择目标市场并进行有区别与竞争对手的市场定位。最后运用国际营销理论,重点是4P营销组合理论,研究以土耳其市场为例针对性的为赛佳公司提出一系列的国际市场营销策略组合。主要包括产品质量竞争策略,差异化定价策略,渠道扁平策略,多样化促销策略。希望本文的研究能够对赛佳公司未来的生存和发展提供一些参考和帮助,并为广大营销理论的研究者提供一些理论研究的参考。图9幅,表8个,参考文献66篇。
[Abstract]:Abstract: Chinese is the world's largest textile producer and exporter of textile and garment export trade occupies a pivotal position in the China export. However, China's textile export enterprises to obtain outstanding performance at the same time, there are also many problems, such as the international trade environment to adapt to the technical content is not high, textile, textile research and development, international market development ability is relatively weak and so on, these problems are seriously restricting China's textile export enterprises to the international textile market first step.
Ningbo our company is established in 2006 a private small textile and apparel foreign trade enterprises, with the international textile quota cancelled in 2008 and the subprime mortgage crisis triggered by the global financial crisis, the state of internal and external environment change constantly, the company's operating performance with the wave, enterprises are facing a crisis of survival. Under this background, this paper uses international our marketing theory on the development of the company and the international marketing strategy research. Firstly analyzes the development history and current situation of China's textile and apparel trade, the international competitiveness of China's textile and textile in China international market development prospects, and then through the analysis of international marketing environment, combined with the current marketing company saga, SWOT analysis our company, and analyzes the internal advantages, weaknesses and external opportunities and threats, the use of STP strategic theory through the city Market segmentation, target market selection and market positioning is different from competitors in the market. The molecular analysis of the characteristics of fine finally use the international marketing theory, the focus is on the 4P marketing theory, on the Turkey market as an example for our company to put forward a series of international marketing strategy combination. Including product quality competition strategy the differential pricing strategy, channel strategy, flat, diversified marketing strategy. We hope this research can provide some reference and help for the survival and development of our company's future, and provide some theoretical research reference for the research of the marketing theory. 9 charts, 8 tables, 66 references.

【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

【参考文献】