秦皇岛骊骅淀粉股份有限公司国际营销策略研究

发布时间：2018-04-26 01:05

本文选题：骊骅淀粉 + 国际营销　；参考：《燕山大学》2013年硕士论文

【摘要】：随着国际环境的变幻莫测，国际贸易受到的冲击越来越大。对于外贸型企业来说，选择并使用适合企业发展需要的国际营销策略是开拓国际市场，发展国际贸易的关键环节。国际营销策略的研究是以企业所处内外部竞争环境分析为基础，以营销经典理论4PS理论为框架，应用STP理论定位目标市场，然后从产品、价格、渠道和促销四个方面对企业的国际营销策略进行剖析和优化，寻找最佳的国际营销组合策略。本文以秦皇岛骊骅淀粉股份有限公司作为研究对象，，进行国际营销策略的研究。首先，介绍本文中国际营销策略的研究背景与研究意义，从不同的研究角度阐述了国际营销策略的国内外研究现状，介绍了本文的研究方法和研究内容。其次，对市场营销观念的发展进行介绍，全面、系统的阐述了市场营销理论的三大经典理论，并展望了未来的理论发展趋势，详细讲述了STP理论知识以及在目标市场定位中的应用。再次，对公司现有的国际营销策略进行分析、评价；结合SWOT战略模型对公司的竞争环境做出的详细分析，通过STP理论进行目标市场的筛选和定位，再结合4PS理论，重新构建公司的国际营销策略体系。最后，为保障构建出来的国际营销组合策略体系成功实施，从全球战略、科技创新、财务管理、人力资源管理和公关能力五个方面提出一系列保障措施。
[Abstract]:With the vagaries of the international environment , international trade has been more and more impacted . For foreign trade enterprises , the international marketing strategy which is suitable for the development of enterprises is the key link in opening up international markets and developing international trade . The research of international marketing strategy is based on the analysis of the internal and external competitive environment of enterprises .

Firstly , the research background and significance of international marketing strategy in this paper are introduced , and the research situation of international marketing strategy at home and abroad is described from different research perspectives , and the research methods and research contents of this paper are introduced .

Secondly , the paper introduces the development of marketing concept , expounds the three classical theories of marketing theory in a comprehensive and systematic way , and looks forward to the development trend of the future theory , details the theory knowledge of STP and the application in the target market positioning .

Thirdly , analyze and evaluate the existing international marketing strategy of the Company ;
Based on the detailed analysis of the competitive environment of the company based on the SWOT strategy model , the target market ' s screening and positioning is carried out through the STP theory , then the international marketing strategy system of the company is rebuilt according to the 4PS theory .

Finally , a series of safeguard measures are put forward from five aspects of global strategy , science and technology innovation , financial management , human resources management and public relations .

【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

【参考文献】