番禺捷隆机器厂国际营销策略研究

发布时间：2018-05-01 16:20

本文选题：番禺捷隆机器厂 + 国际市场营销　；参考：《中国海洋大学》2013年硕士论文

【摘要】：后金融危机时代,我国企业面临着前所未有的挑战,生存压力明显增大。要解决企业的问题,需要国家、社会、企业各方面去努力。就企业自身而言,积极调整发展战略,寻找生存空间和发展机会,具有重要的现实意义。其中,国际市场营销战略的选择对于越来越国际化的我国企业来说是一个重要课题。番禺捷隆机器厂是一家主要生产配匙机的民营企业。本文首先对国际市场营销战略理论和国内外国际市场营销战略相关研究进行综述的基础上,对番禺捷隆机器厂进行了企业国际营销的必要性和可行性分析,详细分析了企业国际营销的现状,所面临的内外部战略环境,在借鉴其他国内外优秀企业国际营销战略经验的基础上,提出企业国际市场营销策略的选择,并结合企业实际,提出国际营销策略的实施保障。具体内容包括：第1章,引言,介绍了选题背景和意义,研究内容和方法。第2章,文献综述,对国际市场营销理论和战略管理理论进行了回顾与评述。第3章,企业国际营销的必要性和可行性分析,分别从动因和现实意义分析了国际营销的必要性,从优势、劣势和机遇三方面分析了企业进行国际营销的可行性。第4章,企业营销策略环境分析,分析了番禺捷隆机器厂面临的外部环境和内部环境。第5章,企业国际营销策略选择与实施,首先介绍了可供番禺捷隆机器厂选择的营销策略,然后进行了企业国际营销策略的选择,并讨论了番禺捷隆机器厂战略实施的保障。论文采用的研究方法包括：调查研究法,通过对番禺捷隆机器厂进行深入调研,对企业领导和企业员工进行调研和深入访谈,以期掌握第一手资料和业内人士专业观点。在调研的基础上,对企业内外部环境进行分析；SWOT分析法：对番禺捷隆机器厂进行国际市场营销的外部及内部环境进行分析,包括优势、劣势、机会与威胁；文献分析法,通过国内外企业国际市场营销战略相关研究的阅读和分析,综合运用市场营销学、经济学、管理学、国际贸易学学科的理论知识,对我国企业国际市场营销策略选择进行分析,提出能解决实际问题的方案。通过分析,提出企业应采取的国际营销策略,包括补缺营销策略、共生营销策略、网络营销策略和本土化营销策略,以寻找国际市场需求空隙,依托大企业拥有的市场寻求生存和发展机会,依托网络信息的快速反应进行网络影响,并积极融入当地的社会文化。
[Abstract]:In the post-financial crisis era, Chinese enterprises are facing unprecedented challenges, and the survival pressure is obviously increased. In order to solve the problems of enterprises, it is necessary for the state, society and enterprises to work hard. As far as the enterprise itself is concerned, it is of great practical significance to actively adjust the development strategy and find the living space and development opportunity. Among them, the choice of international marketing strategy is an important topic for more and more international enterprises in China. Panyu Jielong Machinery Factory is a major production of key machine private enterprises. On the basis of summarizing the theory of international marketing strategy and the related research of international marketing strategy at home and abroad, this paper analyzes the necessity and feasibility of international marketing in Panyu Jielong Machinery Factory. This paper analyzes in detail the present situation of international marketing of enterprises, the internal and external strategic environment faced by them, and puts forward the choice of international marketing strategies of enterprises on the basis of drawing lessons from the experiences of other excellent enterprises at home and abroad, and combines with the actual situation of enterprises. The implementation guarantee of international marketing strategy is put forward. Specific elements include: Chapter 1, introduction, introduces the background and significance of the topic, research content and methods. Chapter 2, literature review, reviews international marketing theory and strategic management theory. The third chapter analyzes the necessity and feasibility of international marketing, analyzes the necessity of international marketing in terms of motivation and practical significance, and analyzes the feasibility of international marketing from three aspects: advantages, disadvantages and opportunities. Chapter 4 analyzes the environment of enterprise marketing strategy, and analyzes the external and internal environment that Panyu Jelong Machinery Factory faces. Chapter 5, the choice and implementation of international marketing strategy, first introduces the marketing strategy that can be selected by Panyu Jelon Machinery Factory, then carries on the choice of the enterprise international marketing strategy, and discusses the guarantee of Panyu Jelong Machinery Factory Strategy implementation. The research methods used in this paper include: investigation and research, through in-depth investigation of Panyu Jelong Machinery Factory, investigation and in-depth interview of enterprise leaders and employees in order to grasp first-hand information and professional views of the industry. On the basis of investigation, this paper analyzes the internal and external environment of the enterprise by SWOT analysis: the analysis of the external and internal environment of international marketing of Panyu Jelon Machinery Factory, including the advantages, disadvantages, opportunities and threats; Through the reading and analysis of the relevant research on international marketing strategy of domestic and foreign enterprises, this paper analyzes the choice of international marketing strategy of Chinese enterprises by using the theoretical knowledge of marketing, economics, management, and international trade. Put forward the scheme that can solve the practical problem. Through the analysis, the paper puts forward the international marketing strategy which should be adopted by the enterprise, including the complementary marketing strategy, the symbiotic marketing strategy, the network marketing strategy and the local marketing strategy, in order to find the gap of the international market demand. Relying on the market owned by large enterprises to seek opportunities for survival and development, relying on the rapid response of network information to carry out network influence, and actively integrate into the local social culture.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274

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