郑州XX彩印公司包装产品国际市场拓展策略研究

发布时间：2018-07-05 10:47

本文选题：郑州XX彩印公司 + 市场营销　；参考：《云南师范大学》2013年硕士论文

【摘要】：近年来国内印刷行业的发展吸引了不少国际印刷强国的进入，印刷品平均利润也因国内印刷企业兼并运动而逐渐下降，目前印刷企业间的竞争日益白热化，这对应刷企业的生存与发展提出了巨大的挑战。此外，中国经济的强劲发展和人民消费需求的多样化创造了较好地经济能力。印刷技术的进步及其同网络技术、自动化的结合，以及印刷市场的扩大，这些都带给国内印刷企业带来了很多有待开发的市场缝隙和潜在的市场机会。因为目前印刷市场整体呈多元化与个性化发展趋势，个性化印刷、短版印刷和可变数据印刷在商业印刷中所占的比例越来越大，印刷工业正阔步向数字印刷时代挺进，这些都为传统印刷企业的可持续发展注入了新的血液。本文通过对郑州XX彩印公司和众多竞争对手进行实地考察和调研，，资料搜集、数据分析、对比研究等方式，结合SWOT分析和相关国际市场营销理论知识，制定了郑州XX彩印公司包装产品厂拓展国际市场的具体策略：一是产品与品牌相结合，注重产品差异化发展的产品策略；二是强化与各国本地包装产品企业合作的竞争互动策略；三是采用“推”“拉”相结合的多种促销策略；四是注重代理商选择的重要性并重新定位渠道销售员与代理商的渠道策略;五是弹性价格和分级定价的价格。从技术进步、人力资源、营销团队、经营理念等方面进行详细分析。
[Abstract]:In recent years, the development of domestic printing industry has attracted the entry of many international printing powers, and the average profit of printing products has declined gradually because of the merger of domestic printing enterprises. At present, the competition among printing enterprises is becoming increasingly fierce. This corresponds to the survival and development of brush enterprises put forward a huge challenge. In addition, the strong development of China's economy and the diversification of consumer demand have created better economic capacity. The progress of printing technology and its combination with network technology, automation, and the expansion of printing market have brought many market gaps and potential market opportunities to domestic printing enterprises. At present, the printing market as a whole is diversified and individualized. The proportion of individualized printing, short-plate printing and variable data printing in commercial printing is increasing, and the printing industry is moving forward to the digital printing era. All these have injected new blood into the sustainable development of traditional printing enterprises. This article through the Zhengzhou XX color printing company and the numerous competitors carries on the field investigation and the investigation, the data collection, the data analysis, the contrast research and so on, unifies the SWOT analysis and the correlation international marketing theory knowledge, The specific strategies of Zhengzhou XX Color Printing Co., Ltd.'s packaging products factory to expand the international market are as follows: first, the combination of product and brand, the product strategy of focusing on product differentiation development; The second is to strengthen the competitive and interactive strategy of cooperation with local packaging products enterprises in various countries, and the third is to adopt a variety of promotion strategies combining "pushing" and "pulling". The fourth is to focus on the importance of agent selection and reorient the channel strategy of channel salesmen and agents, and the fifth is the price of flexible and graded pricing. From the technical progress, human resources, marketing team, business philosophy and other aspects of detailed analysis.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8

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