书乐进出口有限公司国际市场营销策略优化研究
发布时间：2018-10-15 12:08
【摘要】：摘要：全球文具市场容量巨大,且需求连年增加。但国际文具市场发展极不均衡,国内外文具厂商竞争激烈,整个行业呈现机会与威胁并存的局面。中国是世界文具制造中心,每年有大量文具出口,国内的得力、晨光、乐美等知名文具企业都已走出去且拥有了自己的海外营销网络。为适应当前国内外文具发展趋势,以及匹配书乐集团综合文具服务商的角色定位,书乐进出口公司需要明晰自己的海外发展战略方向,制定有效的国际市场营销策略予以应对。 文章首先阐述了国际文具行业的发展现状,梳理了国内外有关国际市场营销的理论研究,理清了文具行业的发展现状及发展趋势。接着通过客户满意度调查、客户投诉分析以及内部员工访谈,找出了书乐公司国际市场营销存在的问题。解决这些问题,需要知己知彼。由此,文章运用PEST模型、波特五力模型和企业资源能力分析法对书乐公司国内外环境进行了评估,得出了书乐公司自己的优劣势与外部的机会威胁。接下来结合STP营销理论,对国际文具市场从宏观和微观两个方面进行了市场细分,结合上述内外部环境评估,明确了书乐的目标市场,并进行了市场地位。接着以各目标市场为切入点,从贴牌与品牌业务两方面,提出了相对应的创新营销模式,并给出模式实施的具体策略,以期解决营销问题,提升海外业绩。 最后得出的结论是,书乐公司应该主打多品类选择、低价、质优、有交期保证、没有最低采购量的性价比组合优势,加强技术创新,网罗海外营销人才,积极扩大欧美日等发达国家的贴牌业务,保持在东南亚、南亚的品牌优势,积极开发中东、非洲、南美洲的品牌业务。图16幅,表24个,公式2个,参考文献51篇。
[Abstract]:Abstract: the global stationery market capacity is huge, and the demand increases year after year. However, the development of the international stationery market is extremely uneven, the competition of domestic and foreign stationery manufacturers is fierce, the whole industry presents the situation that opportunities and threats coexist. China is the world stationery manufacturing center, there are a large number of stationery exports every year, domestic strong, morning light, Le Mei and other well-known stationery enterprises have gone out and have their own overseas marketing network. In order to adapt to the current trend of stationery development at home and abroad and to match the role of comprehensive stationery service provider of Shule Group, Shule Import and Export Company needs to clarify its overseas development strategy and formulate effective international marketing strategies to deal with it. Firstly, this paper expounds the current situation of the international stationery industry, combs the theoretical research on the international marketing at home and abroad, and clarifies the present situation and development trend of the stationery industry. Then, through customer satisfaction survey, customer complaint analysis and internal employee interviews, the author finds out the problems existing in Shule Company's international marketing. To solve these problems, we need to know ourselves and our enemies. Therefore, this paper evaluates the domestic and international environment of Shule Company by using PEST model, Porter's five Force Model and Enterprise Resource capability Analysis method, and obtains its own advantages and disadvantages and external opportunity threats. Then combined with STP marketing theory, the international stationery market from the macro and micro aspects of the market segmentation, combined with the above internal and external environment evaluation, clear the target market of book music, and carried out the market position. Then, taking each target market as the breakthrough point, this paper puts forward the corresponding innovative marketing model from the two aspects of branding and brand business, and puts forward the specific strategies to implement the model in order to solve the marketing problems and improve overseas performance. Finally, the conclusion is that Shule Company should focus on multi-category selection, low price, superior quality, guaranteed delivery period, no combination advantage of the lowest purchasing quantity, strengthening technological innovation, and attracting overseas marketing talents. Actively expand the brand business in developed countries, such as Europe, America and Japan, maintain the brand advantages in Southeast Asia and South Asia, and actively develop brand business in the Middle East, Africa and South America. There are 16 figures, 24 tables, 2 formulas and 51 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;F426.8
[Abstract]:Abstract: the global stationery market capacity is huge, and the demand increases year after year. However, the development of the international stationery market is extremely uneven, the competition of domestic and foreign stationery manufacturers is fierce, the whole industry presents the situation that opportunities and threats coexist. China is the world stationery manufacturing center, there are a large number of stationery exports every year, domestic strong, morning light, Le Mei and other well-known stationery enterprises have gone out and have their own overseas marketing network. In order to adapt to the current trend of stationery development at home and abroad and to match the role of comprehensive stationery service provider of Shule Group, Shule Import and Export Company needs to clarify its overseas development strategy and formulate effective international marketing strategies to deal with it. Firstly, this paper expounds the current situation of the international stationery industry, combs the theoretical research on the international marketing at home and abroad, and clarifies the present situation and development trend of the stationery industry. Then, through customer satisfaction survey, customer complaint analysis and internal employee interviews, the author finds out the problems existing in Shule Company's international marketing. To solve these problems, we need to know ourselves and our enemies. Therefore, this paper evaluates the domestic and international environment of Shule Company by using PEST model, Porter's five Force Model and Enterprise Resource capability Analysis method, and obtains its own advantages and disadvantages and external opportunity threats. Then combined with STP marketing theory, the international stationery market from the macro and micro aspects of the market segmentation, combined with the above internal and external environment evaluation, clear the target market of book music, and carried out the market position. Then, taking each target market as the breakthrough point, this paper puts forward the corresponding innovative marketing model from the two aspects of branding and brand business, and puts forward the specific strategies to implement the model in order to solve the marketing problems and improve overseas performance. Finally, the conclusion is that Shule Company should focus on multi-category selection, low price, superior quality, guaranteed delivery period, no combination advantage of the lowest purchasing quantity, strengthening technological innovation, and attracting overseas marketing talents. Actively expand the brand business in developed countries, such as Europe, America and Japan, maintain the brand advantages in Southeast Asia and South Asia, and actively develop brand business in the Middle East, Africa and South America. There are 16 figures, 24 tables, 2 formulas and 51 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;F426.8
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