BM公司外贸网络营销渠道优化研究

发布时间：2018-01-14 13:28

本文关键词：BM公司外贸网络营销渠道优化研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,我国机械制造业的发展呈现快速增长的趋势,工程机械行业取得了巨大的成就。中国已成为世界工程机械的最大制造基地,也是工程机械行业国际化程度最高的国家。中国工程机械创造了许多世界之最。其中,中国的塔式起重机产量世界第一。中国大规模的基础设施建设拉动了中国塔式起重机的快速发展。中国塔机企业不断创造该领域的世界纪录,塔式起重机行业是中国工程机械行业最早实现出口大于进口的子行业。随着“一带一路”战略布局的迅速实施,工程机械制造迎来了新的机遇。2016年“一带一路”沿线直接投资145.3亿美元,近3年来中国与沿线国家贸易额达3.1万亿美元,占对外贸易总额的26%,双边贸易合作加快;资金融通方面,亚投行、丝路基金、金砖国家开发银行纷纷建立、开展投资项目。在“一带一路”的战略部署下,中国工程机械企业“走出去”前景十分广阔。可以预见,随着“一带一路”建设的深入推进,国外市场的机遇将越来越多。在这样的背景下,对于中小型的工程机械制造企业来说,无疑是很好的发展机遇。就本文中的BM公司来说,外贸经验少,外贸营销渠道手段单一,只有认清营销渠道存在的问题,并积极进行优化,提出相应措施,才能在机遇与挑战面前发展壮大。本文以BM公司作为研究对象,以营销渠道理论为基础,以企业的外贸网络营销渠道优化作为研究领域,采用案例研究的研究方法,首先回顾了国内外关于营销渠道的相关文献及其理论,分析了BM公司的企业现状,并对BM公司现阶段外贸网络营销渠道的现状进行了详细的阐述,并列举了遇到的一些渠道问题,并着重分析了BM公司在企业网站,B2B平台等运营过程中现有营销渠道存在的不足及原因。提出了优化的目标,思路,和相应的优化方案以及保障措施,构建新型的外贸网络营销渠道。进一步拓宽企业的营销渠道,帮助企业提升营销水平和能力,增强核心竞争力。同时对其他工程机械中小企业,也有一定的借鉴参考作用。
[Abstract]:In recent years, the development of China's machinery manufacturing industry shows a rapid growth trend, construction machinery industry has made great achievements, China has become the largest manufacturing base of construction machinery in the world. It is also the country with the highest degree of internationalization in the construction machinery industry. Chinese construction machinery has created many of the most in the world. China's tower crane production is the first in the world. China's large-scale infrastructure construction has led to the rapid development of China's tower crane. Chinese tower crane enterprises continue to set world records in this field. Tower crane industry is the first sub-industry of China's construction machinery industry to export more than imports. With the rapid implementation of "Belt and Road" strategic layout. Construction machinery manufacturing ushered in a new opportunity. In 2016, "Belt and Road" along the direct investment of $14.53 billion, the past three years of trade between China and countries along the route amounted to $3.1 tillion. Accounting for 26% of the total foreign trade, bilateral trade cooperation accelerated; In terms of financing, the AIIB, the Silk Road Fund and the BRICS Development Bank have set up investment projects under the strategic deployment of "Belt and Road." The prospect of "going out" for Chinese construction machinery enterprises is very broad. It can be predicted that with the further development of "Belt and Road" construction, there will be more and more opportunities in foreign markets. For small and medium-sized construction machinery manufacturing enterprises, there is no doubt a good opportunity for development. In this paper, BM company, foreign trade experience is less, foreign trade marketing channels are single. Only by recognizing the existing problems of marketing channels, actively optimizing and putting forward corresponding measures, can we develop in the face of opportunities and challenges. This paper takes BM Company as the research object and based on the marketing channel theory. Taking the optimization of foreign trade network marketing channel as the research field, this paper uses the case study method to review the relevant literature and theory of marketing channel at home and abroad, and analyzes the current situation of BM company. And the current situation of BM company's foreign trade network marketing channel is described in detail, and some channel problems are listed, and the BM company's website in enterprise is analyzed emphatically. B2B platform and other existing marketing channels in the process of the shortcomings and reasons. Put forward the optimization objectives, ideas, and the corresponding optimization programs and safeguards. Build a new type of foreign trade network marketing channels. Further expand the marketing channels of enterprises, help enterprises improve their marketing level and ability, enhance the core competitiveness. At the same time, for other small and medium-sized construction machinery. Also has certain reference function.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.4;F274

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