SW公司海外市场营销策略研究

发布时间：2018-01-22 19:59

本文关键词： 海外市场营销策略 SW公司　出处：《山东大学》2016年硕士论文　论文类型：学位论文

【摘要】：近年来,中国的兽药工业取得了迅速的发展,但与之相生的是兽药行业严重的、低水平的重复建设,这导致了产能过剩,继而引发了低价竞争。中国的兽药企业为产品寻找突破口纷纷选择了兽药出口这条路,然而,中国兽药外贸的国际环境却一直在不断地恶化。目前世界经济仍然处于弱复苏状态,发展中国家经济增速放缓,美国经济缓慢复苏,欧洲则接近零增长,全球需求不振,市场空间收窄。迫于市场压力,各国对中国兽药产品进口采取的贸易保护措施加剧,劳动力成本、融资成本在不断增加,综合成本的上升加剧了出口价格竞争,再加上兽药政策上的日趋严格,来自于环境保护的压力,贸易摩擦的增多,以及印度、东南亚等低成本地区对中国兽药出口的替代,中国兽药企业之间的战场已经由国内市场转向海外市场,加之贸易性公司对这块蛋糕的争夺,SW公司的出口之路愈发地艰巨。尽管海外市场营销的综合性理论比较丰富,然而对于中国的兽药企业来说,具体到该行业的理论研究很少见,没有形成比较系统的研究成果,更缺乏实践性的指导。在此背景下,本文以SW公司为研究对象,运用案例分析法、数据分析法和文献研究法,对SW公司海外市场营销的现状、问题加以介绍和分析,运用PEST分析法对宏观环境加以分析,采用五力模型分析了兽药行业的行业竞争环境,剖析内部环境确定SW公司的优势与劣势。然后,对海外市场进行调查、分析和细分,确定了三个目标市场：亚洲市场、南美市场及欧盟市场及目标市场中的重点国家,并确定了在该目标市场的具体定位。基于上述信息,为SW公司的海外市场营销设计出了具有其行业特色的4P营销组合策略,并提炼了SW公司海外市场营销策略实施的重点保障措旌,分别为：寻求成本优势,解读产品组分,重视客户关系管理,加强药品注册以及做好海外市场的产品选择。本文构建了营销组合优化的管理模型、对策和建议,把相关的管理理论与实践紧密结合并应用于兽药企业的海外市场营销方面,为SW公司海外市场的拓展和管理实践提供参考和支持,也同时可为中国兽药企业开拓海外市场提供帮助和借鉴。其次,本文在综合考虑法规条例、社会文化、风俗习惯的基础上,基于所掌握兽药行业的动态,提炼了兽药企业海外市场营销策略实施的重点保障措施,使兽药企业能够做到有的放矢,为其海外市场的拓展打下基础。从理论意义方面看,本文在此前的理论及研究基础上,形成了更适应中国兽药企业的国际市场营销理论及方法,这对于中国兽药企业国际拓展理论的研究具有积极有效的推动作用。从实践意义方面看,本文不仅为Sw公司海外市场的营销和管理实践提供了参考和支持,同时还可以为我国的其他兽药生产企业提供帮助和借鉴,为做大、做强我国兽药工业,使我国兽药产品在世界上占有一席之地而做出了努力。
[Abstract]:In recent years, China's veterinary medicine industry has made rapid development, but with the veterinary medicine industry is serious, low level of repeated construction, which led to overcapacity. Chinese veterinary drug companies have chosen the export of veterinary drugs to find a breakthrough for their products. At present, the world economy is still in a weak state of recovery, the economic growth of developing countries is slowing, the US economy is slowly recovering, and Europe is close to zero growth. Global demand is weak and the market space is narrowed. Under the pressure of the market, the trade protection measures taken by various countries on the import of veterinary drug products in China are intensified, and the cost of labor and financing is increasing. Rising aggregate costs have intensified export price competition, coupled with increasingly stringent veterinary drug policies, environmental pressures, increased trade friction, and India. As a substitute for Chinese veterinary drug exports from low-cost regions such as Southeast Asia, the battle between Chinese veterinary drug companies has shifted from domestic to overseas markets, as well as competition for the cake by trading companies. Although the comprehensive theory of overseas marketing is relatively rich, for Chinese veterinary drug enterprises, the specific theoretical research on this industry is very rare. There is no systematic research results, and more lack of practical guidance. In this context, this paper takes SW as the research object, using case analysis, data analysis and literature research method. This paper introduces and analyzes the current situation and problems of SW Company's overseas marketing, analyzes the macro environment by using PEST analysis method, and analyzes the competition environment of veterinary medicine industry by using the five-force model. Analysis of the internal environment to determine the strengths and weaknesses of SW. Then, the overseas market survey, analysis and segmentation, identified three target markets: the Asian market. The South American market and the European Union market and the target market in the key countries, and the specific positioning in the target market. Based on the above information. The 4P marketing combination strategy with its industry characteristics is designed for the overseas marketing of SW Company, and the key guarantee measures for the implementation of the overseas marketing strategy of SW Company are as follows: seeking cost advantage. This paper sets up a management model, countermeasures and suggestions for optimizing the marketing mix by interpreting product components, attaching importance to customer relationship management, strengthening drug registration and making good product selection in overseas markets. The related management theory and practice are closely combined and applied to the overseas marketing of veterinary drug enterprises, which provides reference and support for SW company's overseas market expansion and management practice. At the same time, it can also provide help and reference for Chinese veterinary drug enterprises to open up overseas markets. Secondly, based on the comprehensive consideration of laws and regulations, social culture, customs and habits, based on the grasp of veterinary medicine industry dynamics. This paper refines the key safeguard measures of the overseas marketing strategy of veterinary drug enterprises, so that the veterinary drug enterprises can be targeted, and lay the foundation for the expansion of overseas market. Based on the previous theory and research, this paper has formed the international marketing theory and method which is more suitable for Chinese veterinary drug enterprises. From the point of view of practical significance, this paper not only provides reference and support for the marketing and management practice of SW company overseas market. At the same time, it can also provide help and reference for other veterinary drug production enterprises in our country, and make great efforts to make the veterinary medicine industry of our country bigger and stronger, and make the veterinary medicine products of our country have a place in the world.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.72;F274

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