HL家具出口公司营销策略研究

发布时间：2018-02-13 18:36

本文关键词： 户外家具出口波特五力 STP战略 4Ps策略　出处：《西南交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着我国经济不断增长,我国政府通过出口退税、出口信贷、商品及外汇倾销、自由贸易区等各种优惠手段和政策,鼓励我国的产品出口,我国的出口型制造业进入持续快速发展阶段。在全国年出口额中占有相当大比例的家具行业从而拥有良好的发展机遇和条件。然而,在不稳定的国际经济环境、人民币不断升值、原材料持续上涨、劳动力成本增加以及国际对碳排放量的严格要求下,家具出口企业同时面临着前所未有的挑战和压力。作为专业从事户外家具出口的外向型企业,HL家具公司必须把握这些机遇,克服这些挑战。本文将从该企业的发展现状、营销组织结构、销售市场、营销模式和营销规模等现状入手,指出其营销管理存在的问题。随后,通过SWOT分析,探讨该企业所处的宏观和微观环境；并用波特五力模型,从潜在进入者、替代品的威胁、买方的还价能力、卖方的还价能力以及现存竞争者之间的竞争力五个方面对该企业在所处的竞争环境的优、劣势进行深入研究。接着,运用STP营销战略的方法对该企业的市场细分、市场目标的选择以及市场定位进行有效分析,指出适合该企业的营销战略方向。在此基础上,结合该企业的现有资源和存在的一些问题,运用4Ps营销策略,对其产品策略、定价策略、渠道策略和促销策略进行分析,得出适合该企业的营销策略组合。最后,对该企业提出一些策略保障实施的对策和建议,希望这些对策和建议能对该企业有所帮助,并可以为其他出口型企业所借鉴,使中国制造的产品在国际竞争中立于不败之地。
[Abstract]:As China's economy continues to grow, the Chinese government encourages our products to export through various preferential means and policies, such as export tax rebates, export credits, commodity and foreign exchange dumping, free trade zones, and other preferential means and policies. China's export-oriented manufacturing industry has entered a stage of sustained and rapid development. Furniture industry, which accounts for a large proportion of the country's annual exports, thus has good development opportunities and conditions. However, in the unstable international economic environment, With the appreciation of the RMB, rising raw materials, rising labor costs and stringent international requirements on carbon emissions, At the same time, furniture export enterprises are facing unprecedented challenges and pressures. As an export-oriented enterprise specializing in outdoor furniture export, HL-Furniture Company must seize these opportunities and overcome these challenges. Starting with the present situation of marketing organization structure, sales market, marketing model and marketing scale, the paper points out the problems existing in its marketing management. Then, through SWOT analysis, it discusses the macro and micro environment in which the enterprise is located, and uses Porter's five-force model. This paper studies the advantages and disadvantages of the enterprise in its competitive environment from five aspects: the potential entrant, the threat of the substitute, the buyer's counter-offer ability, the seller's counter-offer ability and the competitiveness among the existing competitors. By using the method of STP marketing strategy, the market segmentation, market target selection and market orientation of the enterprise are analyzed effectively, and the direction of marketing strategy suitable for the enterprise is pointed out. Combined with the existing resources and some existing problems of the enterprise, using 4Ps marketing strategy, the product strategy, pricing strategy, channel strategy and promotion strategy are analyzed, and the marketing strategy combination suitable for the enterprise is obtained. It is hoped that these countermeasures and suggestions can be helpful to the enterprise and can be used for reference by other export-oriented enterprises so that the products made in China will remain invincible in the international competition.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.88

【参考文献】