E国际贸易公司玻璃制品营销策略研究
发布时间：2018-09-10 18:49
【摘要】：中国的对外贸易经历过初入WTO之后的黄金发展时期，受国内外双重因素影响，随之而来的是发展步伐减缓。国内方面，出口退税的变化影响了外贸公司一部分利润来源；能源价格上涨使出口产品的生产成本增加；电子商务的兴起和发展也给外贸公司带来新的挑战。国际环境方面，主要国家汇率变动与人民币升值压力，国际市场商品价格呈上涨趋势，国际贸易壁垒等种种因素的影响，使得中国在国际市场的竞争力下降。尤其是2008年全球金融危机之后，世界多个经济实体遭受严重破坏，国际市场因此萎缩，给中国的外贸企业带来沉重的打击。加之东南亚一些国家利用本国劳动力成本低的优势大力发展劳动密集型产业，中国在国际市场的劳动力竞争优势已然不再。 E国际贸易公司是一家以生产和出口玻璃制品为主的外贸公司。2008年下半年开始，大批外贸公司呈现颓势，轻则减产亏损，重则一夕之间倒闭，E公司也未能幸免，大批客户“消失”，订单数量锐减，危机和挑战并存。 究其原因，皆因E公司现代市场营销理念淡薄，所谓的营销更多地只是停留在推销的层面上，销售方式单一，目标模糊，客户来源也仅仅依靠展会，虽长久以来积累了为数不少的客户，但是由于公司内部创新能力不足，在全球经济衰退这种大环境下便立刻显现出不足。 本论文通过对E国际贸易公司的营销环境进行全面而详尽的分析，，针对其存在的问题，从确定目标市场、进行市场定位以及产品、价格、渠道、促销策略等方面提出了切实可行的营销策略，并且从营销理念、信息系统建设、业务流程、质量体系、人才任用、研发创新和风险管理七个方面提出了具体实施的保障措施。
[Abstract]:China's foreign trade has experienced the golden development period after entering WTO, which is influenced by both domestic and foreign factors, followed by the slowing down of the pace of development. On the domestic side, the change of export tax rebate has affected some profit sources of foreign trade companies; the rising of energy price has increased the production cost of export products; the rise and development of electronic commerce has also brought new challenges to foreign trade companies. In terms of international environment, the main countries' exchange rate changes and the pressure of RMB appreciation, the rising trend of commodity prices in the international market, the influence of international trade barriers and other factors make China's competitiveness in the international market decline. Especially after the global financial crisis in 2008, many economic entities in the world suffered serious damage, and the international market shrank, which dealt a heavy blow to China's foreign trade enterprises. In addition, some countries in Southeast Asia have taken advantage of their low labor costs to vigorously develop labor-intensive industries. China's competitive advantage in the international market is no longer available. E International Trading Company is a foreign trade company that mainly produces and exports glass products. Since the second half of 2008, a large number of foreign trade companies have shown a trend of decline, and light losses have been reduced. Company E failed overnight, a large number of customers "disappeared", orders plummeted, crises and challenges co-existed. The reason is that E Company's modern marketing concept is weak, so the so-called marketing is just staying on the sales level, the sales mode is single, the target is vague, and the source of customers only depends on the exhibition. Although it has long accumulated a large number of customers, due to the lack of innovation within the company, the global economic downturn in the general environment immediately revealed a lack of. Based on the comprehensive and detailed analysis of the marketing environment of E International Trading Company, this paper aims at its existing problems, including identifying the target market, positioning the market, and the products, prices and channels. This paper puts forward some feasible marketing strategies from the aspects of marketing concept, information system construction, business process, quality system, talent appointment, R & D innovation and risk management.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.721;F752
本文编号：2235307
[Abstract]:China's foreign trade has experienced the golden development period after entering WTO, which is influenced by both domestic and foreign factors, followed by the slowing down of the pace of development. On the domestic side, the change of export tax rebate has affected some profit sources of foreign trade companies; the rising of energy price has increased the production cost of export products; the rise and development of electronic commerce has also brought new challenges to foreign trade companies. In terms of international environment, the main countries' exchange rate changes and the pressure of RMB appreciation, the rising trend of commodity prices in the international market, the influence of international trade barriers and other factors make China's competitiveness in the international market decline. Especially after the global financial crisis in 2008, many economic entities in the world suffered serious damage, and the international market shrank, which dealt a heavy blow to China's foreign trade enterprises. In addition, some countries in Southeast Asia have taken advantage of their low labor costs to vigorously develop labor-intensive industries. China's competitive advantage in the international market is no longer available. E International Trading Company is a foreign trade company that mainly produces and exports glass products. Since the second half of 2008, a large number of foreign trade companies have shown a trend of decline, and light losses have been reduced. Company E failed overnight, a large number of customers "disappeared", orders plummeted, crises and challenges co-existed. The reason is that E Company's modern marketing concept is weak, so the so-called marketing is just staying on the sales level, the sales mode is single, the target is vague, and the source of customers only depends on the exhibition. Although it has long accumulated a large number of customers, due to the lack of innovation within the company, the global economic downturn in the general environment immediately revealed a lack of. Based on the comprehensive and detailed analysis of the marketing environment of E International Trading Company, this paper aims at its existing problems, including identifying the target market, positioning the market, and the products, prices and channels. This paper puts forward some feasible marketing strategies from the aspects of marketing concept, information system construction, business process, quality system, talent appointment, R & D innovation and risk management.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.721;F752
【参考文献】
相关期刊论文 前3条
1 梁英俊;外贸公司出口营销管理变革的思考[J];对外经贸实务;2005年02期
2 周旭东;;论我国国有外贸企业核心竞争力的培育[J];商场现代化;2008年26期
3 张悦;;人民币升值对我国进出口贸易的影响研究[J];中国商贸;2011年36期
本文编号：2235307
本文链接：https://www.wllwen.com/jingjilunwen/gongyejingjilunwen/2235307.html
