W公司碑石出口贸易的销售策略研究

发布时间：2018-02-14 19:10

本文关键词： W公司碑石出口销售策略　出处：《华侨大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国对日本石材出口贸易自上世纪90年代初发展至今,中国石材出口贸易在潜移默化中成为世界石材工业发展的风向标。但同时,污染环境、成本提高等也在困扰着碑石出口企业。针对这些问题,企业应该如何发展?全面理解客户的需要,并由产品导向转变为客户导向至关重要。本文简要介绍了W公司的发展历程,深入分析了W公司所处的内部(企业自身情况)、外部环境(PEST分析法)。通过访谈、讨论等方式对W公司的销售现状和内部管理问题进行分析,如恶性价格竞争、订单萎缩、企业规范成本繁重、人力资源浪费等。本文对碑石出口业务客户按类型进行深度需求挖掘,综合运用战略管理、销售管理的各种分析方法,结合W公司碑石出口业务客户销售的特点,在上文分析的基础上,对W公司“量身定做”提出符合公司的销售策略,从市场客户分析、品牌、产品、价格等方面对碑石出口业务的销售做了论述,使之形成W公司自己的经营特色。同时,针对内部管理问题提出相应的解决方案,从而提高W公司的综合竞争能力。本文以W公司为案例,选择W公司碑石出口日本的销售策略作为研究对象。W公司是石材行业的龙头企业,但同样受到经济不景气的影响,面临着转型和改善的局面。该研究将有助于理清W公司在日本市场的销售路径,为企业的市场发展提供理论依据和实际指导。
[Abstract]:Since the development of China's stone export trade to Japan in -10s, China's stone export trade has become a bellwether for the development of the world's stone industry, but at the same time, it pollutes the environment. Cost increase is also puzzling the stone export enterprises. In view of these problems, how should the enterprise develop? It is very important to understand the needs of customers and change from product-oriented to customer-oriented. This paper briefly introduces the development of W Company. This paper deeply analyzes the internal situation of W Company (the enterprise itself, the external environment and pest analysis method). Through interviews and discussions, this paper analyzes the current sales situation and internal management problems of W Company, such as vicious price competition, shrinking orders, etc. The enterprise standard cost heavy, the human resource waste and so on. This article carries on the deep demand mining according to the type to the tablet stone export business customer, synthetically uses the strategic management, the sale management each kind of analysis method, On the basis of the above analysis, combining with the characteristics of the sales of W Company's stone export business, the author puts forward the sales strategy according to the company's "tailor-made" from the market customer analysis, the brand, the product, Price and other aspects of the sales of stone exports to make it form its own business characteristics. At the same time, in view of the internal management problems, put forward the corresponding solutions, In order to improve the comprehensive competitive ability of W Company, this paper takes W Company as an example, chooses W Company Stone Stone Export sales Strategy of Japan as the research object. W Company is the leading enterprise in stone industry, but it is also affected by the economic depression. The research will be helpful to clarify the sales path of W Company in Japan and provide theoretical basis and practical guidance for the development of enterprise market.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F752.62;F274;F426.92

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