大连环亚贸易公司营销策略研究

发布时间：2018-07-01 12:45

本文选题：大连环亚贸易公司 + 流体设备配件　；参考：《大连理工大学》2015年硕士论文

【摘要】：随着世界经济进入后金融危机阶段,美国、欧洲等我国主要贸易区经济萎靡,对中国的反倾销战也愈演愈烈,使得外贸行业日益衰退,诸多中小型外贸公司也逐渐倒闭。为走出困境,许多外贸企业意识到制定营销策略的重要性,以通过不断吸取先进理论的精华,弥补自身的不足,进而提高企业市场竞争力。大连环亚贸易公司于2003年成立,但是近几年受政策环境、经济环境、社会文化环境、技术环境和顾客需求变化的影响,营业情况日趋不善。因此研究该公司所面临的复杂环境以及制定相应的营销策略和战略规划已成为该公司需要迫切解决的发展问题之一。基于此,本文以大连环亚贸易公司为研究对象,根据相关市场营销理论,运用PEST、波特五力模型及SWOT分析对宏观经济形势、行业的整体状况及公司的优势、劣势、所面临的机会和威胁进行详细研究,寻求行业竞争的关键要素并结合该公司自身经营特点,确定适合该公司发展的营销策略,并为之制定出相应的建议和对策。本文的研究结论不仅将推动大连环亚贸易公司摆脱困境、快速发展,而且还可丰富相关理论研究,并对国内处于相同发展期的外贸公司的发展起到一定的指导和借鉴作用。
[Abstract]:With the world economy entering the post-financial crisis stage, the American, European and other major trade areas of China's economic decline, anti-dumping war against China also intensified, making the foreign trade industry declining day by day, many small and medium-sized foreign trade companies also gradually closed down. In order to get out of the dilemma, many foreign trade enterprises realize the importance of formulating marketing strategy, in order to constantly absorb the essence of advanced theory, make up for their own shortcomings, and then improve the market competitiveness of enterprises. Dalian Huanya Trading Company was established in 2003. However, due to the changes of policy environment, economic environment, social and cultural environment, technological environment and customer demand, the business situation is becoming increasingly poor in recent years. Therefore, it has become one of the urgent development problems for the company to study the complex environment and make the corresponding marketing strategy and strategic planning. Based on this, this paper takes Dalian Huanya Trading Company as the research object, according to the relevant marketing theory, applies pest, Porter five Force Model and SWOT analysis to the macroeconomic situation, the overall situation of the industry and the advantages and disadvantages of the company. The opportunities and threats faced by the company are studied in detail, and the key elements of the competition in the industry are sought and the marketing strategies suitable for the development of the company are determined according to the company's own operating characteristics, and the corresponding suggestions and countermeasures are made for them. The conclusion of this paper will not only promote Dalian Huanya Trading Company to get rid of the predicament and develop rapidly, but also enrich the relevant theoretical research, and play a certain guiding and referential role in the development of domestic foreign trade companies in the same development period.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F752.6;F274

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