PROFIT公司消防管件国际营销策略研究

发布时间：2018-01-17 12:27

本文关键词：PROFIT公司消防管件国际营销策略研究　出处：《中国海洋大学》2015年硕士论文　论文类型：学位论文

【摘要】：消防沟槽管件产品是PROFIT公司的主要出口产品,欧洲、拉美、北美市场其主要销售市场。随着全球经济的发展,消防产品行业得到了快速发展,在国际市场上已经由卖方市场转向买方市场,将面临更加激烈的竞争和千载难逢的机遇,为了满足国际市场更复杂的需求,优化国际市场营销策略是PROFIT公司今后建立长期竞争优势的必要措施。本文首先总结了PROFIT公司的发展现状和存在的问题,用SWOT分析法对PROFIT公司进行一次全面的剖析,分析了公司的内部优势和劣势和外部存在的机会和威胁,能够客观全面地反映了PROFIT公司在国际市场竞争中所处的地位；再进一步运用STP理论全面地解析其营销策略,结合消防管件主要国际市场的需求和供给特点,对消防管件市场进行市场细分(S)、目标市场选择(T)、市场定位(P)；其次分析了国际营销环境和行业竞争状况,运用4P理论制定了国际营销组合策略,主要包括产品服务和品牌策略,定价策略,渠道策略：最后为了保证PROFIT公司策略可以有效的执行,相应提出了必须采取的一系列保障措施：树立现代营销理念、建设高水平业务团队、加强市场营销控制等。本文基于PROFIT公司发展初期和现在的快速发展期的现实发展经历来制定一个适合未来市场发展的国际市场营销策略,总结出一系列可操作性的经验。希望对PROFIT公司有一定的借鉴和参考价值。
[Abstract]:Firefighting grooves are the main export products of PROFIT, Europe, Latin America and North America. With the development of the global economy, the fire products industry has been developing rapidly. In the international market has changed from the seller market to the buyer market, will face more fierce competition and once-in-a-lifetime opportunities, in order to meet the more complex needs of the international market. Optimization of international marketing strategy is a necessary measure for PROFIT to establish long-term competitive advantage in the future. Firstly, this paper summarizes the development status and existing problems of PROFIT Company. This paper analyzes the internal strengths and weaknesses and the opportunities and threats of the PROFIT Company by using the SWOT analysis method. It can objectively and comprehensively reflect the position of PROFIT company in the international market competition; Furthermore, using the theory of STP to analyze its marketing strategy comprehensively, combined with the demand and supply characteristics of the main international market of fire pipe fittings, the market of fire pipe fittings is subdivided and the target market is chosen. Market orientation; Secondly, it analyzes the international marketing environment and industry competition, and formulates the international marketing mix strategy using 4p theory, mainly including product service and brand strategy, pricing strategy. Channel strategy: finally, in order to ensure that PROFIT company strategy can be effectively implemented, the corresponding security measures must be taken: set up a modern marketing concept, build a high-level business team. Strengthen the marketing control. Based on the rapid development of PROFIT company in the early and current rapid development period of the real development experience to formulate an international marketing strategy suitable for the future development of the market. A series of operable experiences are summarized. It is hoped that it can be used for reference by PROFIT Company.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.91

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