X公司蛋糕模的中东市场营销策略研究

发布时间：2018-03-23 20:27

本文选题：蛋糕模　切入点：国际市场营销　出处：《东华大学》2017年硕士论文

【摘要】：随着经济全球化的进一步发展,企业在国际舞台的竞争越发激烈。我国的中小企业在国际市场的竞争中,原来的价位低的优势越来越不明显,而人工成本上升和原材料等涨价已经成为不可逆转的趋势;而当前世界经济的依然低迷,市场需求疲软。在这样的竞争环境下,企业的生存和发展变的越来越困难。X公司主营碳钢蛋糕模,市场以欧美国家为主,客户群体为中低端客户。主要通过线上阿里平台和线下展会平台接触客户,和欧洲及美国很多家中小企业签有代理合作协议。近年来欧美经济体危机重重,增长迟缓,X公司销售额下降很快。本文通过对X公司营销状况的研究,结合国际市场营销学的理论和工具应用,将实践与理论结合,为解决企业面临的问题提出方案和建议并进行系统的论证。首先,本文阐述了国际市场营销学的相关理论和研究现状,以及主要工具的介绍,如PEST,SWOT,STP,4Ps营销组合等。同时对我国中小企业国际营销状况,中东市场营销状况和义乌市场模式进行文献研究。其次,将X公司所处的市场环境、态势、竞争状态,和企业面临的问题行进分析,制定开拓中东市场营销战略和4Ps营销策略,并进行论证。第三,为确保营销战略目标的实现,营销策略的准确实施,制定了相应的营销保障措施,进行企业内部调整和风险管控。通过多维度分析和研究,结合客户为本的营销理念,总结出一套适合X企业蛋糕模在中东市场营销的可行策略和保障措施的方案。希望借此为企业的生存和发展找到一条新的路子,也对其他公司有借鉴意义。
[Abstract]:With the further development of economic globalization, the competition of enterprises on the international stage is becoming more and more intense. In the international market competition of small and medium-sized enterprises in China, the advantages of low price are becoming less and less obvious. However, rising labor costs and rising prices of raw materials have become an irreversible trend, while the world economy is still in a doldrums and market demand is weak. In such a competitive environment, The survival and development of enterprises is becoming more and more difficult. X Company is mainly engaged in carbon steel cake moulds. The market is mainly in Europe and the United States, and the customer group is middle and low end customers. It mainly contacts customers through the online Ali platform and the offline exhibition platform. Many small and medium-sized enterprises in Europe and the United States have signed agency cooperation agreements. In recent years, European and American economies have been plagued by crises, and sales of X Company have fallen rapidly. This paper studies the marketing situation of X Company. Combined with the application of international marketing theory and tools, the paper combines practice with theory, and puts forward plans and suggestions to solve the problems faced by enterprises. This paper describes the relevant theories and research status of international marketing, as well as the introduction of main tools, such as PESTOTO STP4Ps, etc. At the same time, the international marketing situation of small and medium-sized enterprises in China is also discussed. The marketing situation in the Middle East and Yiwu market model are studied in literature. Secondly, the market environment, situation, competition state of X Company and the problems faced by the enterprise are analyzed, and the marketing strategy and 4Ps marketing strategy of developing the Middle East are worked out. Thirdly, in order to ensure the realization of the marketing strategy and the accurate implementation of the marketing strategy, the corresponding marketing guarantee measures are formulated, and the internal adjustment and risk control of the enterprise are carried out. Combined with the customer-oriented marketing concept, this paper sums up a set of feasible strategies and safeguard measures suitable for the marketing of X enterprise cake mold in the Middle East, hoping to find a new way for the survival and development of the enterprise. Also has the reference significance to other companies.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F752.62

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