LBT公司国际市场营销策略研究

发布时间：2018-05-21 04:20

本文选题：减水剂 + 市场定位　；参考：《华东理工大学》2017年硕士论文

【摘要】：本文结合LBT公司近年来化学产品国际市场营销的实践,分析我国化学产品企业所处的国际市场环境、竞争态势,以及市场机遇等,为LBT公司的国际市场营销实践提供客观依据。本文采用文献阅读法、理论与实践相结合、问卷调查法等方法,分析LBT公司在国际市场营销过程中存在的不足,并对存在的问题提出可行性解决的对策。首先,本文以市场营销的相关理论为基础,深刻理解国际市场营销的相关概念,以STP国际市场营销理论和4P营销策略作为本课题研究的理论基础。其次,结合LBT公司市场状况和市场竞争态势,分析了LBT公司现有的国际市场营销策略,以及其在国际市场上采取的营销组合策略,具体包括：产品策略、定价策略、渠道策略和促销策略。采用SWOT方法分析LBT公司在不同细分市场的优势、劣势,面临的机会与威胁。最后,根据LBT公司在各目标市场采取的营销策略以及企业自身的特点,分析其在国际市场营销过程中的不足和存在的问题,并提出解决的建议,以保障其国际市场营销策略的实施。例如,本论文提出LBT公司为了提高国际市场营销能力,必须树立不断创新的企业运营观念,提高企业形象与产品质量；加强市场营销、商务人员的应用技术和营销方面的培训；合理选择中间商；加强互联网支持作用,构建国际市场营销信息系统；防范和控制国际市场营销风险等举措。
[Abstract]:Based on the international marketing practice of chemical products of LBT Company in recent years, this paper analyzes the international market environment, competitive situation and market opportunity of Chinese chemical products enterprises, which provides an objective basis for the international marketing practice of LBT Company. In this paper, the methods of literature reading, combining theory with practice and questionnaire survey are used to analyze the shortcomings of LBT Company in the process of international marketing, and to put forward feasible solutions to the existing problems. Firstly, based on the relevant theories of marketing, this paper deeply understands the related concepts of international marketing, and takes STP's international marketing theory and 4P marketing strategy as the theoretical basis of this research. Secondly, combined with the market situation and market competition situation of LBT Company, this paper analyzes the existing international marketing strategy of LBT Company and the marketing combination strategy it adopts in the international market, including: product strategy, pricing strategy, and so on. Channel strategy and promotion strategy. SWOT method is used to analyze the strengths, weaknesses, opportunities and threats faced by LBT in different market segments. Finally, according to the marketing strategy adopted by LBT in each target market and the characteristics of the enterprise itself, this paper analyzes its shortcomings and problems in the international marketing process, and puts forward some suggestions to solve the problem. To ensure the implementation of its international marketing strategy. For example, in order to improve the ability of international marketing, LBT Company must set up a constantly innovative concept of enterprise operation, improve its image and product quality, strengthen the training of marketing, application technology and marketing of business personnel. Reasonable selection of middlemen, strengthening of Internet support, construction of international marketing information system, prevention and control of international marketing risks and other measures.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.7

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