BS密封件公司海外市场差异化营销策略

发布时间：2018-06-18 07:45

本文选题：机械密封件 + 出口　；参考：《东华大学》2017年硕士论文

【摘要】：随着世界经济一体化的快速发展,凭借交通运输,通讯信息的便捷以及互联网的普及,我国的中小出口贸易型企业在出口贸易中正发挥着越来越重要的作用。到目前为止,中小型出口企业的出口额已经占到全部商品出口额的70%以上。BS公司是从事机械密封件出口为主的一家小型企业,目前产品主要销往东南亚,东欧,中欧市场。和其他出口型小企业一样,BS公司在过去的几年里,享受政府出口退税和地方政府政策倾斜的红利,同时廉价的劳动力和质优价廉的原材料资源为所有的出口企业创造了丰厚的利润。随着原材料和劳动成本的上升,人民币的升值,东南亚其他发展中国家的工业崛起,以及由于次贷危机引发的金融风暴的影响并未消除,对于传统的工业用品中国的出口额并未有明显的增长。面对竞争日益加剧的国际市场形势,国内小型密封出口企业亟需制定一套适合自身发展的营销策略。本文从国内密封行业现状出发,以BS公司海外市场营销为例,结合国际密封市场需求和未来发展趋势,提炼海外营销数据,对企业内外部环境进行分析,应用4P营销理论战略、PEST分析法、SWOT分析法等相关理论,通过市场调研,从市场选择和定位、渠道差异化、价格差异化、产品差异化、服务差异化等方面,对BS公司海外市场差异化营销策略以及实施保障对策进行了研究,以期提升BS企业的综合实力和企业价值。本文的研究,对国内其他的500多家中小密封件出口企业如何拓展海外市场也有一定的借鉴作用。
[Abstract]:With the rapid development of world economic integration, with the convenience of transportation, communication and information, as well as the popularity of the Internet, the small and medium-sized export trade enterprises of our country are playing an increasingly important role in export trade. So far, the export volume of small and medium-sized export enterprises has accounted for more than 70% of the total exports of commodities. BS Company is a small enterprise mainly engaged in the export of mechanical seals. At present, the products are mainly sold to Southeast Asia, Eastern Europe, and Central Europe. In the past few years, like other small export-oriented enterprises, BBS has enjoyed the dividends of the government's export tax rebates and local government policies. At the same time cheap labor and cheap raw material resources for all export enterprises to create fat profits. With the rise in raw materials and labor costs, the appreciation of the RMB, the industrial rise of other developing countries in Southeast Asia, and the impact of the financial turmoil caused by the subprime mortgage crisis, For traditional industrial goods, China's exports have not increased significantly. In the face of the increasingly competitive international market situation, domestic small sealed export enterprises urgently need to formulate a set of marketing strategies suitable for their own development. Starting from the present situation of domestic sealing industry, taking the overseas marketing of BS Company as an example, combining the demand of international sealing market and the future development trend, this paper refines the overseas marketing data and analyzes the internal and external environment of the enterprise. By using 4P marketing theory strategy, pest analysis method and SWOT analysis method and other relevant theories, through market research, from the market selection and positioning, channel differentiation, price differentiation, product differentiation, service differentiation, etc. In order to improve the comprehensive strength and enterprise value of BS enterprises, the paper studies the differentiated marketing strategy and the implementation of security measures in overseas markets of BS Company. The research in this paper can be used as a reference for more than 500 small seal export enterprises in China.
【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;F426.4

【参考文献】