XM有限公司外贸营销策略研究
发布时间：2019-02-12 19:04
【摘要】：随着电子技术的成熟与互联网技术的发展,车载电子行业将面临新的挑战和机遇。与此同时,整车车厂也越来越重视车载电子产品对于企业利润的贡献。在充分竞争的市场条件下,长期以来基于后装市场的全球供应链结构也将发生新的变化。这些变化,将对以外贸出口为导向的车载电子产品制造企业提出新的要求。中国企业,尤其是外贸企业,在不同的发展的时期,始终探索有效的营销渠道。但是,效果差强人意。主要原因还是在于中国企业的营销管理模式与国际化标准没有实质性的结合。如果企业没有步入真正意义上的营销信息化管理,这势必影响到营销系统的搭建和施行效果。本文,通过波特五力模型和PEST理论对XM有限公司的宏观环境和车载电子产品国际市场竞争态势做了分析。运用SWOT理论,充分说明了XM有限公司内部优势和劣势以及揭示了公司外部面临的机遇和威胁。以此为基础,通过STP理论,将车载电子产品国际市场进行了细分,从而,确定了XM有限公司的目标市场。对此,深入的探索了营销组合策略。面对复杂而又艰巨的国际市场,对中国车载电子外贸企业来说,既是挑战又是机遇。XM有限公司需系统分析市场环境,坚持以高附加值产品和高增长率市场为主导,不断提高市场影响力,稳固其在国际市场的地位。
[Abstract]:With the maturity of electronic technology and the development of Internet technology, the onboard electronic industry will face new challenges and opportunities. At the same time, the car factory also more and more attention to the contribution of onboard electronic products to the profits of enterprises. Under the fully competitive market conditions, the global supply chain structure based on the afterloading market will also undergo new changes for a long time. These changes, export-oriented automotive electronics manufacturing enterprises will put forward new requirements. Chinese enterprises, especially foreign trade enterprises, in different periods of development, always explore effective marketing channels. However, the effect is not satisfactory. The main reason is that there is no substantial combination of marketing management mode and international standards. If the enterprise does not step into the true meaning of marketing information management, this will inevitably affect the marketing system construction and implementation results. In this paper, the macro environment of XM Co., Ltd and the international market competition situation of vehicular electronic products are analyzed by Porter's five-force model and PEST theory. By using the theory of SWOT, this paper fully explains the internal strengths and weaknesses of XM Co., Ltd., and reveals the opportunities and threats that the company is facing outside. Based on this, the international market of vehicular electronic products is subdivided by STP theory, and the target market of XM Co., Ltd is determined. In view of this, has explored the marketing mix strategy in depth. Facing the complicated and arduous international market, it is not only a challenge but also an opportunity for Chinese car-mounted electronic foreign trade enterprises. XM Co., Ltd. needs to systematically analyze the market environment and adhere to the market dominated by high value-added products and high growth rate. Constantly improve the market influence, stabilize its position in the international market.
【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】：F274;F426.6
本文编号：2420699
[Abstract]:With the maturity of electronic technology and the development of Internet technology, the onboard electronic industry will face new challenges and opportunities. At the same time, the car factory also more and more attention to the contribution of onboard electronic products to the profits of enterprises. Under the fully competitive market conditions, the global supply chain structure based on the afterloading market will also undergo new changes for a long time. These changes, export-oriented automotive electronics manufacturing enterprises will put forward new requirements. Chinese enterprises, especially foreign trade enterprises, in different periods of development, always explore effective marketing channels. However, the effect is not satisfactory. The main reason is that there is no substantial combination of marketing management mode and international standards. If the enterprise does not step into the true meaning of marketing information management, this will inevitably affect the marketing system construction and implementation results. In this paper, the macro environment of XM Co., Ltd and the international market competition situation of vehicular electronic products are analyzed by Porter's five-force model and PEST theory. By using the theory of SWOT, this paper fully explains the internal strengths and weaknesses of XM Co., Ltd., and reveals the opportunities and threats that the company is facing outside. Based on this, the international market of vehicular electronic products is subdivided by STP theory, and the target market of XM Co., Ltd is determined. In view of this, has explored the marketing mix strategy in depth. Facing the complicated and arduous international market, it is not only a challenge but also an opportunity for Chinese car-mounted electronic foreign trade enterprises. XM Co., Ltd. needs to systematically analyze the market environment and adhere to the market dominated by high value-added products and high growth rate. Constantly improve the market influence, stabilize its position in the international market.
【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】：F274;F426.6
【共引文献】
相关期刊论文 前1条
1 李洪;;中小型企业品牌培育之思考[J];生产力研究;2014年09期
相关博士学位论文 前1条
1 宋书楠;客服人际关系对顾客承诺的影响机理研究[D];大连理工大学;2013年
相关硕士学位论文 前10条
1 王秀峰;民生电器集团的关系营销策略研究[D];北京化工大学;2013年
2 张志生;昆明能讯科技有限责任公司创新战略研究[D];云南大学;2013年
3 郭晶晶;广西电信3G市场营销策略研究[D];广西大学;2013年
4 杨海虹;上市公司投资者关系管理研究[D];天津科技大学;2011年
5 邓贝玲;出口定制型中小企业M公司关系营销策略探析[D];上海外国语大学;2014年
6 张希珍;招商银行长春分行零售业务营销策略研究[D];吉林大学;2013年
7 周学林;服务利润链视角下的在线客户服务排序优化模型研究[D];湖南大学;2013年
8 刘东波;电力自动化设备行业关系营销策略研究[D];华东理工大学;2014年
9 宫琛杰;武钢集团昆钢公司关系营销策略重构研究[D];云南财经大学;2013年
10 李东明;关系营销在STG公司的应用研究[D];东北石油大学;2014年
，本文编号：2420699
本文链接：https://www.wllwen.com/qiyeguanlilunwen/2420699.html
