G公司国际市场营销渠道优化策略研究
发布时间：2024-04-08 21:19
中国改革开放至今已逾四十年,经济全球化带动了越来越多的国内中小型企业走出国门参与到国际市场的竞争中来。而全球经济的增长和人民生活水平的提高也在带动了食品消费的升级的同时也为畜牧业乃至畜牧机械行业的蓬勃发展奠定了基础。在健康的消费观念和正确的市场引导下,国内外市场前景广阔。中国畜牧机械企业开始逐渐在国际市场上崭露头角,然而想要谋求长远的发展,还需要根据现阶段国际市场环境和企业自身的营销现状和特点进行不断的调整、完善与创新。通过系统科学分析自身国际营销中存在的问题,打造出企业的核心竞争力,增强企业品牌影响力,从而真正提高企业的经济效益和国际地位。本文采用市场营销、营销渠道策略、渠道冲突与管理等相关理论,对畜牧机械企业G公司的国际营销渠道进行较为系统的分析研究。本文首先通过五力模型对G公司所处的行业环境进行分析,然后结合SWOT分析提出其在国际市场营销过程中遇到的问题与挑战,再结合其代理商与终端消费者的国际需求与G公司的国际营销策略来深入剖析,得出导致目前国际市场销售占比下降,市场开拓乏力这一现状主要是由渠道管理方面原因所造成的这一结论。针对这一结论,本文重点从4P理论和市场营销渠道策略,从...
【文章页数】：108 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter I Introduction
1.1 Research Background and Significance
1.1.1 Research Background
1.1.2 Research Significance
1.2 Research Content and Methods
1.2.1 Research Content
1.2.2 Research Methods
1.2.3 Paper Framework
Chapter2 Literature Review
2.1 Strategies for Entering International Markets
2.1.1 Definition of International Markets
2.1.2 Enter Modes of International Markets
2.2 International Place Strategy
2.2.1 Definition of International Marketing
2.2.2 International Marketing Mix Strategy
2.2.3 International Marketing Channel Strategy
2.3 Marketing Channel Conflict and Management
2.3.1 Definition of Marketing Channel Conflict
2.3.2 Characteristics of International Marketing Channel Conflict
2.3.3 International Marketing Channel Management Optimization Strategy
Chapter3 Case Description
3.1 G Company Profile
3.1.1 Product Introduction of G Company
3.1.2 The Position and Performance of G Company in the International Market
3.2 Challenges Faced by G Company in International Marketing Channel Management
Chapter4 Case Analysis
4.1 Analysis of the Competitive Environment of G Company in the International Market
4.1.1 Five Forces Analysis
4.1.2 SWOT Analysis
4.1.3 Channel Strategy of Major International Competitors
4.2 G Company's International Market Demand Analysis
4.2.1 Demand Analysis of International Market Agents
4.2.2 Demand Analysis of Customers in the International Market
4.3 Analysis of G Company's Marketing Strategy in the International Market
4.3.1 Obvious Advantages in the Product Strategy
4.3.2 Recognized by the Market in the Price Strategy
4.3.3 Unworkable Sales Promotion
4.3.4 Channel Issues to be Resolved
4.4 Analysis of G Company's International Marketing Channel Strategy
4.4.1 International Marketing Channel Member Problems
4.4.2 International Marketing Channel Selection Problems
4.4.3 Conflict Management of International Marketing Channel Problems
Chapter5 Optimization Plan and Suggestions of G Company's International Marketing Channel Strategy
5.1 Improving the Selection and Management System of International Agents
5.2 Increasing Cooperation with Agents in the Host Country
5.3 Improving the Strategy of Diversified Channels in the International Market
5.4 Speed up the Training of International Marketing Management Talents
Chapter6 Conclusion and Implications
6.1 Conclusions
6.2 Management Implications
6.3 Limitations
REFERENCE
APPENDIX
本文编号：3948830
【文章页数】：108 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter I Introduction
1.1 Research Background and Significance
1.1.1 Research Background
1.1.2 Research Significance
1.2 Research Content and Methods
1.2.1 Research Content
1.2.2 Research Methods
1.2.3 Paper Framework
Chapter2 Literature Review
2.1 Strategies for Entering International Markets
2.1.1 Definition of International Markets
2.1.2 Enter Modes of International Markets
2.2 International Place Strategy
2.2.1 Definition of International Marketing
2.2.2 International Marketing Mix Strategy
2.2.3 International Marketing Channel Strategy
2.3 Marketing Channel Conflict and Management
2.3.1 Definition of Marketing Channel Conflict
2.3.2 Characteristics of International Marketing Channel Conflict
2.3.3 International Marketing Channel Management Optimization Strategy
Chapter3 Case Description
3.1 G Company Profile
3.1.1 Product Introduction of G Company
3.1.2 The Position and Performance of G Company in the International Market
3.2 Challenges Faced by G Company in International Marketing Channel Management
Chapter4 Case Analysis
4.1 Analysis of the Competitive Environment of G Company in the International Market
4.1.1 Five Forces Analysis
4.1.2 SWOT Analysis
4.1.3 Channel Strategy of Major International Competitors
4.2 G Company's International Market Demand Analysis
4.2.1 Demand Analysis of International Market Agents
4.2.2 Demand Analysis of Customers in the International Market
4.3 Analysis of G Company's Marketing Strategy in the International Market
4.3.1 Obvious Advantages in the Product Strategy
4.3.2 Recognized by the Market in the Price Strategy
4.3.3 Unworkable Sales Promotion
4.3.4 Channel Issues to be Resolved
4.4 Analysis of G Company's International Marketing Channel Strategy
4.4.1 International Marketing Channel Member Problems
4.4.2 International Marketing Channel Selection Problems
4.4.3 Conflict Management of International Marketing Channel Problems
Chapter5 Optimization Plan and Suggestions of G Company's International Marketing Channel Strategy
5.1 Improving the Selection and Management System of International Agents
5.2 Increasing Cooperation with Agents in the Host Country
5.3 Improving the Strategy of Diversified Channels in the International Market
5.4 Speed up the Training of International Marketing Management Talents
Chapter6 Conclusion and Implications
6.1 Conclusions
6.2 Management Implications
6.3 Limitations
REFERENCE
APPENDIX
本文编号：3948830
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