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论文编号：	12481
作者编号：	2320180312
上传时间：	2021/6/12 22:29:11
中文题目：	全球疫情下友圣发公司出口营销策略研究
英文题目：	Research on Export Marketing Strategy of Youfa Company under the Global Epidemic
指导老师：	吴晓云
中文关键字：	疫情；市场环境；SWOT分析；出口营销；营销战略
英文关键字：	Epidemic；Marketing Environment；SWOT Analysis；Export Marketing；Marketing Strategy
中文摘要：	伴随着新增产能的持续释放，中国已经成为全球钢管生产第一大国。但是由于产量的持续扩大和国内钢管使用量的减少，我国钢管生产已经严重供大于求，而钢管企业出口量的增加正在缓解这种局面。在我国对外贸易行业快速发展和经济全球化的背景下，我国国际贸易企业正处于机遇与挑战并存的时代。一方面，2020年初全球新冠肺炎疫情迅速蔓延，全球大多国家经济发展缓慢，出现了负增长，这给我国钢管出口企业带来了诸多的挑战；另一方面，通过中国政府的不懈努力，我国已经防控住了新冠肺炎疫情，钢管企业已经全面复工复产，这也为我国钢管出口企业迎来了新的发展机遇。 本文以全球疫情下友圣发公司出口营销策略为研究对象，结合本文作者在友圣发公司三年左右的工作经验，通过理论联合实际的方式，有针对性地提出了友圣发公司的营销策略。首先，运用PEST分析法和SWOT模型对友圣发公司的市场营销环境进行了全面地分析。其次，通过结合STP营销战略理论，对友圣发公司的国际市场重新进行了有效的细分，然后根据友圣发公司和国际市场发展情况选择了合适的目标市场，在选择好目标市场后又对其进行了合理地的定位。再次，通过结合4P营销策略理论，研究了友圣发公司应该采用的产品策略、价格策略、渠道策略和促销策略，并时刻谨记“产品=顾客价值”。最后，为了保障友圣发公司营销策略的有效实施，从企业文化与制度、运营支持和风险控制三个方面分析了其营销策略的保障措施。 目前，中国钢管出口企业仍以粗放出口为主，大多企业在出口营销策略上的研究还比较少。本文通过结合友圣发公司的发展情况，为公司钢管出口营销在现在和将来的发展制定了合适的营销策略，也为其它类似企业在研究出口营销策略时提供了一些参考。
英文摘要：	With the continuous release of new production capacity, China has been the largest producer of steel pipes in the world. However, due to the continuous expansion of output and the decreasing of steel pipes usage in domestic, the production quantity of steel pipes has already exceeded the demand in china. But the increasing of steel pipes export volume is alleviating this situation. In the context of the rapid development of chinese foreign trade industry and economic globalization,chinese international trade enterprises are in an era of coexistence of opportunities and challenges. On the one hand, the rapid spreading of Global Coronavirus in early 2020 slow most of the countries’ economic development and cause the economic negative growth. It brought many challenges to chinese steel pipes export companies; on the other hand, through the unremitting efforts of chinese government, China has already prevented Coronavirus well, and most of the steel pipes companies have resumed the work and production, it also brings new development opportunities for chinese steel pipe export companies. “Research on Export Marketing Strategy of Youfa Company under the Global Epidemic” is as the research object of this article, and it combines the author's three years work experience in Youfa Company. Through the combination of theory and practice, it puts forward the marketing strategies of Youfa Company. Firstly, the PEST analysis method and SWOT model are used to comprehensively analyze the marketing environment of Youfa Company. Secondly, by combining the STP marketing strategy theory, the international market of Youfa Company was effectively subdivided again, and then a suitable target market was selected according to the development of Youfa Company and the international market. After selecting the target market, it was reasonably placed. Thirdly, by combining the 4P marketing strategy theory, the article studied the product strategy, price strategy, channel strategy and promotion strategy which Youfa Company should adopt, and always keep in mind "Product = Customer Value". Finally, in order to guarantee the effective implementation of the marketing strategy of Youfa Company, the guarantee measures of its marketing strategy are analyzed from corporate culture and system, operation support and risk control. At present, the export companies of steel pipes still focus on extensive export in china, and most of the companies have relatively little research on export marketing strategies. Based on the development of Youfa Company, the article has formulated appropriate marketing strategies for the company's steel pipes export marketing now and in the future, and also provided some references for the similar companies which study the export marketing strategies.
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