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论文编号：	4769
作者编号：	2120102472
上传时间：	2012/12/11 15:04:13
中文题目：	天食股份基于出口转内销背景下的营销策略研究
英文题目：	Research on Marketing Strategy of Tianjin Foodstuffs Based on the background of Exports to Domestic Sales
指导老师：	任兵
中文关键字：	出口转内销;天食股份;核心竞争力;营销策略
英文关键字：	Exports to domestic sales;Tianjin Foodstuffs;Core-competitiveness;Marketing strategy
中文摘要：	从97年东南亚金融危机到去年的欧债危机，接连的金融风暴为世界经济带来了巨大影响。金融危机使进出口行业受到的冲击最为强烈，国际市场变数激增，极大增加了对外贸易风险。加上人民币持续升值，贸易壁垒增多，企业利润下滑，出口业务越来越难做。又随着内销政策的倾斜与国内消费水平的提高，出口企业转做内销成了必需。本文结合市场营销理论对老牌国营外贸企业--天食股份进行了出口转内销营销策略的研究。透过现象分析本质，坚持理论和实际相结合原则，在详细论述的基础上结合天食股份出口转内销的现状，提出了基于转内销背景下的营销策略。全文包括绪论共分为六个章节，绪论提出文章的背景和研究意义，介绍本文的研究框架。第二章对核心竞争力、市场营销基础理论等做出回顾，同时也阐明市场营销在企业战略中的重要作用。第三章在对企业的外部环境和内部现状进行介绍后，运用SWOT分析法对企业经营现状进行分析。第四章在对企业进行核心竞争力分析后，抓住天食股份核心竞争产品的特点，通过市场定位与营销组合的分析，对基于核心竞争力的营销框架进行了构建。 第五章在以上分析的基础之上，对营销策略制定和实施的重点进行分析。最后一章提出本人研究的结论与展望。作者通过对天食股份现状的调研，搜集并分析了相应的经营现状资料，从而对公司出口转内销战略转型提出了可行性较强的建议，对天食股份实施出口转内销战略有着一定的借鉴意义。对其他出口企业转内销面临的问题也提出一些解决方案或经营思路，希望文章对一些仍处于困境的外贸企业有所帮助。
英文摘要：	From Southeast Asian financial crisis in 1997 to the European debt crisis last year, successive financial crisis has brought tremendous influence to world economy. Import and export industries are affected most strongly, changes in the international market suddenly increase, while greatly increasing the risk of the foreign trade. Add to continued appreciation of RMB and increased trade barriers lead to the export business is getting harder and harder, the profits of corporate keeps decline. At the mean time, however in domestic market on one hand nation gave an preferential domestic policy in domestic sales, on the other hand the domestic consumption level keep increasing, these favorable factors provide a new development trend for export enterprises，also is inevitable trend —— exports to domestic sales. Combining the marketing theory, this thesis does a study on exports to domestic sales strategy of a state-owned foreign trade enterprises which with a long history — Tianjin Foodstuffs Imp.& Exp. Co., Ltd. Author through the phenomena to analyze the essentials, and follow the principle of integrating theory with practice, author put forward a marketing strategy of Tianjin Foodstuffs based on the background of exports to domestic sales, a series of detailed discussion and the current status analysis of exports to domestic sales of Tianjin Foodstuffs.This thesis is divided into six chapters, the introduction has instruct the background and significance of research of this thesis, and then give a research framework of this thesis. In chapter two, author review some theory including core-competitiveness theory and marketing basic theory; also clarify the important role of marketing in the business strategy. In chapter three, firstly give an instruction on enterprise external environment and internal current status, and then analyze the operation and management status with SWOT analysis method. In chapter four, through a series of analysis including the core competitiveness of enterprises, market positioning and marketing mix, combining the product characteristics of core competition products, build a marketing framework which based on core competencies. In chapter five, base on above analysis, authors do a further analysis on formulation of the marketing strategy and the focus of implementation. In the last chapter, author presents the research conclusion and the prospect. By the current status investigation for Tianjin Foodstuffs, author collects and analyzes a lot of corresponding management current status data, accordingly bring forward feasible suggestions for the company’s exports to domestic strategic transformation, which has certain reference significance for the export to domestic sales implement of Tianjin Foodstuffs. Combining the common methods or characteristics of marketing strategy, according to the problems the foreign trade enterprises facing during the process of exports to domestic sales, author put forward some solutions or business ideas, hope could provide some help for the export enterprises who still in trouble.
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