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论文编号：	4834
作者编号：	2120102595
上传时间：	2012/12/12 9:51:10
中文题目：	天津伟明贸易公司国际化转型过程中的营销策略研究
英文题目：	Research of international marketing strategy of Tianjin Waiming trading company, during its transformation process
指导老师：	许晖
中文关键字：	钢材市场，国际市场营销，企业转型，营销策略
英文关键字：	Steel market, International marketing, Business transformation, Marketing strategy
中文摘要：	经济全球化和我国经济实力的加强使国内外钢材市场的联系越来越密切，钢材产品国际贸易企业在这样的机会下快速成长，成为外贸市场的中坚力量。但是，随着市场开放程度的加深，供货商和消费者建立直接贸易的渴望越加强烈；与此同时，金融危机的爆发，各国贸易保护主义的抬头等不利因素使得国内外钢材市场的形式愈发复杂。在这样内忧外困的环境下，各个钢材出口企业的生存环境不容乐观。本文首先对于国际营销的相关理论进行了回顾，包括国际市场细分和营销的战略要点，国际市场营销组合策略以及全球价值链和价值创新，为后面的实证研究奠定了理论基础。然后分析探讨了伟明公司所处的国际钢材市场的产业背景，以及在国际市场营销过程中所面临的内部、外部环境，为公司的转型和国际市场营销策略的制定提供了一个详细的背景和环境分析。随后本文以天津伟明贸易公司为研究对象，依据环境分析的结论，结合企业的生产运作特点和市场运行实践，运用国际市场营销理论探讨企业在国际经营过程中的企业转型问题，并针对企业转型中的现状对国际市场营销策略进行研究，进而提出行之有效的措施。在国际金融危机的大背景下，欧美等传统市场急剧萎缩，很多外贸企业业绩下滑严重，甚至破产清算。但是伟明公司通过对企业的产品、市场、经营模式、销售模式以及国际市场进入模式的转型，实现了很好的业绩增长，为企业的可持续发展提供了良好的保障。本文采用案例分析的方法，通过归纳总结，分析比较对实践进行总结和抽象，运用国际营销理论，结合伟明公司的具体营销实践，对国际市场经营过程中的转型和营销策略进行了研究。设计出包括国际钢材市场环境分析，市场定位、市场细分、企业转型以及营销策略组合的一整套国际营销策略方案。对其他典型外贸企业也可以起到借鉴作用。
英文摘要：	The economic globalization and the development of China's economic enhance the contact of domestic and international steel market. Under this opportunity, international trading company of steel products grew rapidly, and became the main force in the international market. However, with the openess of market, the supplier and the consumer have stronger desire to build up direct business; meanwhile, the financial crisis and trade protectionism make the market much more complicated, not only the domestic but also the international steel market. Such internal problems and difficult outside business environment, it is not optimistic to the survival of various of steel exporters. The thesis begins with the review of some theories on international marketing, including target market strategy, strategic points of sales, marketing mix theory and global value chains and value innovation, to make a theory basis for later practice. After that, analyze the industrial background of the international steel market, and the internal and external environment, faced by Waiming international marketing process. All these provide a detailed background and environmental analysis for company's restructuring and international marketing strategy As the research object, this paper studies on the basis of Waiming Tianjin International Trading Company. According to the environmental analysis, combined with the actual production and operation, used the theory of international marketing, we discuss the business transformation of Waiming, who is in the process of internationalization. Meanwhile, based on the status of business transformation, make a study of international marketing strategies and propose effective measures. In the context of the international financial crisis, the traditional markets such as Europe and American market contract sharply. Lots of international trading company serious decline in performance, and even bankrupt. But, Waiming company achieve good growth performance by the products, market, business model, sales model, as well as international market transition, which provides good protection for the sustainable development of enterprises. By adopting the summarize, analysis and compare method, summary and abstract the practice, use the international marketing theory and combine the Waiming specific marketing practice, this paper discuss the transformation of the international market and relevant marketing strategy. This paper make a design, include the environment analysis of international steel market, market positioning, market segmentation, business transformation, and the marketing strategies, which is a full set of international marketing strategy. It is also play a reference to other international trading companies.
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