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论文编号：	4991
作者编号：	2220091879
上传时间：	2013/2/26 15:06:34
中文题目：	KR公司国际市场营销业务流程研究
英文题目：	Research on the business process of KR in the international market
指导老师：	吴晓云
中文关键字：	国际营销，营销策略，国际贸易风险，石油装备制造业
英文关键字：	International marketing, marketing strategy, international trade risk, Oil equipment manufacturing industry.
中文摘要：	20世纪80年代以来，世界各国纷纷提出自由贸易政策，全球政治环境相对和平、交通状况发展迅速，信息技术缩短了人与人之间的距离，沟通障碍明显减少，货币流通稳定、地区经济逐步整合，全球化成为当今经济发展的必然趋势。在此背景下企业必须走出国门，走向国际市场参与全球化条件下的市场竞争。企业经营的全球化成为企业生存及提升竞争力的基本准则，开发国际市场对企业来说越来越重要。要在国际竞争中成为获胜者，企业必须认真制定国际营销战略，必须综合考虑政治、经济以及文化因素对国际营销成效的影响。本文运用理论联系实际、系统分析法和实证分析方法从相关理论切入，紧紧围绕中国石油装备制造业在国际市场中的业务流程管理主题展开研究。首先详细论述了国际市场营销、企业业务流程管理、标准化与适应性三个方面理论。在此理论基础上，逐渐分析得出适合中国石油装备制造企业国际市场营销业务流程，建立适合我国石油装备制造企业的国际营销策略模式，为我国石油装备制造业的国际化发展提供有力的理论支撑与实践指导。接着本文详细分析了中国石油装备制造企业国际市场上业务流程的发展现状及存在的问题。其中重点论述了中国石油装备制造企业面临的国际市场环境和石油装备国际营销的一般业务流程。最后，结合KR公司的发展现状分析了目前我国石油装备制造业国际营销业务流程管理中存在的问题及解决办法。本文创新之处在于结合KR公司国际市场业务流程实际情况对我国石油装备制造企业国际营销业务流程改进了改进根据国际市场营销的标准化—适应性连续统一体理论创造性地提出KR公司国际市场营销战略体系和国际市场业务流程管理保障体系，这有利于解决国际市场营销业务流程管理缺陷，有助于提升石油装备制造企业的国际竞争力，真正实现“走出去”的战略目标，争得我国在国际市场上的话语权。
英文摘要：	Since the nineteen eighties, many countries in the world have put forward the policy of free trade, global political environment is relatively peaceful, traffic develops rapidly, information technology shortens the distance between people, communication barriers was significantly reduced, monetary stability, region economy gradually integration, globalization has become the inevitable trend of economic development. The human into the new century, the world economic globalization, the integration characteristics of the more prominent, the economic globalization has become one of important international issues. Then the paper analyzed China petroleum equipment manufacturing enterprise on the international market, business process of the present situation and the existing problems. We mainly discuss the international market environment of the Chinese petroleum equipment manufacturing enterprises and the international marketing general business process of petroleum Equipment Company. Finally, combining with the current situation of the development of the KR, we analysis the Chinese petroleum equipment manufacturing industry international marketing business process the problems which was existing in the management and brought a solutions. The innovation of this paper is to improve the business process with KR. business process actual situation of our oil equipment manufacturing enterprise, according to international marketing standardization-adaptive continuum theory. Then we raises creatively KR. marketing strategy system and international market business process management system, and this helps to solve international marketing business process management defect, to help promote the oil equipment manufacturing the international competitiveness of enterprises, to realize "going out" strategy goal for our country in its voice in the international market.
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