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论文编号：	6976
作者编号：	2120122706
上传时间：	2014/12/9 12:30:26
中文题目：	住友商事公司营销策略及其实施研究
英文题目：	The research of marketing strategy and management of Sumitomo Corporation
指导老师：	李桂华
中文关键字：	日本综合商社、住友商事、营销环境、营销策略、实施保障
英文关键字：	SOGO Shosha, Sumitomo Corporation, marketing environment, marketing strategy, the management system
中文摘要：	日本综合商社是以贸易为主体，集贸易、金融、信息、物流、组织与投资等功能于一体的国际化、集团化、实业化、多元化经营的日本特有的企业形态。日本明治维新后期，以打破欧洲强国对日本对外贸易的垄断为最初目的，综合商社在日本政府的扶持之下建立起来。从20世纪60年代开始，伴随着日本经济进入快速增长期，日本企业国际化水平的不断提高，综合商社的发展也得到了源源不断的动力。特别是上世纪90年代以来，综合商社开始成为全球规模最大的企业形态，几大综合商社长期占据了《财富》杂志世界500强企业榜单前十的位置，在1995年，三菱商事、三井物产、伊藤忠商事、住友商事分别排名第一到第四位，前十位中有六位被日本的综合商社占据，这可以说是综合商社最辉煌的时期。之后由于会计准则的变更，对一些关联企业的连接结算标准的调整影响了综合商社的排名，但作为贸易行业的全球排名仍在前列。近十年由于日本经济持续低迷、产业空心化以及去商社化的市场环境下，综合商社的发展也遇到了瓶颈期，但经过一系列的重组以及对自身业务结构和营销模式的调整，综合商社的业绩普遍得到恢复，在2011年，五大综合商事中三井物产、住友商事、伊藤忠商事和丸红商事四家都创造了历史上最好的业绩，业务结构的调整也为接下来的发展奠定了基础。本文以日本五大综合商社之一的住友商事为研究对象，结合市场营销及组织间营销相关理论，对其所处的营销环境及经营现状进行分析。当今世界经济正朝多元化方向发展，发达国家仍会在一段时间内继续引领世界经济的成长的同时新兴经济体的人口增长和经济快速成长带来了市场潜力。住友商事公司以此为机遇，根据自身经营特点选取目标市场，采用了以最大限度发挥企业优势而创造的服务组合为卖点，重点加强横向的国际化扩展和纵向的产业链深化的营销策略。同时，住友商事公司以自身企业文化、完善的营销及管理组织架构与制度、合理的资源配置为后支撑，形成了支撑营销策略实施的保障体系。
英文摘要：	Japanese SOGO shosha is an entipeters that take trading as main business, with variety of business coexist by trading, financial, information, storage, transportation, organization, investment and other functions, while a internationalization, collectivization, industrialization, diversification and Japanese unique form of enterprise. The SOGO shosha is produced after the Meiji Reformation time, in order to break the monopoly of foreign trade powers of Europe to Japan for the initial purpose, and then played such an important role in the economic development of Japan and Japanese enterprises in the process of internationalization in the different historical stage. With the rapid development of Japanese economy form 1960’s, the level of internationalization of the Japanese enterprises continuously improve the development of SOGO Shosha, whose operation scale constantly expanding. Especially in the 1990’s, SOGO shosha became the world’s largest enterprises. The large scale company like Mitsui Bussan, Mitsubishi Shoji etc. has long been entrenched in the top ten, or even the first and the second in the rink of wealth of world Top500. Although experienced a bottleneck period in the late 1990s’, SOGO shosha recovered its earning performance from 2010s’ by adjustment of business structure and business mode. Especially in 2011, Mitsui Bussan, Sumitomo corporation, Itochu corporation and Marubeni corporation created the best performance in theirs history. The changes of business strategy and the reason are worth to study. Trading is the basic function of SOGO shisha, and the marketing is the essence of trading. In this paper, we take one of the biggest Japanese SOGO shosha Sumitomo Corporation as the object to study. Combining with the marketing and the BtoB marketing theory, we analysis the marketing environment and the business status of the company and study on its marketing strategy. Today's world economy is moving in the direction of diversification, although developed countries will continue to lead the world economic growth over a period of time, the increase in emerging economies, population growth and rapid economic growth brought food, infrastructure, consumption of various needs, brought in the upper reaches of the industrial products market potential. Taking this opportunity, Sumitomo corporation select the upstream product as its target market by matching its own business characteristics, and use the service combination which comes from the advantage such as the marketing network all over the world and the resources and abilities that was accumulated in long time business operation in viourious industrial field, strengthen the horizontal international expansion and vertical industry chain deepening market strategy. Meanwhile, Sumitomo Corporation take the corporate culture, marketing and management organization, system and a reasonable allocation of resources to support the marketing strategy to be implemented.
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