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论文编号：	6995
作者编号：	2120122703
上传时间：	2014/12/9 18:29:51
中文题目：	J公司安防产品国际市场营销策略研究
英文题目：	The Study of Strategies in J Company Security Products International Marketing
指导老师：	许晖
中文关键字：	安防行业；巡检系统；国际市场营销；营销策略
英文关键字：	security industry; guard tour system; international marketing; marketing strategy
中文摘要：	随着人们对安全意识的提高，对安防产品的需求也与日俱增,国内和国外安防产品市场快速发展，其中国产安防产品销往海外的数量也不断增加。但是金融危机的爆发，使安防行业整体出口受到影响，总体来讲对于安防产品制造商来说形势不容乐观。 首先本文对国际营销的相关理论进行了回顾，其中包括国际市场细分、营销战略，之后又接着回顾了国际市场营销组合和营销策略要点的相关理论等内容。以上的理论回顾为之后探讨J公司安防产品国际市场营销策略奠定了理论基础。接着阐述了J公司所处安防行业的整体环境，特别分析了国际市场趋势，然后进一步探讨J公司产品与同类产品的行业竞争概况，之后阐明J公司的产品竞争格局，用SWOT分析法进一步分析J公司整体情况。 之后本文以安防行业产品制造商J公司为研究对象，根据分析的结论并结合企业在实际生产和市场经验，对J公司在国际营销中的转变和定位进行讨论，包括J公司海外营销组合。在欧美经济危机的影响下，安防行业外贸出口数量整体下滑，甚至出现一些中小型企业资不抵债纷纷破产倒闭的现象。但是J公司通过对产品、国际市场进入模式的转变实现了海外销售业绩增长，为企业之后发展奠定了良好的基础。为J公司今后的良性发展，提出了相关实施保障。从整体的角度来列举公司之后发展具体措施保障，例如品牌建设、企业文化方面。 本文采用案例分析的方法，通过归纳总结运用国际营销相关理论，并结合J公司具体营销情况，对J公司在国际市场策略进行分析研究。本文所提到的某些国际市场营销中的策略和具体实施步骤，对于其他类似公司可以起到借鉴作用。
英文摘要：	With the enhancement of security awareness, it pushed up people’s demand for security products. No matter domestic or overseas, security industry have sky rocked among which china-made security products overseas selling boosted. However, the outbreak of financial crisis shaken the export of domestic security products and the overall circumstance was not promising. First and foremost, the thesis elaborated the relevant theory of international marketing, including international marketing segmentation and marketing strategy. After that the essay reviewed the theory of international marketing mix and international marketing strategy points. The reflection of above theories paved way for the solid discussion in regards to J company international security products marketing strategies and tactics. And then, the thesis set forth the entire atmosphere of the security products, principally analyzed the international market trends. Besides that, it had a further statement of products made by J Company competing with other competitors as well as the competition pattern in J Company by SWOT analysis. The thesis took J Company, the manufacturer of security products as a study case, combining with the knowledge of operating and marketing within the company discussed the business transformation and positioning, including marketing mix. Under the influence of financial crisis, the export of security products slide down dramatically; even some of the medium and small-sized enterprises had negative assets and went bankrupt. However, J Company shifted the pattern of products and international market entry and realized the international sales volume increasing. In order to guarantee a positive tendency of future development, this essay posed some measures, such as brand building and corporate culture. By using the approach of case study, the thesis summarized and classified the theories of international marketing and took J Company as an example to analyze. The concrete methods of how J Company shifted its international marketing strategies could be a reference to other medium and small sized companies.
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