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论文编号：	7753
作者编号：	2120132560
上传时间：	2015/12/4 18:44:17
中文题目：	外贸水产加工企业战略转型与国际营销策略研究——以青岛DL水产有限公司为例
英文题目：	Strategic Transformation and International Marketing Strategy Research for Foreign Trade Fishery Processing Company: by Using Qingdao DL Aquatic Products CO., Ltd as an Example
指导老师：	许晖
中文关键字：	外贸水产加工企业;战略转型;战略转型路径；国际营销策略
英文关键字：	Foreign trading fishery processing company; strategic transformation; strategic transformation path; marketing strategies
中文摘要：	我国作为世界最大的水产品出口国和世界第三大水产品进口国，水产品贸易在我国经济发展中占据非常重要的作用。但因当前受到金融危机、全球经济复苏乏力、国际市场消费能力下降、人民币升值、水产品原料和劳动力等各种资源成本不断上涨,加上目前企业融资困难、国际贸易保护主义抬头等诸多不利的因素影响，造成外贸水产加工企业出口数量下降，利润降低。企业为了生存，不断陷入恶性的价格竞争。给我国水产加工行业带来沉重打击，外贸水产加工企业面临严重困难。 论文首先对国际营销理论、战略转型及环境分析工具、价值链理论及微笑曲线理论进行了理论回顾，为后面的具体分析奠定理论基础。接着以外贸水产加工行业为对象进行研究分析，通过PEST及五力模型对行业的发展现状、竞争环境进行分析，从而明确其现阶段所面临的具体问题，并进一步分析了企业进行战略转型及国际营销策略研究的必要性。由此得出外贸水产加工企业可以通过开发新的目标市场、延伸产业链、产品标准转型及多元化多产品战略的战略转型路径改变其现有局面，以及从产品策略、价格策略、渠道策略及促销策略四个方面分析了外贸水产加工企业可以采取的新国际营销策略。 结合以上的分析，论文最后以青岛DL水产有限公司为例，结合SWOT分析模型对企业所面临的微观环境进行具体分析。依据分析得出青岛DL水产有限公司的战略转型路径及国际营销策略。即青岛DL水产有限公司可以通过多元化优化产品结构、向价值链两端发展、与合作伙伴建立战略联盟以及开拓新的国际及国内市场的战略转型路径以及调整产品结构、收缩现有生产规模、加强渠道建设、树立产品品牌以及进行互联网营销的国际营销策略来应对新的挑战。 然而，企业即使制定了战略转型路径及新的国际营销策略，如果没有好的实施保障措施将无法保证其的顺利执行。因此，在论文的最后部分从企业文化的建设、组织结构的调整以及人力资源的管理和团队建设三个方面说明了企业需要采取的实施保障的措施。
英文摘要：	China, as the biggest export country and the third largest import country of the aquatic products in the world. The trading of aquatic products takes a very important role in the economic development of our country. But the fishery processing companies in our country are in a serious difficult situation now. The decline of the trade export quantity and the falling profit due to the financial crisis、weak recovery of global economic、decline of international market、appreciation of RMB、cost rising of fish raw material and labor cost、financing difficulty of companies、the new trade protectionism etc., all these factors influence the fishery processing companies. So the companies are in vicious price competition within the industry in order to survive. The Fishery industry suffered a heavy blow and the companies in the industry face even worse situation then year 2008 after the economic crisis. At first, Paper reviews the International marketing theory、strategic transformation theory、environmental analysis tools, the Value chain theory and Smile curve theory in order to laid the foundation for later analysis. Then the paper carries on the analysis on the fishery processing industry, to analyze the present situation and problem of fishery industry by using the PEST and the Five-force model. Based on the analysis, paper give the necessity of strategic transformation and the international marketing strategy research, then conclude the mechanism of strategic transformation and the international marketing strategy to face the current challenge. The strategic transformation path is develop the new target market, extending the industrial chain to high value part, transformation for product standard and diversification on products. And analyze the product tactics, price tactics, channel tactics and promotion tactics to get the new marketing strategies. In order to get better understanding, in the end, by using Qingdao DL Aquatic Products Co., Ltd as an example, paper carry on the specific analysis on the mechanism of strategic transformation and the international marketing strategy combined with the SWOT analysis model. Paper then get the solutions based on the analysis of Qingdao DL Aquatic Products Co.,Ltd .Qingdao DL Aquatic Products Co.,Ltd can optimize their product structure, develop by turning to the value chain’s high profit part, establish the strategic alliances with partners and develop new international and domestic markets as their strategic transformation path as well as the adjustment of product structure, shrinkage existing production scale, to strengthen the construction of sales channels, establish their product ‘s brand and using E-marketing as the new marketing strategy to face the new challenges and grasp the opportunity. However, although we have the strategic transformation path, and the marketing strategies, but if without good safeguard it will not be able to perform. So in the last part of thesis, paper explains the several supporting measures to insure the smooth execution - the construction of enterprise culture, organization structure adjustment and human resource management and team building.
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