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论文编号：	8322
作者编号：	2120132743
上传时间：	2016/6/7 17:45:51
中文题目：	新疆迪盛公司番茄酱俄罗斯市场出口营销策略研究
英文题目：	Research of Xinjiang Desun Company’s Tomato paste export strategy for Russia market
指导老师：	许晖
中文关键字：	俄罗斯；市场营销；出口营销；番茄酱；新疆迪盛公司
英文关键字：	Russia；marketing; Export marketing; Tomato paste; Desun company
中文摘要：	基于昼夜温差大、日照时间长、降雨量少等特点，新疆在番茄种植方面具有得天独厚的优势，也使得新疆成为我国主要的番茄生产加工地区，一直以来其番茄出口量占全国的比重接近90%。当前，新疆拥有的番茄加工企业数量众多，截至2015年新疆番茄生产与加工企业数量已经超过了120家，番茄的年均加工能力已经超过了160万吨。新疆迪盛国际实业有限公司（简称迪盛公司）是本文的研究主题,俄罗斯市场为本论文主要研究市场。迪盛公司是新疆一家番茄酱产品的生产贸易型企业。番茄酱作为新疆较为优势的农业加工品目前仍存在着库存压力大，产业结构单一，海外竞争压力大，质量认可度低等诸多问题。本文首先以市场相关营销理论为基础，结合新疆迪盛公司番茄酱出口营销实际，分析公司番茄酱出口营销有关问题。研究结果发现，尽管公司组建了较为健全的出口营销组织与团队，并采取了相关市场营销策略；但是，其在俄罗斯市场出口营销方面仍存在出口番茄酱产品较为单一、公司低价营销策略不利于品牌建设、缺乏海外主动营销渠道网络，以及品牌推广与促销力度不足等问题。结合市场营销相关理论，以及公司在俄罗斯市场出口营销存在问题，以及采用PEST、波特五力模型、SWOT分析法对迪盛公司番茄酱出口营销内外部环境的分析结果，建议新疆迪盛公司重新定义其俄罗斯市场营销策略，最终实现公司产品“中高端为主，低端为辅”的市场定位目标，以持续扩大其在俄罗斯的影响力。在俄罗斯市场的具体营销策略方面，建议迪盛公司应采取以下营销改进策略，以提高番茄酱出口营销成效：一是进一步丰富公司番茄酱产品结构，供应多样化的产品；二是以市场为导向制定差异化价格营销策略，充分考虑俄罗斯市场的不同需求，明确出口营销的重点；三是以保持市场稳定和推进品牌建设为导向，扩大产品的市场影响力；四是重视出口营销渠道建设，并积极开展主动营销。为确保相关营销策略创新得到实施，本研究提出了相应保障措施。
英文摘要：	Based on the characteristics of a large temperature difference between day and night, long hours of sunshine, rainfall less, Xinjiang in tomato planting has a unique advantage, also making Xinjiang to become Chinese major tomato production and processing area, has been the tomato exports accounted for the proportion of close to 90%. At present, a large number of tomato processing enterprises in Xinjiang founded, in 2015 the number of Xinjiang tomato production and processing enterprises have more than 120, the annual processing capacity more than 1 million 600 thousand tons of tomatoes. Xinjiang Desun International Industry Company Limited (hereinafter referred to as Desun company) is the theme of this study，and Russia market is the main market for us to study. Desun company is the producer and trader oriented enterprises in Xinjiang of tomato paste products. Tomato paste as a relatively dominant agricultural products in Xinjiang is still a large inventory pressure, the industrial structure of a single, overseas competition pressure, low quality recognition and many problems. In this paper, based on the theory of marketing, combined with the Xinjiang Desun company export marketing practice, focusing on the use of case analysis method, analysis of the company's export sales of tomato paste related issues. The results of the study showed that, although the company set up a relatively perfect export marketing organization and team and take the relevant marketing strategy. However, the export marketing management still exist more single tomato paste products for export, the company's low-cost marketing strategy is not conducive to the brand construction, the lack of overseas active marketing channel network, and lack of brand promotion and promotional efforts. According to the theory of marketing, and the company in the Russian market export marketing problems, and the pest, Porter's five forces model, SWOT analysis on the Desun company tomato sauce export marketing internal and external environment analysis results, it is recommended Xinjiang Desun company redefine the Russian market marketing strategy, realize products "in the mid-end, high and low-end, supplemented by" of the market orientation, in order to continue to expand its influence in Russia. In the Russian market specific marketing strategies and suggestions Desun company should take the following marketing strategies to improve, to improve the tomato sauce export marketing effectiveness: one is to further enrich the company's tomato sauce product structure, supply a variety of products; the second is to market oriented to develop differentiated price marketing strategy, fully consider the different needs of the Russian market, clear export marketing focus; the third is to maintain market stability and promote brand oriented, and expand the market influence; four is paying attention to export marketing channel construction, and actively carry out active marketing. In order to ensure the implementation of relevant marketing strategy innovation, this study proposes the corresponding safeguards.
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