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论文编号：	8687
作者编号：	2120142883
上传时间：	2016/12/7 11:11:04
中文题目：	729乒乓运动器材国际市场营销战略研究
英文题目：	The Study on The International Marketing Strategy of 729 Table Tennis Equipment
指导老师：	周建
中文关键字：	乒乓运动器材,国际营销战略,营销策略
英文关键字：	Table Tennis Equipment; International Marketing Strategy; Marketing Tactic
中文摘要：	随着我国一系列体育产业利好政策的发布，中国体育用品制造业迎来了新一轮的发展黄金时期。然而在中国经济新常态和全面改革的市场环境中，中国的体育用品企业仍然面临严峻的考验。在内需放缓、外需萎缩、国际品牌纷纷涌入国内市场的背景下，我国的体育用品企业只有坚持国际化路线，进一步深入国际市场，参与到激烈的国际竞争中去，中国体育用品企业才能实现可持续发展并找到跨越式发展的路径。本文以天津七二九体育器材开发有限公司为研究对象，运用市场营销及战略管理的相关原理和知识，结合其发展情况研究中国乒乓器材厂商的突破之道。从天津七二九体育器材开发有限公司的背景、国际营销状况等实际情况出发，首先通过分析国内外宏观行业环境、竞争格局以及国际营销历程，确定该公司的国际市场目标及定位；再次具体梳理该公司在国际化营销进程中所遇到的问题并加以分析；最后运用相关理论知识，通过SWOT分析形成适合企业发展的国际营销战略，并利用组织结构调整、营销策略组合、价值链资源整合等手段，完成战略的实施与保障。本文不仅对天津七二九体育器材开发有限公司在国际市场的营销活动开展提供指导意义，同时还为我国乒乓用品制造企业及其他体育用品制造企业实施国际营销战略提供参考，有一定的借鉴意义。
英文摘要：	Along with our country of favorable sports industry policy, the development of Chinese sports goods manufacturing industry ushered in the new round of golden period. However, in Chinese economy is in the new normal and comprehensive reform of the marketing environment, Chinese sports goods enterprises are still facing severe challenges. Under the background of the slowdown in domestic demand, shrinking external demand, and international brand pouring into the domestic market, our sports goods enterprises only insist on international routes, further into the international marketing to participate the fierce international competition, Chinese sports goods enterprises can achieve sustainable development and find the path of the leapfrog development. According to the Tianjin 729 sports equipment development Co., Ltd as the research object, the article uses the related principle and knowledge of marketing and strategic management, combines with the development of Chinese table tennis equipment manufacturers to find out breakthrough road. According to the actual situation of the Tianjin 729 Sports Equipment Development Co., Ltd. background, international marketing situation, firstly the article analyzes the macro environment of domestic and abroad, industry competition pattern and international marketing process, determines the target of internal marketing and positioning of the company. And then the article analyzes the problem the company encountered in the international marketing process. Finally, the article uses the relevant theories and the analysis of the SWOT to build up the international marketing strategy for enterprise development, and depend on the adjustment of the organizational structure, marketing strategy, value chain, resource integration and other means to complete the implementation of the marketing strategy. This paper not only provide the guidance for Tianjin 729 Sports Equipment Development Co. Ltd. in the international market, but also provide a reference for Chinese table tennis products manufacturers and other sporting goods manufacturers to implement international marketing strategy.
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