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论文编号：	8747
作者编号：	2120142640
上传时间：	2016/12/7 22:24:43
中文题目：	中建材木业贸易有限公司国际市场营销战略及其实施研究-以主要销售市场为例
英文题目：	The Research and implementation of CNBM Wood Co., Ltd international marketing strategy-Take the main sales market as an example
指导老师：	李桂华
中文关键字：	中建材木业贸易有限公司;环境分析;市场定位;国际市场营销战略
英文关键字：	CNBM Wood Co., Ltd.; environmental analysis; market positioning; International marketing strate
中文摘要：	自2011年开始，受我国宏观经济增速下滑影响，尤其是房地产市场与基础设施投资进入增速放缓的调整期后，全国针叶林木材产品国内需求急速下滑。2015年进口针叶林原木3066.9万立方米，较2014年整体进口量下降17.3%。2015年进口针叶林板材1746万立方米，较2014年下降10.1%。且每一年度的库存积压又导致下一年度建筑及工业用材市场的供求失衡。行业整体规模下降以及平均利润水平下滑，致使中国国内市场竞争日趋激烈，上游供应商及下游用户为提高自身利润水平，大力缩减贸易环节，使得从事针叶林产品的中国国内贸易企业的生存受到严重考验，业务量萎缩的同时利润水平急剧下滑甚至出现亏损经营的局面。中建材木业贸易有限公司自成立以来以经营木材类大宗商品及林地（含立木）为主要业务。其中木材类大宗商品为针叶林木板材、原木及木片，主要进口国为加拿大、美国及部分欧洲国家。在中国市场竞争受到严重挑战的背景下，如何打开国际市场实现营销战略转移成为中建材木业贸易有限公司一直在探索的目标，本文对中建材木业贸易有限公司所处的市场宏观环境、竞争环境进行了充分的分析，在对中建材木业贸易有限公司背景及营销现状做简要介绍后，总结出木业公司营销现状出现的问题。结合本人在公司多年的市场从业经验，通过SWOT理论分析了木业公司在国际市场营销中的优势、劣势、环境机会和环境威胁，再通过STP市场细分理论为木业公司寻找符合企业实际发展需要的国际目标市场及市场定位。并根据选择的目标市场制定相应的产品差异化、价格差异化、渠道选择、促销选择以及网络营销战略。最后为落实制定的国际市场营销战略，从公司整体战略转移、利用国家相关优惠政策、利用战略合作伙伴资源以及人才储备激励机制、资金投入支持等多方面提出战略实施保障建议。本文基于针叶林木制品领域广阔的全球市场空间，应用现代的营销理论对中建材木业贸易有限公司的国际市场营销策略进行了研究和探索，对所涉及的理论、问题和所研究课题的结果进行逐一阐明，其研究结果对于中建材木业贸易有限公司未来取得经营成功具有积极的借鉴意义和参考价值。
英文摘要：	Domestic demand of coniferous forest timber products witnessed a sharp decline from 2011, affected by the drop of China's macroeconomic growth, especially real estate market and infrastructure investment has stepped into an adjustment phase of slowing growth. Imported coniferous logs in 2015 is 30,669,000 cubic meters, which fell 17.3% compared with 2014. Annual imports of coniferous forest lumber in 2015 is 17,460,000 cubic meters, fell 10.1% comparing with 2014. Besides, inventory backlog leads to supply and demand imbalance in building and industrial timber market in the following year. Shrink of industry scale and decline of average profit has brought about an increasingly fierce competition in China’s domestic market. Upstream suppliers and downstream users reduced trade process to increase own profit, which brings China’s enterprises of coniferous forest domestic trade an ordeal. A shrink of business and sharp decline in profit even causes operation losses. Principal business of Building materials in the wood industry trade co., LTD is commodities and woodland (including tree). The wood commodities include coniferous forest lumber, logs and wood chips, main imported from Canada, the United States and some European countries. The company is exploring on how to open the international market to manage marketing strategy transfer, especially under such serious challenge. The author fully analyzed the macro marketing and competition environment CNBM Wood Co. in. After a brief introduction of CNBM Wood Co. background and marketing status, the author raises current problems of it. Combined with personnel experience and SWOT theory, the author analyzed the advantages, disadvantages, opportunities and threats of wood industry company in international market. Through STP market segmentation theory, the author explores a developing target and market positioning which caters to the company better, And set up price differentiation, promotion channels, and network marketing strategy according to target market. Finally, to implement the international marketing strategy, strategic proposals are proposed from the company's overall strategy, the utilization of national preferential policies, incentives to use strategic partner resources and talent reserves, funding support and other aspects. The thesis aims at the wild field of coniferous forest products among globe market, applies modern marketing theory to explore CNBM Wood Co. international marketing strategy, and clarifies each involved theory, problems and research results. There is a positive reference to the future operation of CNBM Wood Co.
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