兴澄特钢国际市场营销策略研究(59页).rar
兴澄特钢国际市场营销策略研究(59页),摘要本文在综述营销理论和国际贸易理论基础上，对兴澄特钢进出口公司外销工作中应用的营销策略进行研究。试图通过此项工作探索营销理论与特钢企业开拓国际市场的实践有机结合，突出营销策略创新性和可操作性，为实施兴澄公司国际营销战略乃至二期工程的实施提供可靠的决策依据，期望通过本文所做的工作能为我国特钢行业进入国际市场提供借鉴和启...
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内容介绍
原文档由会员 白痴学东西 发布
摘要
本文在综述营销理论和国际贸易理论基础上，对兴澄特钢进出口公司外销工
作中应用的营销策略进行研究。试图通过此项工作探索营销理论与特钢企业开拓
国际市场的实践有机结合，突出营销策略创新性和可操作性，为实施兴澄公司国
际营销战略乃至二期工程的实施提供可靠的决策依据，期望通过本文所做的工作
能为我国特钢行业进入国际市场提供借鉴和启示。
本文从国际市场营销角度入手，综合分析国际特殊钢市场竞争的外部环境;
深入剖析兴澄特钢自身在参与国际竞争中的优劣势;采取理论联系实际、对比分
析的方法对企业外销策略进行研究，形成企业国际市场的营销策略以及与营销策
略相适应的实施、控制措施;论文通过对企业三年来开展国际市场营销实践案例
的讨论，体现了实际应用营销策略的创新效果和实用价值，从而佐证了兴澄公司
国际市场营销策略的合理性，最终得出了关于“近驻远代”分销策略和关系营销
创新管理的可行性结论。
[关键词]:市场营销 国际贸易 商务谈判
:
独创性声明····························································……1
摘要(中文)····························································……2
摘要(英文)····························································……3
1导论··································································……1
1.1选题背景····························································……1
1.2论文主题与内容···········································……’““‘’.1
1.3研究方法与创新点················································……2
2理论综述与应用·········································……’·‘’‘’“‘’‘界
2.1企业竞争战略············································一“””’.4
.22规模经济和国际市场竞争·······································……5
.23国际贸易理论与政策·············································……7
.24国际市场营销理论·············································……10
.25现代物流管理发展与应用····································……13
3国际特钢市场分析·············································……15
3.1政治法律环境分析················································……巧
3.2国际贸易政策·········································……‘·‘”‘’‘”.”17
4兴澄特钢国际竞争优劣势分析·································……20
4.1公司概况·························································……‘二20
4.2同行业竞争者分析·············································……20
.43企业竞争优势分析················································……21
.44企业竞争劣势分析·············································……24
.45企业出口营销能力分析··········································……26
5兴澄特钢国际市场营销策略与实施···························……30
5.1兴澄特钢国际市场营销策略·····································……30
5.2兴澄特钢国际市场营销控制机制······························……36
6兴澄特钢国际市场营销案例·································……45
6.1案例背景····················································……“”·45
.62开发韩国特钢市场··················································一46
.63案例小结····························································……49
7结论与不足··················································……‘一50
7.1结论········，·························································……50
.72进一步研究问题及方向·······································……50
8.参考文献······················································……53
本文在综述营销理论和国际贸易理论基础上，对兴澄特钢进出口公司外销工
作中应用的营销策略进行研究。试图通过此项工作探索营销理论与特钢企业开拓
国际市场的实践有机结合，突出营销策略创新性和可操作性，为实施兴澄公司国
际营销战略乃至二期工程的实施提供可靠的决策依据，期望通过本文所做的工作
能为我国特钢行业进入国际市场提供借鉴和启示。
本文从国际市场营销角度入手，综合分析国际特殊钢市场竞争的外部环境;
深入剖析兴澄特钢自身在参与国际竞争中的优劣势;采取理论联系实际、对比分
析的方法对企业外销策略进行研究，形成企业国际市场的营销策略以及与营销策
略相适应的实施、控制措施;论文通过对企业三年来开展国际市场营销实践案例
的讨论，体现了实际应用营销策略的创新效果和实用价值，从而佐证了兴澄公司
国际市场营销策略的合理性，最终得出了关于“近驻远代”分销策略和关系营销
创新管理的可行性结论。
[关键词]:市场营销 国际贸易 商务谈判
:
独创性声明····························································……1
摘要(中文)····························································……2
摘要(英文)····························································……3
1导论··································································……1
1.1选题背景····························································……1
1.2论文主题与内容···········································……’““‘’.1
1.3研究方法与创新点················································……2
2理论综述与应用·········································……’·‘’‘’“‘’‘界
2.1企业竞争战略············································一“””’.4
.22规模经济和国际市场竞争·······································……5
.23国际贸易理论与政策·············································……7
.24国际市场营销理论·············································……10
.25现代物流管理发展与应用····································……13
3国际特钢市场分析·············································……15
3.1政治法律环境分析················································……巧
3.2国际贸易政策·········································……‘·‘”‘’‘”.”17
4兴澄特钢国际竞争优劣势分析·································……20
4.1公司概况·························································……‘二20
4.2同行业竞争者分析·············································……20
.43企业竞争优势分析················································……21
.44企业竞争劣势分析·············································……24
.45企业出口营销能力分析··········································……26
5兴澄特钢国际市场营销策略与实施···························……30
5.1兴澄特钢国际市场营销策略·····································……30
5.2兴澄特钢国际市场营销控制机制······························……36
6兴澄特钢国际市场营销案例·································……45
6.1案例背景····················································……“”·45
.62开发韩国特钢市场··················································一46
.63案例小结····························································……49
7结论与不足··················································……‘一50
7.1结论········，·························································……50
.72进一步研究问题及方向·······································……50
8.参考文献······················································……53
