【论文】出口商品营销策略.pdfVIP

毕业论文中文摘要 在过去五十年里，世界经济经历了革命性的变化，或许最大或意义最深远的 变化是全球市场和全球竞争逐步替代了当地市场和竞争。特别是我国加入国贸后， 挑战伴随着机遇，企业需要完整的营销理论来指导其生存，发展和壮大。 本文分析了可能的出口营销策略。首先是介绍营销的概念和营销策略的主要 组成部分。其次是关于影响营销策略制定的因素，着重介绍营销环境。接着重点 阐述几种主要营销策略，如迈克尔.波特的竞争策略，品牌策略。最后是对中国丝 绸出口的研究。 面对变幻莫测的市场，企业必须及时做出战略反应，制定成功的营销策略， 才能在国内外市场的竞争中立于不败之地。 关键词 市场全球化 营销策略 营销环境 毕业论文外文摘要 Title On Marketing Strategies of Exporting Goods Abstract During the past fifty years, the world has witnessed a revolutionary change, and maybe the greatest, most meaningful one is global market and competition gradually substituting for local market and competition. For China, especially after its access to WTO ，marketing theory, as guideline, is required for enterprise’s development, expansion, or mere for its survival both within a nation and globally. The paper is divided into four parts，on the purpose of developing and presenting some possible export marketing strategies. First, it recognizes major concepts of marketing, and then introduces the frameworks of marketing strategy. Second, it pertains to the elements that will affect or correlate to marketing strategies decision. In this part, the paper focuses on the dynamic environment of international marketing. Then, the primary emphasis in this paper is on the possible marketing strategies: marketing mix, Michael Porter’s competitive strategy and Brand strategy. Here, specific attention is paid to the “competitive strategy “. Finally, Case study here will complement the very basic, but chief presentation of those marketing strategies. Confronted with variable markets, a company should make timely response and develop sufficient marketing strategies to ensure its invincible position in the competition of both domestic and overseas markets.