摘要
面對(duì)國(guó)內(nèi)眾多的競(jìng)爭(zhēng)對(duì)手，加上國(guó)外著名跨國(guó)公司加入，xx公司處在競(jìng)爭(zhēng)激烈的行業(yè)中。如何運(yùn)用營(yíng)銷(xiāo)策略去開(kāi)拓國(guó)際市場(chǎng)，是當(dāng)前xx面臨的一個(gè)重要課題。
本文采用實(shí)證分析的研究方法。首先對(duì)公司的基本情況進(jìn)行分析，指出xx公司的優(yōu)劣勢(shì)和所面臨的發(fā)展機(jī)遇及挑戰(zhàn);然后對(duì)目標(biāo)市場(chǎng)進(jìn)行了選擇和分析。
在上述分析的基礎(chǔ)上，從產(chǎn)品、價(jià)格、渠道、以及促銷(xiāo)四個(gè)方面探討xx公司的國(guó)際市場(chǎng)營(yíng)銷(xiāo)策略。xx公司在產(chǎn)品方面必須要樹(shù)立產(chǎn)品成分分析的概念，努力提高產(chǎn)品質(zhì)量，根據(jù)客戶不斷開(kāi)發(fā)新產(chǎn)品。在價(jià)格方面，在滿足公司利潤(rùn)指標(biāo)要求的前提下，根據(jù)銷(xiāo)售國(guó)家、客戶、產(chǎn)品等不同情況，實(shí)行靈活的價(jià)格策略。在銷(xiāo)售渠道方面，應(yīng)根據(jù)各國(guó)市場(chǎng)的不同情況，采用不同的渠道策略。在促銷(xiāo)方面，采用推動(dòng)策略，重視人員促銷(xiāo)，經(jīng)常參加著名的交易會(huì)，定期拜訪客戶等。


關(guān)鍵詞:國(guó)際市場(chǎng):營(yíng)銷(xiāo)策略;xx公司


ABSTRACT
Confronted with many competitors in domestic market and entering of famous Multinational Corporation, Guihang is in an intensive competition industry. How to develop international market is an important task for Guihang.
This article adopts demonstration research method. First, this article analyzes the basic situation of Guihang to find out the strengths, weaknesses, opportunities and threats of Guihang, then choose the target market based on the analysis of global market.
Based on the above analysis, this article will discuss the international marketing strategies in the fields of product strategy, pricing strategy, promotion strategy and channel strategy. As to the product strategy, the concept of product composition analysis should be set up, the quality of product should be improved and new products should be developed according to the needs of customers. In the aspect of pricing strategy, Guihang should use flexible pricing method as its principal strategy for setting prices with an watching the market, clients and products. In the aspect of channel strategy, Guihang should take different strategies for different markets around the world. In the aspect of promotion strategy, Guihang should take pushing strategy, paying high attention to personnel promotion, attending some famous fair and visiting clients regularly etc.


Key words: international market, marketing strategy, Guihang Company

xx股份有限公司國(guó)際市場(chǎng)營(yíng)銷(xiāo)策略研究 1
摘要 1
ABSTRACT 2
第一章引言 4
1. 1選題背景及其意義 4
1.2國(guó)內(nèi)外研究現(xiàn)狀 5
1. 3國(guó)際市場(chǎng)營(yíng)銷(xiāo)理論概述 6
1.2.1國(guó)際貿(mào)易的有關(guān)理論 6
第二章xx公司國(guó)際市場(chǎng)營(yíng)銷(xiāo)概況 7
2.1xx公司國(guó)際市場(chǎng)營(yíng)銷(xiāo)概述 10
2.2xx公司國(guó)際市場(chǎng)營(yíng)銷(xiāo)的特點(diǎn) 10
2.3xx公司國(guó)際市場(chǎng)營(yíng)銷(xiāo)發(fā)展戰(zhàn)略和海外發(fā)展戰(zhàn)略 12
2. 3. 1xx公司的發(fā)展戰(zhàn)略 12
2. 3. 2海外發(fā)展戰(zhàn)略 12
第三章 xx公司國(guó)際市場(chǎng)營(yíng)銷(xiāo)中存在的問(wèn)題 14
3.1產(chǎn)品方面存在的問(wèn)題 14
3.2.定價(jià)中存在的問(wèn)題 14
3.3.分銷(xiāo)中存在的問(wèn)題 14
3.4.促銷(xiāo)方面存在的問(wèn)題 15
第四章xx公司國(guó)際市場(chǎng)營(yíng)銷(xiāo)中存在的問(wèn)題的原因分析 15
4.1缺乏對(duì)產(chǎn)品分析，質(zhì)量有待提高 15
4.2缺乏競(jìng)爭(zhēng)狀況了解，競(jìng)爭(zhēng)價(jià)格調(diào)查不夠 16
4.3銷(xiāo)售渠道長(zhǎng)，過(guò)分依賴大客戶 16
4.4促銷(xiāo)手段單一，促銷(xiāo)力度不夠 16
第五章xx公司國(guó)際市場(chǎng)營(yíng)銷(xiāo)中存在的問(wèn)題的對(duì)策建議 16
5. 1樹(shù)立產(chǎn)品成分分析觀念，保證提高產(chǎn)品質(zhì)量——產(chǎn)品策略 17
5. 1. 1樹(shù)立進(jìn)行產(chǎn)品成分分析的概念 17
5.1.2保證和提高產(chǎn)品質(zhì)量 18
5.1.3產(chǎn)品系列化策略 19
5.1.4新品開(kāi)發(fā)策略 19
5. 1. 5產(chǎn)品差異化策略 19
5.1.6產(chǎn)品品牌策略 20
5.2努力降低成本，獲取競(jìng)爭(zhēng)優(yōu)勢(shì)謀求合理利潤(rùn)——價(jià)格策略 20
5. 2. 1邊際成本定價(jià)法 21
5.2.2注意市場(chǎng)差異性，謀求合理利潤(rùn) 21
5.2.3成本導(dǎo)向與隨行就市法相結(jié)合 21
5.2. 4努力降低成本，獲取競(jìng)爭(zhēng)優(yōu)勢(shì)和利潤(rùn) 21
5.3拓寬營(yíng)銷(xiāo)渠道，健全營(yíng)銷(xiāo)管理體系——分銷(xiāo)策略 22
5. 3. 1盡量減少中間環(huán)節(jié)，縮短渠道長(zhǎng)度 22
5.3.2根據(jù)需要選擇國(guó)外中間商的類(lèi)型 22
5.3.3.激勵(lì)中間商，控制分銷(xiāo)渠道 23
5. 3. 4努力拓寬渠道，避免過(guò)分依賴某一客戶 23
5.4開(kāi)拓市場(chǎng)營(yíng)銷(xiāo)渠道，建立產(chǎn)品營(yíng)銷(xiāo)策略——促銷(xiāo)策略 23
5. 4. 1廣告策略 24
5.4. 2銷(xiāo)售促進(jìn) 24
5. 4. 3積極參加國(guó)內(nèi)外著名交易會(huì)，定期拜訪客戶。 24
結(jié)論 24
致謝 25
參考文獻(xiàn) 26