摘要

營銷的產(chǎn)生和發(fā)展都是現(xiàn)實(shí)條件變化的產(chǎn)物，以及到現(xiàn)在的國際市場(chǎng)營銷。種種的形勢(shì)表明，企業(yè)經(jīng)濟(jì)的發(fā)展必然是企業(yè)營銷的發(fā)展，對(duì)于國際市場(chǎng)營銷，產(chǎn)品的銷售面對(duì)更多國際的競(jìng)爭(zhēng)者，我們更應(yīng)該全力以赴。經(jīng)濟(jì)全球化使企業(yè)面臨國內(nèi)競(jìng)爭(zhēng)國際化、國際競(jìng)爭(zhēng)國內(nèi)化的嶄新格局，它正引導(dǎo)市場(chǎng)營銷發(fā)生一場(chǎng)深刻的變革。為了適應(yīng)不斷變化的市場(chǎng)環(huán)境和不斷提升的消費(fèi)需求，企業(yè)的營銷活動(dòng)也不斷地發(fā)生變化，不斷地推陳出新。因而企業(yè)的營銷創(chuàng)新也是一個(gè)持續(xù)不斷的發(fā)展過程，它貫穿經(jīng)濟(jì)發(fā)展和社會(huì)進(jìn)步的始終。市場(chǎng)競(jìng)爭(zhēng)的全球化,同時(shí)在世界金融危機(jī)的形勢(shì)下，我國的企業(yè)正面臨著嚴(yán)峻的挑戰(zhàn)。要在國際市場(chǎng)上站穩(wěn)腳跟獲得生存和發(fā)展,離不開企業(yè)的營銷。本文就是針對(duì)xx文具膠帶有限公司當(dāng)前在國際市場(chǎng)營銷中存在的問題進(jìn)行探討，并提出解決對(duì)策。



關(guān)鍵詞：國際市場(chǎng)營銷、存在問題、對(duì)策

Abstract

The marketing production and the development all is the actual condition change product, as well as to present international market marketing. All sorts of situations indicated that, the enterprise economy development is inevitably the enterprise marketing development, regarding the international market marketing, the product sale facing more international competitors, we should whole-heartedly. The economical globalization causes the enterprise the brand-new pattern which faced with the domestic competition internationalization, the international competition country internalizes, it is guiding the market marketing to have a profound transformation. The expense demand which in order to adapt which unceasingly changes the market environment and promotes unceasingly, enterprise's marketing activity also unceasingly changes, weeds through the old to bring forth the new unceasingly. Thus enterprise's marketing innovation also is one continues the unceasing developing process, it passes through the economical development and the social progress throughout. The market competition globalization, simultaneously at under the world financial crisis situation, our country's enterprise is facing the stern challenge. Must stand firm in the international market obtains the survival and the development, cannot leave the enterprise the marketing. This article is aims at the triumphant fast stationery adhesive tape limited company current the question which exists in the international market marketing to carry on the discussion, and proposes the solution countermeasure.

Key words：International Marketing, problems, countermeasures
目錄
第1章緒論 2
1.1研究的背景 2
1.2研究的現(xiàn)狀 2
1.3研究的目的、意義及方法 2
1.4上海xx文具膠帶進(jìn)出口有限公司簡(jiǎn)介 2
第2章國際市場(chǎng)營銷理論述評(píng) 2
2.1國際市場(chǎng)營銷的含義 2
2.2國際市場(chǎng)營銷的特點(diǎn) 2
2.2. 1 環(huán)境復(fù)雜 2
2.2.2 風(fēng)險(xiǎn)更大 2
2.2.3 競(jìng)爭(zhēng)激烈 2
2.3國際市場(chǎng)營銷的方式 2
2.3.1整合營銷傳播 2
2.3.2網(wǎng)絡(luò)營銷 2
2.3.3直復(fù)營銷 2
2.3.4關(guān)系營銷 2
2.3.5綠色營銷 2
2.3.6社會(huì)營銷 2
2.3.7數(shù)據(jù)庫營銷 2
第3章上海xx文具膠帶有限公司國際市場(chǎng)營銷的現(xiàn)狀 2
3.1企業(yè)經(jīng)營現(xiàn)狀 2
3.2企業(yè)員工對(duì)國際市場(chǎng)營銷的認(rèn)識(shí) 2
3.3網(wǎng)絡(luò)營銷成為企業(yè)的主要營銷方式 2
3.4公司在金融危機(jī)下國際營銷面臨巨大的挑戰(zhàn)和難題 2
第4章上海xx文具膠帶有限公司國際市場(chǎng)營銷存在的問題 2
4.1市場(chǎng)營銷策略單一 2
4.2企業(yè)并不能很好的適應(yīng)營銷中的文劃差異問題 2
4.3缺乏品牌意識(shí) 2
4.4企業(yè)普遍缺乏涉外經(jīng)營人才 2
第5章對(duì)上海xx文具膠帶有限公司國際營銷存在問題及發(fā)展對(duì)策分析 2
5.2增強(qiáng)企業(yè)的品牌意識(shí) 2
5.3建立科學(xué)、實(shí)戰(zhàn)的營銷組織框架， 確立企業(yè)整體營銷觀念 2
5.4確立整體產(chǎn)品觀，提高產(chǎn)品質(zhì)量個(gè)性化 2
5.5加強(qiáng)高素質(zhì)國際營銷人才的培養(yǎng)。 2
結(jié)束語 2
致謝 2
參考文獻(xiàn) 2