摘 要

經(jīng)濟(jì)和信息全球化是當(dāng)今世界發(fā)展的一個(gè)重要特點(diǎn)，通訊行業(yè)已經(jīng)成為經(jīng)濟(jì)和信息全球化的重要推動(dòng)力量。xx資訊有限公司作為國(guó)際通訊市場(chǎng)的供應(yīng)商之一，面對(duì)金融危機(jī)下的機(jī)遇和挑戰(zhàn)，如何優(yōu)化其現(xiàn)有的營(yíng)銷(xiāo)策略，通過(guò)創(chuàng)新性營(yíng)銷(xiāo)策略的實(shí)施，形成公司核心競(jìng)爭(zhēng)力是國(guó)際化道路中面臨的重要問(wèn)題。
論文是以國(guó)際營(yíng)銷(xiāo)理論為主要理論基礎(chǔ)，采用理論與實(shí)踐相結(jié)合，以xx公司國(guó)際市場(chǎng)為研究對(duì)象制定營(yíng)銷(xiāo)策略。首先分析了在金融危機(jī)下xx公司的國(guó)際營(yíng)銷(xiāo)現(xiàn)狀，找出xx公司在國(guó)際營(yíng)銷(xiāo)方面存在的問(wèn)題；其次，在以上分析的基礎(chǔ)上，確定了xx公司的國(guó)際目標(biāo)市場(chǎng)，從產(chǎn)品、定價(jià)、渠道和促銷(xiāo)等幾個(gè)方面為xx公司制定了相應(yīng)的營(yíng)銷(xiāo)策略。

關(guān)鍵詞 金融危機(jī) 通訊市場(chǎng) 國(guó)際營(yíng)銷(xiāo)策略

Abstract
The globalization of the economy and the information is an important character of the world development. The telecommunication equipment industry has become one of the important impelling force in the economy and the information globalization. The TaiKang Data System Co. Ltd.as one of the supplier of telecommunications market, Face the opportunity and challenge under financial crisis, How to optimize available camp selling tactics, put into effect by the fact that the nature camp who is innovative sells tactics's, Forming company core competition is a important problem when facing the internationalization.
The main theory of this article was based on the international marketing theory .The text make use of theory combine with practice, and it combine together research approach with ration to determine the nature. This article takes TaiKang Company’s international market as an object of study and made a set of marketing strategy for it. First multi-analysis TaiKang Company's international marketing situation under the financial crisis, discovered the problem which existed in the international marketing strategy. Second, the article determined the company’s overseas goal market. from several aspects such as the product, the price and the channel ,the article has formulated the marketing strategy for TaiKang Company.

Key Words financial crisis Correspondence Market International Marketing Strategy

目 錄
摘要 I
Abstract II

第1章 緒論 1
1.1 研究背景 1
1.2 研究意義、目的及方法 1
1.2.1 論題研究目的 1
1.2.2 論題研究意義 1
1.2.3 論題研究方法 1
1.3 國(guó)內(nèi)外研究現(xiàn)狀 2
1.3.1 國(guó)外研究現(xiàn)狀 3
1.3.2 國(guó)內(nèi)研究現(xiàn)狀 3
1.4 寫(xiě)作思路及內(nèi)容 4
第2章 國(guó)際營(yíng)銷(xiāo)理論綜述 4
2.1 國(guó)際營(yíng)銷(xiāo)概述 7
2.1.1 國(guó)際營(yíng)銷(xiāo)的含義 6
2.1.2 國(guó)際營(yíng)銷(xiāo)的發(fā)展 7
2.1.3 國(guó)際營(yíng)銷(xiāo)的環(huán)境 8
2.2 國(guó)際營(yíng)銷(xiāo)的發(fā)展趨勢(shì) 9
2.2.1 傳統(tǒng)營(yíng)銷(xiāo)方式逐步完善 10
2.2.2 服務(wù)營(yíng)銷(xiāo)受到消費(fèi)者重視 10
2.2.3 網(wǎng)絡(luò)營(yíng)銷(xiāo)所占市場(chǎng)份額增加 11
2.2.4 主流社會(huì)推行個(gè)性化營(yíng)銷(xiāo) 11
2.2.5 綠色營(yíng)銷(xiāo)深入人心 11
2.3 國(guó)際營(yíng)銷(xiāo)基本理論 13
2.3.1 4P營(yíng)銷(xiāo)理論 13
2.3.2 4C營(yíng)銷(xiāo)理論 13
2.3.3 4A營(yíng)銷(xiāo)理論 13
第3章 金融危機(jī)對(duì)通訊行業(yè)國(guó)際營(yíng)銷(xiāo)的影響 11
3.1 金融危機(jī)下通訊行業(yè)的現(xiàn)狀 14
3.1.1 金融危機(jī)的影響有待觀察 14
3.1.2 增值業(yè)務(wù)市場(chǎng)消費(fèi)從緊 14
3.1.3 通信制造業(yè)面臨嚴(yán)峻形勢(shì) 14
3.2 金融危機(jī)給我國(guó)通訊企業(yè)帶來(lái)的機(jī)遇和挑戰(zhàn) 14
3.2.1金融危機(jī)下的挑戰(zhàn) 14
3.2.2 金融危機(jī)帶來(lái)的機(jī)遇 14
第4章 xx公司國(guó)際營(yíng)銷(xiāo)現(xiàn)狀及存在問(wèn)題分析 19
4.1 xx資訊公司簡(jiǎn)介 17
4.2 xx公司國(guó)際營(yíng)銷(xiāo)現(xiàn)狀 17
4.3 xx公司國(guó)際營(yíng)銷(xiāo)中存在的問(wèn)題及分析 17
4.3.1 市場(chǎng)開(kāi)拓和產(chǎn)品銷(xiāo)售渠道較單一 18
4.3.2 產(chǎn)品國(guó)際市場(chǎng)占有率低 18
4.3.3 產(chǎn)品定價(jià)系統(tǒng)認(rèn)識(shí)片面 19
4.3.4 品牌意識(shí)薄弱 20
4.3.5 高端的國(guó)際營(yíng)銷(xiāo)人才不足 22
第5章 xx資訊有限公司國(guó)際營(yíng)銷(xiāo)策略分析 27
5.1 逐步完善分銷(xiāo)渠道 27
5.1.1確定國(guó)際目標(biāo)市場(chǎng) 27
5.1.2健全國(guó)際營(yíng)銷(xiāo)網(wǎng)絡(luò) 28
5.2提高產(chǎn)品國(guó)際競(jìng)爭(zhēng)力 29
5.2.1提高產(chǎn)品技術(shù)創(chuàng)新能力 29
5.2.2樹(shù)立國(guó)際化品牌 29
5.3 調(diào)整產(chǎn)品價(jià)格策略 29
5.3.1產(chǎn)品價(jià)值鏈向高端攀升 30
5.3.2完善產(chǎn)品價(jià)格體系 30
5.4培養(yǎng)高端國(guó)際營(yíng)銷(xiāo)人才 30
5.4.1提升銷(xiāo)售人員綜合素質(zhì) 30
5.4.2注重營(yíng)銷(xiāo)人員資源開(kāi)發(fā) 30
結(jié)束語(yǔ) 31
致謝 32
參考文獻(xiàn) 33
附錄1
附錄2