基于市场国际化的中小企业营销战略研究毕业论文.doc

毕业论文 （20_ _届） 基于市场国际化的中小企业营销战略研究 摘 要 在改革开放和经济全球化的大背景下，中小企业走向国际化市场已成为一种必然的选择。然而，在融入国际化过程中，中小企业也面临技术落后、人才匮乏，融资能力低，管理软肋和竞争力弱等问题的制约。显然，如何制定和选择合理的国际营销战略，是中小企业提高企业竞争力，避免国际市场冲击，在国际市场中平稳发展的关键所在。 本文在通过对宁波中小企业国际化深入调研基础上，采用SWOT分析模型，提出中小企业进军国际市场的营销战略，包括人才战略，品牌战略，网络营销战略等，为中小企业制定和选择国际营销战略提供借鉴和参考。 关键词：市场国际化、SWOT分析；营销战略；中小企业Abstract In reform, opening up and the background of economic globalization, the small and medium-sized enterprises to go into the international market has become an inevitable choice. However, in into the internationalization process, and small and medium-sized enterprises are facing backward in technology, talent shortage, financing capability is low, management soft rib and weak competitiveness problems such as the restriction. Obviously, how to develop and the rational choice of international marketing strategy, is the medium and small enterprises enhance the competitiveness of enterprises and avoid the international market impact in the international market, the steady development of the key. In this paper, the internationalization of ningbo smes through deep research based on the SWOT analysis model of small and medium-sized enterprises, puts forward the marketing strategy into the international market, including talent strategy, brand strategy, network marketing strategy etc, for small and medium-sized enterprises formulation and choose the international marketing strategy of reference and reference. Keywords: market internationalization, SWOT analysis; Marketing strategy; Small and medium-sized enterprise 目 录引言 1 1中小企业营销战略研究综述 2 1.1市场国际化成为发展趋势 2 1.1.1经济全球化 2 1.1.2 WTO及其功能 2 1.1.3 “走出去”战略 3 1.1.4企业拓展发展空间 3 1.2中小企业基本特征与优势 3 1.3中小企业的战略分析 4 2宁波中小企业SWOT分析 6 2.1中小企业遇到的机遇 6 2.1.1国际需求 6 2.1.2电子商务 6 2.1.3政府政策 7 2.1.4企业互惠 7 2.2中小企业面临的威胁 7 2.2.1贸易风险 7 2.2.2资金风险 8 2.2.3文化风险 8 2.2.4贸易保护主义风险 8 2.2.5 成本上涨过快 9 2.3中小企业具有的优势 9 2.3.1地理优势 9 2.3.2专业化生产 10 2.3.3决策灵活 10 2.3.4集群优势 11 2.4中小企业存在的劣势 11 2.4.1缺乏相关市场信息 11 2.4.2融资能力低下 11 2.4.3缺乏优秀的人才 12 2.4.4研发创新能力弱 12 3 宁波中小企业国际