本科毕业设计--基于核心竞争力构建的纺织市场国际策略研究.doc

长乐JL公司化纤产品国际市场策略研究 ——基于核心竞争力构建的视角 A study of international market strategy of Changle JL Company’s chemical fibre product ——Based on the perspective of core competitiveness construction 摘要 经济全球化的时代，企业要想在国际市场上取得份额，核心竞争力被视为因素。化发展企业不能再只局限于有限的，需要企业开拓更为广阔的国际市场。以主要生产涤纶短纤和长丝的公司研究对象，聚焦于中国化纤领头企业国际市场营销问题的研究本文主要研究当前经济形势大背景下的化纤企业为寻求更大的国际市场该如何构建自身核心竞争力，并展开国际营销的问题。由于公司特点在中国化纤行业中具有典型性，问题也基本代表了目前国内化纤企业的普遍情况。首先JL化纤公司了环境分析，并以此为切入点，然后再构建的核心竞争力模型，最后提出相对应的国际策略注意的是，本文的研究，为JL公司恰当地了解国际市场定位，成功开拓国际市场，提供和借鉴价值。 本文首先对相关理论进行了综述，接着着重分析了JL化纤公司面临的宏观、中观和微观竞争环境。随后本文运作和系统制度两方面构建了JL化纤公司的核心竞争力模型并详细阐述了其构建途径。最后本文根据JL公司的全球化国际营销的宏伟目标，从产品、价格、渠道、促销以及对外直接投资五个方面详细制定了JL化纤公司的国际化市场营销组合策略。的研究也关键词： 化纤，核心竞争力，国际市场营销 Abstract In 21st centurys market economy, the core competitiveness of enterprise is regarded as the key to its development and growth. Besides, the development of economic globalization is forcing many chemical fiber enterprises no longer to confin to a local marke. Companies need to develop a broader international market. In this paper, the author studied JL Chemical Fiber Company, which is major in the production of polyester staple fiber and filament fiber and is a leading Chinese chemical fiber enterprise. This paper mainly studied how to build core competitiveness of fiber enterprise to seek greater international market and expand international marketing under the background of current economic situation. Because of its characteristics is typical in China chemical fiber industry, its problem basically represents the prevailing situation of domestic chemical fiber enterprises. Through the analysis and research of JL chemical fiber companys environment, and then build the core competitiveness model of the company. Finally, propose company global strategies, so as to properly understand the company JL international market position and successfully develop the international market and provide reference for the current chemical fiber industry entered the international market. It is wor