沐浴礼品行业拓展国际市场的营销策略分析.pdfVIP

论文摘要 沐浴礼品行业作为一种新兴的行业，产生于国外发达国家消费 者对健康、环保概念的追求，而且在短短的几年内，已经颇具规模。 沐浴礼品也为越来越多的消费者所接受。中国由于其相对于发达国 家廉价的劳动力及原材料资源，近几年来成为世界,特别是发达国家 与地区的加工工厂,发达国家纷纷选择中国作为其消费品的加工基 地，沐浴礼品也不例外。 本文结合目前我国现实经济状况，在借鉴国内外研究成果的基 础上，首先概要介绍了沐浴礼品行业的发展状况，业内几家主要的 生产企业，及其主要销售地区的市场状况。其次，运用PEST 分析法 对沐浴礼品行业的运行环境进行分析，结合波特五力竞争模型剖析 沐浴礼品行业，并以具体企业为例指导企业运用SWOT 分析法进行自 我分析，陈列出自己的优劣势及机会与威胁。再次，基于上述分析， 为沐浴礼品行业企业进行国际市场营销出谋献策，如保障策略、再 合作博弈策略（基于第一次与中间商合作成功后的博弈）、自有品牌 策略、出口商品的包装策略、电子商务策略及展销会及买家见面会 策略等。接着，以具体企业应用上述某些策略所取得的成功为例， 来例证上述策略的可行性。最后，对本文进行总结与展望。 通过以上研究，得出一些有价值的经验和教训，对今后沐浴礼 品行业企业国际市场营销策略的的制定和实施具有积极的意义，目 的在于指导沐浴礼品行业企业在国内外多变的经营环境下，提高企 业自身经营的有效性，促进沐浴礼品行业的健康快速发展。 关键词：沐浴礼品行业；营销策略；国际市场；案例 ABSTRACT Bath Gift Set industry, one Emerging industry, is rising on the basis of foreign customers’ pursuit of health and environment protection. And shortly in a few years, it has come to certain scale, and is gradually accepted by customers. China, due to its relatively cheap labor cost and resource price, is made to be main manufacture base by many developed countries. Based on the economic conditions of China, the lessons drawn from research results home and abroad, it firstly introduces the development status of bath gift set industry, several main manufacturers in Xiamen area, and characteristics of some target markets for bath gift set industry. Secondly, it employs PEST analytical method, Porter’s five forces competitive model to analyze operational environment and bath gift set industry itself. It is followed by self-analysis of manufacturer itself with SWOT analytical method to find out its strength, weakness, opportunity and threat of bath gift set. Thirdly, based on above analysis, it brings out the strategies for bath gift set manufacturers to explore foreign markets, like protective strategy, re-cooperation game strategy