江西HX外贸公司出口营销策略研究-工商管理专业论文.docxVIP

摘要 摘要 万方数据 万方数据 摘要 江西 HX 外贸公司在改制之前是江西省外经贸厅主管的国有外贸公司，经 过改革，逐渐转变为科、工、贸综合化发展的股份制公司。公司的主营业务包 括劳务输出、企划服务、科研、投资开发等，同时还经营进出口业务，开展工 农业生产。在企业改制、人事变动、外贸政策调整、人民币汇率提高和国际经 济危机等重重打击下，HX 外贸公司进入了低速发展时期。在现代市场营销环境 下，公司唯有发展才能生存。调整公司营销理念，实施独具特色的出口营销策 略是 HX 外贸公司重新成为有色金属行业领导者的有效途径。 本文从江西 HX 外贸公司的出口营销现状入手，分析了该公司当前存在的问 题、公司发展所面临的营销环境、所具备的优势和劣势，以及公司面临的机会 和威胁，并针对 HX 外贸公司的具体情况提出了实施机构改革，制度创新，创建 公司的自主品牌，创办拥有先进加工技术的工厂，利用营销手段细分潜在的国 外市场等出口营销策略，同时辅以引入外贸骨干精英，增强营销团队效率等出 口营销策略的保障措施。 关键词：HX外贸公司；营销现状；营销策略；营销保障；SWOT分析 I AB ABSTRACT ABSTRACT Jiangxi HX foreign trade company was a state-owned foreign trade enterprise in charged by Jiangxi provincial government before the restructuring. It transformed into a science, industry, trade and the development of a comprehensive joint-stock company gradually. The companys main business includes the export of labor services, planning services, research, investment and development, but also import and export business, as well as industrial and agricultural production. Under the corporate restructuring, personnel changes, foreign trade policy adjustment, improve of the RMB exchange rate and the international economic crisis hit, HX foreign trade company entered into the low-speed developing period. In modern marketing environment, the company can only develop to survive. Adjust the companys marketing philosophy, export marketing strategy implementation is unique, an effective way to re-ferrous metals industry leaders. This article analyzes the companys current problems facing the development of the companys marketing environment from the marketing status of Jiangxi HX foreign trade company, which has advantages and disadvantages, as well as the opportunities and threats. And for the specific circumstances of HX foreign company proposed the implementation of institutional reform, institutional innovation, to create the companys own brand, founded factories with advanced processing technology, the use of marketing tools subdivision potential foreign markets and other ex