海亮股份有限公司铜管出口营销策略优化研究-工商管理专业论文.docxVIP

摘要随着全球经济一体化的发展，出口贸易形势呈现多变性。目前， 摘要 随着全球经济一体化的发展，出口贸易形势呈现多变性。目前， 铜管加工产业已经逐渐由卖方市场逐渐向买方市场改变，将面临更 加激烈的竞争，因此优化营销策略，是企业在新形势下建立长期竞 争优势的必要措施。 本文以海亮股份有限公司为研究对象，运用实证分析法和数据 对比法，对企业的营销策略进行了分析和研究。首先论述了全球铜 加工产业的现状和发展趋势，运用SWOT分析目前海亮股份有限公司 出口的优势，存在的问题，目前的市场机遇以及面临的威胁。然后 对海亮股份有限公司目前的营销策略进行了分析，找出其存在的问 题及原因，从目标市场策略、战略伙伴策略、产品出口营销组合策 略三个方面提出了优化措施。最后提出，从营销队伍建设和管理， 建立高效科学的信息管理系统和加强售后服务几个方面为新营销策 略实施提供保障。 关键词 市场细分，战略伙伴，营销策略，铜管，海亮股份有限 公司 ABSTRACTWith ABSTRACT With the globalization of world economy,variability in export situation is more than ever before．At present,the market for copper tubing industry is gradually moving from the Sellers’market to the Buyers’market which will result in a more fierce competition．Therefore， it is a necessity for enterprises to optimize its marketing strategy in order to keep its long term competitiveness in the market． The paper，taking Zhejiang Hailiang Co．，Ltd as the target enterprise for studying，conducts systematically a research and analysis on enterprise marketing strategy．The studying methods used are empirical analysis and data comparison method．This paper starts with the dissertation of the current situation and the developing trends of world copper fabricating industry，then using SWOT analysis，presents the advantages, challenges，the opportunities and threats Zhejiang Hailiang Co．，Ltd is facing with．Then based the analysis of the current marketing strategy of Zhejiang Hailiang Co．，Ltd，brings forward the optimization measures of the current marketing strategy on target market strategy，strategic partnership strategy and combined exporting market strategy．Finally, the paper also proposed the supporting measures from the aspects of sales team building and management，setting up the efficient and scientific information management system and the strengthening of the after sales service to ensure the realization of the new marketing economy． KEY WORDS Market segmentation， Strategic partner, Marketing strategy，copper tube，Zhej iang hailiang CO．，ltd Ⅱ 目