崇福皮毛产品在俄罗斯市场的开拓方案毕业论文.doc

浙江工贸职业技术学院 毕业设计（论文） 课题名称： 崇福皮毛产品在俄罗斯市场的开拓方案 课题来源： 企业单位 课题类型： 应用 ? ? 目 录 一、皮毛行业的现状 （一）国内市场现状·················································1 （二）国际市场现状·················································1 二、崇福皮毛市场分析 （一）宏观环境分析·················································2 （二）微观环境分析·················································4 三、崇福皮毛市场SWOT分析 （一）优势分析·····················································6 （二）劣势分析·····················································7 （三）机会分析·····················································7 （四）威胁分析·····················································7 四、崇福皮毛行业定位 （一) 市场定位·····················································7 （二）顾客定位·····················································7 （三）产品定位·····················································8 （四）形象定位·····················································8 五、俄罗斯市场开发构想·············································8 六、俄罗斯市场开发目标·············································9 七、俄罗斯市场开发策略 （一）阶段性开发策略···············································9 （二）4P策略······················································13 八、质量控制·······················································16 九、预测与展望·····················································18 附录一·····························································19 附录二·····························································20 参考文献···························································21 崇福皮毛产品在俄罗斯市场的开拓方案 摘 要：崇福作为中国七大皮毛市场之一，一直保持着对俄罗斯皮草制品出口。但是在金融危机的影响下，皮草制品国内外竞争日益加剧，俄罗斯市场的贸易保护主义也开始加剧，崇福必须结合自身地理位置和政策支持的外部优势，针对俄罗斯市场的开发设定三个阶段目标，并紧密围绕这三个目标进行市场的开发，提高自身品牌核心竞争力，从而在国际皮毛出口市场的竞争中保持稳步发展。 关键词：崇福皮草；俄罗斯；市场开发；品牌 一、皮毛行业现状 （一）国内市场现状 中国是世界最大的皮毛生产国和出口国 ，在芬兰、丹麦的拍卖会上，40%的皮张都被收入中国皮毛商的囊中。拥有留史、大营、辛集、崇福、北京大红门以及雅宝路裘皮等七大皮毛市场。纵观近些年中国皮毛加工业可以看出，皮毛深加工业已由南向北推移，由珠江三角洲经济特区向长江三角洲中下游经济特区推移，同时向环渤海经济特区推移。中国皮毛行业虽比欧美国家起步晚，但是是国际皮毛市场上地位最牢固的国家，中国引进了欧洲最先进的皮毛加工工艺和裘皮服装生产工艺。在保障本国市场需求的同时还不断地扩大对外出口，但是中国并不仅仅只从事皮毛进出口活动，还积极从事毛皮原料和成品的生产，有许多欧洲服装企业在