辽机股份铸件产品国际营销策略-工商管理专业论文.docxVIP

摘 摘 要 辽机股份有限公司是经营机电产品进出口的专业外贸公司。50年的经营历 史使辽机股份形成自己的产品系列和规模。铸件产品是辽机股份传统的长项出口 产品，也是辽枧股份的核心出口业务之一，一直为辽机股份的出口创汇和创利发 挥着巨大作用。 近年来，由于国际市场竞争的日益激烈和国内市场的逐步放开，辽机股份的 市场空间越来越小，铸件产品也和其他产品一样正面临着市场的考验。如何保住 现有市场和怎样拓展新市场对铸件产品出口显得尤为重要。 为此，本文将以此为着眼点，对辽机股份铸件产品出口的现状做以介绍，对 其所面临的国际环境和国内环境进行了系统的分析，在此基础上，针对铸件产品 出口中存在的问题，运用国际营销学和国际贸易基本理论和方法，结合实际工作 经验，较详尽地制定了由产品、价格、营销渠道、促销、公共关系和权力等组成 的一整套国际营销策略。 首先，通过对铸件出口面临的国际环境分析及市场细分的辨认，公司选定美 国市场为目标市场。然后，进行策略的制定。美国市场需求主要是灰铸铁件和球 墨铸铁件，基于这一基本需求和现有优势，将产品定位在灰铁和球铁铸件上，重 点将放在球墨铸铁铸件的出口上。通过对铸件产品成本、需求和竞争各因素进行 分析后，确定采用竞争导向定价策略：辽机股份是一家国有外贸公司，铸件属工 业品，国外的销售渠道只在选择进口商这一环节考虑；促销策略主要采取人员推 销和广告促销；面对壁垒高筑的国际保护性市场，企业仅靠4Ps营销组合是不够 的，还应当借用公共关系和政治权力这两种营销策略加以辅助。 关键词：辽机股份； 铸件产品： 国际营销； 营销策赂 AbstractLimac Abstract Limac Company Ltd is specialized in handling various kinds of mechanical electronic products．With 50．year history,it has formed a series of items and fixed business scope．Being one ofthe traditional exports in this company,the castings have been playing all important role in creating foreign exchange aS well as making profit． However，meeting the keen competition fiom abroad and domestic，Limac Company Ltd finds its market sDace to become narrow,the castings along with other items face severe situation．How to keep the current market and develop new market means the most pressing task at present． At this starting point，this thesis analyses the international and native environment that the castings are facing now．Using the knowledge of Intemational Marketing and International Trade．this thesis gives out a full set of tactics Oil the existing issues of the castings．These tactics include Product，Price，Place，Promotion， Public relations and Political power(totally called 6Ps) First ofall，the target market．Limac Company Ltd chooses the United States(the u．S．)as the target market after segmentation．Then，the tactics．The product iS locked in Grey Iron and Ductile Iron castings due to the increased demand in the U．S．market． The price will follow the competition-oriented prineiple after stud