摘 要
經(jīng)濟(jì)和信息全球化是當(dāng)今世界發(fā)展的一個(gè)重要特點(diǎn)，通信設(shè)備行業(yè)通過(guò)提供迅速、快捷的通信工具，成為經(jīng)濟(jì)和信息全球化的最重要推動(dòng)力量。在推動(dòng)經(jīng)濟(jì)全球化過(guò)程中通信設(shè)備產(chǎn)業(yè)本身也變得日益全球化。
xx資訊有限公司專門(mén)從事通信網(wǎng)絡(luò)技術(shù)與產(chǎn)品的研究、開(kāi)發(fā)、生產(chǎn)與銷售，致力于為電信運(yùn)營(yíng)商提供固定網(wǎng)、移動(dòng)網(wǎng)、數(shù)據(jù)通信網(wǎng)和增值業(yè)務(wù)領(lǐng)域的網(wǎng)絡(luò)解決方案，是電信市場(chǎng)的供應(yīng)商之一。xx資訊公司自成立之初，便確立了走國(guó)際化道路、參與國(guó)際市場(chǎng)競(jìng)爭(zhēng)的目標(biāo)，經(jīng)過(guò)不懈努力，xx公司現(xiàn)已基本完成國(guó)際化布局。面對(duì)著國(guó)際市場(chǎng)需求的日益增大、國(guó)際電信市場(chǎng)競(jìng)爭(zhēng)日趨激烈、技術(shù)革新速度加快的機(jī)遇和挑戰(zhàn)，xx公司如何優(yōu)化其現(xiàn)有的營(yíng)銷策略，通過(guò)創(chuàng)新性的營(yíng)銷策略的實(shí)施，形成公司核心競(jìng)爭(zhēng)力是以后國(guó)際化道路中面臨的重要問(wèn)題。
本文是以國(guó)際營(yíng)銷理論為主要理論基礎(chǔ)，采用理論與實(shí)踐相結(jié)合，定量與定性相結(jié)合，以xx資訊公司的國(guó)際市場(chǎng)為研究對(duì)象制定營(yíng)銷策略。首先分析了xx公司的國(guó)際營(yíng)銷環(huán)境，對(duì)公司國(guó)際營(yíng)銷現(xiàn)狀進(jìn)行評(píng)價(jià)，找出xx公司在國(guó)際營(yíng)銷策略方面存在的問(wèn)題。其次，在以上分析的基礎(chǔ)上，確定了xx公司的國(guó)際目標(biāo)市場(chǎng)，從產(chǎn)品、定價(jià)、渠道和促銷等幾個(gè)方面為xx公司制定了營(yíng)銷策略。
關(guān)鍵詞 通信市場(chǎng) 國(guó)際貿(mào)易 營(yíng)銷策略

Abstract
The globalization of the economy and the information is an important character of the world development. The telecommunication equipment industry has become the most important impelling force in the economy and the information globalization through providing the rapid and quick communication facility. Telecommunication equipment industry has become more globalizing in the process of improving economy globalization.
The TaiKang Data System Co. Ltd. is engaged in the technology of correspondence networking and the research, the development, the production and the sale of product and devoted in providing the rigid network, the mobile network, the data communication network and the network solution plan of increment service domain for the telecommunication operators. Nowadays, TaiKang Company has been one of the main suppliers in telecommunication market. When the TaiKang Company was founded, it had established the goal of internationalization and participating the international market competition. TaiKang Company has already completed its overall arrangement of the internationalization through unremittingly diligently. Facing the increasing demand in international market, the more intense competition in international telecommunication market, the opportunities and the challenge brought by the fastertechnological innovation, how to optimize its international marketing strategy, bring up the company lasting core competitive power through the innovative marketing strategy implementation is the essential problem for TaiKang company in the process of internationalization.
The main theory of this article was based on the international marketing theory .The text make use of theory combine with practice, and it combine together research approach with ration to determine the nature. This article takes TaiKang Company’s international market as an object of study and made a set of marketing strategy for it. First multi-analysis TaiKang Company's international marketing environment, the company’s international marketing present situation, discovered the problem which existed in the international marketing strategy. Second, the article determined the company’s overseas goal market. from several aspects such as the product, the price and the channel ,the article has formulated the marketing strategy for TaiKang Company.
Key Words : Correspondence Market International Trade Marketing Strategy


目 錄

摘 要 I
Abstract II

第1章 緒論 1
1.1研究背景 1
1.2研究的現(xiàn)實(shí)意義、目的及方法 1
1.2.1論題研究目的 1
1.2.2論題研究意義 2
1.2.3論題研究方法 2
1.3國(guó)內(nèi)外研究現(xiàn)狀 3
1.3.1國(guó)外研究現(xiàn)狀 3
1.3.2國(guó)內(nèi)研究現(xiàn)狀 4
第2章 國(guó)際營(yíng)銷綜述 6
2.1國(guó)際營(yíng)銷理論 6
2.1.1國(guó)際市場(chǎng)營(yíng)銷理論的發(fā)展 6
2.1.2國(guó)際市場(chǎng)營(yíng)銷基本理論 6
2.1.3國(guó)際市場(chǎng)營(yíng)銷階段理論 7
2.2國(guó)際營(yíng)銷環(huán)境 8
2.3國(guó)際營(yíng)銷發(fā)展趨勢(shì) 9
2.3.1傳統(tǒng)營(yíng)銷方式將得到發(fā)展與完善 9
2.3.2個(gè)性化營(yíng)銷逐漸受到青睞 9
2.3.3服務(wù)營(yíng)銷將成為市場(chǎng)營(yíng)銷的主流 10
2.3.4網(wǎng)絡(luò)營(yíng)銷占有的市場(chǎng)份額將越來(lái)越大 11
2.3.5綠色營(yíng)銷將越來(lái)越受到重視 12
第3章 金融危機(jī)對(duì)通信行業(yè)國(guó)際營(yíng)銷的影響 13
3.1金融危機(jī)下通訊行業(yè)現(xiàn)狀 13
3.1.1危機(jī)通信市場(chǎng)，影響有待觀察 13
3.1.2增值業(yè)務(wù)市場(chǎng)消費(fèi)從緊 14
3.1.3通信制造業(yè)面臨嚴(yán)峻形勢(shì) 14
3.2金融危機(jī)給我國(guó)通訊業(yè)帶來(lái)的機(jī)遇和挑戰(zhàn) 15
第4章 XX公司國(guó)際營(yíng)銷現(xiàn)狀評(píng)價(jià)及存在問(wèn)題分析 17
4.1XX公司國(guó)際營(yíng)銷現(xiàn)狀的評(píng)價(jià) 17
4.2XX公司國(guó)際營(yíng)銷中存在的問(wèn)題 18
4.2.1缺乏系統(tǒng)的適用性營(yíng)銷戰(zhàn)略 18
4.2.2人力物力財(cái)力過(guò)度集中 19
4.2.3缺乏高端的國(guó)際營(yíng)銷人才 19
第5章 XX公司國(guó)際營(yíng)銷策略分析 20
5.1結(jié)合實(shí)際選準(zhǔn)目標(biāo)市場(chǎng) 20
5.1.1對(duì)國(guó)際市場(chǎng)的細(xì)分 20
5.1.2目標(biāo)市場(chǎng)的選擇 21
5.1.3國(guó)際市場(chǎng)的市場(chǎng)定位 21
5.2制定國(guó)際營(yíng)銷組合策略 22
5.2.1XX公司國(guó)際市場(chǎng)產(chǎn)品策略 22
5.2.2XX公司國(guó)際市場(chǎng)價(jià)格策略 23
5.2.3XX公司國(guó)際市場(chǎng)渠道策略 24
5.2.4XX公司國(guó)際市場(chǎng)促銷策略 25
結(jié) 束 語(yǔ) 28
致 謝 29
參 考 文 獻(xiàn) 30
附 錄1
附 錄2