摘要
本文在綜述營(yíng)銷理論和國(guó)際貿(mào)易理論基礎(chǔ)上，對(duì)興澄特鋼進(jìn)出口公司外銷工
作中應(yīng)用的營(yíng)銷策略進(jìn)行研究。試圖通過(guò)此項(xiàng)工作探索營(yíng)銷理論與特鋼企業(yè)開拓
國(guó)際市場(chǎng)的實(shí)踐有機(jī)結(jié)合，突出營(yíng)銷策略創(chuàng)新性和可操作性，為實(shí)施興澄公司國(guó)
際營(yíng)銷戰(zhàn)略乃至二期工程的實(shí)施提供可靠的決策依據(jù)，期望通過(guò)本文所做的工作
能為我國(guó)特鋼行業(yè)進(jìn)入國(guó)際市場(chǎng)提供借鑒和啟示。
本文從國(guó)際市場(chǎng)營(yíng)銷角度入手，綜合分析國(guó)際特殊鋼市場(chǎng)競(jìng)爭(zhēng)的外部環(huán)境;
深入剖析興澄特鋼自身在參與國(guó)際競(jìng)爭(zhēng)中的優(yōu)劣勢(shì);采取理論聯(lián)系實(shí)際、對(duì)比分
析的方法對(duì)企業(yè)外銷策略進(jìn)行研究，形成企業(yè)國(guó)際市場(chǎng)的營(yíng)銷策略以及與營(yíng)銷策
略相適應(yīng)的實(shí)施、控制措施;論文通過(guò)對(duì)企業(yè)三年來(lái)開展國(guó)際市場(chǎng)營(yíng)銷實(shí)踐案例
的討論，體現(xiàn)了實(shí)際應(yīng)用營(yíng)銷策略的創(chuàng)新效果和實(shí)用價(jià)值，從而佐證了興澄公司
國(guó)際市場(chǎng)營(yíng)銷策略的合理性，最終得出了關(guān)于“近駐遠(yuǎn)代”分銷策略和關(guān)系營(yíng)銷
創(chuàng)新管理的可行性結(jié)論。
[關(guān)鍵詞]:市場(chǎng)營(yíng)銷 國(guó)際貿(mào)易 商務(wù)談判
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獨(dú)創(chuàng)性聲明····························································……1
摘要(中文)····························································……2
摘要(英文)····························································……3
1導(dǎo)論··································································……1
1.1選題背景····························································……1
1.2論文主題與內(nèi)容···········································……’““‘’.1
1.3研究方法與創(chuàng)新點(diǎn)················································……2
2理論綜述與應(yīng)用·········································……’·‘’‘’“‘’‘界
2.1企業(yè)競(jìng)爭(zhēng)戰(zhàn)略············································一“””’.4
.22規(guī)模經(jīng)濟(jì)和國(guó)際市場(chǎng)競(jìng)爭(zhēng)·······································……5
.23國(guó)際貿(mào)易理論與政策·············································……7
.24國(guó)際市場(chǎng)營(yíng)銷理論·············································……10
.25現(xiàn)代物流管理發(fā)展與應(yīng)用····································……13
3國(guó)際特鋼市場(chǎng)分析·············································……15
3.1政治法律環(huán)境分析················································……巧
3.2國(guó)際貿(mào)易政策·········································……‘·‘”‘’‘”.”17
4興澄特鋼國(guó)際競(jìng)爭(zhēng)優(yōu)劣勢(shì)分析·································……20
4.1公司概況·························································……‘二20
4.2同行業(yè)競(jìng)爭(zhēng)者分析·············································……20
.43企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)分析················································……21
.44企業(yè)競(jìng)爭(zhēng)劣勢(shì)分析·············································……24
.45企業(yè)出口營(yíng)銷能力分析··········································……26
5興澄特鋼國(guó)際市場(chǎng)營(yíng)銷策略與實(shí)施···························……30
5.1興澄特鋼國(guó)際市場(chǎng)營(yíng)銷策略·····································……30
5.2興澄特鋼國(guó)際市場(chǎng)營(yíng)銷控制機(jī)制······························……36
6興澄特鋼國(guó)際市場(chǎng)營(yíng)銷案例·································……45
6.1案例背景····················································……“”·45
.62開發(fā)韓國(guó)特鋼市場(chǎng)··················································一46
.63案例小結(jié)····························································……49
7結(jié)論與不足··················································……‘一50
7.1結(jié)論········，·························································……50
.72進(jìn)一步研究問(wèn)題及方向·······································……50
8.參考文獻(xiàn)······················································……53