摘要
本文在綜述營銷理論和國際貿(mào)易理論基礎(chǔ)上，對興澄特鋼進(jìn)出口公司外銷工
作中應(yīng)用的營銷策略進(jìn)行研究。試圖通過此項(xiàng)工作探索營銷理論與特鋼企業(yè)開拓
國際市場的實(shí)踐有機(jī)結(jié)合，突出營銷策略創(chuàng)新性和可操作性，為實(shí)施興澄公司國
際營銷戰(zhàn)略乃至二期工程的實(shí)施提供可靠的決策依據(jù)，期望通過本文所做的工作
能為我國特鋼行業(yè)進(jìn)入國際市場提供借鑒和啟示。
本文從國際市場營銷角度入手，綜合分析國際特殊鋼市場競爭的外部環(huán)境;
深入剖析興澄特鋼自身在參與國際競爭中的優(yōu)劣勢;采取理論聯(lián)系實(shí)際、對比分
析的方法對企業(yè)外銷策略進(jìn)行研究，形成企業(yè)國際市場的營銷策略以及與營銷策
略相適應(yīng)的實(shí)施、控制措施;論文通過對企業(yè)三年來開展國際市場營銷實(shí)踐案例
的討論，體現(xiàn)了實(shí)際應(yīng)用營銷策略的創(chuàng)新效果和實(shí)用價(jià)值，從而佐證了興澄公司
國際市場營銷策略的合理性，最終得出了關(guān)于“近駐遠(yuǎn)代”分銷策略和關(guān)系營銷
創(chuàng)新管理的可行性結(jié)論。
[關(guān)鍵詞]:市場營銷 國際貿(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)競爭戰(zhàn)略············································一“””’.4
.22規(guī)模經(jīng)濟(jì)和國際市場競爭·······································……5
.23國際貿(mào)易理論與政策·············································……7
.24國際市場營銷理論·············································……10
.25現(xiàn)代物流管理發(fā)展與應(yīng)用····································……13
3國際特鋼市場分析·············································……15
3.1政治法律環(huán)境分析················································……巧
3.2國際貿(mào)易政策·········································……‘·‘”‘’‘”.”17
4興澄特鋼國際競爭優(yōu)劣勢分析·································……20
4.1公司概況·························································……‘二20
4.2同行業(yè)競爭者分析·············································……20
.43企業(yè)競爭優(yōu)勢分析················································……21
.44企業(yè)競爭劣勢分析·············································……24
.45企業(yè)出口營銷能力分析··········································……26
5興澄特鋼國際市場營銷策略與實(shí)施···························……30
5.1興澄特鋼國際市場營銷策略·····································……30
5.2興澄特鋼國際市場營銷控制機(jī)制······························……36
6興澄特鋼國際市場營銷案例·································……45
6.1案例背景····················································……“”·45
.62開發(fā)韓國特鋼市場··················································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)一步研究問題及方向·······································……50
8.參考文獻(xiàn)······················································……53