摘要
煙臺(tái)冰輪進(jìn)出口公司成立于2001年9月，是上市股份公司——煙臺(tái)冰輪股
份有限公司的全資子公司。冰輪進(jìn)出口公司承擔(dān)著煙臺(tái)冰輪股份有限公司制冷空
調(diào)產(chǎn)品的國(guó)際銷售任務(wù)，截止到2005年3月，冰輪進(jìn)出口公司已經(jīng)在蒙古、俄
羅斯、秘魯、阿聯(lián)酋、巴基斯坦、印度、孟加拉、越南、印度尼西亞、菲律賓、
馬來西亞、泰國(guó)和緬甸等13個(gè)國(guó)家設(shè)立了15個(gè)海外辦事處，基本形成了以駐外
辦事處為主體，以公司本部為補(bǔ)充的制冷空調(diào)產(chǎn)品國(guó)際營(yíng)銷體系。
本文通過對(duì)煙臺(tái)冰輪進(jìn)出口公司的發(fā)展歷程和國(guó)際營(yíng)銷工作進(jìn)行研究，從營(yíng)
銷管理的角度來分析和總結(jié)冰輪進(jìn)出口公司如何在國(guó)際營(yíng)銷活動(dòng)中構(gòu)建比較優(yōu)
勢(shì)、如何對(duì)國(guó)際市場(chǎng)營(yíng)銷進(jìn)行戰(zhàn)略性規(guī)劃、如何在目標(biāo)市場(chǎng)建立富有效率的營(yíng)銷
組織或機(jī)構(gòu)、如何對(duì)國(guó)際營(yíng)銷業(yè)務(wù)進(jìn)行有效的管理以及如何籌劃和利用人力資
源、物質(zhì)資源、信息資源來支持和促進(jìn)國(guó)際營(yíng)銷業(yè)務(wù)的持續(xù)健康發(fā)展。這其中，
既有對(duì)成功經(jīng)驗(yàn)的總結(jié)，又對(duì)失敗的案例進(jìn)行了深入的剖析和反思。
面對(duì)日益開放的國(guó)際市場(chǎng)和全球經(jīng)濟(jì)一體化化的深入，每一個(gè)中國(guó)的企業(yè)都
面臨著國(guó)際化的問題，盡管在國(guó)際化的征程中，充滿著痛苦與艱難，但國(guó)際化是
中國(guó)企業(yè)別無選擇的發(fā)展之路。國(guó)際化實(shí)施往往都是從產(chǎn)品進(jìn)入國(guó)際市場(chǎng)開始
的，即推行國(guó)際化營(yíng)銷是實(shí)施企業(yè)國(guó)際化戰(zhàn)略的第一步。通過對(duì)冰輪進(jìn)出口公司
國(guó)際營(yíng)銷管理工作的研究和分析，比較完整地認(rèn)識(shí)到一套成熟的國(guó)際營(yíng)銷管理運(yùn)
作模式。當(dāng)前，中國(guó)大量機(jī)電產(chǎn)品生產(chǎn)和出口企業(yè)都面臨著怎樣去更好地開拓國(guó)
際市場(chǎng),怎樣建立適合自己企業(yè)的國(guó)際營(yíng)銷模式以及如何建立營(yíng)銷組織并進(jìn)行有
效地管理等問題。在此，希望本文能夠?yàn)榇蠹姨峁┖芎玫慕梃b。
[主題詞]國(guó)際營(yíng)銷,營(yíng)銷戰(zhàn)略,制冷Abstract
Yantai Moon Imp.&Exp.Co.,established in September 2001,is a full capital
subsidiary company of the listed company Yantai Moon Co.,Ltd.It undertakes the
task of oversea market of Yantai Moon Co.,Ltd.Up to Mar.2005,It has set up 15
oversea offices in 13 countries.It has formed a completed international marketing
system.Todayoversea office dominates the company’s international market.
This article focused on the development of Yantai Moon Imp.&Exp.Co.,and its
international market system.From the point of view of management,the author
analyzed and summarized the following items:how to create comparative advantage,
how to effectuate strategic plan for international marketing,how to establish efficient
sales organization or institute,how to effectively manage business of international
sales,how to plan and use human,material and information resources to support and
advance unremitting and healthy development of international marketing business.
This paper not only summarized the successful experience,but also analyzed and
reflected on the failing cases.
The international market is more and more opening;economy globalizing day by
day.Chinese enterprise are facing the challenges which come from the entire world,
although the way to be internationalized is hard,companies in china have no other
choice.Normally international marketing is the first step of carrying out the
international strategy.By studying and analyzing international marketing management
of Yantai Moon Imp.&Exp.Co.,we can fully understand a set of mature
international marketing operation pattern.At present,Chinese electromechanical
products manufacturers and exporters are thinking how to develop oversea market,
how to establish international marketing pattern suitable for themselves and how to
create sales organization and manage effectively.I sincerely hope this article can
provide useful experience for these companies.
Key words:International Marketing,Marketing strategy,Air Conditioning目錄
一、研究背景和研究意義.........................................1
二、煙臺(tái)冰輪進(jìn)出口公司簡(jiǎn)介.....................................2
三、煙臺(tái)冰輪進(jìn)出口公司國(guó)際營(yíng)銷的動(dòng)因...........................3
四、煙臺(tái)冰輪進(jìn)出口公司目標(biāo)市場(chǎng)分析.............................6
（一）國(guó)際制冷空調(diào)市場(chǎng)現(xiàn)狀和發(fā)展趨勢(shì)...........................6
（二）市場(chǎng)細(xì)分和目標(biāo)市場(chǎng)的確定.................................6
（三）冰輪產(chǎn)品的市場(chǎng)定位分析...................................8
(四)冰輪國(guó)際市場(chǎng)競(jìng)爭(zhēng)對(duì)手的分析..............................10
（五）冰輪進(jìn)出口公司國(guó)際營(yíng)銷網(wǎng)絡(luò)..............................11
五、煙臺(tái)冰輪進(jìn)出口公司國(guó)際營(yíng)銷組織和管理......................15
（一）營(yíng)銷部門的組織..........................................15
（二）市場(chǎng)營(yíng)銷信息管理........................................16
（三）營(yíng)銷團(tuán)隊(duì)管理............................................17
（四）市場(chǎng)風(fēng)險(xiǎn)的預(yù)防和控制....................................21
（五）整合營(yíng)銷傳播............................................22
六、結(jié)束語(yǔ)....................................................26
參考文獻(xiàn)......................................................27