【摘要】：近年來,隨著經(jīng)濟全球化進程的加快,以及我國加入世界貿(mào)易組織(WTO),外貿(mào)體制、政策進一步深化改革。國有企業(yè)、民營企業(yè)等逐步開展國際貿(mào)易業(yè)務,將自主生產(chǎn)的產(chǎn)品推向國際市場,國際貿(mào)易已經(jīng)逐漸成為中國經(jīng)濟增長的重要組成部分。然而,由于我國大部分外貿(mào)企業(yè)經(jīng)營理念、管理水平較低,國際市場競爭力不足,再加上國際金融危機、人民幣升值、生產(chǎn)成本不斷上漲、貿(mào)易摩擦升級等外部因素,給我國外貿(mào)企業(yè)帶來更多的是市場壓力。如何應對與日俱增的市場競爭壓力,如何選擇適合的營銷策略,優(yōu)化管理模式、工作內(nèi)容及流程,如何更好的了解客戶需求,加強客戶關(guān)系管理,提高企業(yè)的經(jīng)營管理水平,增強核心競爭力已經(jīng)成為我國外貿(mào)企業(yè)重點研究的一項緊迫而艱巨的課題。 本文在對相關(guān)的國際營銷理論研究和回顧之后,首先對當前外貿(mào)行業(yè)的宏觀環(huán)境進行分析,并展望外貿(mào)行業(yè)的未來前景,為營銷改進策略的提出打下基礎。之后,從實際情況出發(fā),對MH國際貿(mào)易公司營銷現(xiàn)狀進行分析,運用波特五力模型研究公司面臨的五種威脅,提出當前公司面臨轉(zhuǎn)型時遇到的阻力和挑戰(zhàn)。為了切實尋找有效的國際貿(mào)易營銷策略,增加公司整體的競爭實力,本文著重討論了樹立“以客戶為中心”的營銷理念,并制定和實施了客戶關(guān)系管理方案。文章最后提出在當今電子商務快速發(fā)展的背景下,企業(yè)開展網(wǎng)絡營銷的對策和建議。 本文針對企業(yè)目前的營銷管理模式,結(jié)合國內(nèi)外優(yōu)秀的營銷管理理念,及時調(diào)整營銷管理策略,提出了適應企業(yè)長遠發(fā)展的營銷管理模式,對提高企業(yè)的經(jīng)營管理水平,提高客戶滿意度及忠誠度,增強企業(yè)核心競爭力具有一定的實際指導意義。
[Abstract]:In recent years, with the acceleration of the process of economic globalization and China's accession to the (WTO), foreign trade system of the World Trade Organization, the policy further deepens the reform. State-owned enterprises, private enterprises and other enterprises gradually develop international trade business and push self-produced products to the international market. International trade has gradually become an important part of China's economic growth. However, due to the low management level of most foreign trade enterprises in China, the lack of competitiveness in the international market, the international financial crisis, the appreciation of the RMB, the rising production costs, the escalation of trade frictions, and other external factors, To our country foreign trade enterprise brings more is the market pressure. How to deal with the increasing market competition pressure, how to choose the appropriate marketing strategy, how to optimize the management mode, how to understand the customer demand, how to strengthen the customer relationship management, how to improve the management level of the enterprise. Enhancing the core competence has become an urgent and arduous task for our foreign trade enterprises. After studying and reviewing the relevant international marketing theories, this paper first analyzes the macro environment of the current foreign trade industry, and looks forward to the future prospects of the foreign trade industry, which lays a foundation for the development of the marketing improvement strategy. Then, based on the actual situation, this paper analyzes the current marketing situation of MH International Trading Company, studies the five kinds of threats faced by the company by using Porter's five-force model, and puts forward the resistance and challenge that the company is facing in the process of transformation. In order to find effective international trade marketing strategy and increase the overall competitive strength of the company, this paper focuses on the establishment of "customer-centered" marketing concept, and the formulation and implementation of customer relationship management program. Finally, under the background of the rapid development of e-commerce, the paper puts forward the countermeasures and suggestions for enterprises to carry out network marketing. According to the current marketing management mode of the enterprise, combining with the excellent marketing management idea at home and abroad and adjusting the marketing management strategy in time, this paper puts forward the marketing management mode to adapt to the long-term development of the enterprise, which can improve the management level of the enterprise. To improve customer satisfaction and loyalty, enhance the core competitiveness of enterprises has a certain practical significance.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F752.6

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本文編號：2328017