本文關(guān)鍵詞： 戶外家具 出口 波特五力 STP戰(zhàn)略 4Ps策略　出處：《西南交通大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)不斷增長(zhǎng),我國(guó)政府通過出口退稅、出口信貸、商品及外匯傾銷、自由貿(mào)易區(qū)等各種優(yōu)惠手段和政策,鼓勵(lì)我國(guó)的產(chǎn)品出口,我國(guó)的出口型制造業(yè)進(jìn)入持續(xù)快速發(fā)展階段。在全國(guó)年出口額中占有相當(dāng)大比例的家具行業(yè)從而擁有良好的發(fā)展機(jī)遇和條件。然而,在不穩(wěn)定的國(guó)際經(jīng)濟(jì)環(huán)境、人民幣不斷升值、原材料持續(xù)上漲、勞動(dòng)力成本增加以及國(guó)際對(duì)碳排放量的嚴(yán)格要求下,家具出口企業(yè)同時(shí)面臨著前所未有的挑戰(zhàn)和壓力。作為專業(yè)從事戶外家具出口的外向型企業(yè),HL家具公司必須把握這些機(jī)遇,克服這些挑戰(zhàn)。本文將從該企業(yè)的發(fā)展現(xiàn)狀、營(yíng)銷組織結(jié)構(gòu)、銷售市場(chǎng)、營(yíng)銷模式和營(yíng)銷規(guī)模等現(xiàn)狀入手,指出其營(yíng)銷管理存在的問題。隨后,通過SWOT分析,探討該企業(yè)所處的宏觀和微觀環(huán)境；并用波特五力模型,從潛在進(jìn)入者、替代品的威脅、買方的還價(jià)能力、賣方的還價(jià)能力以及現(xiàn)存競(jìng)爭(zhēng)者之間的競(jìng)爭(zhēng)力五個(gè)方面對(duì)該企業(yè)在所處的競(jìng)爭(zhēng)環(huán)境的優(yōu)、劣勢(shì)進(jìn)行深入研究。接著,運(yùn)用STP營(yíng)銷戰(zhàn)略的方法對(duì)該企業(yè)的市場(chǎng)細(xì)分、市場(chǎng)目標(biāo)的選擇以及市場(chǎng)定位進(jìn)行有效分析,指出適合該企業(yè)的營(yíng)銷戰(zhàn)略方向。在此基礎(chǔ)上,結(jié)合該企業(yè)的現(xiàn)有資源和存在的一些問題,運(yùn)用4Ps營(yíng)銷策略,對(duì)其產(chǎn)品策略、定價(jià)策略、渠道策略和促銷策略進(jìn)行分析,得出適合該企業(yè)的營(yíng)銷策略組合。最后,對(duì)該企業(yè)提出一些策略保障實(shí)施的對(duì)策和建議,希望這些對(duì)策和建議能對(duì)該企業(yè)有所幫助,并可以為其他出口型企業(yè)所借鑒,使中國(guó)制造的產(chǎn)品在國(guó)際競(jìng)爭(zhēng)中立于不敗之地。
[Abstract]:As China's economy continues to grow, the Chinese government encourages our products to export through various preferential means and policies, such as export tax rebates, export credits, commodity and foreign exchange dumping, free trade zones, and other preferential means and policies. China's export-oriented manufacturing industry has entered a stage of sustained and rapid development. Furniture industry, which accounts for a large proportion of the country's annual exports, thus has good development opportunities and conditions. However, in the unstable international economic environment, With the appreciation of the RMB, rising raw materials, rising labor costs and stringent international requirements on carbon emissions, At the same time, furniture export enterprises are facing unprecedented challenges and pressures. As an export-oriented enterprise specializing in outdoor furniture export, HL-Furniture Company must seize these opportunities and overcome these challenges. Starting with the present situation of marketing organization structure, sales market, marketing model and marketing scale, the paper points out the problems existing in its marketing management. Then, through SWOT analysis, it discusses the macro and micro environment in which the enterprise is located, and uses Porter's five-force model. This paper studies the advantages and disadvantages of the enterprise in its competitive environment from five aspects: the potential entrant, the threat of the substitute, the buyer's counter-offer ability, the seller's counter-offer ability and the competitiveness among the existing competitors. By using the method of STP marketing strategy, the market segmentation, market target selection and market orientation of the enterprise are analyzed effectively, and the direction of marketing strategy suitable for the enterprise is pointed out. Combined with the existing resources and some existing problems of the enterprise, using 4Ps marketing strategy, the product strategy, pricing strategy, channel strategy and promotion strategy are analyzed, and the marketing strategy combination suitable for the enterprise is obtained. It is hoped that these countermeasures and suggestions can be helpful to the enterprise and can be used for reference by other export-oriented enterprises so that the products made in China will remain invincible in the international competition.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.88

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