XM有限公司外貿(mào)營銷策略研究
[Abstract]:With the maturity of electronic technology and the development of Internet technology, the onboard electronic industry will face new challenges and opportunities. At the same time, the car factory also more and more attention to the contribution of onboard electronic products to the profits of enterprises. Under the fully competitive market conditions, the global supply chain structure based on the afterloading market will also undergo new changes for a long time. These changes, export-oriented automotive electronics manufacturing enterprises will put forward new requirements. Chinese enterprises, especially foreign trade enterprises, in different periods of development, always explore effective marketing channels. However, the effect is not satisfactory. The main reason is that there is no substantial combination of marketing management mode and international standards. If the enterprise does not step into the true meaning of marketing information management, this will inevitably affect the marketing system construction and implementation results. In this paper, the macro environment of XM Co., Ltd and the international market competition situation of vehicular electronic products are analyzed by Porter's five-force model and PEST theory. By using the theory of SWOT, this paper fully explains the internal strengths and weaknesses of XM Co., Ltd., and reveals the opportunities and threats that the company is facing outside. Based on this, the international market of vehicular electronic products is subdivided by STP theory, and the target market of XM Co., Ltd is determined. In view of this, has explored the marketing mix strategy in depth. Facing the complicated and arduous international market, it is not only a challenge but also an opportunity for Chinese car-mounted electronic foreign trade enterprises. XM Co., Ltd. needs to systematically analyze the market environment and adhere to the market dominated by high value-added products and high growth rate. Constantly improve the market influence, stabilize its position in the international market.
【學(xué)位授予單位】:大連理工大學(xué)
【學(xué)位級(jí)別】:碩士
【學(xué)位授予年份】:2015
【分類號(hào)】:F274;F426.6
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