摘要
西安普慧贸易有限公司是一家由国有外贸企业改制的贸易型进出口公司。该公司经营柴油机出口近十年。在国家对外贸易政策调整的影响下,国产柴油机的出口格局也发生了巨大变化。然而,在新的形势下,普慧公司柴油机的出口却受到了来自工厂自营出口、产地外贸公司无序竞争的巨大挑战。从2002年以来,出口规模逐年缩小,经营利润逐年下降,经营人员缺乏信心。因此,如何认清该产品的前途,采取什么样的营销策略以迅速扭转经营不利的局面,在保证出口利润率的前提下提高出口产品的规模,为企业的生存和发展积累资金,是摆在企业面前的重大课题。
本文首先对市场营销组合理论、目标市场组合理论、市场缝隙理论等理论的发展和现状进行了综述,为分析和研究普慧公司的市场营销策略奠定基础。其次,对普慧公司的发展概况和现状进行论述并对内部营销环境进行介绍和分析柴油机产品出口的经营现状、该产品出口市场的具体情况以及公司组织机构;并通过分析柴油机行业的外部营销环境以及其发展趋势,为从宏观上预测普慧公司柴油机市场的发展动态找到了依据;再次,对柴油机出口的机会、威胁、优势和劣势进行分析,从而发现普慧公司在营销策略方面存在的优势和不足。为解决营销策略的问题,对该公司的目标市场进行细分(南美、非洲、东南亚),并对该公司的三个目标市场进行逐一分析。最后,根据分析的结果制定出目标市场的营销策略。作者将运用本文研究成果来具体指导普慧公司柴油机出口,同时本文成果对其他外贸公司也有一定参考作用。
The Brightway Export and Import Company,Ltd.(hereinafter call Brightway Co.) is an Import and Export corporation oriented from a state-owned trade enterprise.The company has dealt with disel for ten years. Because the trade policy has changed, the disel export structure also has changed greatly. What is more, the Brightway Co.has to face great challenges from the manufacturers which have the title to export their products by themselves and to face the competition without rules from counterparts which lie on the origin place. Since 2002, the export scale is reducing, the profit is decreasing and the crew has no confidence.
To Brightway Co.it is very important to realize a marketing strategy in order to change the bad condition and increase the export scale and collect capitals.
This text analyzes the marketing strategies of Brightway co. under the the theories guide of market marketing,segemental thoery and etc.. And it analyzes business market and identfies market segments and selecting target markets.
According analysing the outbound marketing condition and the developing trend of the disel industry, it establishes the good basis to predition the developing trend of the disel market.
At the same time, it introduces and researches the Brightway co.'inner marketing environments, including its developing condition、the disel export condition and company'framework. Secondary,it analyzes the chance,threaten,advantages and disadvantages to find the problem and mistakes of the Brightway Co. on marketing strategy.
The target market of Brightway Co. is segmented into three parts: South-America, East-south Asia and Africa. The text analyzes them one by one. At last, it design the different strategy for different target market using the results.
The study of this text will point out a way for Brightway Co. to develop market in the following three or four years, which will increase the competing power of its production. The studying method of this text provides a reference for the state-owned trade compamy about establishment and implement of the marketing strategy.
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