【作者】 杨民；

【导师】 黎永泰；

【作者基本信息】 四川大学 ， 工商管理， 2004， 硕士

【摘要】 经过二十余年的改革开放，和社会主义市场经济体制的确立，中国的中小民营企业已经成长为中国经济的重要组成部分和经济增长的重要源泉。在经济全球化和中国加入WTO的背景下，随着技术手段的进步和社会分工的加强，众多中小民营企业将面临更多的机遇和挑战，他们需要解决的不是要不要参与国际竞争的问题，而是通过什么方式来抓住机遇，迎接挑战，参与国际竞争。 浙江宁波的许多中小民营企业很早就做出了“走出去”的战略抉择，并且通过实施有效的国际营销策略，在国际市场上谋得了一席之地，实现了自身的生存和不断发展壮大，是国内许多中小民营企业的榜样。本论文的主要目的就是从位于宁波慈溪的KYD电器的实证分析出发，结合国际营销渠道和国际贸易的基本理论，对KYD电器所采取的渠道策略和渠道变革进行研究，并对其渠道策略实施结果进行总结和评价，从而能够从KYD电器实施国际营销渠道策略的个案中发掘出中小民营企业参与国际市场的有效途径，为众多中小民营企业能够参与到国际市场中去鼓舞士气和提供借鉴。 本论文由四个部分组成。第一部分是国际营销渠道和其依托——国际贸易的理论研究。通过对当前社会环境、经济形势和技术条件的分析指出中小企业通过国际营销参与国际市场的必然性和可行性，并且指明了中小民营企业可以把握的国际营销渠道模式。第二部分是综合分析。从介绍研究企业KYD电器的概况出发，介绍了它的发展历史和营销现状，并运用营销分析工具，对它外部的宏观、中观和微观环境进行了细致的分析，总结出其参与国际营销，实施国际营销渠道策略的所具备的优势和有利条件，以及存在的需要解决的问题。第三部分是问题的解决。该部分以第一部分的理论为基础，结合第二部分对公司的分析，从公司的企业总体战略、营销战略和营销策略组合出发，重点提出了公司的国际营销渠道策略的选择和变革的方案和措施，系统的总结出了适合KYD电器的产品和公司特点国际营销渠道模式。第四部分是对KYD电器国际营销渠道模式选择效果的总结、评价和启示。 本论文重点根据国际营销渠道的基本理论，对KYD电器渠道选择和渠道变革进行实证分析，在深入探讨KYD电器渠道策略的基础上，总结出了中小四川大学2001级MBA学位论文民营企业参与国际营销，选择渠道模式的基本原则和方法，特别是提出了通过塑造“生产者品牌”拓展国际营销渠道;通过客户分类管理，改造产品研发流程的来维护和优化渠道模式的创新思路，为中小民营企业走向国际市场提供了宝贵的借鉴作用，有着较强的实际指导意义。关键词:KYD电器国际营销渠道渠道策略研究更多还原

【Abstract】 After 2 decades of reform and open-up, and with the establishment of socialistic market economy system, China’s small and medium-sized private enterprises have been growing up to be a very important sector of China’s economy and also, an important motive power to boost China’s economy increase. With the economy globalization and China’s entry into WTO in the background, giving the progress of technologies and intensifying of vocation diversity, many small and medium-sized private enterprises have to face more opportunities and challenges, what they need to do is not to attend the international competition or not, instead, they have to find a way out to survive the competition by grasping opportunities.Many small and medium-sized private enterprises in Ningbo, Zhejiang Province have made the decision of "going abroad" very long before, they have acquired some success in the international market by adopting efficient international marketing strategy, to realize their survival and development from the international competition. They may be good examples for domestic small and medium-sized enterprises. This thesis focuses on international distribution channel tactic and channel innovation, starting from the real practice of KYD Electrical, a company located in Cixi, Ningbo and combining with the theory of international distribution channel and international trade. Then we may draw some effective methods for domestic small and medium-sized private enterprise to attend international market from the case of KYD Electrical carrying out international distribution tactics, which may be some significant reference for the domestic small and medium-sized private enterprises or encourage them to approach international market, by the way of summary comment of the implementation and result of the tactics.This thesis consists of four chapters. Chapter 1 is aimed at the theoretical research of international distribution channels and the base, international trade. Itpoint out the inevitability and feasibility small and medium-sized private enterprises approach the international market, as well as the international distribution mode which small and medium-sized enterprise may adopt through the analysis on present social surroundings, economic and technological conditions. Chapter 2 focuses on the company itself. Starting from general description of KYD, it introduces the development history and current marketing situation, and tried to use marketing analysis tools to survey the external macro & microenvironment and internal situation of the company, and then summarize the company’s strengths and favorable conditions, finally clarify the key problems that should be solved. In chapter 3, beginning with the company’s whole enterprise strategy, sub-marketing strategy and marketing tactics combination, the author figures out proper international distribution mode suitable for the features of the company and the company’s products based on the theoretical research in chapter 1 and combining with the company’s analysis in chapter 2, through deep discussion on the company’s international distribution channel tactics and channel innovation. Chapter 4 includes summary, evaluation and revelation from the case of KYD international distribution channel mode selecting.Through the analysis and concluding to international distribution theories, and on the base of real practice analysis of KYD international distribution channel mode selecting and innovation, the thesis gets a summary of some principles and methods for the small and medium-sized private enterprises to approach the international market, especially coming up with the creative "manufacturer brand", etc. which may be good reference and provide helpful practical guidelines for the said enterprises.更多还原