【作者】 王志宏；

【导师】 贾明琪；

【作者基本信息】 兰州大学 ， 工商管理， 2009， 硕士

【摘要】 随着国家对“高耗能、高污染、资源性”(以下简称“两高一资”)产品出口政策的重大调整及人民币升值的影响,使这种“两高一资”产品的出口难以为继,企业陷入极大的困境。如何摆脱“两高一资”产品出口的困境并探索其长远发展的途径,是摆在这些企业面前的重大课题。本文运用国际市场营销和国际贸易的相关理论,采取理论联系实际,对比、统计和实证分析的方法,通过国际市场营销的内外部环境的分析,针对企业的营销状况及经营管理上的问题,对飞祥公司铝制品国际营销的战略和策略进行了科学选择:在产品策略方面,提出了重点实施差异化产品策略,加大科技投入,实行产品更新换代,生产出科技含量高、质量性能好的铝镁合金丝5154C和特种同轴电缆等创新产品,并在铝制品绞线等中端产品领域,形成自己的成本和质量优势,从而避开低端产品的过度竞争,牢牢占据国际市场竞争的制高点,并在此基础上,继续研制了耐热铝合金导线等高端产品,以逐步实现产业升级,使企业在国际市场竞争中能够高屋建瓴,从容应对;在制度建设方面,推行了“投资者持大股,企业骨干多持股,科技有功人员奖励股,普通员工也持股”的全员股份制,完成了由业主制企业向股份制(有限责任制)企业的转变,形成了企业与职工之间的利益、命运共同体,使之成为企业活力和职工动力的不竭源泉;在价格策略方面,利用创新产品的独占地位,实行撇脂定价策略,利用产品的成本优势,实行渗透定价策略;在目标市场选择方面,确定市场容量大、企业信誉好、资金回笼快、示范作用强的美国、加拿大以及南美的巴西和中东的沙特等国为主要目标市场。此外,在人才培养、信息传递、营销渠道、促销策略、政府合作以及推行品牌战略和完善售后服务等方面也提出了相应的举措。这些战略和策略的实施,不仅使企业很快走出困境,并从此柳暗花明,展现出良好的发展前景,同时,对于探索我国“两高一资”产业的发展道路,也提供了一个有益的启示。更多还原

【Abstract】 As our nation has adjusted the export policy on the products of high energy consumption、high pollution and resources (called two high-one capital for short), the export of this products become unsustainable and many companies are made into great difficulties. Renminbi rose in value also has impact the export. How to get rid of the plight and explore the way of its long-term development are two major tasks of these enterprises at present.This thesis has studied the relative theory of international marketing and international trade, which applied the method with putting theory into practice、analysis of statistics and empirical study. It also made a detailed analysis of international markets’ internal and external environment. Then aiming to existing problem of company’s marketing and operating management, the paper has made a scientific selection for Fei-Xiang company’s international marketing strategy and tactics as follows: On the aspect of product, the key strategy is to implement the strategy of pricing differentiation and increase investment in R&D. At the same time company upgrades the products, supplying more innovative products of high quality, good performance, such as aluminum-magnesium alloy wire 5154C and special coaxial cable. To the mid-range products including aluminum wire, the aim is to create advantage of price and quality, in order to avoid excessive competition in the low-end products and firmly occupy the commanding heights of competitiveness in the international market. On this basis, Company should continue to develop a heat-resistant aluminum alloy conductor and other high-end products, so that enterprise can gradually achieve industrial upgrading and compete calmly in the international market in a strategically advantageous position. As far as the construction of system, the total shareholding system is to carry out, that’s to say investors holds large stocks, the backbone hold more than before, technical staff and researchers awards with stock, general staff also hold. This realizes the reform from employment system to joint-stock (limited liability company), forming a destiny and interests union. In terms of price strategy, taking the advantage innovative exclusive products, the implementation of skimming pricing strategy is to be applied. The penetration pricing strategy also is to be in consideration to make use of the cost advantages. The main target markets are located at the United States, Canada and South America, Brazil and the Middle East, Saudi Arabia and other countries, whose market capacity is large, corporate has good reputation, where the capital returns quickly and set a strong role model for other companies.In addition, the paper also makes personnel training, information dissemination, marketing channels, promotion strategy, the Government co-operation as well as the implementation of brand strategy and perfect after-sales service, it is also the corresponding measure. These strategies and the implementation of the strategy not only make the business get out of difficulties soon, and pave a way for better future. The paper also provides a reference to the exploration of "two high-one capital" industry’s development path.更多还原