【作者】 李娜；

【导师】 白彦壮；

【作者基本信息】 天津大学 ， 工商管理， 2020， 硕士

【摘要】 改革开放40年来,我国经济社会发生了巨大而深刻的变化,特别是作为拉动经济三大马车的对外贸易发展迅速,催生出众多品类的出口第一。作为出口第一大国和世界第二大消费市场,乐器早已成为我国出口创汇的重要产业之一。然而近年来随着国际市场需求疲软和中美贸易摩擦引发的产品出口成本增加、企业运营成本攀升等不利因素,使中国乐器产品出口在变局中面临着更大的挑战。特别是对于中小乐器出口商来说,在产业结构升级、设备智能化、品牌国际化方面还存在着明显的差距。为此,为进一步提升市场竞争力,企业需以“一带一路”文化和经济建设为切入点,打破传统的运营营销思维,主动布局国际消费市场,充分发挥自身优势,拥抱移动互联网经济。本文以B公司为研究对象,通过引用国际市场营销学中的分析方法和借鉴相关理论,首先从企业内部对B公司当前的国际市场营销现状、存在的问题及因素进行分析,进一步印证了企业必须创新国际营销模式的客观实际。其次运用PEST分析法和波特竞争力模型从国际政治、经济、社会文化法律、技术和跨境电商营销环境以及国际市场对乐器产品的消费需求、主要竞争对手等情况进行了分析,总结企业所面临的机遇和挑战,为制定科学的营销决策提供理论依据和数据支持。再次,从经济、消费倾向、文化、市场容量等因素对北美洲等九大市场进行了细分,进而运用STP分析法制定了战略目标选择和市场定位,并在此基础上运用4P营销组合和跨境电商营销模式来制定切合企业实际的国际市场营销策略组合。最后,为国际营销策略的有效实施还制定了相应的保障措施和提出了个人的总结性观点。国际绿色营销环境的变革在带来挑战的同时也带来了新的机遇。为此,作为中小型的B公司来说,更应该针对目标市场需求和未来消费潜力特点有针对性地制定营销策略。与此同时,从需求和竞争优势出发制定人才、信息和风控资源等有效保障措施并予以实施,以进一步提升企业的国际市场份额。同时,为相关中小企业开拓国际市场提供借鉴意义。更多还原

【Abstract】 Over the past 40 years of reform and opening up,great and profound changes have taken place in China’s economy and society.As the largest export country and the second largest consumer economy in the world,the musical instrument has already become one of the important export industries in China.However,in recent years,with the weak international market demand and the adverse factors such as the increase in product export costs and the increase in enterprise operating costs caused by the trade friction between China and the United States,Chinese musical instrument products exports is facing greater challenges in the changing situation.Especially for small and medium-sized musical instrument exporters,there are still obvious gaps in the upgrading of industrial structure,the intellectualization of equipment and the internationalization of brands.For this reason,in order to further enhance market competitiveness,enterprises need to take the "Belt and Road" culture and economic construction as the starting point,break the traditional thinking of operation and marketing,take the initiative to layout the emerging consumer market,give full play to their own advantages,and embrace the mobile Internet economy.With B company as the research object,this article through the reference of international marketing analysis method and reference related theory,first of all,from the enterprise internal for B company of the current international market marketing present situation,existing problems and influence factors in the objective analysis,further evidence as company B must be in the international marketing mode of objective reality.Secondly the article using the PEST environment analysis method and Porter’s competitiveness model from the international political macro environment,economic environment,social culture and legal environment,technology environment and cross-border electricity marketing environment and the demand of international market for instrument,main competitors,and so on and so forth are analyzed and discussed,distilling the opportunities and challenges faced by enterprises,to provide theoretical basis for scientific marketing decision support and data.Thirdly,the paper subdivides the nine major markets in North America from such factors as economy,consumption tendency,culture and market capacity,and then uses STP analysis to make strategic target selection and market positioning.On this basis,it uses 4P marketing mix and cross-border e-commerce marketing model to make international marketing strategy mix that suits the actual situation of enterprises.Finally,the author also makes the corresponding safeguard measures and puts forward the individual summative viewpoint for the effective implementation of the international marketing strategy.The change of international green marketing environment brings challenges and new opportunities.Therefore,as a small and medium-sized B company,it is more necessary to develop marketing strategies targeted at the characteristics of the target market demand and future consumption potential.At the same time,from the perspective of demand and competitive advantage,effective safeguard measures for talents,information and risk control resources are formulated and implemented to further improve the competitiveness of enterprises and international market share.At the same time,we hope that it can provide reference for smes to explore the international market.更多还原