金瑞科技公司四氧化三锰国际市场拓展研究

【作者】 唐建军；

【导师】 王咏梅；

【作者基本信息】 中南大学 ， 工商管理， 2011， 硕士

【摘要】 四氧化三锰是信息产业生产锰锌铁氧体软磁材料的重要原料之一。现在我国四氧化三锰的生产能力和产量均居世界首位,产品质量达到或接近了国际先进水平,但是该产业也面临着利润下滑,产品结构不合理,国内需求日渐饱和等问题。金瑞科技四氧化三锰厂虽然是国内最大的四氧化三锰生产厂家,但是目前面临国际市场开拓的严重不足,主要表现为国际销售网络没有建立,国外客户少,销售渠道单一,在国际市场上的份额与公司的生产规模、企业形象极不相称。针对以上情况,金瑞科技必须大力拓展国外市场。本文采取理论与实际相结合的方法,研究金瑞科技四氧化三锰国际市场如何拓展的问题。首先对金瑞科技四氧化三锰厂所处的内、外环境进行分析,然后对拓展国际市场进行了SWOT分析,明确了机遇、威胁以及金瑞科技的优势和劣势。通过上述分析,在广泛查阅文献资料的基础上,通过对企业实际情况的充分调研,并结合国际市场营销学等有关理论知识与经验,对金瑞科技四氧化三锰厂今后的国际市场拓展提出可行的解决方向和具体策略,如改变出口产品结构,采取直接出口为主以及国际品牌营销策略等。最后从实施的角度出发,强调了相关的保障措施,包括树立国际营销新理念、完善市场信息系统、加强关系营销和合作营销、选拔培养专业人才等。更多还原

【Abstract】 Manganese Oxide (Mn3O4) is an important basic raw Material for Mn-Zn soft ferrite applications which is widely used in the information of industry. At present, the scale and production of manganese oxide in China ranks first around the world. The product quality has approached or reached the advanced international level. However, the industry is also facing profits decreasing due to the irrational product structure, an increasingly saturated domestic demand and other issues. Although Manganese oxide plant of Kingray is the largest manufacture, it has met a lot of difficulties, such as sales network not established, lack of marketing channels as well as direct clients, with the result that Kingray got a poor market share that does not match its production capacity. For the above, Kingray must vigorously expand foreign market.The paper focuses on how to expand the international market of Kingray. By integrating theory with practice, the author puts forward detailed proposals on Kingray’s future expanding of international market. First, detailed analysis of the environment of Kingray’s Metallurgical manganese oxidation Plant. Secondly, by SWOT analysis, we find Strength, Weakness, Opportunity and Threat. By consulting reference books and researching on different producers, we decide the purpose expanding as well as how to tragedy on international market. Such as changes in export structure, direct export-oriented strategy and international brand marketing strategy.Finally, we emphasize ways to guarantee the implementation of above Strategy, Including establishing new concept of international marketing and improving market information systems, relationship marketing and cooperative marketing, selection and training of professionals.更多还原