【作者】 李阳；

【导师】 廖明岚；

【作者基本信息】 广西师范大学 ， 工商管理（MBA）（专业学位）， 2018， 硕士

【摘要】 随着全球经济日趋一体化,国际市场营销对企业的生存发展起着举足轻重的作用。开拓国际市场营销活动,毅然成为中小型外贸企业所关注的重点趋势。伴随着国际竞争的加剧,如何开展国际营销成为每个参与世界经济的政府和企业所需深入探讨的问题;如何在复杂多变的国际市场环境中找到发展的机遇和立足的资本,也已成为很多出口外贸型企业所关注的重点。当前,随着人们对生活品味及物质需求的提升,迫使各行各业的产品质量都在提高,尤其是人们经常使用的产品,太阳镜也不例外,人们对太阳镜的质量标准不但越来越高,其对太阳镜的款式诉求也越来越多。目前,科技发展的时代,生产太阳镜的原材料逐渐出现了替代品,环保材料被越来越多的厂商所推崇,加之太阳眼镜的款式更新换代比较快,使得太阳镜行业竞争日益激烈,同时,迫使众多的企业不断创新满足客户的需求,这样对太阳镜行业来说既是机遇又是一个好的挑战。广州JXS国际贸易有限公司(以下简称“JXS公司”)是一家从事太阳镜行业的中小外贸企业,在当今高速发展的形势下以及激烈的竞争下,如何保持创新、增加产品的竞争优势、脱颖而出提高市场占有率、利用正确的国际营销策略进行拓展国际市场站位脚步,是JXS公司目前亟待解决的问题。本论文是以JXS公司为例,对其国际营销策略进行了分析研究。其研究主要从以下几个方面展开:论文首先分析本课题研究的背景及其理论和实践意义、对国内外关于外贸企业国际营销的相关研究进行回顾和分析,在此基础上提出本课题研究的内容和方法。其次对课题研究的相关理论基础进行了梳理。本部分主要对营销、市场营销、国际市场营销等相关概念进行了界定,分析了市场营销的STP、4P理论,通过相关理论的回顾和梳理,为下文分析问题、解决问题提供理论支持;第三部分主要运用PEST、波特五力模型、SWOT分析等方法对JXS公司所面临的国际营销宏观环境及内部环境进行分析研究,为企业制定国际营销策略提供依据。第四部分对JXS公司国际营销现状、存在问题及原因进行详细分析。研究表明JXS公司的国际营销策略存在产品定价不清晰、销售渠道过长、促销活动未完全发挥作用等问题。针对这些问题,本文最后一部分从增加对近视太阳镜的研发资金、逐步完善新产品开发的制度、同时增加自有品牌的建设;对于客户要求的报价,应及时处理缩短报价时间、根据公司发展阶段的不同,灵活运用不同的价格策;将客户的反馈具体化、定期开展线上培训以获得客户的信任度、同时要积极发挥公共关系的作用;运用网络营销方式进行国际商务活动、深化与本地企业合作,实行本土化营销策略、积极整合优势资源向跨国性公司迈进等方面提出了解决该公司国际营销问题的策略及相应的保障措施。通过本文的研究,为JXS公司解决国际营销问题,适应国际市场的发展提供具有实践操作价值的国际营销策略和方法。同时也希望对同类中小外贸企业解决同类问题提供借鉴和参考价值。更多还原

【Abstract】 As the global economy becomes increasingly integrated,international marketing plays a decisive role in the survival and development of the company.The development of international marketing activities resolutely became the focus of attention of small and medium-sized foreign trade enterprises.With the intensification of international competition,how to develop international marketing has become an issue,that every government and company that participates in the global economy needs to discuss in depth,how to find opportunities for development and capital in a complex and ever-changing international market environment has also become an issue.Many foreign trade companies focus on their concerns.At present,with the improvement of people’s tastes and material needs,the quality of products of all walks of life has been increasing,especially the products that people often use.Sunglasses are no exception.People’s quality standards for sunglasses are not only higher and higher.At present,in the era of scientific and technological development,there is a gradual emergence of substitutes for raw materials for sunglasses,and environmental protection materials have been respected by more and more manufacturers.In addition,the style of sunglasses has been updated relatively quickly,making the sunglasses industry increasingly competitive and at the same time,forcing many.Guangzhou Karuson International Trade Co.,Ltd.(hereinafter referred to as “ JXS Company ”)is a small and medium-sized foreign trade enterprise engaged in the sunglasses industry.Under the current situation of rapid development and fierce competition,how to maintain innovation,increase product competitive advantage,and differentiate itself from the market?Occupancy rate and the use of the right international marketing strategy to expand the international market position is the problem that JXS Company urgently needs to solve.This thesis takes JXS company as an example and analyzes its international marketing strategy.Its research mainly starts from the following aspects:The paper firstly analyzes the background,theoretical and practical significance of this research,reviews and analyzes the related research on international marketing of foreign trade companies at home and abroad,and then puts forward the content and methods of the research on this basis.Secondly,the related theoretical basis of the research of the subject was combed.This section mainly defines marketing,marketing,international marketing and other related concepts,analyzes the marketing STP 、 4P theory,through the review and combing of relevant theories,to provide theoretical support for the following analysis of the problem and solve the problem;Some of them mainly use PEST,Porter’s five force model,SWOT analysis and other methods to analyze and research the international marketing macro environment and internalenvironment that JXS company faces,and provide basis for enterprises to formulate international marketing strategies.The fourth part gives a detailed analysis of the current status,existing problems and causes of JXS’s international marketing.Research shows that JXS’s international marketing strategy has problems such as unclear product pricing,too long sales channels,and incomplete promotional activities.In response to these problems,the last part of this paper will increase the R&D funds for myopic sunglasses,gradually improve the system for new product development,and increase the construction of its own brand;as for the quotations requested by customers,it shall be handled in a timely manner to shorten the quotation time and according to the development stage of the company.Different,flexible use of different pricing strategies;specific customer feedback,regular on-line training to gain customer trust,and to actively play a role in public relations;use of Internet marketing methods for international business activities,deepening with local companies Cooperation,implementation of localized marketing strategies,active integration of advantageous resources,advancement of multinational corporations,etc.proposed strategies to solve the company’s international marketing issues and corresponding safeguard measures.Through the research of this article,JXS will provide international marketing strategies and methods with practical operational value for solving international marketing problems and adapting to the development of the international market.At the same time,it also hopes to provide reference and reference value for similar foreign trade enterprises of the same type to solve similar problems.更多还原