【作者】 张刚；

【导师】 王理平；

【作者基本信息】 上海交通大学 ， 工商管理（EMBA）（专业学位）， 2016， 硕士

【摘要】 目前,随着社会的快速发展,企业压力越来越大,要想在众多企业中脱颖而出,这些企业不仅要控制他们的生产成本、开发新的产品,而且要注重市场营销策略的规划。电子商务随着网络技术的应用,得到了快速的发展,使得传统的市场营销深受打击。企业为了在这种时代变革的情况下生存与发展,就应该制定出一套具有创新性的营销策略方案,该方案必须要适合自己的行业,应将传统营销和现代营销模式相结合,只有这样才能使企业快速的发展。本文通过应用SWOT分析法,结合电子商务的时代背景以及传统营销和现代营销的优势,研究了A阀门公司的国际化营销策略,以使A阀门公司可长期的快速发展。本文结合阀门行业的发展形势,首先进行了A阀门公司外部环境的分析,分析了阀门产品需求的行业背景,以及将阀门行业的发展状况和发展前景进行了阐述,并进行了阀门行业内的竞争情况分析;其次进行了A公司内部环境的分析,主要分析了A公司的优势和劣势;然后进行了A公司的战略定位,主要分析了A公司的营销能力、研发能力、生产及质量控制能力和A公司发展B2B市场前景,设计了A公司B2B的营销模式和营销策略;最后进行了A公司拓展国外市场的策略实施。更多还原

【Abstract】 Under the current situation,more and more enterprises feel enormous pressure with the rapid development of global economy.In order to stand out from the competition,they need not only control the production cost,develop new products,but also focus on the marketing strategies.E-commerce has been rapidly developed with the application of network techniques that makes the traditional market obsolete.Enterprises should work out innovative marketing strategies in order to succeed in this challenging era.The marketing strategies should also be the right fit in order to combine their traditional and the new modern marketing approaches which will help bring a rapid development for the enterprise.This article will incorporate the history of E-commerce and the advantages of traditional as well as modern marketing by SWOT analysis in order to quickly develop a long term international marketing strategy for Company A.This article will integrate valve industry growing trend to analyze Company A’s external environment,industry background for market needs as well as development trends and competitions in the valve industry.Next,an analysis of the internal environment of Company A will be reviewed in order to understand their advantages and disadvantages by identifying their marketing,research and development,production,quality control and B2 B development capabilities.This information will be used to develop a marketing model and strategy of B2 B for Company A.Finally,a strategy will be implemented to help expand overseas markets.更多还原