中国板石产品国际市场营销战略研究

上海交通大学硕士学位论文中国板石产品国际市场营销战略研究姓名：马万钧申请学位级别：硕士专业：工商管理指导教师：任荣明200506121WTOSWOT21ABSTRACTAfterChinaenteredintoWTO,wehavetogetonmuchtheglobaleconomicsdevelopmentenvironment.WhethertheexternalenvironmentaffectiontotheChineseeconomy,ortheinfluenceofChina'sdevelopmenttotheglobaleconomy,allwithoutdoubt,isgraduallyenlarging.Theslateproductcontainsrichculturalcontent.Bothitsusinghistoryandthepresentmarketsituation,pressChineseslateenterprisehastoaccomplishmarketspandeveloping,comparewiththegeneralmarketdevelopmentpatternsofthemostothersindustriesindomestic.Theenterprisemustfacedirectlycompetitioncomesfromstronginternationalenterprise.Also,thecompetitionplaceisintheoverseasmarketnotnativemarket.So,itisserioustestonourslateenterprises.Doesnothitdoesnothaveweaponryofthepreparation.Facingthematureinternationalmarket,weshouldtoestablishthesuitablestrategyandreasonableplan.Howcanformulatethereasonablestrategy,knowsoneselfandtheothersidesthentobeabletobeever-victorious,theancestor'sspeechmadesenseverymuch.Ontheotherside,therearealotofadvancedmanagementtheoryinthepresent,whichhavebeenproofedfeasibleinthepractice.SWOTanalyticmethodisoneofthem.Thetheoryrequiresoneshouldanalyzeclearlythefactorsincludingoneselfsuperiority,weakness,competitor’sstrongpointsandtheweakpoints.Atthesametime,onealsomustanalyzetheenvironmentaroundoneself,suchasadvantageouscondition,disadvantageouscondition,moreover.Meanwhile,onealsoshouldunderstandthelatentopportunityandthelatentthreat.Hadunderstandcompletelytheorderlinessanalyses,itwillbemuchclearforonetoknowwhatshouldtobedone.Throughtheanalysis,wemayfindthatChinaslateindustryhasdevelopedrapidly,bothqualityimprovingandproductioncapacity.But,lackingoftheinternationalmarketingandlong-termstrategicplanaswellastheeffectivemarketingmethod,betterdevelopingisrestricted.Domesticslateenterprisesfacetheopportunityandthechallenge,whichurgesthemhavetocarryforwardtheadvantagewell,overcometheinsufficiency,treasuretheopportunity,withstandthepressure.Onlylikethis,wecertainlycanmakegreatprogressandimplementtheinternationalmarketingstrategy.First,ourenterprisesshouldpayattentiontothehumanresourcesthemanagement.Human'sfactorisfirst,weneedpositivelytoabsorbtalentedpersontotheslateprofession.Thisistheneedofinternationalmarketing,aswellasthenecessaryoftheenterprisesimprovingitsmanagement.Hadthequalifiedtalentedperson,thereistheimplementationbasisforeitherinternationalmarketentrymodeorsettingupmarketchannelandsoon.2Theelectronicbusinessplatformismuchusefultous.Itcouldbeaneffectivetoolforovercominginsufficientpoints,anddisplayingstrongpoints.Thegoodutilizationofthewaywillbringshugefunction.Intheinternationalmarket,therearemanyoftheutilizationtools.But,themostimportantisonemustchoosesbytheconditionofoneself.Duetothedifferentculturalbackgroundandtraditionalcustom,slateproducttargetmarketingisnotverydifficult.Targetmarketingisalmostsameasproductssegment.But,moreimportantly,theenterprisemustconsiderownconditionandthedevelopmentplan,anddoitsbesttoassuretheenterprisedevelopingoptimized,profitmaximization.Ofcourse,productsegmentisalsonecessityforanyofthemodernenterprisedevelopment.Itisobviouslythatanenterprisecannotdoeverykindthebest.Accordingtoownsuperiorityandthecondition,enterprisechoosessegmentproduct,isextremelyessential.Therealisticcompetitionstrategyisveryimportantforthebenigndevelopmentofourtheslateindustry.Thereasonablepricestrategymustconnectwithproductqualityandtargetmarketing,whichisdirectlyrelatingenterprise'sprofitlevel.Thetargetmarketingalsoissubdivideswiththeproductqualityaswellasthesegmentproduct.Also,thebrandstrategyisfocusesonthelongtermgoal.Theinternationalmarketingstrategyshouldbesuitabletoownactualsituation.Throughtheinternationalmarketingresearch,wemaydiscoverthat,theChineseslateproducthasthebroadprospectintheinternationalmarket.TheChineseeconomycontinuesstabledevelopment,isthesolidfoundationofChineseslateproductastretchofnewworld.Keywords:Marketmarketing,internationalmarketmarketingstrategy,competitionstrategy120055912005592005592MBA11.1,,,,,,,,100200MBA21.212,,,,,,,,,,,341.3,,,;,,,MBA32000,2070“”“”“”“”“”“”10MBA41.4,,,,,,,,(),,,,;(),(),,,,,BS.6801123212mosaic3MBA51.5151BS680ASTMC406S1152153BS680MBA6120730201541.6400/MBA76003090400MBA885BS680ASTMC406S121211“”MBA9212:146CM69CM2.2-3%2+/-1mm,20.5cm46mm57mm334mm,MBA10.:.:221A)B)50C)2A)B)3A)MBA11B),C)D)23231123MBA12232122331.2.MBA133.234235MBA143.1311“”MBA153121“”MBA1623“”12MBA17“”4“”51MBA18263.2SWOTSWOT“”(S“”W“”O“”TSWOT“”SWOT(S)(O)(W)(T)SWOTLearned1965SWOTMBA19SWOTSWOT12.3.4.3.3SWOT331S.1.23451234MBA2056W12345631012345O1234123TMBA211123CI332SWOTSWOTMBA223.43.4.1,,,,,,,,,,;,MBA233.4.2,,,,,,,,,,,,12MBA243456123453.4.3.(PIMS)12MBA2533.4.4,,,,,,,21,,,,,,,,,3.4.5.1234MBA26.(MilindLeLe)31MBA27321234567110110655748786867331123456MBA282.3MBA294MBA304.1BS680ASTMC406S14.2421MBA319______________________________________1.2345678741915923621314784221234561MBA32123429150100234567893MBA331234231X124.3MBA344311234567432MBA35433SWOTA.(12344Pproducts,(price)(promotion)placeB.12345C.1