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BS 公司是从事机械密封件出口为主的一家小型企业，目前产
品主要销往东南亚，东欧，中欧市场。和其他出口型小企业一样，
BS 公司在过去的几年里，享受政府出口退税和地方政府政策倾斜
的红利，同时廉价的劳动力和质优价廉的原材料资源为所有的出
口企业创造了丰厚的利润。随着原材料和劳动成本的上升，人民
币的升值，东南亚其他发展中国家的工业崛起，以及由于次贷危
机引发的金融风暴的影响并未消除，对于传统的工业用品中国的
出口额并未有明显的增长。
面对竞争日益加剧的国际市场形势，国内小型密封出口企业亟
需制定一套适合自身发展的营销策略。本文从国内密封行业现状
出发，以 BS 公司海外市场营销为例，结合国际密封市场需求和未
来发展趋势，提炼海外营销数据，对企业内外部环境进行分析，
应用 4P 营销理论战略、PEST 分析法、SWOT 分析法等相关理论，
通过市场调研，从市场选择和定位、渠道差异化、价格差异化、
产品差异化、服务差异化等方面，对 BS 公司海外市场差异化营销
策略以及实施保障对策进行了研究，以期提升 BS 企业的综合实力摘要
II
和企业价值。本文的研究，对国内其他的 500 多家中小密封件出
口企业如何拓展海外市场也有一定的借鉴作用。
关键词： 机械密封件；出口；海外市场；营销策略；差异化；
STP； SWOTABSTRACT
III
DIFFERENTIATION OF OVERSEAS MARKETING
STRATEGE OF BS MECHANICAL SEALS COMPANY
ABSTRACT
With the rapid development of world economic integration, with the popularization of
information transportation, communication and internet convenient, small and medium -sized
export trade enterprises in China is playing an increasingly important role in the export trade.
So far, the export volume of small medium-sized export trade enterprises has accounted for
more than 70% of total merchandise exports.
BS is a small enterprise engaged in the export of mechanical seals. The products are
mainly exported to Southeast Asia, Eastern Europe and central Europe. Like other
export-oriented small businesses, BS companies in the past few years, enjoy the bonus of
government export tax rebates and local government policies, and create a huge profit
resource of raw material and cheap labor and cheap for all export enterprises. With the rise
of raw materials and labor costs, RMB appreciation, other developing countries in Southeast
Asia and impact of industrial rise, since the sub-prime crisis triggered a financial crises is
not eliminated, there has been no significant growth in exports of traditional industr ial
products of China.
Faced with the increasingly competitive international market situation, domestic small
sealing export enterprises need to develop a set of marketing strategies for their own
development. This paper from the domestic sealing industry status quo, take BS company as
an example, combined with the international market demand seal and the development trend
in the future oriented, refine overseas marketing data, the internal and external environment
analysis, analysis of the operation of the 4P marketing theory strategy, PEST method, SWOT
analysis and other related theories, through market research, combined with the current BS
in the current marketing situation overseas, from the aspects of market selection and
positioning, channel differentiation, price differentiation, product differentiation, service
differentiation, the difference of overseas market of BS company marketing strategy and the
implementation of security countermeasures, enhance the comprehensive strength and the
value of the business enterprises BS. The research of this paper can be used as reference forABSTRACT
IV
the other more than 500 export enterprises in China.
(MBA)
supervised by________
Keyword: Mechanical seals ； Exporting ； Abroad market ； Marketing strategy ；
Differentiation； STP；SWOT目录
V
目录
摘要. I
ABSTRACT ..........III
第一章 绪论...........1
1.1 研究的背景 ..1
1.2 研究的理论意义和实际意义 ..........2
1.2.1 研究的理论意义 ...........2
1.2.2 研究的实际意义 ...........3
1.3 研究的内容和方法 ..4
1.3.1 本文研究的内容 ...........4
1.3.2 本文研究的方法 ...........4
1.3.3 技术路线 ...........5
1.4 相关文献综述 ...........7
1.4.1 海外市场营销策略研究 ...........7
1.4.2 跨境电子商务的研究 .10
1.4.3 差异化的营销管理研究 .........11
第二章 相关基本理论和方法 ...14
2.1 SWOT 分析法.........14
2.2 STP 营销战略 .........16
2.2.1 市场细分以及评估 ......16
2.2.2 目标市场选择 ..16
2.2.3 市场定位 ..........16
2.3 差异化营销理论 .....17
2.4 营销管理策略 ........18
2.4.1 产品策略 .........19
2.4.2 价格策略 .........20
2.4.3 渠道策略 .........21目录
VI
2.4.4 促销策略 .........21
2.5 波特五力模型 ........21
第三章 BS 密封件公司现状及营销环境分析 ...23
3.1 公司现状 ....23
3.1.1 公司概述 .........23
3.1.2 公司产品组合和经营状况 .....24
3.1.3 营销活动遇到的问题 .27
3.2 外部环境分析 .........28
3.2.1 政治法律环境分析 .....29
3.2.2 经济环境分析 .31
3.2.3 社会文化环境分析 .....33
3.2.4 技术环境分析 .34
3.3 行业环境分析 .........35
3.3.1 行业间的竞争 ........
