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SDKR公司国际营销战略研究_MBA硕士毕业论文DOC

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文本描述
摘要
I
摘要
自从中国加入 WTO 以后,我国的石油装备企业国际化发展的步伐越来越快,很多企
业都在不断寻求出路向国际化的道路迈进,石油装备的国际市场竞争呈现白日化。与发
达国家比起来,我国的石油装备企业在营销方面还是存在很大的问题,尤其是国际营销,
会受到了多种内外部因素影响,这对于中国石油装备企业在国外的发展是一种挑战,所
以增强我国石油装备企业的国际竞争力,研究石油装备企业的国际营销战略迫在眉睫。
当前石油装备企业的国际营销存在的困难越来越多,石油装备行业面临着很大的挑战,
SDKR 公司在这样的背景下,如何面对着国际和国内的复杂环境做出正确的国际营销战
略,定位自己的目标市场,这也是当前 SDKR 集团所面对的最重要问题。
本文对于营销的理论基础给出阐述,详细分析了 SDKR 公司国际营销现状及存在的
问题,交代 SDKR 公司基本概况及其国际营销现状,包括了目标市场、目标市场进入方
式、营销策略组合及其效果;分析了 SDKR 公司国际目标市场选择,主要包括了 SDKR
公司竞争环境分析、市场调研、市场细分、目标市场选择;还有 SDKR 公司目标市场
的模式与策略,包括了国际市场进入模式概述、SDKR 公司目标市场进入模式选择、
SDKR 公司国际市场营销策略组合;最后是 SDKR 公司国际营销战略实施保障。希望本
文的研究可以为别的相关企业做出一些参考建议。
关键词:SDKR 公司;石油装备企业;国际营销战略山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
With China&39;s accession to the WTO, China&39;s oil equipment tends to internationalization,
not only between large enterprises or foreign-funded enterprises, even small and
medium-sized enterprises are also seeking to survive at the same time to sustainable
development, occupy a certain position in domestic and foreign markets, Competition is
extremely fierce. Compared with the western developed countries, China&39;s oil equipment
enterprises in the marketing there are still some unsatisfactory, but also by internal and
external factors, restricting the development of China&39;s oil equipment business. In order to
improve the international competitiveness of China&39;s oil equipment enterprises, the study of
the international marketing strategy of China&39;s oil equipment business selection and
implementation of security can not wait, it is worth thinking about. Oil equipment,
international marketing more and more difficult, the development of oil equipment industry
faces enormous challenges. SDKR company how to respond to changes in international and
domestic environment and make the right international marketing strategy, accurate
positioning of their target market, has become the SDKR company&39;s most important issue.
After analyzing the theoretical basis of marketing, this paper analyzes the current
situation and existing problems of SDKR&39;s international marketing, and explains the basic
situation of SDKR company and its international marketing situation, including the target
market, target market entry mode, marketing strategy combination and And finally analyzes
the SDKR company&39;s international target market choice, including SDKR competition
environment analysis, market research, market segmentation, target market selection, and
finally SDKR target market model and strategy, including the international market entry
model , The SDKR company&39;s target market entry mode selection, SDKR international
marketing strategy combination, SDKR international marketing strategy implementation
guarantee, hope this article can make some other relevant enterprises to make some
suggestions.
Key words: SDKR Company; Petroleum Equipment Company; International Marketing
Strategy山东理工大学硕士学位论文 目录
III
目 录
摘要..................................................................................................................................... I
ABSTRACT...............................................................................................................................II
目 录...................................................................................................................................III
第一章 绪 论.....................................................................................................................1
1.1 研究背景和意义...........................................................................................................1
1.1.1 研究背景.............................................................................................................1
1.1.2 研究意义.............................................................................................................1
1.2 国内外研究综述............................................................................................................2
1.2.1 国外研究现状.....................................................................................................2
1.2.2 国内研究现状.....................................................................................................2
1.3 研究内容和研究思路...................................................................................................3
1.3.1 研究内容.............................................................................................................3
1.3.2 研究思路.............................................................................................................4
1.4 研究方法和创新之处...................................................................................................5
1.4.1 研究方法.............................................................................................................5
1.4.2 创新之处.............................................................................................................5
第二章 SDKR 公司国际营销现状及存在的问题...................................................................6
2.1 SDKR 公司简介............................................................................................................6
2.2 SDKR 公司国际营销现状............................................................................................6
2.2.1SDKR 公司海外市场分布...................................................................................6
2.2.2 SDKR 公司进入国际市场的方式......................................................................9
2.2.3 营销策略组合及其效果.....................................................................................9
2.3 SDKR 公司国际营销存在的问题..............................................................................10
2.3.1 过多依赖价格抢占市场...................................................................................10
2.3.2 深度营销能力尚未发挥...................................................................................11
2.3.3 营销手段较为单一...........................................................................................11
2.3.4 营销团队配置不合理.......................................................................................11
2.3.5 产品设计与国际标准和习惯做法接轨还存在很大的不足............................11
2.3.6 产品技术含量有待于进一步提升....................................................................11
2.4 SDKR 公司调整现有国际营销战略的必要性..........................................................12
2.4.1 摆脱国内发展的瓶颈.............................................................