中国加入世贸组织后,企业面临的重要课题之一是如何顺应经济全球化大
潮,进行跨国经营,在国际竞争的平台上求得生存和发展。中国改革开放以来
发展最快、国际竞争力最高的家电产业,经过三十年的发展,已成为国民经济
主导产业之一,取得了举世瞩目的成绩。在中国已成为家电世界工厂的背景下,
我国家电企业间的竞争已不仅仅局限于国内市场,已r展为在全球市场范围内
的竞争。因此,正确认识企业现存的问题,分析企业面临的内外部环境,进而
制定正确的国际市场营销策略,积极加入新一轮的国际竞争,是新飞电器目前
发展必须认真思考、科学规划的重大问题。
文章以现代国际营销管理理论为基础,运用SWOT分析工具,全面考察新飞
电器经营的内外部环境,深入分析新飞电器国际营销现存的主要问题,以此为
基础,确定新飞公司的目标市场及其进入模式;针对新飞公司目前存在的如产
品不适于国际市场销售、定价方法单一不科学、销售渠道较长与市场集中度过
高、促销手段缺失、政治权力和公共关系策略没有得到有效运用以及国际营销
人才和经验短缺等问题,基于大市场营销观念,研究制定新飞电器国际营销组
合策略;同时指明了新飞电器国际营销组合策略的实施保障,包括进行制度的
顶层设计以加强各部门协作、加强国际营销团队建设和培养复合型国际市场营
销人才、防范和控制国际市场营销风险等。
文章进行的新飞电器国际市场营销策略研究,对新飞电器现实的国际营销
工作具有指导和应用价值,对同行业类似企业拓展海外市场,有一定的借鉴意
义。
关键词:新飞电器;国际市场;营销策略
I
Abstract
After China entering WTO, one of the important issues Chinese enterprises must
face is how to keep pace with the tide of economic globalization to compete and
develop in the global market. Since China's reform and opening policy 30 years ago,
Chinese household appliances industry has made the fastest development and
achieved great success to become the most competitive in international market. Now
China has become the world factory for household appliances. Competition of this
industry is not only in China but also in the worldwide. The important issue Xinfei
Electric Co. Ltd must consider carefully and plan scientifically is recognizing the
problem, analyzing the internal and external environments, making the correct
international marketing strategy so as to join the new round global competition.
Based on the modern international marketing management theory and using
SWOT analysis tool, this paper investigates Xinfei5 s internal and external
environment comprehensively, analyses the existing main problems, selects the target
markets and their entry mode. Aiming at the problems that Xinfei is facing at present
such as no suitable products for international market, simple and unscientific pricing
method, long sales channel and excessive concentration of markets, lack of
promotions,unconsciousness of political power and public relations, shortage of
talents and experience etc, this paper studies and determines the international
marketing strategy for Henan Xinfei Electric Co” Ltd and gives three implementation
securities at the same time including system top designing to strengthen the
coordination of various departments, strengthening the construction of international
marketing team and cultivating the compound talents, preventing and controlling
international marketing risks etc..
The research on international marketing strategy of Henan Xinfei Electric in this
paper is expected to be applicable to the international marketing of Henan Xinfei
Electric and similar enterprises of this industry.
Keywords: Henan Xinfei Electric; International Market; Marketing Strategy
II
==>>