当今世界高新技术发展迅速,经济全球化的进程也在不断地加快,国际间的

交流越来越频繁,各国的经济发展都不可避免地置身在全球经济一体化的轨道之

中。随着全球对资源的需求与日俱增,国际间的竞争更加激烈。要在这白热化竞

争的浪潮中贏得国际市场一席之地,产品营销就显得尤为重要。内蒙古一机集团

民品越来越多的进入国际市场,因此,研究一机集团民品出口营销的现状及对策

不仅关系到眼前的利益,而且对今后一机集团长远发展更有着深刻的现实意义。

本文首先对内蒙古一机集团出口产品结构、出口市场营销现状进行分析,接.

着运用市场营销相关理论,分析了在当前复杂的国际形势中,一机集团民品出口

市场营销环境所面临的机遇和挑战,同时,对集团公司内部环境进行了分析,找

出了自身的优势和劣势。在此基础上,提出了一机集团民品出口相应的营销策略

和建议。

关键词:一机集团,民品出口,国际市场,营销策略

Abstract

At present, high and new technology has been in the rapid development, economic

globalization speeds up in constant process,the international communication become

more frequent, the economic development of all countries are inevitably involved in the

orbit of global economic integration. With the increasing global demand for resources,

international competition is more intense. In the tide of the white-hot competition in the

international market, product marketing is particularly important. Civilian product of

Inner Mongolia First Machinery Group Corporation (hereinafter called as FIRMCO)

enter more and more into the international market, therefore, to study present situation

and the countermeasure of civilian product of FIRMACO export marketing is not only

for the immediate interests, but also for the long-term development in the future witii

profound practical significance.

This article, analyze the present situation of export product structure and export

marketing situation carries on the analysis, then using the related marketing theory, to

analyze the opportunities and challenge of FIRMACO civilian product export marketing

in the current complex international situation, at the same time, internal environment

was analyzed, and find out its own advantages and disadvantages. On this basis, put

forward the corresponding marketing strategies and Suggestions for FIRMACO civilian

product export.

Key words:FIRMACO,Civilian Product Export,International Market,

Marketing Strategies

II