粘胶短纤是一种重要的纺织原料。当前，一方面国内粘胶短纤企业大幅扩产，需 求增长有限，产能严重过剩，竞争愈演愈烈，另一方面国际市场拓展不易，更加上成 本端日趋承压。进一步增加出口是国内粘胶短纤企业重要的出路，因此急需寻找进一 步开拓国际市场的策略。 本文立足于上述背景，以S公司粘胶短纤出口业务为研究对象，从市场细分、目 标市场、定位、进入模式、产品、渠道、价格和促销等多个角度对其出口营销策略的 现状和问题系统梳理。从宏观环境、内部环境、主要竞争对手等方面对其出口营销环 境进行了分析。深入分析公司自身的优劣势情况。并据此制定出S公司粘胶短纤出口 营销策略的改进方案。最后本文从组织保障、技术研发、人才培养、风险管理等方面 补充了营销策略实施的保障措施。本研究的结果表明，S公司过去没有明确的营销方 案，当前S公司应当：抓住环保和健康的趋势，充分利用自身研发优势，改变过往新 产品推广不利的局面，打开新的增长点；充分挖掘印尼市场的发展空间；按照客户需 求的差异对普通纤维和高端纤维分别提出相应的产品策略；在定价策略上，应当采用 以竞争为导向的定价机制，充分考评市场实际情况；明确渠道改进的方向，即增加直 供户，减少贸易商，增加对渠道的控制力；使用多种促销推广方式，并且加强对新产 品的市场教育和培养。本研究的结果可以为S公司未来更好地拓展海外市场指明方向， 为S公司未来在国际市场上的业绩增长保驾护航。 关键字：粘胶短纤；国际市场；出口营销策略 II Abstract Viscose staple fiber, or VSF, is an important kind of textile raw material. At present, on the one hand, domestic VSF enterprises have expanded significantly, demand growth has been limited, production capacity has been surplus, and competition has been intensified. On the other hand, the expansion of the global market is not easy, and the cost side is increasingly under pressure. Further increasing exports is very important for domestic VSF enterprises, so it is urgent to find strategies to further exploit the global market. Based on the above background, this paper analyzed the present status and problems of S company’s export marketing strategy from the aspects of market segmentation, market targeting, market positioning, entry mode, products, places, prices and promotions. The export marketing environment was analyzed from the aspects of macro and internal environment and major competitors. Then the company's strengths and weaknesses were analyzed. Based on the above analysis, an improvement plan for the export marketing strategy of S company was developed. Finally, this paper supplemented the safeguard measures for marketing strategy implementation from the aspects of organizational security, research and development, personnel training and risk management. The results of this study show that S company did not have a clear marketing plan in the past. At present, S company should grasp the trend of environmental protection and health, make full use of its own advantages in research and development, change the unfavorable situation of new product promotion in the past, open up new growth points, fully exploit the Indonesian market, put forward strategies of normal and high-end fibers respectively according to the differences of customers' needs, adopt competition-oriented pricing program and fully evaluate the actual situation of the market, define the improvement direction to increase control over channels, use a variety of promotion methods and cultivate market for new products. The results of the paper point out S company's future direction to expand overseas markets and could escort for S company’s future growth in the global market. Key words: viscose staple fiber; global market; export marketing strategy III 目 录 第一章 绪论....................................................................................................................- 1 - 1.1 研究背景...................................................................................................................- 1 - 1.2 研究意义...................................................................................................................- 3 - 1.3 研究内容...................................................................................................................- 3 - 1.4 研究方法...................................................................................................................- 4 - 第二章 国际市场营销相关理论综述............................................................................- 5 - 2.1 国际市场进入模式理论...........................................................................................- 5 - 2.2 STP营销理论...........................................................................................................- 5 - 2.3 4P营销理论..............................................................................................................- 6 - 2.4 PEST宏观环境分析.................................................................................................- 6 - 2.5 SWOT综合分析.......................................................................................................- 7 - 第三章 S公司出口营销现状和问题分析.....................................................................- 9 - 3.1 S公司基本情况及产品概况....................................................................................- 9 - 3.1.1 S公司基本情况.............................................................................................- 9 - 3.1.2 S公司出口组织结构.....................................................................................- 9 - 3.1.3 S公司粘胶短纤产品出口销售概况...........................................................- 10 - 3.2 S公司粘胶短纤出口营销策略现状......................................................................- 12 - 3.2.1 S公司的产品策略现状...............................................................................- 12 - 3.2.2 S公司的渠道策略现状...............................................................................- 15 - 3.2.3 S公司的定价策略现状...............................................................................- 15 - 3.2.4 S公司的促销策略现状...............................................................................- 16 - 3.3 粘胶短纤出口营销存在的问题.............................................................................- 17 - 3.3.1 产品策略存在的问题..................................................................................- 17 - 3.3.2 渠道策略存在的问题..................................................................................- 17 - 3.3.3 价格策略存在的问题..................................................................................- 18 - 3.3.4 促销策略存在的问题..................................................................................- 19 - 第四章 S公司粘胶短纤出口营销环境分析...............................................................- 21 - 4.1 外部环境分析.........................................................................................................- 21 - IV 4.1.1 政治环境分析..............................................................................................- 21 - 4.1.2 经济环境分析..............................................................................................- 22 - 4.1.3 技术环境分析..............................................................................................- 22 - 4.1.4 社会环境分析..............................................................................................- 23 - 4.2 S公司竞争对手分析..............................................................................................- 23 - 4.2.1 产能对比......................................................................................................- 23 - 4.2.2 产品对比......................................................................................................- 24 - 4.2.3 进入模式对比..............................................................................................- 26 - 4.3 S公司内部环境分析..............................................................................................- 27 - 4.3.1 S公司的资源现状.............................................................