随着全球经济全球化，世界经济一体化的趋势不断加强，各个国家在国际 分工的基础上相互依赖、相互联系、相互发展，构成了当今的世界经济体系。 近年来，随着中国加入世界贸易组织，倡导“一带一路”对外合作等政策的实 施与推进，中国国际贸易地位和格局也在不断地发展变化，逐步走上贸易大国 地位。美国历来都是中国最大的贸易合作伙伴，美国市场的进入是中国出口企 业走上国际化的最重要一步。CP-BIO业务属于动保行业，美国市场也是行业内 最大的市场。但是随着市场竞争环境的变化，CP-BIO公司近年来正逐步退出美 国市场。因此有效分析CP-BIO公司外部营销环境和企业内部资源，制定美国市 场营销战略对CP-BIO公司实现国际竞争力质的飞跃具有非常重大的意义。 在搜集整理大量文献资料的基础上，通过市场营销PEST分析理论，从政治、 经济、社会、技术四个方面系统地研究了CP-BIO公司美国市场的营销环境，结 合波特五力竞争模型，分析CP-BIO公司美国市场竞争态势。其次通过SWOT定性 分析与定量分析相结合的方法确定CP-BIO公司美国市场的营销战略。最后，在 STP营销理论的基础上制定相应的营销策略，并为战略的实施、保障与风险控制 制定可行方案。 基于以上研究，在SWOT分析的基础上，确定CP-BIO公司美国市场营销战略 为WO扭转型战略，使公司实现从供应工厂到国际动保公司的转型；从目标动物、 客户类型、产品种类三方面进行市场细分，确定CP-BIO公司目标客户为集团型 饲养企业，目标动物为猪、鸡、牛三类主流市场，以优势产品金霉素为核心， 抗寄生虫类产品相结合的方式，打造质量、服务、价格为一体的国际化动保企 业形象与企业定位；为确保美国市场营销战略的实施和落实，进而提出产品组 合策略、价格差异化策略、品牌提升策略及渠道整合策略，为此提出打造国际 化营销团队、完善公司管理制度及规范化业务流程和管理系统三方面的保障措 施，并从市场盈利、营销效率和营销风险三方面进行控制，保障战略实施的有 效性和可控性。 关键词:CP-BIO公司；美国市场；营销战略。 II Abstract Withtheglobalizationoftheglobaleconomy,thetrendofworldeconomic integrationcontinuestostrengthen.Variouscountriesrelyoneachotheronthebasis ofinternationaldivisionoflabor,interconnection,andmutualdevelopment,which constitutetoday'sworldeconomicsystem.Inrecentyears,withChina'saccessionto theWorldTradeOrganizationandtheimplementationandpromotionofthe"Beltand Road"foreigncooperationandotherpolicies,China'sinternationaltradestatusand structurehavealsobeenconstantlydevelopingandchanging,graduallyembracing thestatusofatradingpower.TheUnitedStateshasalwaysbeenChina'slargest tradingpartner,andtheentryoftheUSmarketisthemostimportantstepforChinese exportcompaniestoembarkoninternationalization.CP-BIObelongstoAnimal HealthindustrywhichUSmarketisthelatestone.However,withthechangesinthe marketcompetitionenvironment,CP-BIOhasgraduallywithdrawnfromtheUS marketinrecentyears.Therefore,IthassignificancemeaningforCP-BIOcompany tomakeaqualitativeleapininternationalcompetitivenessbyformulatingthe marketingstrategyoftheUnitedStates. Firstlyonthebasisofcollectingalargeamountofliterature,throughthe marketing“PESTanalysistheory”,systematicallystudiedthemarketingenvironment ofCP-BIOintheUSmarketfromthepolitical,economic,socialandtechnical aspects,combinedwiththe“MichaelPorterfiveforcesmodel”,AnalysisofCP-BIO's competitivesituationintheUSmarket.Secondly,by“SWOT”qualitativeanalysis methodandquantitativeanalysistodetermineCP-BIO'sUSmarketstrategy.Finally, basedon"STPmarketingstrategy",toformulaterelativemarketingstrategy,and providefeasibleprogramforthestrategyproceedandriskcontrol. BasedontheaboveresearchandSWOTanalysismethod,todetermineUS marketingstrategyofCP-BIOcompanyasWOstrategywhichenablethecompanyto transferfromasupplyfactorytoaninternationalanimalhealthcompany;Market segmentsfromtargetanimal,customertypesandproductstodeterminethetarget III customerforCP-BIOcompanyinUSmarketisgroupbreedingenterprisesandthe targetanimalshouldbethreemainstreammarketsofswine,poultry,andruminate, builtproductscombinationwithcoreproductChlortetracyclineandAnti-parasiticto createanimageandpositionofaninternationalanimalhealthcompanywith integratedquality,serviceandprice;ToensuretheimplementationoftheUS marketingstrategy,aproductportfoliostrategy,pricedifferentiationstrategy,Brand promotionstrategyandchannelintegrationstrategyareproposed.Intheend,it proposedthreemeasurestobuildaninternationalmarketingteam,improvethe company'smanagementsystem,andstandardizebusinessprocessesandmanagement systems.Andcontrolfromthreeaspectsofmarketprofitability,marketingefficiency andmarketingrisk,toensuretheeffectivenessandcontrollabilityofstrategy implementation. Keywords:CP-BIOcompany;USmarket;Marketingstrategy. IV 目录 摘要...........................................................................................................I 第一章绪论...............................................................................................1 第一节研究背景及意义......................................................................................1 一研究背景......................................................................................................................1 二研究意义......................................................................................................................2 第二节研究内容与方法......................................................................................3 一研究思路......................................................................................................................3 二研究方法......................................................................................................................4 第三节论文创新与不足......................................................................................5 一本文创新点..................................................................................................................5 二本文不足之处..............................................................................................................5 第二章CP-BIO公司国际营销战略环境分析........................................6 第一节CP-BIO公司及其经营简介....................................................................6 一公司简介......................................................................................................................6 二公司总体经营状况......................................................................................................7 三国外市场经营状况......................................................................................................8 第二节国际市场宏观环境分析.........................................................................10 一政治因素....................................................................................................................10 二经济因素....................................................................................................................12 三社会因素....................................................................................................................13 四技术因素....................................................................................................................15 第三节行业竞争环境分析................................................................................16 一行业发展状况............................................................................................................16 V 二竞争对手介绍............................................................................................................19 三竞争态势分析............................................................................................................21 第三章CP-BIO公司美国市场营销战略制定.......................................24 第一节营销战略目标........................................................................................24 第二节SWOT战略选择.......................................................................................25 一SWOT分析...................................................................................................................25 二SWOT战略确定...........................................................................................................28 第三节STP战略制定................................................