资料简介：
毕业论文-出口商品营销策略，共29页，8292字，附任务书、开题报告
This paper is studied on the possible, especially export marketing strategies, on the
occasion that the globalization of markets is at hand. In this article, through a large number of
studies and cases analysis, I will try to present basic knowledge of marketing, components of a
complete marketing strategy. Then I would like to recognize the elements that will affect or
correlate to marketing strategies decision. The primary emphasis in this paper is on the
possible marketing strategies: marketing mix, Michael Porter’s competitive strategies and
brand strategy. Case study here will complement the very basic, but chief presentation of the
marketing strategies.
Schedule
1. Feb.15--- Mar.4:
Finding Secondary Resources
1) Prewriting ---- Developing a Preliminary Bibliography
2) Prewriting ---- Shaping the Preliminary Outline
3) Prewriting ---- Taking notes
4) Prewriting ---- Writing Precis and Paraphrases
2. Mar.5 --- Mar.11:
Writing the Paper Proposal
3. Mar.12 --- Apr.25:
Drafting the Paper
1) Writing --- Creating the Final Plan
2) Writing --- Developing the First Draft
4. Apr.26 --- May20
Revising the Paper
1) Polishing the Content
2) Preparing the Final Documentation Notes
3) Preparing the Final Bibliography
5. May21 --- May 30
Preparing the Final Copy
1) Formatting the Final Draft
2) Proofreading ---- Checking the Details
6. June1 --- June 8
Paper-printing
毕业论文中文摘要
在过去五十年里，世界经济经历了革命性的变化，或许最大或意义最深远的
变化是全球市场和全球竞争逐步替代了当地市场和竞争。特别是我国加入国贸后，
挑战伴随着机遇，企业需要完整的营销理论来指导其生存，发展和壮大。
本文分析了可能的出口营销策略。首先是介绍营销的概念和营销策略的主要
组成部分。其次是关于影响营销策略制定的因素，着重介绍营销环境。接着重点
阐述几种主要营销策略，如迈克尔.波特的竞争策略，品牌策略。最后是对中国丝
绸出口的研究。
面对变幻莫测的市场，企业必须及时做出战略反应，制定成功的营销策略，
才能在国内外市场的竞争中立于不败之地。
关键词 市场全球化 营销策略
Contents
1 Introduction ………………………………………………………………………………1
2 Major Concepts of Marketing and Marketing Strategy……………………………………2
2.1 Definition of Marketing ………………………………………………………………2
2.2 Marketing Strategy Frameworks………………………………………………………2
3 Relating Factors…………………………………………………………………………3
3.1 Macro-environments …………………………………………………………………3
3.2 Micro-environments……………………………………………………………………4
4 Possible Marketing Strategies……………………………………………………………5
4.1 Marketing Mix…………………………………………………………………………5
4.2 Michael Porter’s Competitive Strategy…………………………………………………8
4.3 Brand Strategy…………………………………………………………………………9
5 Case Study—Silk………………………………………………………………………10
Conclusion…………………………………………………………………………………13
Acknowledgements………………………………………………………………………14
References…………………………………………………………………………………15
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