[毕业论文] 出口商品营销策略 [复制链接]

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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.4br />
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.11br />
Writing the Paper Proposal

3. Mar.12 --- Apr.25br />
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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• 毕业论文-出口商品营销策略
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