亿凯特基于电子商务平台的国际营销策略研究(硕士)(论文33000字)
摘要：随着社会经济的进步，人类进入了网络时代，在企业竞争中，最重要的竞争力量变成了电子商务的竞争，电子商务的发展，不仅能够促进企业拓展国际市场，同时还能够提升企业在国际市场上的竞争力，为企业赢取更广阔的发展前景。因此，世界各国都很重视电子商务的发展，并把电子商务的发展作为促进企业的进一步发展的关键因素。因此在世界范围内，都非常重视企业的全面发展，力争将企业打造成电子化、国际化和信息化的综合营销集团，全面开拓国际市场。当前的经济发展中，国际市场呈一体化和多元化的发展趋势，这对于企业来说，及时机遇，也是一项非常严峻的考验。我国一些企业虽然在国际市场中也占据一席之地，但是在国际营销方面还存在很大的不足，很多问题和矛盾显露出来。我国经济的发展与世界其他国家相比，还存在很大的差距，因此在营销策略、营销方式和营销观念上，都处于起步阶段，这些问题严重限制了我国中小企业的进一步发展，同时也不利于在国际市场上的发展和壮大，因此，针对这些问题，我国要结合自身的实际情况出发，在借鉴发达国家的先进经验，为我国的中小企业的发展制定发展策略。我国的中小企业中，进行对外贸易出口的公司，亿凯特换热器有限公司主要以生产机械产品为主，本文通过分析该公司在国际市场上的营销发展，进一步为我国起亚中小小型企业的发展提供依据，重点讨论在国际市场营销中遇到的问题和矛盾。再结合外贸企业的实际发展情况，运用B2B电子商务发展模式有哪些好处，为我国中小型外贸企业发展中遇到的问题提出改善建议，为以后在国际营销方面，亿凯特换热器有限公司实行B2B电子商务发展提供重要依据。
关键词: 亿凯特公司；电子商务；国际营销；对策
Abstract: with the economic and social progress, humanity has entered the network era, in the enterprise competition, the most important competitive forces into the competition of e-commerce, e-commerce development can not only promote the enterprises to expand the international market, but also to enhance corporate competitiveness in the field of international city, for enterprises to win more broad prospects for development. Therefore, countries all over the world attach great importance to the development of e-commerce, and the development of electronic commerce as a key factor to promote the further development of enterprises. Therefore, in the world, are very attached to the overall development of enterprises, and strive to build a comprehensive marketing group of electronic, international and information technology, and comprehensively explore the international market. In the current economic development, the international market is integrated and diversified development trend, which is a very serious challenge for the enterprise. Although some enterprises in our country also occupy a place in the international market, but there are still a lot of problems in the international marketing, a lot of problems and contradictions revealed. Compared to China's economic development with other countries in the world, there is a big gap, so in the marketing strategy, the marketing method and marketing concept in the initial stage, these problems severely limits the further development of small and medium-sized enterprises of our country, and is not conducive to the international city of development and growth. Therefore, to solve these problems, our country to combined with their own actual situation of in reference to the advanced experience of developed countries, formulate the development strategy for the development of China's small and medium-sized enterprises. China's small and medium-sized enterprises, export of foreign trade companies, billion Kate for heat exchanger Co., Ltd. mainly in the production of machine products. In this paper, the analysis of the company's marketing development in the international market, further for Kia in our country small and medium-sized and small enterprises provide the basis for the development, focus on the problems and conflicts encountered in the international marketing. Combined with the actual development of the foreign trade enterprises, with the development of B2B e-commerce model what are the benefits and encountered for the small and medium-sized foreign trade enterprises development problem put forward suggestions for improvement, and later in the international marketing, Kate billion for heat exchanger Co., Ltd implementation of B2B e-commerce development to provide an important basis.
Key words: billion company; electronic commerce; international marketing; strategy |
