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1、哈尔滨工业大学工商管理硕士学位论文AbstractSincethereformandopening-uppolicy,theforeigntradesofChinahavebeendevelopingfasttheseyears,andthevolumeofforeigntradeaswell.Flaxtextileindustry,asthetraditionalindustryofforeigntrade,wasoncegloriousinthepast,butfounditselfinatightcornerrecentyears.Especiallya
2、fterthefinancialcrisisof2008,asaresultoftheshrinkingforeignmarkets,thehikingpricesofrawmaterials,therisinglaborcosts,theappreciatingRMB,andotherunfavorablefactors,thebastfibertextileindustrywhichishighlydependentontheforeigntradewasinconstanttroubles.Themajorityoftheseenterpriseshad
3、toturnexporttodomesticsalesbutwithlotsofdifficulties.Therefore,thereisastrongpracticalsignificanceinresearchingonflaxenterpriseswhoturnexporttodomesticsales.ThispapertakesHarbinSLflaxtextilecompany(hereinafterreferredtoasSLcompany)astheresearchobject,focusingonthemarketingstrategyof
4、turningexporttodomesticsales.Firstly,itintroducestheresearchbackgroundandsignificance,sumsuptheresearchachievementsbothindomesticandabroad;secondly,analyzesthemarketingenvironmenttheSLcompanyisfacing,fromthemacro-environmentalaspect,discussesonthepolitics,law,economy,socialculturean
5、dtechnologyinusingthemethodofPEST;fromtheindustrycircumstanceaspect,expoundstheitscompetitivesituationandtherestrictingfactor;fromtheinternalenvironment,studiesthecausesofturningexporttodomesticsales.Basedonthethreeaspects,putsforwardtheproblemsexistedintheprocessofturningexporttodo
6、mesticsalesofSLcompany,shortagesaremainlyintheaspectsofconcept,productdevelopment,marketing,brandbuilding,andstudiesthecompanywithSWOT;finally,theuseofmarketingtheory,putsforwardthemarketingcombinationstrategiesforSLcompanybymarketingstrategywhichareincludingfouraspects:productstrat
7、egy,pricestrategy,channelstrategyandpromotionstrategy.Inordertomakethepolicymoresystematicalandoperational,thispaperalsodevisessomeguaranteemeasuresforthestrategyimplementation.Keywords：turnexporttodomesticsales,flaxtextile,marketingstrategy-II-哈尔滨工业大学工商管理硕士学位论文目录摘要.................
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