江苏弘业的出口营销策略优化分析

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1、摘要硕士论文AbstractThroughthedeepresearchofmarketingstrategyofJIANGSUHOLLYCORP,thethesisanalyzesandconcludesinrecentyears，themarketingstrategyofJIANGSUHOLLYCORPhasmanysuccessfultransformation．Atthesametime，whenthecorpfacestheharshmarketenvironment，themarketings

2、trategyalsohassomeinsuffciencies．Itneedstoadjusturgently．Thepurposeofthisthesisistoanalyzethecurrentsituationofexportindustry,thenfindtheadjustmenttosolvethelackofmarketingstrategies．Thethesisanalyzesthemacroenvironmentandindustryenvrionmentabouttheexporti

3、ndustry．Theanalysisshowsthat，forstate-ownedexportenterprises，itneedstofacetheappreciationofRMB，theincreaseofpriceforrawmaterial，thechangingofdrawbackpolicy,andtheproblemsofthetraditionaltrade．Atthesametime，Itneedstofacethefiercemarketcompetition，aswellasth

4、eattackfromthesupplierandbuyer．ThisarticleprovidestheoverviewofJIANGSUHOLLYCORP．Itdescribestheexistingdifficultesandproblemsabouttheenterprise，suchastheproblemofRMBappreciation，theproblemofthecontrolofrisk，theproblemofdevelopingthedomesticmarket，theproblem

5、ofbrandbuilding．Thus，thethesisliststheadvantages，disadvantages，opportunitiesandthreatsaboutJIANGSUHOLLYCORP．Inordertosolvetheaboveproblem，whichtheowned—stateexportenterprisefaces，thisthesisanalyzesfromfiveaspects，suchasproduct，price，promotion，placeandinter

6、nalmanagement，inordertofindthecorrespondingcountermeasures．Concretely,thearticleanalyzesfromthefollowingaspects，thequalitycontrolofproduct，theimprovementofthebrandbuilding，theincreaseinvestmentandinnovationofthetechnique，optimizationoftheproductstructure，c

7、ontrolingthecostofrawmaterials，reducingtheeffectsofexchangerate，developinganewpricingmethod，thecombinationoftradionalpromotionandnetworkpromotion，controlingthepromotioncost，theimprovementofthepromotionsystem，thedevelopmentofnetworksaleschannels，extendingth

8、etraditionalmarket，expandingthenewmarkets，thedevelopmentofthedomesticmarket，andstrengthenintemalfinancialmanagementandriskcontroloftheenterprise．Keywords：theappreciationofRMB，brandbuilding，thediversificationo