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1、AbstractThetradeofChinaexportingstonetoJapanhasbeendevelopingsincetheearly1990s,andisgraduallybeingataleadingpositioninthisindustrybytheinfluenceofenvironment.Butatthesametime,Theproblemsofenvironmentalpollution,costandescalationandsoonarealsobotheringthosetombstoneexportingenterp
2、rises.Facingtheseproblems,whatisthefutureoftheseenterprises?Thekeypointistofullyunderstandthecustomer'sneedsandtransformthecompanyfromproductorientationtocustomerorientation.ThispaperbrieflyintroducesthedevelopingcourseofWcompany,andcoverssomedeepanalysisofWcompany'sinternal(theco
3、mpany’sowncircumstance),aswellastheexternalenvironment(PESTanalysismethod).Byinterviews,discussionsandothermeans,thisarticleanalyzesWcompany'smarketingsituationanditsinternalmanagementproblemsincludingpricecompetition,shrinkingorders,costburdenofstandardizationandthewasteofhumanre
4、sources,etc.Toclassifythetombstoneexportingbusinessclientsaccordingtotheirtypesmoredetailed,syntheticallyuseallkindsofanalysismethodsofstrategicmanagementandmarketingmanagement,andcombinethefeaturesofWcompany’stombstonebusinessclientsandthecontentsabove,thispaperaimstomakesomemark
5、etingstrategieswhichparticularlyfitsWcompanyinallaspectsfrommarketsegmentation,branding,resources,pricingtostrategyofbigclients,whichcanalsohelpthecompanytodevelopitsownmanagementcharacteristics.Atthesametime,italsoputforwardsomecorrespondingsolutionsfortheinternalmanagementproble
6、ms,soastoimprovethecomprehensivecompetitionpowerofWcompany.TheresearchobjectofthispaperisthemarketingstrategyofWcompany‘stombstonebusinessexportingtoJapan,whichisaleadingcompanyinstoneindustry,butalsoinevitablyaffectedbytheeconomicdownturnandfacedwiththeproblemsoftransformationand
7、improvingthesituation.ThisstudywillhelptoclarifythemarketingpathofWcompanyinJapanmarket,providingboththeoreticalbasisandpracticalguidanceforthemarketingdevelopmentoftheenterprise,too.IIIKeywords:WcompanytombstoneexportingmarketingstrategyIV目录第1章绪论..................................
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