国际市场营销策略研究.doc

国际市场营销 策略研究 摘 要 作为世界上最大的纺织品服装生产国和出口国，中国的纺织服装业是中国出口创汇的支柱性产业。随着行业的发展，全球纺织业将进入一个全新的时代。在这个时代里，中国纺织品出口企业面临着新的资源、新的竞争对手和新的发展机会。如何整合资源、如何分析竞争对手，如何抓住新发展机会，这对中国纺织品出口企业来说是关系到生死存亡的重大课题。 文章对报喜鸟集团的生产经营现状进行了分析，并在此基础上运用国际市场营销理论分析了报喜鸟集团进行国际化发展的必要性，指出新的国际市场营销方向。文章在分析公司环境基础上用4PS分析法探讨了报喜鸟集团可以采用的国际化模式，认为报喜鸟集团可以通过实施国际化营销战略来提高企业国际市场竞争力，以应对其所面临的国际竞争;同时积蓄力量，通过开辟新渠道和研发新产品拓展国际市场，实现其战略重新定位，最终实现国际化发展的战略模式。 关键词 纺织品 国际市场营销 国际化战略 Abstract As the worlds largest textile and apparel producer and exporter, Chinas textile clothing industry is Chinas export industrys backbone. Along with the development of industry, global textile industry will enter a new era. In this time, Chinas textile exports enterprise faces new resources, the new competitors and new development opportunities. How to integrate resources, how to analyze competitor, how to seize the new development opportunity, the Chinas textile exports enterprise that is related to the survival of the major issue. The good news to the production and operation of bird group analysis of the current situation, and on the basis of using international marketing theory analyzes the good news to the bird on the necessity of the development of international group, and points out that the new international marketing direction. Based on the analysis based on the environment with 4 PS analysis the good news to the bird group international model, think that good news group can carry out international bird through marketing strategy to improve enterprise international market competition ability, in response to its facing international competition; At the same time to build up strength, through the opening up new channels and the rd of new products developing international market and to achieve their strategic positioning, and finally achieve the international development of strategic mode. Key words Textile international Market marketing Internationalization strategy 目 录 摘 要 I Abstract II 第1章 绪论 1 1.1选题背景 1 1.2选题目的与意义 1 1.3国内外研究现状 2 1.3.1国外研究现状