（毕业设计论文）《佛山尚欧家具有限公司出口营销方案》.doc

PAGE PAGE 3 精品 广东职业技术学院 毕业综合实践报告 题 目: 佛山尚欧家具有限公司出口营销方案 类 型： 经 济 类 专 业: _国 际 贸 易 实 务 _ 班 级: ______ 学生姓名: 指导教师: _ __ 完成时间: _2012年5月6日 摘 要 本报告主要分为八大部分，第一部分为公司简介，介绍了公司的基本情况，其中着重介绍企业精神及其经营理念，包括企业的核心理念、品牌口号和价值观。紧接着第二部分针对企业的产品，从其产品系列、设计理念、风格方面来阐述，突出了产品的多样性、环保性与时尚性；接下来详述了产品的市场定位——主要定位于欧洲市场，该部分主要介绍了欧洲各国进口家具的比例，用大量的数据分析了企业把产品市场定位于欧洲市场的原因。第四部分是企业SWOT分析，深入分析了企业的经营优势——地域优势、产品优势，和公司的经营劣势——品牌、营销、人才方面的不足。接下来是第五部分，也是最重要的一部分：公司营销策划，主要从四个营销策略进行详细分析，包括拓展新的销售渠道；独具风格的“卖场展示”； 确立企业形象定位；开拓新的市场这四个策略。对公司的出口总成本的核算标准放在第六部分，包含各种费用的计算公式。家具的出口流程也是报告的核心之一，具体细分为十一个步骤。最后对企业提出了两大长期战略目标及实行目标的措施，在五年时间内将企业品牌做成国内家具行业一线品牌并且建成国际性家具重要生产基地及出口商。 关键词：家具 出口 市场 策略 目标 目录 一、公司简介 ·······················································4 （一）企业精神······················································4 　（二）企业经营理念··················································4 二、产品······························································5 （一）产品系列······················································5 （二）产品设计理念················································ 5 （三）产品风格·····················································5 三、 欧洲市场调查···················································5 四、公司SWOT分析···················································6 （一）公司经营优势·················································6 （二）公司发展面临的瓶颈··········································6 五、公司经营策略····················································7 （一）拓展新的销售渠道·············································7 （二）独具风格的“卖场展示”·······································7 （三）确立企业形象定位·············································7 （四）开拓新的市场··················································7 六、出口总成本·······················································8 七、出口流程··························································9 八、展望未来··························································10 致谢························