江西藤藝家具有限公司產(chǎn)品出口營銷策劃書

國際貿(mào)易論文編號:GM263  包括:開題報告及任務(wù)書,論文字數(shù):10145,頁數(shù):15

目  錄

1公司產(chǎn)品出口的必要性及可行性分析 ..................................2
1.1 產(chǎn)品出口的必要性 ...............................................2
1.2產(chǎn)品出口的可行性 ................................................2
2營銷目標計劃 ......................................................3
3市場調(diào)研及目標市場的選定 ..........................................4
3.1 美國市場 .......................................................4
3.2 歐盟市場 .......................................................5
3.3 日本市場 .......................................................6
3.4 中東市場 .......................................................7
3.5 韓國市場 .......................................................7
3.6 東南亞市場 .....................................................8
4 營銷策略組合 .....................................................8
4.1 產(chǎn)品策略 .......................................................8
4.2 出口渠道的選擇 .................................................9
4.3 產(chǎn)品價格與促銷策略 ............................................11
5、開拓國際市場應(yīng)注意的問題 .......................................11
5.1 成立獨立的外銷業(yè)務(wù)部.......................................... 11
5.2 做好與產(chǎn)品出口相配套的一系列工作 ..............................12
5.3 按出口標準嚴格質(zhì)量管理 ........................................12
5.4 密切關(guān)注針對我國家具產(chǎn)品出口的最新貿(mào)易壁壘新動向 ..............12
5.5 國內(nèi)市場與國際市場的協(xié)調(diào)發(fā)展 ..................................13
參考文獻 ..........................................................14
致   謝 ...........................................................15

摘    要

加入世貿(mào)組織以后，我國家具出口迅速增長，中國家具出口額在出口貿(mào)易中的比重明顯增大，我國家具企業(yè)的國際競爭力也在不斷增強，家具產(chǎn)品的質(zhì)量迅速提高，家具品種日益豐富，與國際先進水平的差距正在縮小，很多出口家具產(chǎn)品受到國外客戶的歡迎。一個企業(yè)要發(fā)展，就必須順應(yīng)市場的發(fā)展，目睹業(yè)內(nèi)同行在國外的成功經(jīng)歷，我們的企業(yè)也要搭上進入國際家具市場的班車，將目光由單一的國內(nèi)市場轉(zhuǎn)向國內(nèi)、國際雙市場，爭取在國際家具市場上分得一杯羹，在國際家具市場的廣闊天地中擁有自己的一席之地。本文以江西藤藝家具有限公司擴大產(chǎn)品出口為目的，對產(chǎn)品進入國際市場的必要性、可行性進行了分析，并結(jié)合過去幾年的出口情況確立未來出口營銷的目標計劃，對目標市場和出口渠道進行了初步的調(diào)整和選定；此外，提出公司開拓國際市場的營銷策略組合，就公司開拓國際市場進程中應(yīng)注意的幾個問題進行強調(diào)。

【關(guān)鍵詞】藤藝家具   出口   營銷   策劃書

Abstract

After China joined in WTO，the exportation of Chinese furniture has soared. The proportion has increased obviously in export trade volume of China. The furniture companies improved their competitive in the international market: The quality in furniture products has been rapidly enhanced; The variety is rich day by day; The gap between its products and that of the advanced international market has been reduced; And many products are popular in foreign countries.
If a company wants to develop itself, it should follow the situation of international market, know the successful experiences of other companies, get on the express bus to enter into the international furniture market, turn the single domestic market into both the internal and external market, strive for the delicacy and take a space for ourselves in the international furniture market.
This paper aims to enlarge the export trade for Jiangxi Rattan Furniture Co. by analyzing the necessity and the feasibility of its products export to the international market. Then it is to establish the export program in the future link to the passes export situation, and, make adjustment and analysis to the objective market. Besides, it puts forward the marketing strategies and problems in entering the international market.
 

[Keywords] Rattan furniture; Export; Market; Planning