深圳SBASE公司国际市场营销策略研究

发布时间：2018-01-25 06:26

本文关键词： 锂电能源便携应用国际市场营销战略国际市场营销策略　出处：《西南交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：锂电池能源的应用是一个新兴的行业,随着消费类电子产品越来越轻薄,便携,产品内置软件越来越大,对电源的消耗越来越大,经常会出现产品自带电源不能满足现实需求的情况。以锂电池电与太阳能电源相结合的绿色能源的便携应用会变得越来越频繁。互联网的迅速发展,让地球上的人们联系越来越紧密,互联网络科技的发展让小企业从事国际贸易成为可能,但是也面临很多的挑战。SBASE公司是一个典型的没有任何背景的私营小企业,如何抓住机会,在狭小的生存空间里去成长,是本文重点研究探讨的课题。通过本文的研究,能够帮助SBASE公司梳理发展思路,为公司拓展估国际市场,制定有效的国际市场营销战略和策略提供帮助,同时,也为锂电能源应用行业的其他企业制定合理的营销策略提供一定的借鉴。全文共分五个部分,第1章是绪论,简要阐了论文的研究意义和目标,以及本文的研究技术路线,探索企业发展可能经历的轨迹；第2章是相关理论概述,主要介绍了市场营销和国际市场营销的相关理论；第3章是SBASE公司的营销环境分析,对企业所处的宏观环境和微观的企业环境,运用PEST分析方法先进行分析,然后既从企业外部环境分析企业所处的压力方面应用迈克尔·波特的行业竞争五力模型分析工具,从企业具有的内部资源来客观地剖析解决压力的可能性,从对于市场、人才储备和技术储备的分析中,找出企业发展的机会,然后运用SWOT分析法对企业发展的优势、劣势、机会和威胁做具体的判断。第4章是SBASE公司的国际市场营销战略分析,首先为企业制定了营销战略目标,然后进行了STP战略分析,最后阐述了公司国际市场营销战略的选择与实施。第5章是SBASE公司的国际市场营销策略分析,寻找适合企业发展的营销策略,并制定具体的实施方法。
[Abstract]:The application of lithium battery energy is a new industry. As consumer electronic products become thinner and more portable, the software built into the products is becoming larger and larger, and the consumption of power is increasing. The use of green energy with the combination of lithium battery and solar power will become more and more frequent. The rapid development of the Internet. People on the planet are becoming more and more connected, and advances in Internet technology have made it possible for small businesses to engage in international trade. But there are also many challenges. SBASE is a typical private small business without any background, how to seize the opportunity to grow in a narrow living space. Through the research of this paper, it can help SBASE to sort out the development ideas and to expand the international market for the company. To establish effective international marketing strategies and strategies to provide help, but also for other enterprises in the lithium energy industry to formulate reasonable marketing strategies to provide some reference. This paper is divided into five parts, the first chapter is the introduction, briefly describes the research significance and objectives of the paper, as well as the research technology route of this paper, explore the development of the enterprise may experience the trajectory; Chapter 2 is an overview of relevant theories, mainly introducing the relevant theories of marketing and international marketing. Chapter 3 is the analysis of marketing environment of SBASE Company. The macro environment and micro environment of enterprise are analyzed by PEST analysis method. And then we use Michael Porter's five-force model of industry competition from the perspective of the external environment to analyze the pressures that companies are under, and objectively analyze the possibilities of coping with the pressures from the internal resources that an enterprise has. From the analysis of market, talent reserve and technology reserve, we find out the opportunity of enterprise development, and then use SWOT analysis to analyze the advantages and disadvantages of enterprise development. Chapter 4 is the analysis of the international marketing strategy of SBASE Company. Firstly, the marketing strategy goal is established for the enterprise, then the strategic analysis of STP is carried out. Chapter 5 is the analysis of the international marketing strategy of SBASE Company, looking for the marketing strategy suitable for the development of the enterprise, and working out the concrete implementation method.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.61;F274

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