摘要
进入二十一世纪以来,随着我国国民经济的高速发展,我国锑商
品行业保持了多年高速增长,并随着我国加入WTO,近年来,锑品
行业的出口也形势喜人。怎样构建锑商品营销策略,使辰州矿业公司
锑商品在市场经济下,获得长远发展、赢得长久的繁荣,成为了新的
主题。
基于锑商品销售管理体制和国家对锑行业出口配额的特殊行业
背景,论文首先描述公司的经营现状,接着运用PEST和SWOT方法
对辰州矿业锑商品欧洲市场的宏微观营销环境进行了详细的归纳分
析。基于此,确定了营销总体思路和目标体系,通过对欧洲市场进一
步细分,确定目标市场并精准定位。随后,主要从产品品牌策略、渠
道策略和服务策略等三个方面制定了公司锑商品出口欧洲市场的营
销策略。
本文运用市场营销策略的相关理论,从政策环境、竞争策略,投
资前景,市场容量等方面,并侧重于辰州矿业铺商品出口欧洲市场形
势进行全面的分析。系统研究了辰州矿业公司营销策略的制定及实施
过程,对提升辰州矿业公司的市场竞争力、掌控欧洲锑商品市场客户
和整个国际锑商品市场具有一定的实际价值。
关键词辰州矿业公司,锑商品,欧洲市场,品牌策略,渠道策略
ABSTRACT
Since the beginning of the twenty-first century, with the high-speed
development of China's national economy, China's antimony products
industry remains years of rapid growth. In addition, with China's
accession to the WTO in recent years, the export of antimony products
industry is gratifying as well.lt becomes a new subject for Chenzhou
Mining Company to build what kind of marketing strategy in order to
make their antimony products win the long-term development and
prosperity.
Against the background that the state practices sales management
system and export quotas for antimony industry, this paper first describes
the operating status of the company, then in detail it summarizes and
analyzes the macro and micro marketing environment of Chenzhou
Mining antimony products in the European market by using PEST and
SWOT methods. Based on this, it settles on the overall marketing ideas
and target system, and identifies target markets and achieve precise
positioning through further subdividing European market. Next, it
develops a marketing strategy of the company's antimony products
exported to the European market mainly from three aspects, which
includes brand strategy, channel strategy and service strategy.
In this paper, it applies marketing strategy theory to make a
comprehensive analysis of the European market situation of Chenzhou
Mining Company's antimony products, from the aspects of policy
environment, competition policy, investment prospects and market
capacity. It systematically studies the formulation and implementation
process of Chenzhou Mining Company's marketing strategy. It has a
certain practical value in it help enhance the market competitiveness of
the Chenzhou Mining Company and dominate the antimony products
market customers in Europe and the entire international antimony
products market.
KEY WORDS Chenzhou mining company, antimony goods, European
markets, brand strategy, channel strategy