摘要

随着中国外贸经济的迅速发展,纺织服装产业作为中国外贸出口中三大产

业之一,在全世界的纺织服装业中也有着举足轻重的地位。晚礼服是服装产业

中的特殊服饰之一,中国的晚礼服市场刚刚兴起,外贸出口蕴藏着巨大潜力,

呈现出一种欣欣向荣的景象。

由于我国晚礼服市场形成的比较晚,产品质量远远落后于发达国家,再有

随着各国增加出口减少进口以及保护本国制造业的前提下设置的各种贸易壁

垒,成为我国纺织品出口的主要障碍。随着纺织业的发展,越南、柬埔寨、印

度尼西亚等东南亚国家的服装行业也在国际市场上与中国形成激烈的竞争。另

外,纺织行业本身也不规范,潜在竞争者和同行竞争者的低价竞争,使得企业

的利润缩水。因此,中国企业必须跟好的提升自身产品的质量,发展品牌战略,

使企业在国际竞争中更好的抢占市场。JS公司作为晚礼服外贸出口中的一员,

在面对主要出口市场中东市场时,应该抓住机遇,掌握现代营销理论,并运用

到实践中,在激烈的竞争中脱颖而出。

本文运用4P理论对JS公司在中东市场现有的国际营销的现状以及存在的

问题进行分析,并运用STP战略和4P策略,确定了 JS公司在中东市场合理的

营销策略组合,并对这一营销组合的有效实施提供了一些保障措施。首先,本

文介绍了研究背景及意义,研究思路及内容框架以及本文的创新与不足。其次,

对JS公司中东市场营销环境进行了分析:包括国际市场环境分析、晚礼服行业

分析及JS公司的微观营销环境分析。然后,对JS公司现有中东市场营销策略

及问题分析,介绍了 JS公司在中东市场现有的营销策略,并发现了在营销过程

中碰到的一些问题。接着通过对中东市场经济水平和目标客户经济收入水平分

析来确定JS公司目标市场的选择以及目标市场的定位。最后本文从产品、价格、

渠道、促销几方面入手对目标市场的营销策略进行优化,确定新的营销策略。

并从提升国际营销人员的营销水平,加强企业自身实力,加强国际营销的风险

控制等几个方面保障了营销策略的有效实施。

关键词:晚礼服;中东市场;营销策略

Abstract



Abstract

With the rapid development of foreign trade and economic China, textile and

garment industry as one of the three major industries China export, also has a play a

decisive role in the position in the world textile and garment industry. Evening dress

is one of the special clothing apparel industry, evening dress market Chinese just

arisen, foreign trade export has great potential, showing a thriving scene.

Because our country dress market formed relatively late, the quality of the

products is far behind the developed countries, again with all kinds of trade barriers to

increase exports and reduce imports premise countries protect their own

manufacturing under, become a major obstacle to China's textile export. With the

development of the textile industry, Vietnam, Kampuchea, Indonesia and otha*

Southeast Asian countries of the garment industry is also in the international market

and China formed fierce competition. In addition, the textile industry itself is not

standardized, potential competitors and competitors of the low price competition,

makes the enterprise profits. Therefore, Chinese enterprises must improve the quality

of their products with good,the development of brand strategy, causes the enterprise

to seize the market better in the international competition. JS company as a member

of the foreign trade export in evening dress, in the face of the main export markets in

the Middle East market, should seize the opportunity, to master modern marketing

theory, and applied to practice, in the fierce competition.

This paper uses 4P theory to analyze the actuality of JS company international

marketing existing in the Middle East market and the existence of the problem, and

the use of STP strategy and 4P strategy, determine the JS company in the marketing

mix strategy of the Middle East market reasonable, provides some guarantee

measures and effective implementation of the marketing mix. Firstly, this paper

introduces the research background and significance, research ideas and content

framework, innovation and shortcomings of this thesis. Secondly, the JS company

marketing environment analysis of the Middle East: including analysis of micro

marketing environment of international market environment analysis, industry

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