首先，本文分析本论题研究背景、意义，然后在这基础上分析了国内外研究
现状，并提出了本文的研究内容、思路和方法
其次，本文对市场营销研究过程中所涉及的基本概念和理论进行了概述，并
对当前国内外市场营销的相关研究进行了归纳总结，为全文研究内容的开展奠定
了理论基础和参考依据
再次，从产品策略、价格策略、渠道策略以及促销策略方面，对宁波 ZHH 纸
业有限公司的美国市场营销的现状进行了分析。存在的问题分别表现如下：出口
产品种类单一，无法有效应对市场风险；产品定价的“一言堂”，无法适应市场
发展；围绕经销商的营销渠道，使公司缺乏客户忠诚度和竞争力；“返利”促销
策略增加公司成本，减少利润空间
然后，本文结合对宁波 ZHH 纸业有限公司的美国营销的现状分析，分别对铜
版纸和白卡从产品策略、价格策略、渠道策略、促销策略等方面提出了相应的营
销对策，以促进该宁波 ZHH 纸业有限公司美国市场营销水平的进一步提高
最后，相信通过公司的改革和创新,必将推动公司进入新一轮景气周期
关键词：纸业，市场营销，美国，策略，宁波 ZHH 有限公司- II -
Marketing Strategy of Ningbo ZHH Paper
Co.,Ltd for US Market
Abstract
Paper industry is one of the important part of the second industry, it plays an important role in
creating jobs and stimulating economic growth in China as this industry belongs to capital and labor
intensive industry. During the current rapid development of China&39;s accession to WTO and under
the environment of economic globalization, paper enterprise has extend their m arketing scope
from domestic market to overseas market . Internati onal marketing has become an important
direction of the current marketing for paper enterprises.22222222221111111111
First of all, this pape r describe the research background, significance, and point out writer’s
analysis based on current resear ch at home and abroad, after that writer present the research
contents, ideas and methods of this article. 22222222
Secondly, this paper summarizes the basic concepts and theories involved in marketing
research process and the current related research at home and abroad , wh ich provide theoretical
foundation and reference basis for the research content..2
Third, this paper analyzes the present situat ion of the marketing for Ningbo ZHH Paper Co.,
Ltd from the product strategy, price strategy, channel strategy and marketing strategy four parts and
find below existing problems: the existence of single product , can not effectively deal with market
risk; pricing What I say goes., unable to mobilize the enthusiasm of various departments around
the dealers; marketing channels, makes the company lack of customer loyalty.;Rebate promotion
strategy caused by increased investment in the company, reducing profit margins.
After that part,this paper has provide some proposal for Ningbo ZHH Paper Co.,Ltd from the
product strategy, price strategy, channel strategy and custom er relationship strategy four aspects.
All of these proposal arebased on current situation and is aimto further promote the US market .
Finally, writer believe Ningbo ZHH Paper Co.,Ltd will enter a new cycle in the future after
these innovation.
Key words：Paper, Marketing, US, Strategy, Ningbo ZHH Paper Co., Ltd- III -
目 录
引 言....1
1 绪论 ....2
1.1 研究背景及意义..........2
1.1.1 研究背景2
1.1.2 研究意义3
1.2 相关研究现状.....3
1.2.1 国外研究现状....4
1.2.2 国内研究现状....5
1.3 研究内容、思路及方法...........6
1.3.1 研究内容6
1.3.2 研究思路6
1.3.3 研究方法.7
2 市场营销相关概念及理论概述......... 8
2.1 市场营销相关概念及影响因素.........8
2.1.1 市场营销概念....8
2.1.2 外部影响因素.....8
2.1.3 内部影响因素....9
2.2 市场营销的基本策略.10
2.2.1 市场营销产品策略.......10
2.2.2 市场营销价格策略......11- IV -
2.2.3 市场营销渠道策略.......11
2.2.4 市场营销促销策略...... 12
2.3 中国企业国际营销策略发展13
2.3.1 中国企业国际营销策略发展回顾...... 13
2.3.2 中国企业国际营销策略发展现状...... 13
2.4 中国企业国际营销策略案例分析...13
2.4.1 “CW 模式”国际营销策略案例 13
2.4.2 同行国际营销策略案例.......... 14
3 宁波 ZHH 纸业有限公司美国市场营销环境分析 ........16
3.1 宁波 ZHH 纸业有限公司简介..........16
3.1.1 公司概况.......... 16
3.1.2 公司销售组织结构...... 17
3.2 宁波 ZHH 纸业有限公司经营现状.18
3.2.1 市场分布........... 18
3.2.2 市场竞争........... 19
3.2.3 美国市场销售情况...... 19
3.3 宁波 ZHH 纸业有限公司美国市场营销环境....... 20
3.3.1 基于 PEST 的宏观环境分析.. 20
3.3.2 基于 SWOT 的内部环境分析...........
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