随着全球化、信息技术的发展，国内外经济环境的巨变，国际竞争日益激烈，我国 传统外贸制造业面临着巨大的影响，前所未有的机遇与挑战并存。当今电子商务是对外 贸易的必然趋势，在生存与发展的压力下，越来越多传统外贸企业开始转型发展电子商 务。中小外贸企业在电子商务方面起步较晚，要如何发展才可在目前的市场竞争中立于 不败之地，是企业需要认真思考的问题。 本文以 J 公司为研究对象，了解 J 公司现状，深入分析 J 公司日用陶瓷产品营销现 状，结合当前行业环境，并以理论知识为指导，对其营销模式和策略进行分析，为 J 公 司找出一条适合发展的产品营销策略。本文首先分析外贸形势及营销的理论、发展。其 次介绍 J 公司的背景，详细描述 J 公司的业务及管理现状，阐述 J 公司产品营销现状， 客观提出目前存在的主要问题并就此分析原因。接着就 J 公司的行业特征展开宏观环境 PEST 分析、波特五力模型分析及 SWOT 分析。根据前几章的分析结果，结合 STP 理论 针对问题制定出 J 公司的产品营销策略。最后给出 J 公司的产品营销策略的保障措施。 希望借本文对 J 公司的分析，能为外贸行业内的类似中小企业的产品营销提供一些 启发和建议。 关键词，电子商务； 中小外贸企业； 营销策略；日用陶瓷产品II Abstract As the development of information technology and globalization, enormous changes in economic environment at home and abroad, international competition fierce, China’s traditional international trading is facing great impact, unprecedented opportunities and challenges exist side by side. Nowadays e-commerce is an inevitable trend for foreign trading, more and more enterprises begin the transition to e-commerce under the pressure of surviving and development. Small medium foreign trade companies start late in e-commerce, how they expand to remain invincible in the competition need the companies to take seriously to consider. The subject of this study is J company, to find out the suitable ways of online marketing development strategies for J company, by understanding status of J company, analyzing current marketing of J company’s domestic ceramic products in depth combined with industrial environment at present, and analyzing its marketing model and strategies use theoretical knowledge as guide. This article firstly analysis the situation of international trade, theories and developments of marketing. Then introduces background of J company, describes business and management status of J company in detail, states the current situation of products marketing of J company, objectively raises existing main problems and analysis the causes. After that deploys macro analysis based on industrial status of J company, Porter’s five forces model and STP strategies. In line with analysis results in former chapters, draft the development and optimization e-commerce strategies for J company as to the problems. Proposes supporting measures to products marketing strategies at last. Hope the case study of J company can provide some inspirations and suggestions to similar products marketing for small medium foreign trade companies in the industry. Keywords: E-commerce; Small medium foreign trade companies; Marketing strategies; Domestic ceramic productsIII 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义 ............................................................................................................. 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 1 1.2 文献综述 ......................................................................................................................... 2 1.3 研究目标与研究内容 ..................................................................................................... 6 1.3.1 研究目标................................................................................................................... 6 1.3.2 研究内容................................................................................................................... 6 1.4 研究方法与研究思路 ..................................................................................................... 6 1.4.1 研究方法................................................................................................................... 6 1.4.2 研究思路................................................................................................................... 7 第二章 J 公司背景及营销问题 ................................................................................................8 2.1 J 公司概况........................................................................................................................ 8 2.1.1 J 公司简介 ................................................................................................................. 8 2.1.2 J 公司业务现状 ......................................................................................................... 8 2.1.3 J 公司管理现状 ......................................................................................................... 9 2.2 J 公司产品营销现状分析.............................................................................................. 10 2.2.1 J 公司营销概况 ....................................................................................................... 10 2.2.2 营销策略分析......................................................................................................... 10 2.3 J 公司日用陶瓷产品营销存在问题.............................................................................. 12 2.3.1 营销策略思维不清晰............................................................................................. 12 2.3.2 产品品牌不突出..................................................................................................... 13 2.3.3 价格缺乏竞争力..................................................................................................... 13 2.3.4 线上线下渠道缺乏整合......................................................................................... 13 2.3.5 官网促销表现不足................................................................................................. 14IV 2.3.6 管理及组织制度不健全......................................................................................... 14 2.4 本章小结 ....................................................................................................................... 15 第三章 J 公司日用陶瓷产品市场竞争策略分析 .................................................................16 3.1 宏观环境分析 ............................................................................................................... 16 3.1.1 政治环境分析......................................................................................................... 16 3.1.2 经济环境分析......................................................................................................... 16 3.1.3 社会环境分析......................................................................................................... 17 3.1.4 技术环境分析......................................................................................................... 17 3.2 行业环境分析 ............................................................................................................... 18 3.2.1 潜在进入者的威胁................................................................................................. 18 3.2.2 供应商议价能力.................................................