近年来，随着经济全球化的高速发展和电子商务的广泛应用，全球对外贸 易的竞争越来越激烈。在我国外贸出口需求量不断增加的同时，政府出台了多 项促进对外贸易稳定增长的措施，为我国外贸企业提高国际竞争力提供了新的 契机。然而，外贸企业在面临机遇的同时，也存在大量不确定性因素和出口风 险，比如国家间的贸易壁垒。尤其是在营销方面，很多企业不能正确认识目前 的机遇和挑战，很容易在激烈的国际竞争中败下阵来。因此对于外贸企业的营 销策略的研究具有重要意义。 本文以Y外贸公司为例，首先明确了研究内容和研究意义，并对已有文献、 研究思路和方法进行了综述；其次对相关理论进行介绍，包括对研究内容提供 指导和借鉴的SWOT分析法、STP理论、波特五力模型等理论与方法。根据Y 外贸公司所处内外部环境、行业环境，以及营销现状中存在的问题，提出有针 对性的营销策略，从而提升Y外贸公司的核心竞争力。 最后，本文为Y外贸公司进行了涉及STP定位、4PS营销理论、电子商务 等方面的营销策略优化，进而制定了相对应的实施方案和保障措施。这对Y外 贸公司的发展具有一定的指导意义，对于同类型的公司也具有一定的借鉴意义。 关键词：防护产品4PS理论营销策略 RESEARCHONMARKETINGSTRATEGY OFYFOREIGNTRADECOMPANY ABSTRACT Inrecentyears,withtherapiddevelopmentofeconomicglobalizationandthe widespreadapplicationofe-commerce,competitioninglobalforeigntradehasbecome increasinglyfierce.AtthesametimeasChina'sexportdemandcontinuestoincrease, thegovernmenthasintroducedanumberofmeasurestopromotethesteadygrowthof foreigntrade,providingnewopportunitiesforChina'sforeigntradeenterprisesto improvetheirinternationalcompetitiveness.However,whileforeigntradeenterprises arefacingopportunities,therearealsoalotofuncertainfactorsandexportrisks,such astradebarriersbetweencountries.Especiallyintermsofmarketing,manycompanies cannotcorrectlyunderstandthecurrentopportunitiesandchallenges,anditiseasyto loseoutinfierceinternationalcompetition.Therefore,itisofgreatsignificanceto studythemarketingstrategiesofforeigntradeenterprises. ThisarticletakesYForeignTradeCompanyasanexample.First,itclarifiesthe researchcontentandresearchsignificance,andsummarizestheexistingliterature, researchideasandmethods.Second,itintroducesrelatedtheories,includingthe SWOTanalysismethodthatprovidesguidanceandreferencefortheresearchcontent., STPtheory,Porter'sfive-forcemodelandothertheoriesandmethods.Accordingtothe internalandexternalenvironment,industryenvironmentofYForeignTradeCompany, andtheproblemsexistinginthecurrentmarketingsituation,itproposestargeted marketingstrategiestoimprovethecorecompetitivenessofYForeignTrade Company. Finally,thisarticlecarriedoutmarketingstrategyoptimizationforYForeign TradeCompanyinvolvingSTPpositioning,4PSmarketingtheory,e-commerce,etc., andthenformulatedcorrespondingimplementationplansandsafeguardmeasures. ThishascertainguidingsignificanceforthedevelopmentofYforeigntrade companies,andalsohascertainreferencesignificanceforsimilarcompanies. KEYWORDS:protectiveproducts4PStheorymarketingstrategy 目录 1绪论..................................................................................................1 1.1选题背景及意义..............................................................................................1 1.1.1选题背景........................................................................................................1 1.1.2研究意义.......................................................................................................2 1.2国内外研究现状..............................................................................................3 1.2.1营销环境研究现状........................................................................................3 1.2.2营销策略研究现状........................................................................................4 1.2.3行业背景研究现状........................................................................................7 1.2.4文献评述........................................................................................................8 1.3研究内容与方法...............................................................................................8 1.3.1研究内容........................................................................................................8 1.3.2研究方法........................................................................................................9 2市场营销相关理论概述................................................................12 2.1SWOT模型理论.............................................................................................12 2.2市场细分STP理论.......................................................................................13 2.2.1市场细分.....................................................................................................13 2.2.2目标市场选择..............................................................................................13 2.2.3市场定位.....................................................................................................13 2.3市场营销组合理论........................................................................................14 2.3.14PS理论.......................................................................................................14 2.3.24CS理论......................................................................................................15 2.3.34RS理论......................................................................................................15 2.4波特五力模型................................................................................................15 2.4.1供应商的议价能力.....................................................................................16 2.4.2购买者的议价能力.....................................................................................16 2.4.3潜在竞争者进入的能力.............................................................................17 2.4.4替代品的替代能力.....................................................................................17 2.4.5行业内竞争者现在的竞争能力.................................................................17 3Y外贸公司营销环境分析............................................................18 3.1Y外贸公司概况.............................................................................................18 3.1.1Y外贸公司简介..........................................................................................18 3.1.2Y外贸公司行业简介..................................................................................18 3.2Y外贸公司的SWOT分析............................................................................22 3.2.1优势分析......................................................................................................22 3.2.2劣势分析......................................................................................................23 3.2.3机会分析......................................................................................................24 3.2.4威胁分析......................................................................................................25 3.2.5SWOT分析总结..........................................................................................26 3.3Y外贸公司的PEST分析..............................................................................26 3.3.1政治因素......................................................................................................26 3.3.2经济因素......................................................................................................27 3.3.3社会因素......................................................................................................28 3.3.4科技因素......................................................................................................28 3.3.5PEST分析总结............................................................................................29 3.4波特五力分析.................................................................................................29 3.4.1行业内竞争者威胁......................................................................................29 3.4.