我国是世界上最大的天然石墨生产国,近些年来由于国内外石墨行业产能扩张过 大，市场需求相对不足，成本急剧上升，导致行业之间存在价格战的无序竞争，在跨 国经营中石墨产品出口出现量增价跌的局面，国内石墨企业生存发展步履维艰。同时 随着我国经济进入新常态，国家对资源和环境保护的重视和新材料产业的支持，供给 侧结构改革也对石墨行业提出了新的要求。 在此形势下，传统的营销策略和企业战略已难以适应市场变化，企业如何保持自 身优势，回避劣势，抓住机遇，走绿色矿山之路由原生矿开采、初级品加工逐渐转变 为深加工来增加产品附加值，制定符合自身发展条件的营销策略，扩大国际市场上的 占有率，是当前石墨行业在跨国经营中所面临的重大问题。 A石墨有限公司位于具有“中国石墨之乡”的美誉的南墅镇，是集石墨矿开采、 生产加工、销售为一体的综合性石墨企业。本文从石墨行业跨国经营发展的现状出发， 通过深入调研以A石墨有限公司为代表的中小规模的石墨企业，利用SWOT模型分析A 石墨有限公司自身内部资源的利弊和外部环境所带来的机遇和威胁，对A石墨有限公 司所面对的内外部环境从政治经济、法律法规、社会环境、技术环境进行PEST分析， 并利用波特五力模型综合考察A石墨有限公司所处的行业竞争环境。 通过以上综合分析发现A石墨有限公司在欧洲市场营销过程中主要存在以下问 题：产品定位结构不合理、竞争导向定价策略压低价格、营销渠道不合理、市场结构 不平衡。然后运用STP理论对欧洲营销过程中的目标市场进行定位，并运用4Ps营 销策略从产品、价格、渠道、促销四个方面，重新调整营销组合策略，提出解决A石 墨有限公司欧洲市场营销中所面临的问题的方案。最后对A石墨有限公司欧洲市场营 销规划实施，制定了以下保障措施：充足资金投入提高科研水平、培育特色企业文化、 以客户为中心、加强营销团队建设与管理，从而确保营销策略和企业战略的有效实施。 本文所研究的营销策略和企业战略不但适用于A石墨有限公司，而且能够对行业 内其他中小型企业具有一定的借鉴意义。 关键词：石墨；营销策略；STP；SWOT分析；欧洲市场 II ResearchonEuropeanMarketingStrategyofAGraphiteCo.,Ltd Abstract Chinaistheworld'slargestproducerofnaturalgraphite.Duetotheexcessive expansionofdomesticandforeigngraphitecapacity,therelativelyinsufficientmarket demandandthesharpriseincost,whichleadstoseverecompetitiononthegraphite marketsinrecentyears,andthevolumeofgraphiteproductsincreasesbutthepricefalls, thesurvivalanddevelopmentofdomesticgraphiteindustryenterprisesarestruggling.With thecountry'semphasisonresourcesandenvironmentalprotectionandthesupportofthe newmaterialindustry,China'seconomyhasenteredtoanewnormaleconomy,industrial transformationandupgradinghaveputforwardnewrequirementsforthegraphiteindustry. Facingthenewsituationofeconomydevelopment,traditionalmarketingstrategiesare difficulttoadapttothenewmarketchanges.Inthissituation,howtokeeptheiradvantages andavoiddisadvantages,seizeopportunities,andgraduallychangefromprimaryore miningprocessingtodeepprocessing,andformulatemarketingstrategiesthatmeetyour owndevelopmentconditionsaremajorissuesofthecurrentgraphiteindustry. AGraphiteCo.,LtdislocatedinNanshuTown,whichisknownas"thehometownof graphiteinChina".Itisacomprehensivegraphiteenterprise,andspecializedingraphite mining,production,processingandmarketing.Thisthesisstartsfromthecurrentstatusof thegraphiteindustry,andisbasedontheperspectiveofcorporatestrategyandmarketing strategy,throughin-depthinvestigationofsmallandmediumgraphiteenterprises representedbyAGraphiteCo.,Ltdandsystematicallyanalyzedthecurrentproblemsfaced bythecurrentgraphiteindustry.MainlyusetheSWOTmodeltoanalyzetheadvantages anddisadvantagesofAGraphite'sowninternalresourcesandtheopportunitiesandthreats broughtbytheexternalenvironment.AnsusingPEST(political,economy,socialand technical)analysismethodtoanalyzetheinternalandexternalenvironmentsfacedbyA GraphiteCo.,Ltd.BesidesusingPorter'sfive-forcemodeltoexaminetheindustry competitiveenvironmentcomprehensively. Throughtheaboveenvironmentalanalysis,theproblemsfacedbyEuropeanmarketof AGraphiteCo.,Ltdwillbefound.Themainproblemsareasfollows:unreasonableproduct positioningstructure,competitive-orientedpricingstrategytodrivedownprices, unreasonablemarketingchannels,andunbalancedmarketstructure.ThenuseSTPtheory III analysistoestablishthetargetmarketpositioning,anduse4Psmarketingstrategyto readjustthemarketingmixstrategyfromtheproduct,price,channelandpromotion.soasto achievethegoalofmaintainingacompetitiveadvantageandexpandexportvolumes. Finally,accordingtothemarketingstrategyandstrategyofAGraphiteCo.,Ltd.'sEuropean market,thefollowingmeasureswereformulated:sufficientfundswereinvestedtoimprove thelevelofscientificresearch,cultivateadistinctivecorporateculture,focusoncustomers, andstrengthentheconstructionandmanagementofthemarketingteamtoensurethe implementationofthemarketingstrategy. Themarketingandcorporatestrategiesstudiedinthisthesisareofpractical significance,notonlyforAGraphiteCo.,Ltdbutalsoforothersmallandmedium enterprises. Keywords:Graphite；MarketingStrategy；STP；SWOTAnalysis；Europeanmarket I 目录 第1章引言...........................................................................................................................1 1.1研究的背景和意义..........................................................................................................1 1.2国内外研究动态..............................................................................................................2 1.2.1国外对国际市场营销规划研究的动态......................................................................2 1.2.2国内对国际市场营销规划研究的动态......................................................................3 1.3主要研究内容和方法......................................................................................................4 1.3.1主要研究内容..............................................................................................................4 1.3.2主要方法......................................................................................................................5 1.4主要创新点......................................................................................................................6 第2章相关概念界定及相关理论基础...............................................................................7 2.1相关概念..........................................................................................................................7 2.1.1市场营销......................................................................................................................7 2.1.2市场营销战略..............................................................................................................7 2.2相关理论基础..................................................................................................................8 2.2.1STP市场定位理论......................................................................................................8 2.2.2SWOT理论....................................................................................................................8 2.2.34P理论........................................................................................................................9 2.2.4PEST分析模型............................................................................................................9 第3章A石墨有限公司现状和外部环境分析..................................................................11 3.1A石墨有限公司现状....................................................................................................11 3.1.1A石墨有限公司基本概况........................................................................................11 3.1.2A公司生产经营状况................................................................................................11 3.2A石墨有限公司宏观环境分析....................................................................................12 3.2.1政治环境分析............................................................................................................12 3.2.2经济环境分析............................................................................................................13 3.2.3社会环境分析.............................................................................................