I 摘要 中国对外企业跟随着国家对“丝绸之路经济带”的重要指示，纷纷加快转变 贸易方式，在产业内向外向型新经济发展。中国制造的拖拉机在全球范围内的制 造业竞争里凸现出不断增强的硬实力，随着市场份额覆盖的渐渐增加，拖拉机对 外营销趋向更纵、更深化发展。面向东欧市场，企业投入更多的精力参与国际市 场角逐，注重营销模式升级，争相抢占境外市场的一席之地。YT公司作为我国 农机行业最知名的国企，以极具历史意义的自主品牌和国内领先研发基地为背 景，生产制造和销售拖拉机及其配套农业机具，已率先登陆东欧拖拉机市场。但 是，同国际知名拖拉机制造品牌以及国内其他出口业务迅猛发展的品牌相比，在 营销管理和策略等方面YT公司都显出进步迟缓、管理经验缺乏的问题。基于国 机集团海外市场开拓战略的要求和部署，YT公司亟需创新贸易营销模式，改善 出口贸易平台的搭建，突破境外环境和贸易壁垒带来的阻碍，达到区域出口销量 更进一层楼的经营目标。 本文以国内外先进的营销基础理论为指导，首先对YT公司拖拉机在东欧区 域市场的营销现状进行阐述，认识到海外市场的增长。同时，通过科学数据提出 当前YT公司在目标市场上营销方面的不足。随后，通过PEST分析，阐述了境 外环境影响因素对业务发展带来的利弊，并从4Ps模型出发，分析了当前YT公 司在当地的出口营销能力。最后，为了持续推动东欧市场业务的全面提升，借鉴 成熟企业在全球营销策略和国际市场营销开展中的经验，针对当前的营销问题从 产品差异化渗透策略、价格与促销策略、渠道网络策略、营销沟通策略几个方 面，对YT公司拖拉机在东欧市场的营销措施提出合理建议。 关键词：营销策略；贸易壁垒；差异化渗透策略 论文类型：应用类 选题来源：其他 ABSTRACT II ABSTRACT Withthelaunchoftheconceptof"silkroadeconomicbelt",Chineseforeign enterpriseshaveacceleratedthetransformationoftrademodeanddevelopedthenew typeofexport-orientedeconomy.Thedomestictractorindustryisgainingstrengthin theglobalmanufacturingcompetition,anditsmarketshareisgraduallyincreasing. Themarketingnetworktendstodeepenitsdevelopmentvertically.Facingtheeastern Europeanmarket,eachenterpriseimprovesthemarketingstrategypattern,participates intheinternationaltradecompetition,strivesforobtainstheinternationalmarketmain position.YTCompany,asasuperlargestate-ownedenterpriseinChina,ismainly engagedinthemanufactureanddistributionoftractors.WithitsownbrandandR&D strength,YTCompanyhassuccessfullyoccupiedaplaceintheexportmarketof tractorsinEasternEurope.However,comparedwithinternationallargetractor manufacturinggroupsanddomesticenterpriseswithfastdevelopmentofforeigntrade business,YTCompanydevelopsslowlyinmarketingstrategy,marketingmanagement andotheraspectsandlacksinternationalmanagementexperience.Underthe requirementofdevelopingtheoverallstrategyofoverseasmarket,YTCompany urgentlyneedstobuildamoreperfectinternationaltradeplatform,innovatesthe overseasmarketingmodel,breakthroughtradebarriers,andrealizethebusinessgoal ofdoublingregionalexports. Thispaperdrawsonthemarketingtheoriesandpracticalresultsathomeand abroad,takesthemarketingstatusofYTcompany'stractorsineasternEuropeasthe researchobject,comparesandanalyzesthecurrentexportproblems,discussesthe selectionofYTcompany'soverseasmarketingstrategies,andfinallyputsforward strategicSuggestionsforitsexportmarketing.Firstly,thispaperexpoundsthemarket situation,marketingenvironmentandtradebarriersoftractorsinEasternEurope throughscientificdata,andrealizesthegrowthofoverseasmarkets.Meanwhile,italso makesacomparativeanalysisofYTCompany’sshortcomingsintargetmarketing. Next,inordertocontinuouslypromotetheoverallimprovementofeasternEuropean marketbusiness,thispaperexpoundstheadvantagesanddisadvantagesofinfluencing factorsonbusinessdevelopmentthroughPESTanalysis,andanalyzesthecurrent exportmarketingabilityofYTCompanyinthelocalmarketbasedonthe4Psmodel. Finally,basedontheexperienceofmatureenterprisesinglobalmarketingstrategyand ABSTRACT III internationalmarketingdevelopment,thispapersummarizesproductdifferentiation strategy,pricingandpromotionstrategy,channelstrategyandmarketing communicationstrategy,andputsforwardreasonablesuggestionsonmarketing measuresofYTCompany’stractorsintheeasternEuropeanmarket. KEYWORDS:Marketingstrategy；Tradebarriers；Differentiatedpenetration strategies Dissertationtype:ApplicationCategory Subjectsource:Other 目录 V 目录 第一章引言......................................................................................................1 第一节研究背景和意义.................................................................................................1 一、研究背景...............................................................................................................1 二、研究意义...............................................................................................................2 第二节国内外研究综述.................................................................................................3 一、国内研究现状.......................................................................................................3 二、国外研究现状.......................................................................................................4 第三节研究内容与方法.................................................................................................5 一、研究内容...............................................................................................................5 二、研究方法...............................................................................................................6 第二章相关基础理论......................................................................................7 第一节整合营销理论.....................................................................................................7 第二节STP营销理论.....................................................................................................7 第三节规模经济贸易理论.............................................................................................8 第三章YT公司拖拉机东欧市场营销现状及问题.....................................11 第一节东欧地区拖拉机市场现状...............................................................................11 一、主销品牌拖拉机竞争状况.................................................................................11 二、东欧市场进口农机的贸易壁垒........................................................................14 第二节YT公司产品出口东欧市场的现存问题........................................................15 一、产品渗透障碍.....................................................................................................15 二、定价与促销手段缺口.........................................................................................18 三、渠道营销和服务网络问题................................................................................19 四、国际贸易沟通障碍.............................................................................................20 第四章YT公司拖拉机在东欧市场的营销分析.........................................23 第一节YT公司进入东欧市场的PEST分析..............................................................23 一、东欧市场政策环境.............................................................................................23 二、经济环境对东欧农机市场的影响....................................................................24 三、社会文化环境对进口农机产品的影响............................................................25 四、YT拖拉机出口东欧面临的技术环境..............................................................25 第二节YT公司基于4Ps模型在东欧市场的营销能力分析.....................................27 目录 VI 一、YT拖拉机产品差异化分析..............................................................................27 二、YT拖拉机的贸易价格竞争力..........................................................................30 三、YT拖拉机在东欧市场的渠道网络铺设..........................................................31 四、YT拖拉机的推广促销手段..............................................................................32 第五章拖拉机在东欧市场的营销对策.......................................................33 第一节产品差异化渗透策略...................................................................