中图分类号：F23 学校代码：10207
学号：2017000001 密级：公开
硕士学位论文
塔吉克斯坦中泰纺织产业有限公司
棉纺产品营销策略研究
姓 名： 梅力克
指导教师： 盛亚军 教授
申请学位： 管理学 硕士
学科专业： 企业管理
研究方向： 市场营销
培养单位： 亚泰工商管理学院
2022 年 6 月
硕 士学 位论 文
塔吉克斯坦中泰纺织产业有限公司
棉纺产品营销策略研究
姓 名： 梅力克
指导教师：盛亚军教授
吉林财经大学亚泰工商管理学院
2022 年 6 月
RESEARCH ON MARKETING STRATEGY OF
COTTON PRODUCTS OF TAJIKISTAN
ZHONGTAI NEW SILK ROAD TEXTILE
INDUSTRY CO., LTD
A Dissertation Submitted to
JiLin University of Finance and Economics
For the Degree of Master of Business Management
BY
Merik
Supervised by
(Associate) Professor Sheng Yajun
Yatai School of Business and Administration
JiLin University of Finance and Economics
June2022
摘 要
近些年，随着全球经济一体化时代的到来以及经济贸易一体化的发展，国家
与国家的之间贸易频率不断提高，不同国家的贸易方式、信息交流方式和交易网
都发生了较大的变化，而这些变化对于棉产品行业来说也迎来了新的发展契机。
原来国内贸易产品有了新的外流方向。这一国际贸易一体化趋势的出现，为纺织
业的升级和转型带来了更大的国际贸易市场。另一方面，在市场经济的大背景下，
竞争也日趋激烈。要想更好地开展产品的营销推广工作，只有不断地提高产品的
国际美誉度、知名度，提升产品质量，加强产品创新，才能在国际经济一体化的
大背景下取得更好的发展。而要想实现企业的可持续发展目标，就一定要苦练内
功，深挖企业产品的竞争优势，并结合相关贸易理论来指导实际的产品营销和销
售工作。
在本文中，作者通过阅读国内国外相关文献和专著，结合所学的专业知识，
具体分析了棉产品在生产营销大背景下的相关规律和卖点。同时，针对中泰纺织
产业有限公司的营销策略和战略提出了相关建议。具体而言，本文分为七部分：
第一章，通过阐述研究背景、研究目的、研究方法和现状，阐述了本文可能有的
创新之处；第二章通过对营销理论的具体分析，对市场目标管理和营销组合理论
进行回顾和总结；第三章具体整合和分析了中泰纺织产业有限公司市场现状以及
相关政策，在调查了塔吉克斯坦中泰纺织有限公司相应产品的特点和情况之后得
出了自己的判断；第四章具体分析了中泰纺织产业有限公司的营销现状和存在的
不足，并对棉花价格、产品需求以及销售渠道等多方面进行了具体的分析和概括；
在第五章中，具体研究了中泰纺织产业有限公司棉纺织品的国内外营销策略，并
结合实际，从企业的生产规模、市场选择、营销渠道、促销方式等多个角度进行
了讨论；第六章仔细分析了中泰纺织有限公司棉纺产品的国内外市场营销渠道和
保障；第七章对全文的内容进行总结、回顾和展望。
综上所述，本文通过对市场营销经典理论进行回顾，结合目标市场营销策略
和营销组合理论，对塔吉克斯坦中泰纺织产业有限公司的经营现状和问题进行了
分析与判断，找出了企业发展和经营过程中存在的不足之处，并针对不足之处提
出了相关对策建议，从市场开发、销售、服务、产品类型和价格调整等多方面建
言献策，制定了符合该企业可持续发展的营销策略。
关键词：塔吉克斯坦；棉纺产品；营销策略
I
Abstract
In recent years, with the advent of the era of global economic integration and the
development of the economic and trade integration, the trade between countries and
countries frequency increasing, the trade patterns, information exchange methods and
trading networks of different countries have undergone great changes, and these
changes have also ushered in new opportunities for the development of the cotton
products industry. Originally domestic trade products had a new outflow direction.
The emergence of this trend of international trade integration has brought a larger
international trade market for the upgrading and transformation of the textile industry.
On the other hand, in the context of market economy, competition is becoming
increasingly fierce. In order to better carry out the marketing and promotion of
products, only by constantly improving the international reputation and popularity of
products, improving product quality and strengthening product innovation can we
achieve better development under the background of international economic
integration. In order to achieve the sustainable development goals of enterprises, we
must practice internal skills, dig the competitive advantages of enterprises; products,
and guide the actual product marketing and sales work by combining relevant trade
theories.
In this paper, the author analyzes the relevant laws and selling points of cotton
products in the context of production and marketing by combining reading relevant
domestic and foreign literature and monographs and professional knowledge learned.
At the same time, in view of the zhongtai textile industry Co., LTD. ;s marketing
strategy and the established strategy put forward their own suggestions. In general,
this paper is divided into seven parts. The first chapter introduces the possible
innovations of this round by setting forth the research background, research purpose,
research methods and current situation. The second chapter reviews and condenses the
theory of market objective management and marketing mix through specific analysis
of marketing theory. The third chapter specifically integrates and analyzes the current
situation and relevant policies of The market of Zhongtai Textile Industry Co., Ltd. in
Tajikistan zhongtai Textile Industry Co., Ltd. in the investigation of the characteristics
and situation of the corresponding products of their own judgment; The fourth chapter
specifically analyzes the limited sino-Thai textile industry, the company;s marketing
status and existing shortcomings, and the cotton price, product demand and sales
II