江西藤艺家具有限公司产品出口营销策划书

论文编号:GM263  包括:开题报告及任务书,论文字数:10145,页数:15

摘    要

加入世贸组织以后，我国家具出口迅速增长，中国家具出口额在出口贸易中的比重明显增大，我国家具企业的国际竞争力也在不断增强，家具产品的质量迅速提高，家具品种日益丰富，与国际先进水平的差距正在缩小，很多出口家具产品受到国外客户的欢迎。一个企业要发展，就必须顺应市场的发展，目睹业内同行在国外的成功经历，我们的企业也要搭上进入国际家具市场的班车，将目光由单一的国内市场转向国内、国际双市场，争取在国际家具市场上分得一杯羹，在国际家具市场的广阔天地中拥有自己的一席之地。本文以江西藤艺家具有限公司扩大产品出口为目的，对产品进入国际市场的必要性、可行性进行了分析，并结合过去几年的出口情况确立未来出口营销的目标计划，对目标市场和出口渠道进行了初步的调整和选定；此外，提出公司开拓国际市场的营销策略组合，就公司开拓国际市场进程中应注意的几个问题进行强调。

【关键词】藤艺家具   出口   营销   策划书

Abstract

After China joined in WTO，the exportation of Chinese furniture has soared. The proportion has increased obviously in export trade volume of China. The furniture companies improved their competitive in the international market: The quality in furniture products has been rapidly enhanced; The variety is rich day by day; The gap between its products and that of the advanced international market has been reduced; And many products are popular in foreign countries.
If a company wants to develop itself, it should follow the situation of international market, know the successful experiences of other companies, get on the express bus to enter into the international furniture market, turn the single domestic market into both the internal and external market, strive for the delicacy and take a space for ourselves in the international furniture market.
This paper aims to enlarge the export trade for Jiangxi Rattan Furniture Co. by analyzing the necessity and the feasibility of its products export to the international market. Then it is to establish the export program in the future link to the passes export situation, and, make adjustment and analysis to the objective market. Besides, it puts forward the marketing strategies and problems in entering the international market.
 

[Keywords] Rattan furniture; Export; Market; Planning

目  录

1公司产品出口的必要性及可行性分析 ..................................2
1.1 产品出口的必要性 ...............................................2
1.2产品出口的可行性 ................................................2
2营销目标计划 ......................................................3
3市场调研及目标市场的选定 ..........................................4
3.1 美国市场 .......................................................4
3.2 欧盟市场 .......................................................5
3.3 日本市场 .......................................................6
3.4 中东市场 .......................................................7
3.5 韩国市场 .......................................................7
3.6 东南亚市场 .....................................................8
4 营销策略组合 .....................................................8
4.1 产品策略 .......................................................8
4.2 出口渠道的选择 .................................................9
4.3 产品价格与促销策略 ............................................11
5、开拓国际市场应注意的问题 .......................................11
5.1 成立独立的外销业务部.......................................... 11
5.2 做好与产品出口相配套的一系列工作 ..............................12
5.3 按出口标准严格质量管理 ........................................12
5.4 密切关注针对我国家具产品出口的最新贸易壁垒新动向 ..............12
5.5 国内市场与国际市场的协调发展 ..................................13
参考文献 ..........................................................14
致   谢 ...........................................................15