CX公司石蠟出口國際市場營銷策略案例.pdf

1、哈爾濱工程大學碩士學位論文CX公司石蠟出口國際市場營銷策略案例姓名：姜作紅申請學位級別：碩士專業(yè)：工商管理（MBA）指導教師：陳偉20040401哈爾濱工程大學碩士學位論文AbstractCXCompanywasestablishedinOctober1995、aprirate—ownedinternationaltradeenterprisewithimport&exportandBorderTraderightsapprovedby

2、thefoiTnerMOFTECAsamemberofCCCMCCXcompanyhasitssubsidiariesinHarbinShenyang，Baoding，Guangrao，Ningbo，wenzhou，F(xiàn)uzhou，XiamenGuangzhouinChinaandoverseassubsidiariesandofficesinAustralia。SouthAfricaUKCanadaRussiaandHongkongSA

3、RofChinaThecompany’Sflagshipitemsare：PVC，paraffinwax，citricacidandbarleyetc。Theturnoverin2003iS100millionUSdollarsIntemationajeducationexchangeiSalSOCXcompany’Sbusiness。andaintemationalschoolhasbeenestablishedFrom1996CXt

4、ompanystartedparaffinwaxexportingbusiness、toNorthAmericaAsiaPacific，AfricaandEuropeetcThey’vegotgreatachievementsandatthesametimetherearealsosomeproblemsonexportingstrategyBasedoninvestigationandresearch，thiscasestudysum

5、medupthepastfewtenyearsexperiencesandlessons，andstudiedthesituation，competition，challengeandopportunitiesIthaspointedouttheadvantageincompetition：futare，policyresourceandfundsaswellasthedisadvantage：lackingofintegrityand

6、cooperationwithintheinternalstructureandalsolackingofintegritymanagementinthewaxexportingAttllesametamesomeotherproblems：themarketpricevolatilew訌hgreatextent、exportingwi伽lheriskoffluctuatiOilnotfullyutilizingpresentresou

7、rces，theexportingrelyingonthemiddlemen，thecompanylackingoffinalendusernothavingtheidealrelationshipwithmanufacturers，notsufficientlymobilizingsubsidiaries’activitiesandunidealcompetitionOhenomenaexistinginthejnternalmana

8、gementBasedonabovementioned，therearetwostrate：gyaims：increasingtheoccupationrateintheintemationalmarket，andincreasingtheprofitTherearesomestrategiesconformationandstrategymeasuresmentionedinthecontextRecommended：toestabl

9、ishhi曲efficiencysystem；especiallymakingthemanagementandthesalesingoodrelationship；plarmingtheexportchannel，andestablishingitsowndirectpromotionsystem，debatingthemiddlemen；exchangingthepricemechanism；establishingthestrate