【正文】 ......................................... 50 JL公司的國際策略分析 ..................................................................................... 51 產(chǎn)品策略 ................................................................................................. 51 價格策略 ................................................................................................. 54 渠道策略 ................................................................................................. 56 促銷策略 ................................................................................................. 59 對外直接投資策略 ................................................................................... 60 第五章 研究總結(jié)和展望 ................................................................................................. 61 研究總結(jié) .......................................................................................................... 61 研究結(jié)論 ................................................................................................. 61 借鑒意義 ................................................................................................. 63 未來展望 .......................................................................................................... 63 致 謝 ................................................................................................. 錯誤 !未定義書簽。s international marketing,the paper from product, price, place, promotion and FDI five areas elaborated JL fiber pany39。s environment, and then build the core petitiveness model of the pany. Finally, propose pany global strategies, so as to properly understand the pany JL international market position and successfully develop the international market and provide reference for the current chemical fiber industry entered the international market. It is worth noting that the relationship between the core petitiveness of fiber enterprise and its international market exploration, which is a deepening of existing theoretical research for this article. First, this paper summarized relevant theories, specifically demonstrated the parative advantage theory, petitive advantage theory, industry structure theory and international marketing theory. Then, this paper focused on the use of PEST analysis, Porter39。 關鍵詞： 化纖，核心競爭力，國際市場營銷 3 Abstract In 21st century39。最后本文根據(jù) JL 公司的全球化國際營銷的宏偉目標，從產(chǎn)品、價格、渠道、促銷以及對外直接投資五個方面詳細制定了 JL 化纖公司的國際化市場營銷組合策略。 本文首先對相關理論進行了綜述，接著著重分析了 JL 化纖公司面臨的宏觀、中觀和微觀競爭環(huán)境。 值得 注意的是， 探討化纖企業(yè)核心競爭力與國際市場開拓的關系 也 是本文已有相關理論研究的一個深化 。由于公司特點在中國化纖 行業(yè)中具有典型性，問題也基本代表了目前國內(nèi)化纖企業(yè)的普遍情況。 本文 以 主要生產(chǎn)滌綸短纖和長絲的 JL 化纖 公司 為 研究對象 ，聚焦于中國化纖領頭企業(yè)國際市場營銷問題的研究 。1 長樂 JL公司化纖產(chǎn)品國際市場策略研究 ——基于核心競爭力構(gòu)建的視角 A study of international market strategy of Changle JL Company’s chemical fibre product —— Based on the perspective of core petitiveness construction 2 摘要 在 經(jīng)濟全球化的時代，企業(yè)要想在國際市場上取得份額， 其 核心競爭力被視為 關鍵 因素 。 此外，經(jīng) 濟全球 化 的 發(fā)展 迫使許多化纖 企業(yè)不能再只局限于有限地域 的 市場 ，需要企業(yè)開拓更為廣闊的國際市場。 本文主要研究當前經(jīng)濟形勢大背景下的化纖企業(yè)為尋求更大的國際市場該如何構(gòu)建自身核心競爭力，并展開國際營銷的問題。 本文 首先 對JL 化纖公司 進行 了環(huán)境分析 ，并以此為切入點，然后再構(gòu)建 公司 的 核心競爭力模型，最后提出相對應的國際策略 。 通過 本文的研究，為 JL 公司恰當?shù)亓私鈬H市場定位，成功開拓國際市場，提供 了參考 和借鑒價值 。隨后 本文 從市場 運作和系統(tǒng)制度兩 個 方面構(gòu)建了 JL 化纖公司的核心競爭力模型并詳細闡述了其構(gòu)建途徑。 本文 的研究 可以為 中國 化纖 企業(yè)更充分的參與全球競爭提供寶貴經(jīng)驗， 也 可以為政府相關政策的制定提供有用的理論指導。s market economy, the core petitiveness of enterprise is regarded as the key to its development and growth. Besides, the development of economic globalization is forcing many chemical fiber enterprises no longer to confin to a local marke. Companies need to develop a broader international market. In this paper, the author studied JL Chemical Fiber Company, which is major in the production of polyester staple fiber and filament fiber and is a leading Chinese chemical fiber enterprise. This paper mainly studied how to build core petitiveness of fiber enterprise to seek greater international market and expand international marketing under the background of current economic situation. Because of its characteristics is typical in China chemical fiber industry, its problem basically represents the prevailing situation of domestic chemical fiber enterprises. Through the analysis and research of JL chemical fiber pany39。s five forces industry structure analysis and SWOT analysis, which detailedly analysed macro, meso and micropetitive environment of JL chemical fiber pany faced. Subsequently, based on the preceding analysis, the paper JL builded a core petitiveness model and elaborated its construction ways. Finally, 4 according to the grand goal of JL39。s international marketing mix strategy. This study can provide valuable experience for the Chinese chemical fiber enterprises to participate more fully in global petition, and it can also provide a useful theoretical guidance for the development of government policy. Keywords : chemical fiber, core petitiveness, international marketing 目錄 摘要 ................................................................................................................................. 2 Abstract ............................................................................................................................ 3 目錄 ................................................................................................................................. 4 第一章 引言 .................................................................................................................... 6 論文選題背景 ...................................................................................................... 6 實踐背景 .................................................................................................... 6 理論背景 .................................................................................................... 6 研究內(nèi)容和意義 .................................................