外贸行业供应链一体化营销管理研究+SWOT分析

摘要：在营销管理中，可通过供应链一体化的协调互动、资源优化配置和先进技术的应用来降低顾客成本，提高顾客价值，创造增值服务。目前供应链一体化管理已经成为企业的一种重要竞争战略。本论文首先介绍了供应链一体化和营销管理的概念；其次对外贸行业发展的现状进行了阐述；接着从主要内容、核心四要素、主要影响因素和运作技术四方面对贸易行业供应链一体化营销管理模式进行了探讨。然后以香港利丰集团的供应链一体化营销为案例，利用STP和SWTO理论深入分析了利丰集团成功的原因和不足。最后针对我国外贸行业供应链一体化领域的发展提出了四项策略建议：完善供应链信息流管理；增加传递给客户的价值；提高人文知识基础；密切关注外部市场。希望本文能为相关企业提供一定的决策参考。5890
关键字：营销管理；供应链一体化；香港利丰集团；顾客价值
Supply Chain Integration of Marketing Management Study in Foreign Trade Industry
——Taking the Case of Li & Fung Group in Hong Kong
Abstract: In marketing management, can interact through the integration of supply chain coordination, optimal allocation of resources and the application of advanced technology to reduce customer costs, improve customer value, creating value-added services. Current integration of supply chain management has become an important competitive strategy. This paper first introduces the concept of supply chain integration and marketing management; Secondly explains the foreign trade industry development present situation; Then from the main contents and core elements, main influencing factors and operation technology square in the face of trade industry supply chain integration marketing management mode are discussed in this paper. And supply chain integration marketing of li & fung group in Hong Kong as a case, using the theory of STP and SWTO analysis the reasons for the success of the li & fung group and the insufficiency. Finally for our country foreign trade industry development in the field of supply chain integration put forward four strategy Suggestions: improve supply chain information flow management; Increase is passed to the customer value; To improve humanities knowledge base; Pay close attention to the external market. Hope this article can provide certain decision reference for relevant enterprises.
Keywords: Marketing Management；Supply Chain Integration；Li & Fung Group in Hong Kong；Customer Value
目录
引言   1
（一）选题背景   1
（二）研究意义   1
一、相关概念   2
（一）供应链一体化   2
（二）营销管理   2
二、相关基础理论   4
（一） STP理论   4
（二） SWOT分析   4
三、外贸行业发展现状   5
（一）发展概况   5
1、商品结构优化   5
2、加工贸易出口潜力巨大   5
3、集体私营企业成主力军   5
4、北美为主要贸易伙伴   5
5、地区发展不平衡   5
（二）存在问题   6
1、企业缺乏自主创新能力   6
2、劳动密集型商品比重大   6
3、经济危机的负面影响   6
4、面临新的贸易壁垒的制约   6
5、出口贸易高度依赖发达国家   6
四、贸易行业供应链一体化营销管理模式   7
（一）主要内容   7
1、直面终端客户，提供个性服务   7
2、异业结盟，协同服务   7 外贸行业供应链一体化营销管理研究+SWOT分析:http://www.youerw.com/guanli/lunwen_3158.html