摘要
全球的经济日趋一体化,因而国际市场对企业的生存发展起着举足轻重的作
用。近几年,中国沿海城市以出口为主的企业,深知国际市场营销策略的制定是企
业发展战略的重要支撑,国际市场营销更是一定程度上决定了企业的总体盈利能
力和经济水平。如何在复杂多变的国际市场环境中寻求更多的机会和生存发展空
间,已越来越成为以出口为主的企业追求的目标。后金融危机时代,我国企业面临
着前所未有的挑战,生存压力明显增大。要解决企业的问题,需要国家、社会、企
业各方面去努力。就企业自身而言,积极调整发展战略,寻找生存空间和发展机会,
具有重要的现实意义。其中,国际市场营销战略的选择对于越来越国际化的我国
企业来说是一个重要课题。新的国际经济形势要求企业必须重视市场营销,提高
国际市场营销能力,优化市场营销策略

起重配件在生产生活等多个领域广泛的应用，市场潜力非常的大。随着社会
经济的发展，生产技术的进步，产业规模不断地扩大，自动化程度也在不断地增
强，现代化的生产领域对于起重配件的需求量也在不断地增强。HD 集团作为起
重配件欧亿·体育（中国）有限公司中成立比较早的集团之一，生产基地位于青岛市，得天独厚的地理位
置方便 HD 集团进行海外贸易，长期以来 HD 集团也在积极的拓展其海外市场，但
是尚未形成统一化的战略，本文主要是在充分分析 HD 集团面临的国际市场现状
的基础之上，以国际营销的相关理论为依据，通过国际营销的相关战略分析工具，
对 HD 公司的国际市场营销进行了 PSET 分析、波特五力分析和 SWOT 分析，而掌
握了解了 HD 公司所面临的市场环境和企业的优劣势，进而总结归纳了 HD 公司进
行国际市场营销的战略选择，为 HD 公司未来的国际市场开拓提供了借鉴，也对
其他起重配件欧亿·体育（中国）有限公司的公司的国际营销战略给予了借鉴意义

关键词：起重配件 国际营销 营销环境 品牌策略INTERNATIONAL MARKETING STRATEGY OF HD
LIFTING PARTS CO.,LTD
ABSTRACT
The international market plays an important role in the survival and development of
enterprises as Global Economic Integration. In recent years, export-oriented enterprises in
Chinese coastal cities well known that the formulation of international marketing strategy
is an important support for the enterprise development strategy. The international
marketing is to a certain extent, determines the overall profitability of enterprises and the
economy level. How to seek more opportunities and survival and development space in
the complicated and changeable international market environment, has become the target
of export-oriented enterprises. Post Financial Crisis, Chinese enterprises are facing
unprecedented challenges, the survival pressure increased significantly. In order to solve
the problem of the enterprise, it is necessary for the country, the society and the enterprise
to combine. On the enterprise itself, It is of great practical significance to actively adjust
the development strategy, to seek survival space and development opportunities. Among
them, the choice of the international marketing strategy is an important subject for the
internationalization of Chinese enterprises. The new international economic situation
requires enterprises to attach importance to marketing, improve international marketing
capabilities, optimize marketing strategies.
Lifting accessories in the production and life of a wide range of applications, the
market potential is very large. With the development of social economy, the progress of
production technology, the scale of the industry continues to expand, the degree of
automation has been enhanced, the modernization of production areas for lifting
accessories demand is constantly enhanced. HD Group as one of the early establishment
of the lifting parts industry, the production base is located in Qingdao, HD group as one
of the earlier group founded in the accessories industry, the production base is located in
Qingdao City, the geographical position is richly endowed by nature of HD group to
facilitate overseas trade, long HD group is also actively expanding its overseas market but
has not yet formed a unified strategy. This article is based on the analysis of the
international market situation of HD group,based on the relevant theories of internationalmarketing,Through the analysis of the strategic tools of international marketing. Analyze
the international marketing of HD company by PSET analysis, Potter&39;s five forces
analysis and SWOT analysis. In order to understand that HD company faces the market
environment and the advantages and disadvantages of the enterprises, and then
summarize summarized the HD company strategic choice of international marketing, and
provides a reference for HD company in the future international market development, but
also to other lifting accessories industry company&39;s international marketing strategy for
reference.
KEY WORDS： lifting parts international marketing marketing environment
branding strategy目 录
1 绪论..........1
1.1 选题背景和意义.....1
1.1.1 研究的背景..........1
1.1.2 研究目的..2
1.1.3 研究意义..2
1.2 国内外研究现状.....3
1.2.1 国外研究现状......3
1.2.2 国内研究现状......5
1.2.3 国内外研究评述..7
1.3 研究方法和技术路线.........7
1.3.1 研究方法..7
1.3.2 技术路线..8
1.4 论文基本框架.........8
1.5 创新点.........9
2 起重配件国际营销相关理论...10
2.1 国际营销相关理论...........10
2.1.1 对外贸易相关理论........10
2.1.2 4P、4C 理论.......14
2.2 国际营销战略分析工具...15
2.2.1 波特五力分析模型........15
2.2.2 PEST 分析模型...16
2.2.3 SWOT 分析模型.16
3 HD 公司国际营销现状分析.....18
3.1 HD 公司概况.........18
3.1.1 HD 公司简介......18
3.1.2 HD 公司组织框架..........18
3.2 起重配件产品的分类.......19
3.3 HD 公司国际营销策略现状.........20
3.3.1 产品策略现状....20
3.3.2 价格策略现状....21
3.3.3 渠道策略现状....213.3.4 推广策略现状....22
3.4 HD 公司国际营销策略存在的问题.........23
3.4.1 品
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