外贸行业供应链一体化营销管理研究+SWOT分析
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