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1长乐JL公司化纤产品国际市场策略研究——基于核心竞争力构建的视角AstudyofinternationalmarketstrategyofChangleJLCompany’schemicalfibreproduct——Basedontheperspectiveofcorecompetitivenessconstruction2摘要在经济全球化的时代，企业要想在国际市场上取得份额，其核心竞争力被视为关键因素。此外，经济全球化的发展迫使许多化纤企业不能再只局限于有限地域的市场，需要企业开拓更为广阔的国际市场。本文以主要生产涤纶短纤和长丝的JL化纤公司为研究对象，聚焦于中国化纤领头企业国际市场营销问题的研究。本文主要研究当前经济形势大背景下的化纤企业为寻求更大的国际市场该如何构建自身核心竞争力，并展开国际营销的问题。由于公司特点在中国化纤行业中具有典型性，问题也基本代表了目前国内化纤企业的普遍情况。本文首先对JL化纤公司进行了环境分析，并以此为切入点，然后再构建公司的核心竞争力模型，最后提出相对应的国际策略。值得注意的是，探讨化纤企业核心竞争力与国际市场开拓的关系也是本文已有相关理论研究的一个深化。通过本文的研究，为JL公司恰当地了解国际市场定位，成功开拓国际市场，提供了参考和借鉴价值。本文首先对相关理论进行了综述，接着着重分析了JL化纤公司面临的宏观、中观和微观竞争环境。随后本文从市场运作和系统制度两个方面构建了JL化纤公司的核心竞争力模型并详细阐述了其构建途径。最后本文根据JL公司的全球化国际营销的宏伟目标，从产品、价格、渠道、促销以及对外直接投资五个方面详细制定了JL化纤公司的国际化市场营销组合策略。本文的研究可以为中国化纤企业更充分的参与全球竞争提供宝贵经验，也可以为政府相关政策的制定提供有用的理论指导。关键词：化纤，核心竞争力，国际市场营销3AbstractIn21stcentury'smarketeconomy,thecorecompetitivenessofenterpriseisregardedasthekeytoitsdevelopmentandgrowth.Besides,thedevelopmentofeconomicglobalizationisforcingmanychemicalfiberenterprisesnolongertoconfintoalocalmarke.Companiesneedtodevelopabroaderinternationalmarket.Inthispaper,theauthorstudiedJLChemicalFiberCompany,whichismajorintheproductionofpolyesterstaplefiberandfilamentfiberandisaleadingChinesechemicalfiberenterprise.Thispapermainlystudiedhowtobuildcorecompetitivenessoffiberenterprisetoseekgreaterinternationalmarketandexpandinternationalmarketingunderthebackgroundofcurrenteconomicsituation.BecauseofitscharacteristicsistypicalinChinachemicalfiberindustry,itsproblembasicallyrepresentstheprevailingsituationofdomesticchemicalfiberenterprises.ThroughtheanalysisandresearchofJLchemicalfibercompany'senvironment,andthenbuildthecorecompetitivenessmodelofthecompany.Finally,proposecompanyglobalstrategies,soastoproperlyunderstandthecompanyJLinternationalmarketpositionandsuccessfullydeveloptheinternationalmarketandprovidereferenceforthecurrentchemicalfiberindustryenteredtheinternationalmarket.Itisworthnotingthattherelationshipbetweenthecorecompetitivenessoffiberenterpriseanditsinternationalmarketexploration,whichisadeepeningofexistingtheoreticalresearchforthisarticle.First,thispapersummarizedrelevanttheories,specificallydemonstratedthecomparativeadvantagetheory,competitiveadvantagetheory,industrystructuretheoryandinternationalmarketingtheory.Then,thispaperfocusedontheuseofPESTanalysis,Porter'sfiveforcesindustrystructureanalysisandSWOTanalysis,whichdetailedlyanalysedmacro,mesoandmicro-competitiveenvironmentofJLchemicalfibercompanyfaced.Subsequently,basedontheprecedinganalysis,thepaperJLbuildedacorecompetitivenessmodelandelaborateditsconstructionways.Finally,4accordingtothegrandgoalofJL'sinternationalmarketing,thepaperfromproduct,price,place,promotionandFDIfiveareaselaboratedJLfibercompany'sinternationalmarketingmixstrategy.ThisstudycanprovidevaluableexperiencefortheChinesechemicalfiberenterprisestoparticipatemorefullyinglobalcompetition,anditcanalsoprovideausefultheoreticalguidanceforthedevelopmentofgovernmentpolicy.Keywords:chemicalfiber,corecompetitiveness,internationalmarketing目录摘要..................................................................................................................................................2Abstract.............................................................................................................................................3目录..................................................................................................................................................4第一章引言.....................................................................................................................................61.1论文选题背景.....................................................................................................................61.1.1实践背景..................................................................................................................61.1.2理论背景..................................................................................................................61.2研究内容和意义.................................................................................................................71.2.1研究内容..................................................................................................................71.2.2研究意义..................................................................................................................81.3研究方法............................................................................................................................91.4创新点................................................................................................................................9第二章相关理论回顾...................................................................................................................102.1比较优势理论..................................................................................................................102.1.1比较优势理论的发展...........................................................................................102.1.2对比较优势决定因素的探索...............