摘 要随着经济全球化发展，我国对外贸易持续增长，中国许多产品都备受国际市场的欢迎，如水产品行业。水产品以美味的口感，丰富的营养，越来越受到大众的青睐。近年来随着水产品行业的发展趋势逐渐升高，营口市水产品行业的出口量大幅度增加，涌现了大批新的水产品加工企业，目前营口市水产品行业主要问题为企业饱和，营销渠道与营销观念单一，过度追求出口创汇导致企业之间存在着恶性竞争，导致产品出现参差不齐的现象，产品达不到进口国的进口标准，使公司名誉度大大受损，影响公司利益。本文以营口渤海水产有限公司为研究对象，分析该公司所存在的出口营销策略问题。通过结合数据分析，结合该公司的实际情况，发现该公司目前存在出口营销渠道单一、出口营销方式落后、产品质量把控不到位等问题，同时从销售渠道、创新营销理念、加强产品质量把控力度等方面提出解决对策。本文主要采用文献研究法、案例研究法，对营口渤海水产有限公司进行调查与分析。使营口渤海水产有限公司在水产品出口方面得到更好的发展。关键词：水产品；出口营销；SWOT 分析；营销策略；本科论文AbstractWith the development of economic globalization, China's foreign trade continues to grow.And many Chinese products are welcomed by the international market, such as water products industry. Aquatic products with delicious taste, rich nutrition, more and more popular by the public. In recent years, with the development of the aquatic products industry trends, increase exports of yingkou city aquatic products industry, there emerged a large number of new aquatic products processing enterprises, the yingkou city aquatic products industry, the main problem for enterprise saturation, single marketing channels and marketing concept, excessive pursuit of export led to the vicious competition between enterprises, lead to products appear the phenomenon of uneven, product standard, to reach the importing country damaged greatly company reputation degree, affect the company's interests. This paper takes Yingkou Bohai Aquatic products Co., LTD as the...
