摘 要中国作为最大的轮胎制造国，其产量已经占到了世界总产量的 35%以上。现在世界轮胎市场的国内外经济发展不平稳，再加上轮胎市场上的竞争力日趋激烈，这一系列因素的影响使大连固特异轮胎有限公司原本是优势的轮胎出口变得不容乐观。本文以大连固特异轮胎有限公司为研究对象，对该公司轮胎产品出口营销策略方面进行分析，发现该公司目前存在轮胎产品受技术影响大、客户关系管理不够系统、售后服务有待改善以及企业知名度停滞不前等问题。为了解决以上的问题，同时从产品质量、客户关系、售后服务以及宣传渠道等方面入手，提出相对应的解决对策。通过对大连固特异轮胎有限公司的研究，发现轮胎行业出口营销中存在的问题，进而总结出适合大连固特异轮胎有限公司发展的出口营销策略。最后，为了获得更高的市场份额与销售利润，本人为该公司制定了相关的措施以确保研究出来的一系列出口营销策略能够解决目前出现的问题，使大连固特异轮胎有限公司在出口营销方面能够得到更好的发展。关键词：轮胎产品； 出口营销； 产品质量； 售后服务AbstractChina, the largest producer of tyres, already accounts for more than 35 per cent of the world's output. At present, the domestic and foreign economic development of the world tire market is not stable, and the competitiveness of the tire market is becoming increasingly fierce. The influence of this series of factors makes Dalian Goodyear Tire Co., Ltd.'s original advantage tire export become not optimistic. Based on the analysis of the export marketing strategy of the tire products of Dalian Goodyear Tire Co., Ltd, we find that the tire products are affected by technology, the customer relationship management is not systematic, the after-sales service needs to be improved and the company's reputation is stagnant issues. In order to solve the above problems, at the same time from the product quality, customer relations, after-sales service and publicity channels and other aspects, put forward the corresponding solutions. Based on the research of Dalian...
