保定A公司非洲市场营销策略存在的问题及对策研究

发布时间：2017-12-27 20:04

本文关键词：保定A公司非洲市场营销策略存在的问题及对策研究　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：能源问题作为全球性的热门话题,受到各国的普遍关注。光伏行业是具有代表性的新能源产业,有清洁、高效等优点。它对能源结构的调整、环境保护和生态文明建设有重要的意义。经历了发展低谷的中国光伏企业近两年在稳健复苏时,正积极开拓新市场,而日照资源丰富的非洲正是他们的新目标。作为一个重要的新兴市场,正处于城市化进程和工业化初始阶段,能源消耗的加剧,进一步为本土的资源利用带来很大的挑战,使各国纷纷把目光转移到新能源上来。有报告指出,太阳能是2020年前非洲最具前景的能源解决方案。非洲作为A公司一个重要的海外新兴市场,对于如何提高市场份额,取得竞争优势,一直在摸索。本文就是在这个背景下讨论A公司在非洲市场的营销组合策略。通过对市场进行调查与分析,对A公司所在的非洲市场进行了外部环境分析和公司内部环境分析,运用SWOT战略分析模型列出了A公司的优势、劣势、机会和威胁。通过对A公司在非洲市场的营销现状的叙述,结合对非洲市场的分析,找出公司营销策略现存的问题。应用STP营销战略和4P营销组合策略模型提出A公司在非洲市场营销组合策略的调整建议:增强服务,注重产品差异化,强化品牌作用,采用满意定价法,积极参加当地公益活动,承担社会责任,树立企业的良好形象。文章最后指出A公司营销组合策略实施保障机制:加强市场调研;大力推进技术创新;完善企业管理体制;提高顾客满意度,保障A公司的营销策略的实施。
[Abstract]:As a global hot topic, energy issues have been paid more and more attention by all countries. The photovoltaic industry is a representative new energy industry, which has the advantages of clean, efficient and so on. It is of great significance to the adjustment of energy structure, environmental protection and the construction of ecological civilization. In recent two years, China's PV industry has been developing steadily, and is developing new markets. As an important emerging market, it is in the initial stage of urbanization and industrialization. The intensification of energy consumption has brought great challenges to the utilization of domestic resources, so that many countries are turning their eyes to new energy sources. It is reported that solar energy is the most promising energy solution in Africa before 2020. As an important overseas emerging market of A company, Africa has been groping for how to improve market share and gain competitive advantage. This article is to discuss the marketing mix strategy of A company in the African market in this context. Through the investigation and analysis of the market, we carried out external environment analysis and internal environment analysis for the African market of A company, and listed the advantages, disadvantages, opportunities and threats of A company by using SWOT strategy analysis model. Through the description of the marketing status of A in the African market and the analysis of the African market, we find out the existing problems in the marketing strategy of the company. Suggestions of A company in the African market marketing strategy STP marketing strategy and marketing combination strategy 4P model: enhanced services, focusing on product differentiation, strengthen the brand effect, the pricing method, and actively participate in local public welfare activities, social responsibility, erect a good image of enterprise. Finally, it points out that the implementation mechanism of A marketing mix strategy is to strengthen market research, vigorously promote technological innovation, improve enterprise management system, improve customer satisfaction and ensure the implementation of A's marketing strategy.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.61

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