中原咖啡的中国市场营销策略研究

发布时间：2018-03-09 10:08

本文选题：中原咖啡　切入点：中国市场　出处：《湖南大学》2013年硕士论文　论文类型：学位论文

【摘要】：越南是世界第二大咖啡出口国，中原咖啡作为越南咖啡第一品牌，正逐步扩大深加工产品的投资，其产品在国内市场销售同时也大量出口到世界各国。中国是越南的邻国，出口运输成本较低，且其具有庞大的市场与购买力，成为中原咖啡的重要目标市场。然而，如何进入中国市场，如何在中国市场长远发展，需要中原制定和实施最适合中国市场的营销战略。鉴于此，以STP营销理论、营销组合策略理论，国际营销理论等理论为研究基础，探讨中原咖啡在中国市场的营销现状，对企业在中国市场的营销策略提出建议。本文共由五章组成，主要内容包括，首先对以往的研究及相关理论进行回顾和归纳,其次对中原公司进行简单的介绍，进而通过二手资料，数据收集和梳理分析了其在中国市场的经营现状；在此基础上系统地分析了中原咖啡在中国市场的优势、劣势及企业面临的机会和威胁，最后运用了经典4P营销组合策略提出了中原咖啡进入中国市场应采取的营销对策。本论文在对中原咖啡在中国市场的详细分析基础上，进行了消费者市场细分、市场目标选择、市场定位分析并对4Ps营销组合提出了相关结论。此外，本文对中原咖啡在中国的营销策略实施也做出相关分析和总结。本文提出的中原公司在中国市场的营销策略建议以期助益于企业成功进入中国市场、提高公司的竞争力。本文的研究成果为越南政府的宏观战略及为越南企业走出国门的战略制定和实施具有一定的启示和借鉴意义。然而，由于存在中越文化差异，本文对中原咖啡中国市场营销策略研究成果的实用性与有效性，，还有待通过较长时间的实践才能得以验证。
[Abstract]:Vietnam is the world's second largest exporter of coffee, the coffee as the first brand of coffee in Vietnam, is gradually expanding deep-processing products investment, its products in the domestic market but also exported to countries around the world. Chinese is Vietnam's neighboring countries, export transportation cost is low, and it has a huge market and purchasing power, has become an important the target market of Central Plains coffee. However, how to enter the China market, how in the long-term development of Chinese market, need to develop and implement the most suitable China market marketing strategy.
In view of this, the STP marketing theory, marketing mix theory, international marketing theory as the research foundation, to explore the marketing situation of the Central Plains in the China coffee market, puts forward the proposal to the Chinese marketing strategy of enterprises. This thesis consists of five chapters, the main contents include, firstly, previous studies and related theories are reviewed and the induction, followed by a brief introduction to the Central Plains company, and then through the second-hand data, data collection and analysis of management status in Chinese market; on the basis of systematic analysis of the advantages of the Central Plains coffee in the Chinese market, facing disadvantages and business opportunities and threats, and finally the use of the classic 4P marketing strategy put forward the marketing strategy should be taken into Chinese Central Plains coffee market.
This thesis focuses on the basis of detailed analysis of China in the Central Plains coffee market, the consumer market segmentation, target market selection, market positioning analysis and put forward the relevant conclusions of 4Ps marketing combination. In addition, this paper also makes analysis and summary of the implementation of the Central Plains coffee in the Chinese marketing strategy. Marketing strategy proposed Zhongyuan company in the China market recommendations in order to benefit China enterprises successfully enter the market, improve the competitiveness of the company. The research results of macro strategy and the Vietnamese government to go abroad for Vietnam enterprise strategy formulation and has the certain enlightenment and reference implementation. However, due to the existence of the cultural differences, this paper research on the marketing strategy of Central Plains China coffee market availability and effectiveness remains to be through the long time practice can be verified.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82

【参考文献】