中国毛织品在吉尔吉斯斯坦的营销策略研究
发布时间：2018-11-19 11:55
【摘要】：随着中国经济进入了高速增长期,纺织品作为劳动最为密集的行业,吸收的就业非常的大,因此纺织品在中国得到了较快速度的发展。短短三十多年间,中国成为纺织品巨人,纺织品出口占据世界出口额三成之多。中国政府推出的一带一路战略,带动了吉尔吉斯斯坦的发展。尔吉斯斯坦与中国西部紧密相连,是中国通往中亚的门户和一带一路建设的的重要节点。吉尔吉斯坦共和国的纺织业相对落后,主要受到经济、科技、人才三方面的约束导致吉尔吉斯斯坦的纺织业发展受到一系列的阻碍,吉尔吉斯斯坦人在纺织品消费方面比较偏好于毛织品,因此,吉尔吉斯斯坦的纺织品对于进口的依赖程度较高。中国作为吉尔吉斯斯坦的第二大贸易伙伴,研究中国毛织品在吉尔吉斯斯坦的营销就显得非常的重要。本文主要研究中国毛织品在吉尔吉斯斯坦的营销策略,首先是从目前中国出口商品的国际形势来分析中国出口问题,包括研究背景及意义。论文内容则主要利用文献综述法进行引用相关结论及数据。从中国毛织品在吉尔吉斯斯坦国市场营销环境来分析问题,包括中国毛织品企业的规模,对内销售状况,经营状况及出口状况。通过本文的分析得出结论,中国毛织品企业规模从2014年之后开始迅速减少,在目前的国际形势下,其经营状况并不乐观。出口则遇到的阻碍较大,而吉尔吉斯斯坦国毛织品的市场状况则通过研究其纺织业的发展状况、毛织品需求、购买行为等方面进行研究,目前吉尔吉斯斯坦国人的消费心理趋于品牌消费,人们的消费心理正在逐步改变。结合中国毛织品企业状况及国际市场环境、吉尔吉斯斯坦本国市场环境对于中国毛织品企业在吉尔吉斯斯坦的营销环境有了全面的分析,最后提出了中国毛织品企业在吉尔吉斯斯坦的产品策略、定价策略、渠道策略、促销策略的营销策略,以促进中国毛织品企业在国际市场的进一步发展。
[Abstract]:As China's economy has entered a period of rapid growth, textiles as the most labour-intensive industry, the absorption of employment is very large, so textiles in China has been rapid development. In more than 30 years, China has become a textile giant, and textile exports account for 30% of the world's exports. The strategy of Belt and Road, launched by the Chinese government, has led to the development of Kyrgyzstan. Ergisstein is closely connected with western China and is an important node for China's construction of Central Asia and Belt and Road. The textile industry in the Kyrgyz Republic is relatively backward and is mainly constrained by the three aspects of economy, science and technology, and human resources, leading to a series of obstacles to the development of the textile industry in Kyrgyzstan. The Kyrgyz people prefer woolen fabrics in terms of textile consumption, therefore, Kyrgyzstan's textiles are highly dependent on imports. As the second largest trade partner of Kyrgyzstan, it is very important to study the marketing of Chinese woolen goods in Kyrgyzstan. This paper mainly studies the marketing strategy of Chinese woolen goods in Kyrgyzstan. Firstly, it analyzes the export problems of China from the international situation of China's export commodities, including the research background and significance. The paper mainly uses literature review method to quote relevant conclusions and data. To analyze the problems from the marketing environment of Chinese woolen products in Kyrgyzstan, including the size, internal sales, business and export status of Chinese woolen enterprises. Through the analysis of this paper, it is concluded that the scale of Chinese woolen enterprises has been decreasing rapidly since 2014, and under the current international situation, its business situation is not optimistic. Export encountered greater obstacles, while the market situation of Kyrgyzstan's woolen goods was studied by studying the development of its textile industry, the demand for woolen goods, the purchase behavior, and so on. At present, the consumption psychology of Kyrgyz people tends to brand consumption, people's consumption psychology is gradually changing. Considering the situation of Chinese woolen enterprises and the international market environment, the domestic market environment of Kyrgyzstan has a comprehensive analysis of the marketing environment of Chinese woolen enterprises in Kyrgyzstan. Finally, this paper puts forward the marketing strategies of Chinese woolen enterprises in Kyrgyzstan, such as product strategy, pricing strategy, channel strategy and promotion strategy, in order to promote the further development of Chinese woolen enterprises in the international market.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.81
本文编号：2342236
[Abstract]:As China's economy has entered a period of rapid growth, textiles as the most labour-intensive industry, the absorption of employment is very large, so textiles in China has been rapid development. In more than 30 years, China has become a textile giant, and textile exports account for 30% of the world's exports. The strategy of Belt and Road, launched by the Chinese government, has led to the development of Kyrgyzstan. Ergisstein is closely connected with western China and is an important node for China's construction of Central Asia and Belt and Road. The textile industry in the Kyrgyz Republic is relatively backward and is mainly constrained by the three aspects of economy, science and technology, and human resources, leading to a series of obstacles to the development of the textile industry in Kyrgyzstan. The Kyrgyz people prefer woolen fabrics in terms of textile consumption, therefore, Kyrgyzstan's textiles are highly dependent on imports. As the second largest trade partner of Kyrgyzstan, it is very important to study the marketing of Chinese woolen goods in Kyrgyzstan. This paper mainly studies the marketing strategy of Chinese woolen goods in Kyrgyzstan. Firstly, it analyzes the export problems of China from the international situation of China's export commodities, including the research background and significance. The paper mainly uses literature review method to quote relevant conclusions and data. To analyze the problems from the marketing environment of Chinese woolen products in Kyrgyzstan, including the size, internal sales, business and export status of Chinese woolen enterprises. Through the analysis of this paper, it is concluded that the scale of Chinese woolen enterprises has been decreasing rapidly since 2014, and under the current international situation, its business situation is not optimistic. Export encountered greater obstacles, while the market situation of Kyrgyzstan's woolen goods was studied by studying the development of its textile industry, the demand for woolen goods, the purchase behavior, and so on. At present, the consumption psychology of Kyrgyz people tends to brand consumption, people's consumption psychology is gradually changing. Considering the situation of Chinese woolen enterprises and the international market environment, the domestic market environment of Kyrgyzstan has a comprehensive analysis of the marketing environment of Chinese woolen enterprises in Kyrgyzstan. Finally, this paper puts forward the marketing strategies of Chinese woolen enterprises in Kyrgyzstan, such as product strategy, pricing strategy, channel strategy and promotion strategy, in order to promote the further development of Chinese woolen enterprises in the international market.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.81
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