金桥集团非洲市场营销策略优化研究

发布时间：2018-08-22 18:32

【摘要】：2013年以来,世界经济继续处于政策刺激下的脆弱复苏阶段,总体形势相对稳定,但继续向下滑行,维持着“弱增长”格局。对于广大中国出口企业而言,在当前形势下,针对具有一定出口规模的制造企业,更要针对不同的国际市场采取更为正确的营销策略,对当前国际营销策略进行优化,是企业实现良好发展的关键。笔者在大型焊材生产企业出口处任职数年,主要从事国际市场拓展工作,负责非洲市场区域,对非洲市场有一定的了解。本文根据当前相应行业发展状况及相关工作经验,以金桥集团为例,对该企业非洲市场营销策略进行了优化研究。本文在分析了金桥集团内外部环境,以现代国际市场营销管理理论及相关理论为基础,运用SWOT分析工具,剖析了该企业非洲区域市场营销中存在的主要问题。在此基础上,对金桥集团非洲区域市场营销策略进行优化；同时列出了营销策略的保障实施。本文对金桥集团非洲市场营销策略进行优化研究,在一定程度上给出了一些解决办法和指导性建议,对焊材生产企业非洲市场营销工作的实际操作具有很好的指导和借鉴作用。
[Abstract]:Since 2013, the world economy has continued to be in a fragile recovery spurred by policy. The overall situation has remained relatively stable, but continued to slide downward to maintain a "weak growth" pattern. For the majority of Chinese export enterprises, under the current situation, for manufacturing enterprises with a certain export scale, more correct marketing strategies should be adopted for different international markets, and the current international marketing strategies should be optimized. Is the enterprise realizes the good development the key. The author has been in the export office of large welding material manufacturer for several years, mainly engaged in the international market expansion, responsible for the African market region, and has a certain understanding of the African market. According to the current development of the relevant industries and relevant work experience, this paper takes Jinqiao Group as an example to optimize the marketing strategy of the enterprise in Africa. This paper analyzes the internal and external environment of Jinqiao Group, based on the modern international marketing management theory and related theories, using SWOT analysis tools, analyzes the main problems in the African regional marketing of this enterprise. On this basis, this paper optimizes the regional marketing strategy of Jinqiao Group in Africa, and lists the guarantee and implementation of the marketing strategy. This paper optimizes the marketing strategy of Jinqiao Group in Africa, and to a certain extent gives some solutions and guiding suggestions, which has a good guidance and reference for the actual operation of the African marketing work of welding material production enterprises.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.7

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