美国卡夫食品公司开拓中国市场战略研究

发布时间：2019-01-20 16:52

【摘要】：自加入世贸组织以来，，我国企业“走出去”呈现出前所未有的繁荣景象，值此之际，党十八大的召开，旗帜鲜明地提出我国应该加快“走出去”的战略步伐，以共享全球经济一体化的丰硕果实。然而，在不断实施“走出去”战略的过程中，有的企业则是惨淡经营，甚至沉寂消亡。而当前全球经济局势正处于缓慢升温的恢复时期，面对新气象、新机遇，我国企业应该从以前的失败中汲取教训、展望未来，并不断借鉴堪称国际营销典范的跨国企业的成功经验，开拓进取、创造性地建设出一条具有中国特色的海外拓展之路。本文采用理论联系实际的方法，以卡夫食品有限公司为研究对象，期望通过对卡夫食品有限公司开拓中国市场的拓展策略的详尽分析，为我国企业实施差别化的市场战略拓展海外市场提供宝贵的建议。本文大致分为七个部分，第一部分为绪论，主要介绍了论文的研究的理论与现实意义并对创新之处做了说明。第二部分介绍了海外食品企业在华战略的现状和特点。第三部分详细介绍了卡夫食品公司以及其拓展中国市场的动因。第四部分详细阐述了影响卡夫食品公司在中国市场的优势、劣势、机遇与挑战因素。第五部分完整清晰地分析了卡夫食品公司拓展中国市场的所采取的相应策略。第六部分从销售额和股东权益报酬率两个方面对卡夫食品公司在中国市场所运用的营销策略效果予以评析。最后，结合卡夫食品有限公司成功拓展中国市场的经验总结，对我国企业意图开拓海外市场实施成功营销提出对策和建议，期待能为今后国内企业走出国门、走向世界时能有所借鉴。
[Abstract]:Since China's accession to the WTO, the "going out" of Chinese enterprises has shown unprecedented prosperity. On the occasion of the convening of the 18th National Congress of the Party, it has been unequivocally proposed that China should speed up the strategic step of "going out". To share the fruits of global economic integration. However, in the process of carrying out the "going out" strategy, some enterprises are very dull and even die out. And the current global economic situation is slowly warming up during the recovery period. In the face of new circumstances and new opportunities, Chinese enterprises should draw lessons from previous failures and look to the future. And constantly draw lessons from the successful experience of multinational enterprises which can be regarded as the international marketing model, forge ahead and creatively build a way of overseas development with Chinese characteristics. This paper takes Kraft Food Co., Ltd as the research object by using the method of combining theory with practice, and expects to analyze in detail the expanding strategy of Kraft Foods Co., Ltd in opening up the Chinese market. It provides valuable suggestions for Chinese enterprises to implement differential market strategy to expand overseas markets. This paper is divided into seven parts, the first part is the introduction, mainly introduces the theoretical and practical significance of the paper and explains the innovation. The second part introduces the present situation and characteristics of overseas food enterprises' strategy in China. The third part introduces Kraft Foods Company and its motivation of developing Chinese market in detail. In the fourth part, the advantages, disadvantages, opportunities and challenges of Kraft Foods Company in China are discussed in detail. In the fifth part, the author analyzes the strategy adopted by Kraft Foods Co., Ltd. The sixth part analyzes the effect of Kraft Food Company's marketing strategy in China from the aspects of sales volume and return on shareholders' rights and interests. Finally, combined with Kraft Food Co., Ltd.'s successful experience in developing the Chinese market, the author puts forward some countermeasures and suggestions on the successful marketing of Chinese enterprises' intention to open up overseas markets, and looks forward to going abroad for domestic enterprises in the future. We can learn from it when we go to the world.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.82;F274;F272

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