中国农业企业贸易式市场进入模式与国际市场营销策略的匹配研究

发布时间：2018-04-11 18:48

本文选题：农业企业 + 贸易式市场进入模式　；参考：《海南大学》2015年硕士论文

【摘要】：近年来,中国农业企业出口贸易量显著增长,但同时农业企业在国际市场竞争中的压力也越来越大。本文以国际市场新的发展为背景,以匹配贸易式市场进入模式与国际市场营销策略为主线展开深入分析与思考。本文的研究分为五个部分,第一部分(第一章和第二章),包括本文的研究背景、研究目的、研究意义和研究方法以及本文的创新点和文献综述。第二部分(第三章)主要通过分析国际市场营销的概况来弄清我国农业企业所处的国际市场环境以及面临的国际市场需求。第三部分(第四章)通过对相关市场进入模式理论以及国际市场营销理论的综述,重点概括总结了贸易式市场进入模式与五大营销策略之间的关系,并提出了研究假设。第四部分(第五章)通过对86家中国农业企业相关数据进行研究,采用模糊数学模型,判断出贸易式市场进入模式是农业企业最优的市场进入模式,然后通过两分类变量的关联性分析来证明贸易式市场进入模式与国际营销策略之间是有关联性的。最后,通过离散选择模型,探讨了贸易式市场进入模式与国际市场营销策略的匹配关系,并通过SPSS21软件和大量图表与公式来完成相关的数据证明。第五部分(第六章),根据实证分析的结果,对贸易式市场进入模式与国际市场营销策略的匹配关系做出了相关的结论。其中,第四、五章为本文的重点章节,第四章以贸易式市场进入模式和国际市场营销策略两大理论为根本,提出了研究假设；第五章通过代入86家中国农业企业相关数据,采用模糊数学模型、两分类变量的关联性分析、离散选择模型,得出以下研究结论：中国农业企业选择合理的国际市场营销组合策略对企业的发展具有重要的现实意义；采取贸易式市场进入模式是农业企业的最优选择；贸易式市场进入模式与国际市场营销策略是有关联的,并且存在匹配关系。本论文进行的贸易式市场进入模式与国际市场营销策略的匹配研究,对中国农业企业的国际市场营销与贸易具有较强的指导意义和应用价值。
[Abstract]:In recent years, significant growth in China agricultural enterprises export trade volume, but at the same time, agricultural enterprises in the international market competition more and more pressure. The development of the new international market to the background, to match the trade market entry mode and international marketing strategy as the main line of in-depth analysis and reflection.
This study is divided into five parts, the first part (the first chapter and the second chapter), including the research background, the research purpose, significance and research methods and innovation of this paper and literature review. The second part (the third chapter) mainly through the analysis of international marketing to find out the agricultural enterprises in China the international market environment, facing the international market demand. The third part (Chapter fourth) based on the related theory and the review of the international market entry mode of marketing theory, are summarized into the relationship between the model and the five marketing strategies of trade market, and put forward the hypothesis. The fourth part (the fifth chapter) is studied through the 86 China agricultural enterprise data, using fuzzy mathematical model, determine the trade market entry mode of agricultural enterprises is the optimal market entry mode, and then through the two Correlation analysis between variables to prove the entry mode and the international marketing strategy of trade market are related. Finally, through the discrete choice model, discusses the matching relationship between entry mode and international marketing strategy of trade market, and through the SPSS21 software and a large amount of charts and formulas to complete the relevant data to prove. The fifth part (Chapter sixth), according to the results of empirical analysis, make some conclusions on the trade market into the matching relationship between the model and the international marketing strategy.
The fourth, fifth chapter is the focus of this chapter, the fourth chapter in the trade market entry mode and international marketing strategy of the two fundamental theory, put forward the research hypothesis; the fifth chapter through the generation of 86 Chinese agricultural enterprise data, using the fuzzy mathematics model, correlation analysis of two categorical variables, discrete choice model, the the following conclusions: Chinese agricultural enterprises develop the international marketing strategy for the rational combination of enterprises is of great practical significance to trade; market entry mode is the optimal choice of agricultural enterprises; trade market entry mode and the international marketing strategies are related, and there is a matching relationship.
Study on pattern matching with international marketing strategy into the trade market in this paper, has a strong guiding significance and application value of international marketing and trade of agricultural enterprises China.

【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F324

【参考文献】