GC公司出口埃及市场的营销策略研究

发布时间：2018-03-24 11:16

本文选题：化工产品　切入点：出口营销策略　出处：《华南理工大学》2014年硕士论文

【摘要】：出口贸易，作为企业进入国际市场行之有效的模式之一，因其具有方式便捷、成本低廉、回报快速的特点，受到众多希望走出国门的中国企业的青睐。由于不同出口目的国的政治、经济和人文社会等环境各不相同，出口营销策略的制定也需“因地制宜”。本文以GC公司为案例载体，针对埃及化工市场，诠释了GC公司以出口贸易模式作为进入埃及市场的原因，并根据GC公司具有的化工产品“超级市场”的特色，从产品、渠道、促销和价格四个方面分析了GC公司面向埃及市场所制定的营销策略，同时对现行营销策略中存在的问题提出了诸如扩大产品系列的宽度、完善渠道客户备案制度、推动电子商务促销宣传以及降低采购成本从而提高出口价格竞争力等改进思路。此外，就埃及市场当前特有的风险环境提出了完善风险管控体系的建议，，希望藉此能使GC公司在最大程度规避风险的前提下，进一步扩大埃及市场的份额，提高收益。本论文所研究的是GC公司的个体案例，因此论文中的具体措施和结论有其局限性，但GC公司是典型的中国化工外贸企业的缩影，所以希望对同类型的中国化工企业在开拓海外市场上提供一定的借鉴。
[Abstract]:As one of the effective modes for enterprises to enter the international market, export trade is favored by many Chinese enterprises who want to go abroad because of its convenient way, low cost and quick return. Due to the different political, economic, humanistic and social environments of different export destination countries, the formulation of export marketing strategy should also be "tailored to local conditions". This paper takes GC Company as a case carrier, aiming at the Egyptian chemical market. This paper explains the reasons why GC Company takes the export trade mode as the reason for entering the Egyptian market, and according to the characteristics of "supermarket" of chemical products of GC Company, from the products and channels, Four aspects of sales promotion and price are analyzed, and the marketing strategy of GC for Egypt market is analyzed. At the same time, the problems existing in the current marketing strategy, such as expanding the width of product series and perfecting the channel customer filing system, are put forward. To promote the promotion of electronic commerce and improve the competitiveness of export prices by reducing procurement costs. In addition, the paper puts forward some suggestions on how to improve the risk control system in the current risk environment of the Egyptian market. It is hoped that this will enable GC to further expand its share of the Egyptian market and increase its earnings on the premise of maximizing risk aversion. This paper studies the individual cases of GC Company, so the concrete measures and conclusions in this paper have their limitations, but GC Company is the epitome of typical Chinese chemical foreign trade enterprises. So I hope to provide some reference to the same type of Chinese chemical enterprises in the development of overseas markets.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F752.62;F426.72

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