国际市场营销 “儿童基础伙伴关系营销计划”

发布时间：2016-04-15 10:21

Exclusive Summary执行摘要

中小企业在经济发展中扮演着重要的角色。但由于资金、资源、经验等方面的不足，市场营销一直是中小企业面临的挑战。本报告的目的是帮助中小企业实施营销计划。本报告以儿童为基础的合作伙伴关系，提供儿童节托儿所。
本文从七个方面对儿童基础合作伙伴关系的营销策划进行了研究。他们是要去国际，客户分析，SWOT分析，国家选择的原因，国外市场进入模式，营销和社会媒体。本报告的主要结论是：为了寻求更大的市场，增加利润，报告建议以儿童为目标市场，，通过分析自身能力和宏观环境因素，选择中国作为目标市场。然后决定全面使用许可，合资和外商直接投资进入模式。选择合理的营销组合是获得成功的有效途径。和社交媒体可以帮助孩子基本的伙伴关系。
SMEs represent plays a key role in the economic development. However, marketing has always been a challenge for SMEs due to the lack of capital, resources, experience and so on. The aim of this report is to help SMEs to implement marketing plan. This report takes The Childbase Partnership as an example which provides children’s day nurseries. 

This paper formulate a marketing plan for The Childbase Partnership based on seven aspects. They are reasons for going international, customer analysis, SWOT analysis, country selection, foreign market entry mode, marketing mix and social media. The following are main findings in this report: In order to seek larger market and increase profit, the report suggests The Childbase Partnership to choose China as the target market by analysing its own capability and macro and micro environment factors. Then it determines to comprehensively use licensing, joint venture and foreign direct investment entry mode. Selecting reasonable marketing mix is effective access to success. And social media could assist The Childbase Partnership. 

Table of Content

1. Introduction 1
2. About company 1
3. Reasons for Going International 2
4. Customer Analysis 3
5. SWOT Analysis 4
6. Country Selection 5
6.1 Consideration Set 5
6.2 Preliminary Screening 5
6.3 Market Potential Assessment 6
6.4 Markets Ranking 7
7. Foreign Market Entry Mode 7
8. Marketing Mix 8
8.1 Product strategies 8
8.2 Pricing strategies 9
8.3 Promotion strategies 9
8.4 Distribution strategies 10
9. Digital/Social Media Supported Internationalisation 10
10. Conclusion 12
11. Reference 14

1. Introduction介绍

According to European Commission, ‘small and medium-sized enterprises (SMEs) refer to companies which have fewer than 250 employees. SMEs also can be defined based on financial assets. Either the annual turnover of SMEs has not exceeding

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