喀麦隆消费者对“中国制造”产品的态度评价研究

发布时间：2018-03-10 06:37

本文选题：中非经贸共同体(CEMAC)　切入点：消费者态度　出处：《华东师范大学》2011年硕士论文　论文类型：学位论文

【摘要】：本文以喀麦隆市场作为样本,研究了喀麦隆消费者对“中国制造”产品的的态度评价。本文的研究目的是探究喀麦隆消费者对中国产品态度的本质,以及“中国制造”的供应商在喀麦隆市场上实施的市场营销策略组合。喀麦隆作为一个具有发展前景的发展中国家,蕴藏着巨大的发展潜力。本文通过对喀麦隆市场上217位被访者的调研,研究了产品评估中的来源地问题、喀麦隆消费者对产品的评估维度,以及消费者对不同产品类别的评价。研究结果表明,消费者对“中国制造”在价格、包装和产品设计方面有着积极地评价,而在质量、耐用性或者产品语言等其他属性上评价不高,未达到消费者的期望。喀麦隆市场上,中国制造的产品类别不够丰富,仅集中在部分领域,其中衣服、鞋子、箱包和玩具是购买最多的中国产品。另外,“中国制造”的产品信息主要来源于口碑效应和现场广告或促销活动。本文为“中国制造”能成为喀麦隆消费者的首选,提出了四点建议：第一是产品策略,中国制造商要将产品语言翻译成喀麦隆消费者能理解的语言,加强和保证产品质量,在喀麦隆市场上增加产品类别,在当地市场发展具有代表性的中国品牌；第二是价格策略,在喀麦隆市场上制定合适的价格；第三是促销策略,供应商应该通过当地媒体或者开展体育活动或者文化活动来推广产品,并且打破与消费者之间的语言障碍；第四是渠道策略,中国制造产品至少要在喀麦隆的10个区域设置代表,并保持良好的专业化售后服务。最后,本文讨论了该研究的管理意义和不足之处。
[Abstract]:Taking Cameroon market as a sample, this paper studies the attitudes of Cameroonian consumers towards "made in China" products. The purpose of this study is to explore the nature of Cameroonian consumers' attitudes towards Chinese products. And "made in China" suppliers in Cameroon to implement the marketing strategy mix. Cameroon, as a developing country with development prospects, has great potential for development. This paper studies the origin of product evaluation by investigating 217 respondents in Cameroon market. Consumer evaluation dimensions of products in Cameroon, and consumer evaluations of different product categories. The results of the study show that consumers have a positive assessment of "made in China" in terms of price, packaging and product design, while in terms of quality, Durability or other attributes, such as product language, are not highly rated and do not live up to consumer expectations. In the Cameroonian market, the category of products made in China is not rich enough and is concentrated in only some areas, including clothing and shoes. Bags and toys are the most purchased products in China. In addition, the "made in China" product information is mainly derived from word-of-mouth effects and live advertising or promotional activities. This paper puts forward four suggestions for "made in China" to be the first choice for Cameroonian consumers: first, product strategy. Chinese manufacturers should translate the product language into a language that Cameroonian consumers can understand, and strengthen and guarantee the quality of products. Increase product categories in the Cameroonian market and develop representative Chinese brands in the local market; second, price strategies to set appropriate prices in the Cameroonian market; and third, promotional strategies, Suppliers should promote products through local media or sports or cultural events and break the language barrier with consumers; 4th is the channel strategy. Chinese manufactured products should be represented in at least 10 regions of Cameroon and maintain good professional after-sales service. Finally, this paper discusses the management significance and shortcomings of this study.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F424;F752.6

【共引文献】