【摘要】：自加入世貿(mào)組織以來(lái)，，我國(guó)企業(yè)“走出去”呈現(xiàn)出前所未有的繁榮景象，值此之際，黨十八大的召開(kāi)，旗幟鮮明地提出我國(guó)應(yīng)該加快“走出去”的戰(zhàn)略步伐，以共享全球經(jīng)濟(jì)一體化的豐碩果實(shí)。然而，在不斷實(shí)施“走出去”戰(zhàn)略的過(guò)程中，有的企業(yè)則是慘淡經(jīng)營(yíng)，甚至沉寂消亡。而當(dāng)前全球經(jīng)濟(jì)局勢(shì)正處于緩慢升溫的恢復(fù)時(shí)期，面對(duì)新氣象、新機(jī)遇，我國(guó)企業(yè)應(yīng)該從以前的失敗中汲取教訓(xùn)、展望未來(lái)，并不斷借鑒堪稱(chēng)國(guó)際營(yíng)銷(xiāo)典范的跨國(guó)企業(yè)的成功經(jīng)驗(yàn)，開(kāi)拓進(jìn)取、創(chuàng)造性地建設(shè)出一條具有中國(guó)特色的海外拓展之路。 本文采用理論聯(lián)系實(shí)際的方法，以卡夫食品有限公司為研究對(duì)象，期望通過(guò)對(duì)卡夫食品有限公司開(kāi)拓中國(guó)市場(chǎng)的拓展策略的詳盡分析，為我國(guó)企業(yè)實(shí)施差別化的市場(chǎng)戰(zhàn)略拓展海外市場(chǎng)提供寶貴的建議。本文大致分為七個(gè)部分，第一部分為緒論，主要介紹了論文的研究的理論與現(xiàn)實(shí)意義并對(duì)創(chuàng)新之處做了說(shuō)明。第二部分介紹了海外食品企業(yè)在華戰(zhàn)略的現(xiàn)狀和特點(diǎn)。第三部分詳細(xì)介紹了卡夫食品公司以及其拓展中國(guó)市場(chǎng)的動(dòng)因。第四部分詳細(xì)闡述了影響卡夫食品公司在中國(guó)市場(chǎng)的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇與挑戰(zhàn)因素。第五部分完整清晰地分析了卡夫食品公司拓展中國(guó)市場(chǎng)的所采取的相應(yīng)策略。第六部分從銷(xiāo)售額和股東權(quán)益報(bào)酬率兩個(gè)方面對(duì)卡夫食品公司在中國(guó)市場(chǎng)所運(yùn)用的營(yíng)銷(xiāo)策略效果予以評(píng)析。最后，結(jié)合卡夫食品有限公司成功拓展中國(guó)市場(chǎng)的經(jīng)驗(yàn)總結(jié)，對(duì)我國(guó)企業(yè)意圖開(kāi)拓海外市場(chǎng)實(shí)施成功營(yíng)銷(xiāo)提出對(duì)策和建議，期待能為今后國(guó)內(nèi)企業(yè)走出國(guó)門(mén)、走向世界時(shí)能有所借鑒。
[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.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F416.82;F274;F272

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 于敬睿;狄琳娜;;體驗(yàn)營(yíng)銷(xiāo):提高品牌競(jìng)爭(zhēng)力的新選擇[J];全國(guó)商情(經(jīng)濟(jì)理論研究);2007年05期

2 宋坤;;從卡夫食品有限公司戰(zhàn)略看未來(lái)發(fā)展[J];山西財(cái)經(jīng)大學(xué)學(xué)報(bào);2012年S1期

3 劉衛(wèi);;卡夫公司在華營(yíng)銷(xiāo)策略研究[J];企業(yè)導(dǎo)報(bào);2013年02期

4 聞濤;;奧利奧整合營(yíng)銷(xiāo)“泡”到消費(fèi)者[J];市場(chǎng)觀察;2010年12期

5 韓兵;黃婷;;運(yùn)用包裝手段提升高糖果品牌價(jià)值[J];現(xiàn)代商業(yè);2011年29期

6 陳聰;才亞麗;;我國(guó)人口年齡結(jié)構(gòu)變動(dòng)對(duì)消費(fèi)結(jié)構(gòu)的影響及對(duì)策研究[J];現(xiàn)代商貿(mào)工業(yè);2008年12期

7 曾小荷;;近年來(lái)外商對(duì)華直接投資的新動(dòng)向及啟示[J];亞太經(jīng)濟(jì);2006年05期

8 張國(guó)防;;跨國(guó)公司對(duì)我國(guó)經(jīng)濟(jì)發(fā)展的負(fù)面影響及對(duì)策研究[J];企業(yè)科技與發(fā)展;2012年09期

相關(guān)博士學(xué)位論文 前1條

1 楊麒;中國(guó)公司實(shí)施跨國(guó)投資戰(zhàn)略的模式研究[D];西南財(cái)經(jīng)大學(xué);2010年

本文編號(hào)：2412208