發(fā)布時(shí)間：2018-03-24 11:16

  本文選題：化工產(chǎn)品　切入點(diǎn)：出口營(yíng)銷(xiāo)策略　出處：《華南理工大學(xué)》2014年碩士論文

【摘要】：出口貿(mào)易，作為企業(yè)進(jìn)入國(guó)際市場(chǎng)行之有效的模式之一，因其具有方式便捷、成本低廉、回報(bào)快速的特點(diǎn)，受到眾多希望走出國(guó)門(mén)的中國(guó)企業(yè)的青睞。 由于不同出口目的國(guó)的政治、經(jīng)濟(jì)和人文社會(huì)等環(huán)境各不相同，出口營(yíng)銷(xiāo)策略的制定也需“因地制宜”。本文以GC公司為案例載體，針對(duì)埃及化工市場(chǎng)，詮釋了GC公司以出口貿(mào)易模式作為進(jìn)入埃及市場(chǎng)的原因，并根據(jù)GC公司具有的化工產(chǎn)品“超級(jí)市場(chǎng)”的特色，從產(chǎn)品、渠道、促銷(xiāo)和價(jià)格四個(gè)方面分析了GC公司面向埃及市場(chǎng)所制定的營(yíng)銷(xiāo)策略，同時(shí)對(duì)現(xiàn)行營(yíng)銷(xiāo)策略中存在的問(wèn)題提出了諸如擴(kuò)大產(chǎn)品系列的寬度、完善渠道客戶備案制度、推動(dòng)電子商務(wù)促銷(xiāo)宣傳以及降低采購(gòu)成本從而提高出口價(jià)格競(jìng)爭(zhēng)力等改進(jìn)思路。此外，就埃及市場(chǎng)當(dāng)前特有的風(fēng)險(xiǎn)環(huán)境提出了完善風(fēng)險(xiǎn)管控體系的建議，，希望藉此能使GC公司在最大程度規(guī)避風(fēng)險(xiǎn)的前提下，進(jìn)一步擴(kuò)大埃及市場(chǎng)的份額，提高收益。 本論文所研究的是GC公司的個(gè)體案例，因此論文中的具體措施和結(jié)論有其局限性，但GC公司是典型的中國(guó)化工外貿(mào)企業(yè)的縮影，所以希望對(duì)同類(lèi)型的中國(guó)化工企業(yè)在開(kāi)拓海外市場(chǎng)上提供一定的借鑒。
[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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F752.62;F426.72

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