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论文编号：	10389
作者编号：	2120142811
上传时间：	2018/12/6 11:25:25
中文题目：	GY公司海外市场营销策略研究 ——以肯尼亚市场为例
英文题目：	Research on the International Marketing Strategy of GY Company ——Take Kenya market as an example
指导老师：	郑琦
中文关键字：	GY公司；国际营销；营销策略；STP理论
英文关键字：	GY Company; international marketing; marketing strategy; STP theory
中文摘要：	随着经济全球化的不断发展，企业进行国际化经营成为一种必然的发展趋势。肯尼亚市场是一个十分具有吸引力的市场，而GY公司肩负着集团海外营销的任务，也在不断推进国际化营销。肯尼亚市场将会给GY公司带来更大的机遇以及发展空间。 本文利用相关营销理论，首先简单介绍了GY肯尼亚公司基本情况并详细分析了各方面环境，利用PEST分析工具、波特五力模型以及SWOT工具分别对肯尼亚市场宏观环境、行业竞争环境以及企业的竞争优势、劣势、机遇以及威胁进行了深入分析。其次对肯尼亚市场进行了STP分析、对市场进入方式进行选择，STP分析包含了市场细分、选择目标市场以及市场定位三部分，此外还分析了出口、合同、战略联盟以及投资四种市场进入模式对GY公司的适用性。再次，从产品、价格、渠道以及促销四个方面出发制定了适合GY公司的营销组合策略。最后，对国际营销策略的执行以及国际营销控制进行了分析，并从人力、财力、物力等方面提出了建议。 希望通过本文的研究，能够为GY公司更好地开拓肯尼亚市场提供参考，为GY公司国际营销战略的实施提供借鉴性的营销策略建议。同时也为更多的想要实施国际化营销的企业提供借鉴。 关键词：GY公司；国际营销；营销策略；STP理论
英文摘要：	With the development of economic globalization, the internationalization of enterprises has become an inevitable trend of development. Kenya market is a very attractive market, and GY Company shoulders the task of group overseas marketing, and is also promoting international marketing. Kenya market will bring greater opportunities and development space for GY Company. This paper uses the relevant marketing theories, briefly introduced the basic situation of GY company, detailed analysis of the various aspects of the environment, using PEST tools to analyze the market environment of Kenya, using the Potter five forces model in industry analysis, and also using SWOT tools to analyze the enterprise's competitive advantages and disadvantages, opportunities and challenges. Secondly, the STP analysis of the market in Kenya and the selection of market entry mode, and among them, STP includes three parts: market segmentation, target market selection and market positioning. At the same time, it analyzes the applicability of four entry modes of export, contract, strategic alliance and investment to GY Company. Thirdly, from four aspects of product, price, place and promotion, the marketing combination strategy suitable for GY Company is made. Finally, the implementation of the international marketing strategy and the international marketing control are analyzed, and some suggestions are put forward from the aspects of human, financial and material resources. I hope that through the study of this paper, I can provide a reference for GY Company to explore the market of Kenya, and provide important advice for the implementation of the international marketing strategy of GY Company. I also hope to provide reference for more enterprises that want to implement international marketing. Key words: GY Company; international marketing; marketing strategy; STP theory
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