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论文编号：	11465
作者编号：	2320170587
上传时间：	2019/12/17 17:24:01
中文题目：	C公司矿山设备在非洲市场针对中国客户的营销策略研究
英文题目：	The Study of Marketing Strategies of C Company Mining Equipment with Chinese Customers in African Market
指导老师：	许晖
中文关键字：	矿山设备; 非洲市场; 中国客户; 市场营销策略组合
英文关键字：	Mining Equipment; African market; Chinese customer; Marketing mix
中文摘要：	随着近年来中国政府“一带一路”倡议的提出和中国对外直接投资的不断攀升，大量的中资企业走向了海外市场。中国对外矿产资源投资近十年来基本都维持在百亿美元以上的水平，2013年达到了巅峰的250亿美元，其中非洲是中资企业对外矿产资源投资最主要的目的地之一。非洲大陆矿产资源丰富，但是经济基础薄弱，各国经济亟待开发。非洲各国政府纷纷以矿产资源作为交换，引入中国投资，发展本国经济。原本以欧美矿山巨头为主的非洲矿业客户市场结构发生了巨大转变，中资企业开始占据越来越重要的位置。 C公司一直是矿山设备行业的领军企业，在全球拥有完善的代理商网络，在非洲传统矿业设备市场一直占据着超过50%的市场份额。随着大量中资客户涌入非洲市场，C公司在非洲市场面临新客户群体的同时，还要直接面对来自中国的新竞争对手的挑战。 如何运用有效的营销策略组合，在非洲矿山设备市场中，满足中资客户的需求，是本文的研究核心。本文运用了PEST分析、波特五力以及SWOT分析等方法，对C公司在非洲矿山设备市场运营的宏观环境、行业竞争格局以及内外部优劣势和所面对的机会与威胁都进行了详细的分析。并且以刚果民主共和国加丹加省为例，对该市场的中国客户进行了细分，并将目标市场锁定在运营大型以上矿山的国有企业、大型私有企业和大型矿业承包商。并致力于成为矿业设备第一品牌，为客户提供高效耐用的矿业设备和全生命周期的设备管理解决方案。 在对内外部环境大量分析的基础上，结合营销策略组合4P理论，分别从产品、价格、渠道和促销四个方面详细阐述了C公司在非洲市场针对中资客户的营销策略组合选择。并从C公司内部组织机构调整和代理商的内外部调整等几个方面提出了相应的实施保障方案。
英文摘要：	With the introduction of China’s “One Belt One Road” initiative and the increasing of China’s foreign direct investment in the recent years, a lot of Chinese enterprises have entered into the overseas market. Over the past decade, China’s foreign direct investment in the mineral resources section has basically maintained at a level of more than 10 billion US dollars and had reached the peak of 25 billion US dollars in 2013, of which Africa is one of the most important destinations for overseas mineral resources investment of Chinese enterprises. The market structure of African mining customers, which is originally dominated by European & US mining giants, has been changed tremendously, and the Chinese enterprises are beginning to occupy a more and more important position. C Company has always been the industry leader in the mining equipment industry, it has a well-developed dealer network globally, and occupied more than 50% of the traditional mining equipment market in Africa. With more and more Chinese enterprises entered into the African market, C company is not only facing new customers in African market, but also directly facing the challenges of new competitors from China. How to meet the needs of Chinese customers in African mining equipment market through effective marketing strategy mix, is the core of this paper. PEST analysis, Porter’s Five Forces and SWOT analysis have been used to analyze in detail the macro operational environment of C company in African mining equipment market, the industry competition, and the internal and external strengths, weaknesses, opportunities and threats faced. And taking Katanga province of DRC as example, the Chinese customers of the market have been subdivided, and focusing on SOE and large private miners and large mining contractors who are operating large mines or above as target market. Committed to become the first brand of mining equipment, to provide customers with efficient and durable mining equipment and equipment management solutions throughout all equipment life cycles. Based on a large number of analysis of internal and external environment, and the 4Ps theory of marketing mixes, this paper has elaborates the selection of marketing mixes of C company for Chinese customers in African market through product, price, place and promotion. And raised the corresponding implementation guarantees from C company’s internal organizational structure adjustment, the dealer’s internal and external adjustment and other aspects.
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