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论文编号：	12511
作者编号：	2320180733
上传时间：	2021/6/14 21:35:56
中文题目：	后疫情时代K公司拓展西非市场的营销策略研究
英文题目：	The Study of Marketing Strategies of K Company in West African Market in Post-epidemic era
指导老师：	许晖
中文关键字：	西非市场；中国中小企业；后疫情时代；营销组合策略；
英文关键字：	west Africa market；Small and medium-sized enterprise；Post-epidemic era；Marketing mix strategies
中文摘要：	中非合作历史源远流长，中非友好历久弥坚。改革开放以后，中非之间的贸易与投资等经济活动随着双边互动在不断增长。近年来随着中国与非洲关系不断深入，越来越多的中国企业走出国门，走进非洲大陆，投资的领域和行业正在不断扩大。西非作为非洲大陆人口最多的地区，具有巨大的市场潜力，充满机遇，它吸引着越来越多的中国企业进入西非地区进行投资。这当中由于中国中小企业灵活性强，在西非市场的发展数量上占据绝对优势。 2020年初，新冠疫情席卷全球，世界原有的秩序因为疫情的影响而发生变化，西非作为基础设施最落后的地区，受到的冲击更大，当地的中国中小企业因此面临巨大挑战。后疫情时代，在新形势及新机遇下，西非市场的中国中小企业该如何在当地的市场环境中持续发展是一个亟待解决的问题。 本文以在西非经营的K公司为中国中小企业的代表作为研究对象，以疫情下西非市场环境变化作为背景，在研究中，以相关理论作为基础，分析了大环境下中国中小企业的西非东道国市场环境及现状，进而以K公司作为案例对其所在的西非市场的环境以及在疫情下环境的变化所面临的问题和风险进行识别，提出后疫情时代K公司在西非市场拓展的营销策略并推导出相关保障实施方案，从而为更多的同类型中国中小企业在西非的发展提供参考。
英文摘要：	The cooperation between China and Africa has a long history and its friendship has grown stronger as the years go by. Since China’s reform and opening up, the economic activities such as trade and investment between the two sides have been growing along with bilateral interaction. In recent years, with the deepening of the relationship between China and Africa, more and more Chinese enterprises have been going abroad and entering the African continent, and their investment fields and industries are constantly expanding. As the most populous region on the African continent, West Africa has huge market potential and opportunities and it attracts more and more Chinese enterprises to invest in this area. Among them, Chinese small and medium-sized enterprise consists an absolute numbers due to the strong flexibility. At the beginning of 2020, COVID-19 swept the world, and has changed the original order of the world. West Africa was even more affected because of its most backward infrastructure and Chinese small and medium-sized enterprise would thus confront more challenges. In the post-epidemic era, the economy of West Africa would recover gradually and how to sustain the development of Chinese small and medium-sized enterprises under the new situation and opportunities would be a problem to be solved. This paper is taking K company as an example for the research object, and using the changes under the conditions of the outbreak as the background. This research would use the related theories as the foundation to analyze the circumstances of China's small and medium-sized enterprises in west Africa market and the present situation in host country. And then it would use K company as a case to identify its challenges and problems under the outbreak of the pandemic, and would provide K company's marketing mix strategies and put forward relevant security implementations. So as to provide reference for the development of more Chinese small and medium-sized enterprises in Africa.
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