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论文编号：	14232
作者编号：	2320200621
上传时间：	2023/12/9 10:04:39
中文题目：	CW公司家用电器产品加纳市场营销策略研究
英文题目：	Research on CW Corporation''s Marketing Strategy of household appliances in the Ghanaian Market
指导老师：	杜建刚教授
中文关键字：	STP 理论，营销战略，家用电器产品，加纳市场
英文关键字：	STP Theory, Marketing Strategy, Household Appliances, Ghanaian Market
中文摘要：	中国国内家电市场在各个家电品牌的创新变革中逐渐饱和，价格战此起彼伏，行业红海拼杀不断。在这种情况下，具有一定实力的家电厂商纷纷将新的增长点设定在海外市场，并借力“一带一路”政策的支持，在海外市场大力拓展自有品牌业务。本文即主要研究了CW公司在家用电器产品加纳市场的营销策略。 首先介绍了市场营销相关理论，包括PEST、波特五力模型、SWOT分析模型等，以及STP定位理论和4P营销理论。接着对CW公司在家用电器产品加纳市场的营销环境进行了分析，包括家用电器产品加纳市场宏观环境分析和市场竞争环境分析，指出了CW公司在家用电器产品加纳市场营销SWOT分析中的优势、劣势、机会、威胁。同时，还对加纳消费者的购买行为进行了分析，涉及经济、产品、文化、技术和心理等多个方面。 针对CW公司在家用电器产品加纳市场的营销现状和问题进行了深入分析，包括其市场发展情况、竞争环境以及遇到的主要问题，如产品竞争力、定价策略、渠道铺货周期、营销人才和售后服务等问题。在策略部分，本研究提出了CW公司在加纳市场的具体营销策略。从STP战略的角度，详细描述了市场细分、主要目标市场和市场定位。在4Ps策略中，研究针对产品、价格、渠道和促销提出了具体的策略建议。并指出了策略实施中的保障措施，包括加强对经销商的规范管理、财务支持、薪酬福利体制改进、招揽本地人才以及提升信息化系统等。 同时，该论文也指出，随着非洲市场的不断发展和变化，我国家电企业应积极进入非洲市场，提供物美价廉的家用电器产品，满足当地人民的需求，并有效弥补其产业空白。
英文摘要：	The domestic appliance market in China is gradually saturating amidst the innovative transformations of various appliance brands. Intense price wars are continuously erupting, leading to relentless competition in this "red ocean" industry. Given this scenario, appliance manufacturers with substantial strength are increasingly eyeing overseas markets for new growth opportunities. They are leveraging the support of the "Belt and Road" initiative to vigorously expand their brand businesses in foreign territories. This article specifically studies the marketing strategy of CW Company in the Ghanaian household appliance market. The paper begins by introducing marketing-related theories, including PEST, Porter's Five Forces model, SWOT analysis, as well as STP positioning theory and the 4P marketing theory. Subsequently, the article delves into the marketing environment of CW Company's household appliances in Ghana, covering both the macro-environmental analysis and the competitive landscape of the market. It highlights the strengths, weaknesses, opportunities, and threats of CW Company in the Ghanaian household appliance market as revealed by the SWOT analysis. Furthermore, the buying behavior of Ghanaian consumers is also dissected, touching upon economic, product, cultural, technological, and psychological aspects. A deep dive is taken into the current marketing status and challenges faced by CW Company in the Ghanaian household appliance market, encompassing market development, competitive environment, and primary issues such as product competitiveness, pricing strategies, distribution cycles, marketing talent shortages, and post-sales service problems. In the strategy section, the study proposes specific marketing strategies for CW Company in Ghana. From an STP strategy perspective, it elaborately details market segmentation, primary target market, and market positioning. Within the ambit of the 4Ps strategy, concrete strategy suggestions for products, pricing, channels, and promotions are presented. Protective measures for strategy implementation, including strengthening the standardized management of distributors, financial support, improving the salary and benefits system, recruiting local talents, and enhancing information systems, are also pointed out. The paper also emphasizes that as the African market continues to evolve and grow, Chinese home appliance enterprises should actively enter and cater to the African market, offering high-quality yet affordable household appliances. This not only meets the local needs but also effectively fills the industry gap.
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