發(fā)布時(shí)間：2018-03-09 10:08

  本文選題：中原咖啡　切入點(diǎn)：中國(guó)市場(chǎng)　出處：《湖南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：越南是世界第二大咖啡出口國(guó)，中原咖啡作為越南咖啡第一品牌，正逐步擴(kuò)大深加工產(chǎn)品的投資，其產(chǎn)品在國(guó)內(nèi)市場(chǎng)銷售同時(shí)也大量出口到世界各國(guó)。中國(guó)是越南的鄰國(guó)，出口運(yùn)輸成本較低，且其具有龐大的市場(chǎng)與購(gòu)買力，成為中原咖啡的重要目標(biāo)市場(chǎng)。然而，如何進(jìn)入中國(guó)市場(chǎng)，如何在中國(guó)市場(chǎng)長(zhǎng)遠(yuǎn)發(fā)展，需要中原制定和實(shí)施最適合中國(guó)市場(chǎng)的營(yíng)銷戰(zhàn)略。 鑒于此，以STP營(yíng)銷理論、營(yíng)銷組合策略理論，國(guó)際營(yíng)銷理論等理論為研究基礎(chǔ)，探討中原咖啡在中國(guó)市場(chǎng)的營(yíng)銷現(xiàn)狀，對(duì)企業(yè)在中國(guó)市場(chǎng)的營(yíng)銷策略提出建議。本文共由五章組成，主要內(nèi)容包括，首先對(duì)以往的研究及相關(guān)理論進(jìn)行回顧和歸納,其次對(duì)中原公司進(jìn)行簡(jiǎn)單的介紹，進(jìn)而通過(guò)二手資料，數(shù)據(jù)收集和梳理分析了其在中國(guó)市場(chǎng)的經(jīng)營(yíng)現(xiàn)狀；在此基礎(chǔ)上系統(tǒng)地分析了中原咖啡在中國(guó)市場(chǎng)的優(yōu)勢(shì)、劣勢(shì)及企業(yè)面臨的機(jī)會(huì)和威脅，最后運(yùn)用了經(jīng)典4P營(yíng)銷組合策略提出了中原咖啡進(jìn)入中國(guó)市場(chǎng)應(yīng)采取的營(yíng)銷對(duì)策。 本論文在對(duì)中原咖啡在中國(guó)市場(chǎng)的詳細(xì)分析基礎(chǔ)上，進(jìn)行了消費(fèi)者市場(chǎng)細(xì)分、市場(chǎng)目標(biāo)選擇、市場(chǎng)定位分析并對(duì)4Ps營(yíng)銷組合提出了相關(guān)結(jié)論。此外，本文對(duì)中原咖啡在中國(guó)的營(yíng)銷策略實(shí)施也做出相關(guān)分析和總結(jié)。本文提出的中原公司在中國(guó)市場(chǎng)的營(yíng)銷策略建議以期助益于企業(yè)成功進(jìn)入中國(guó)市場(chǎng)、提高公司的競(jìng)爭(zhēng)力。本文的研究成果為越南政府的宏觀戰(zhàn)略及為越南企業(yè)走出國(guó)門的戰(zhàn)略制定和實(shí)施具有一定的啟示和借鑒意義。然而，由于存在中越文化差異，本文對(duì)中原咖啡中國(guó)市場(chǎng)營(yíng)銷策略研究成果的實(shí)用性與有效性，，還有待通過(guò)較長(zhǎng)時(shí)間的實(shí)踐才能得以驗(yàn)證。
[Abstract]:Vietnam is the world's second largest exporter of coffee, the coffee as the first brand of coffee in Vietnam, is gradually expanding deep-processing products investment, its products in the domestic market but also exported to countries around the world. Chinese is Vietnam's neighboring countries, export transportation cost is low, and it has a huge market and purchasing power, has become an important the target market of Central Plains coffee. However, how to enter the China market, how in the long-term development of Chinese market, need to develop and implement the most suitable China market marketing strategy.
In view of this, the STP marketing theory, marketing mix theory, international marketing theory as the research foundation, to explore the marketing situation of the Central Plains in the China coffee market, puts forward the proposal to the Chinese marketing strategy of enterprises. This thesis consists of five chapters, the main contents include, firstly, previous studies and related theories are reviewed and the induction, followed by a brief introduction to the Central Plains company, and then through the second-hand data, data collection and analysis of management status in Chinese market; on the basis of systematic analysis of the advantages of the Central Plains coffee in the Chinese market, facing disadvantages and business opportunities and threats, and finally the use of the classic 4P marketing strategy put forward the marketing strategy should be taken into Chinese Central Plains coffee market.
This thesis focuses on the basis of detailed analysis of China in the Central Plains coffee market, the consumer market segmentation, target market selection, market positioning analysis and put forward the relevant conclusions of 4Ps marketing combination. In addition, this paper also makes analysis and summary of the implementation of the Central Plains coffee in the Chinese marketing strategy. Marketing strategy proposed Zhongyuan company in the China market recommendations in order to benefit China enterprises successfully enter the market, improve the competitiveness of the company. The research results of macro strategy and the Vietnamese government to go abroad for Vietnam enterprise strategy formulation and has the certain enlightenment and reference implementation. However, due to the existence of the cultural differences, this paper research on the marketing strategy of Central Plains China coffee market availability and effectiveness remains to be through the long time practice can be verified.

【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.82

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本文編號(hào)：1588074