中國毛織品在吉爾吉斯斯坦的營銷策略研究
發(fā)布時(shí)間：2018-11-19 11:55
【摘要】：隨著中國經(jīng)濟(jì)進(jìn)入了高速增長期,紡織品作為勞動(dòng)最為密集的行業(yè),吸收的就業(yè)非常的大,因此紡織品在中國得到了較快速度的發(fā)展。短短三十多年間,中國成為紡織品巨人,紡織品出口占據(jù)世界出口額三成之多。中國政府推出的一帶一路戰(zhàn)略,帶動(dòng)了吉爾吉斯斯坦的發(fā)展。爾吉斯斯坦與中國西部緊密相連,是中國通往中亞的門戶和一帶一路建設(shè)的的重要節(jié)點(diǎn)。吉爾吉斯坦共和國的紡織業(yè)相對落后,主要受到經(jīng)濟(jì)、科技、人才三方面的約束導(dǎo)致吉爾吉斯斯坦的紡織業(yè)發(fā)展受到一系列的阻礙,吉爾吉斯斯坦人在紡織品消費(fèi)方面比較偏好于毛織品,因此,吉爾吉斯斯坦的紡織品對于進(jìn)口的依賴程度較高。中國作為吉爾吉斯斯坦的第二大貿(mào)易伙伴,研究中國毛織品在吉爾吉斯斯坦的營銷就顯得非常的重要。本文主要研究中國毛織品在吉爾吉斯斯坦的營銷策略,首先是從目前中國出口商品的國際形勢來分析中國出口問題,包括研究背景及意義。論文內(nèi)容則主要利用文獻(xiàn)綜述法進(jìn)行引用相關(guān)結(jié)論及數(shù)據(jù)。從中國毛織品在吉爾吉斯斯坦國市場營銷環(huán)境來分析問題,包括中國毛織品企業(yè)的規(guī)模,對內(nèi)銷售狀況,經(jīng)營狀況及出口狀況。通過本文的分析得出結(jié)論,中國毛織品企業(yè)規(guī)模從2014年之后開始迅速減少,在目前的國際形勢下,其經(jīng)營狀況并不樂觀。出口則遇到的阻礙較大,而吉爾吉斯斯坦國毛織品的市場狀況則通過研究其紡織業(yè)的發(fā)展?fàn)顩r、毛織品需求、購買行為等方面進(jìn)行研究,目前吉爾吉斯斯坦國人的消費(fèi)心理趨于品牌消費(fèi),人們的消費(fèi)心理正在逐步改變。結(jié)合中國毛織品企業(yè)狀況及國際市場環(huán)境、吉爾吉斯斯坦本國市場環(huán)境對于中國毛織品企業(yè)在吉爾吉斯斯坦的營銷環(huán)境有了全面的分析,最后提出了中國毛織品企業(yè)在吉爾吉斯斯坦的產(chǎn)品策略、定價(jià)策略、渠道策略、促銷策略的營銷策略,以促進(jìn)中國毛織品企業(yè)在國際市場的進(jìn)一步發(fā)展。
[Abstract]:As China's economy has entered a period of rapid growth, textiles as the most labour-intensive industry, the absorption of employment is very large, so textiles in China has been rapid development. In more than 30 years, China has become a textile giant, and textile exports account for 30% of the world's exports. The strategy of Belt and Road, launched by the Chinese government, has led to the development of Kyrgyzstan. Ergisstein is closely connected with western China and is an important node for China's construction of Central Asia and Belt and Road. The textile industry in the Kyrgyz Republic is relatively backward and is mainly constrained by the three aspects of economy, science and technology, and human resources, leading to a series of obstacles to the development of the textile industry in Kyrgyzstan. The Kyrgyz people prefer woolen fabrics in terms of textile consumption, therefore, Kyrgyzstan's textiles are highly dependent on imports. As the second largest trade partner of Kyrgyzstan, it is very important to study the marketing of Chinese woolen goods in Kyrgyzstan. This paper mainly studies the marketing strategy of Chinese woolen goods in Kyrgyzstan. Firstly, it analyzes the export problems of China from the international situation of China's export commodities, including the research background and significance. The paper mainly uses literature review method to quote relevant conclusions and data. To analyze the problems from the marketing environment of Chinese woolen products in Kyrgyzstan, including the size, internal sales, business and export status of Chinese woolen enterprises. Through the analysis of this paper, it is concluded that the scale of Chinese woolen enterprises has been decreasing rapidly since 2014, and under the current international situation, its business situation is not optimistic. Export encountered greater obstacles, while the market situation of Kyrgyzstan's woolen goods was studied by studying the development of its textile industry, the demand for woolen goods, the purchase behavior, and so on. At present, the consumption psychology of Kyrgyz people tends to brand consumption, people's consumption psychology is gradually changing. Considering the situation of Chinese woolen enterprises and the international market environment, the domestic market environment of Kyrgyzstan has a comprehensive analysis of the marketing environment of Chinese woolen enterprises in Kyrgyzstan. Finally, this paper puts forward the marketing strategies of Chinese woolen enterprises in Kyrgyzstan, such as product strategy, pricing strategy, channel strategy and promotion strategy, in order to promote the further development of Chinese woolen enterprises in the international market.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.81
本文編號：2342236
[Abstract]:As China's economy has entered a period of rapid growth, textiles as the most labour-intensive industry, the absorption of employment is very large, so textiles in China has been rapid development. In more than 30 years, China has become a textile giant, and textile exports account for 30% of the world's exports. The strategy of Belt and Road, launched by the Chinese government, has led to the development of Kyrgyzstan. Ergisstein is closely connected with western China and is an important node for China's construction of Central Asia and Belt and Road. The textile industry in the Kyrgyz Republic is relatively backward and is mainly constrained by the three aspects of economy, science and technology, and human resources, leading to a series of obstacles to the development of the textile industry in Kyrgyzstan. The Kyrgyz people prefer woolen fabrics in terms of textile consumption, therefore, Kyrgyzstan's textiles are highly dependent on imports. As the second largest trade partner of Kyrgyzstan, it is very important to study the marketing of Chinese woolen goods in Kyrgyzstan. This paper mainly studies the marketing strategy of Chinese woolen goods in Kyrgyzstan. Firstly, it analyzes the export problems of China from the international situation of China's export commodities, including the research background and significance. The paper mainly uses literature review method to quote relevant conclusions and data. To analyze the problems from the marketing environment of Chinese woolen products in Kyrgyzstan, including the size, internal sales, business and export status of Chinese woolen enterprises. Through the analysis of this paper, it is concluded that the scale of Chinese woolen enterprises has been decreasing rapidly since 2014, and under the current international situation, its business situation is not optimistic. Export encountered greater obstacles, while the market situation of Kyrgyzstan's woolen goods was studied by studying the development of its textile industry, the demand for woolen goods, the purchase behavior, and so on. At present, the consumption psychology of Kyrgyz people tends to brand consumption, people's consumption psychology is gradually changing. Considering the situation of Chinese woolen enterprises and the international market environment, the domestic market environment of Kyrgyzstan has a comprehensive analysis of the marketing environment of Chinese woolen enterprises in Kyrgyzstan. Finally, this paper puts forward the marketing strategies of Chinese woolen enterprises in Kyrgyzstan, such as product strategy, pricing strategy, channel strategy and promotion strategy, in order to promote the further development of Chinese woolen enterprises in the international market.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.81
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