【摘要】：自加入世貿(mào)組織以來，，我國企業(yè)“走出去”呈現(xiàn)出前所未有的繁榮景象，值此之際，黨十八大的召開，旗幟鮮明地提出我國應(yīng)該加快“走出去”的戰(zhàn)略步伐，以共享全球經(jīng)濟(jì)一體化的豐碩果實。然而，在不斷實施“走出去”戰(zhàn)略的過程中，有的企業(yè)則是慘淡經(jīng)營，甚至沉寂消亡。而當(dāng)前全球經(jīng)濟(jì)局勢正處于緩慢升溫的恢復(fù)時期，面對新氣象、新機(jī)遇，我國企業(yè)應(yīng)該從以前的失敗中汲取教訓(xùn)、展望未來，并不斷借鑒堪稱國際營銷典范的跨國企業(yè)的成功經(jīng)驗，開拓進(jìn)取、創(chuàng)造性地建設(shè)出一條具有中國特色的海外拓展之路。 本文采用理論聯(lián)系實際的方法，以卡夫食品有限公司為研究對象，期望通過對卡夫食品有限公司開拓中國市場的拓展策略的詳盡分析，為我國企業(yè)實施差別化的市場戰(zhàn)略拓展海外市場提供寶貴的建議。本文大致分為七個部分，第一部分為緒論，主要介紹了論文的研究的理論與現(xiàn)實意義并對創(chuàng)新之處做了說明。第二部分介紹了海外食品企業(yè)在華戰(zhàn)略的現(xiàn)狀和特點。第三部分詳細(xì)介紹了卡夫食品公司以及其拓展中國市場的動因。第四部分詳細(xì)闡述了影響卡夫食品公司在中國市場的優(yōu)勢、劣勢、機(jī)遇與挑戰(zhàn)因素。第五部分完整清晰地分析了卡夫食品公司拓展中國市場的所采取的相應(yīng)策略。第六部分從銷售額和股東權(quán)益報酬率兩個方面對卡夫食品公司在中國市場所運用的營銷策略效果予以評析。最后，結(jié)合卡夫食品有限公司成功拓展中國市場的經(jīng)驗總結(jié)，對我國企業(yè)意圖開拓海外市場實施成功營銷提出對策和建議，期待能為今后國內(nèi)企業(yè)走出國門、走向世界時能有所借鑒。
[Abstract]:Since China's accession to the WTO, the "going out" of Chinese enterprises has shown unprecedented prosperity. On the occasion of the convening of the 18th National Congress of the Party, it has been unequivocally proposed that China should speed up the strategic step of "going out". To share the fruits of global economic integration. However, in the process of carrying out the "going out" strategy, some enterprises are very dull and even die out. And the current global economic situation is slowly warming up during the recovery period. In the face of new circumstances and new opportunities, Chinese enterprises should draw lessons from previous failures and look to the future. And constantly draw lessons from the successful experience of multinational enterprises which can be regarded as the international marketing model, forge ahead and creatively build a way of overseas development with Chinese characteristics. This paper takes Kraft Food Co., Ltd as the research object by using the method of combining theory with practice, and expects to analyze in detail the expanding strategy of Kraft Foods Co., Ltd in opening up the Chinese market. It provides valuable suggestions for Chinese enterprises to implement differential market strategy to expand overseas markets. This paper is divided into seven parts, the first part is the introduction, mainly introduces the theoretical and practical significance of the paper and explains the innovation. The second part introduces the present situation and characteristics of overseas food enterprises' strategy in China. The third part introduces Kraft Foods Company and its motivation of developing Chinese market in detail. In the fourth part, the advantages, disadvantages, opportunities and challenges of Kraft Foods Company in China are discussed in detail. In the fifth part, the author analyzes the strategy adopted by Kraft Foods Co., Ltd. The sixth part analyzes the effect of Kraft Food Company's marketing strategy in China from the aspects of sales volume and return on shareholders' rights and interests. Finally, combined with Kraft Food Co., Ltd.'s successful experience in developing the Chinese market, the author puts forward some countermeasures and suggestions on the successful marketing of Chinese enterprises' intention to open up overseas markets, and looks forward to going abroad for domestic enterprises in the future. We can learn from it when we go to the world.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F416.82;F274;F272

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