本文選題：農(nóng)業(yè)企業(yè) + 貿(mào)易式市場進入模式�。� 參考：《海南大學》2015年碩士論文

【摘要】：近年來,中國農(nóng)業(yè)企業(yè)出口貿(mào)易量顯著增長,但同時農(nóng)業(yè)企業(yè)在國際市場競爭中的壓力也越來越大。本文以國際市場新的發(fā)展為背景,以匹配貿(mào)易式市場進入模式與國際市場營銷策略為主線展開深入分析與思考。 本文的研究分為五個部分,第一部分(第一章和第二章),包括本文的研究背景、研究目的、研究意義和研究方法以及本文的創(chuàng)新點和文獻綜述。第二部分(第三章)主要通過分析國際市場營銷的概況來弄清我國農(nóng)業(yè)企業(yè)所處的國際市場環(huán)境以及面臨的國際市場需求。第三部分(第四章)通過對相關(guān)市場進入模式理論以及國際市場營銷理論的綜述,重點概括總結(jié)了貿(mào)易式市場進入模式與五大營銷策略之間的關(guān)系,并提出了研究假設(shè)。第四部分(第五章)通過對86家中國農(nóng)業(yè)企業(yè)相關(guān)數(shù)據(jù)進行研究,采用模糊數(shù)學模型,判斷出貿(mào)易式市場進入模式是農(nóng)業(yè)企業(yè)最優(yōu)的市場進入模式,然后通過兩分類變量的關(guān)聯(lián)性分析來證明貿(mào)易式市場進入模式與國際營銷策略之間是有關(guān)聯(lián)性的。最后,通過離散選擇模型,探討了貿(mào)易式市場進入模式與國際市場營銷策略的匹配關(guān)系,并通過SPSS21軟件和大量圖表與公式來完成相關(guān)的數(shù)據(jù)證明。第五部分(第六章),根據(jù)實證分析的結(jié)果,對貿(mào)易式市場進入模式與國際市場營銷策略的匹配關(guān)系做出了相關(guān)的結(jié)論。 其中,第四、五章為本文的重點章節(jié),第四章以貿(mào)易式市場進入模式和國際市場營銷策略兩大理論為根本,提出了研究假設(shè)；第五章通過代入86家中國農(nóng)業(yè)企業(yè)相關(guān)數(shù)據(jù),采用模糊數(shù)學模型、兩分類變量的關(guān)聯(lián)性分析、離散選擇模型,得出以下研究結(jié)論：中國農(nóng)業(yè)企業(yè)選擇合理的國際市場營銷組合策略對企業(yè)的發(fā)展具有重要的現(xiàn)實意義；采取貿(mào)易式市場進入模式是農(nóng)業(yè)企業(yè)的最優(yōu)選擇；貿(mào)易式市場進入模式與國際市場營銷策略是有關(guān)聯(lián)的,并且存在匹配關(guān)系。 本論文進行的貿(mào)易式市場進入模式與國際市場營銷策略的匹配研究,對中國農(nóng)業(yè)企業(yè)的國際市場營銷與貿(mào)易具有較強的指導意義和應(yīng)用價值。
[Abstract]:In recent years, significant growth in China agricultural enterprises export trade volume, but at the same time, agricultural enterprises in the international market competition more and more pressure. The development of the new international market to the background, to match the trade market entry mode and international marketing strategy as the main line of in-depth analysis and reflection.
This study is divided into five parts, the first part (the first chapter and the second chapter), including the research background, the research purpose, significance and research methods and innovation of this paper and literature review. The second part (the third chapter) mainly through the analysis of international marketing to find out the agricultural enterprises in China the international market environment, facing the international market demand. The third part (Chapter fourth) based on the related theory and the review of the international market entry mode of marketing theory, are summarized into the relationship between the model and the five marketing strategies of trade market, and put forward the hypothesis. The fourth part (the fifth chapter) is studied through the 86 China agricultural enterprise data, using fuzzy mathematical model, determine the trade market entry mode of agricultural enterprises is the optimal market entry mode, and then through the two Correlation analysis between variables to prove the entry mode and the international marketing strategy of trade market are related. Finally, through the discrete choice model, discusses the matching relationship between entry mode and international marketing strategy of trade market, and through the SPSS21 software and a large amount of charts and formulas to complete the relevant data to prove. The fifth part (Chapter sixth), according to the results of empirical analysis, make some conclusions on the trade market into the matching relationship between the model and the international marketing strategy.
The fourth, fifth chapter is the focus of this chapter, the fourth chapter in the trade market entry mode and international marketing strategy of the two fundamental theory, put forward the research hypothesis; the fifth chapter through the generation of 86 Chinese agricultural enterprise data, using the fuzzy mathematics model, correlation analysis of two categorical variables, discrete choice model, the the following conclusions: Chinese agricultural enterprises develop the international marketing strategy for the rational combination of enterprises is of great practical significance to trade; market entry mode is the optimal choice of agricultural enterprises; trade market entry mode and the international marketing strategies are related, and there is a matching relationship.
Study on pattern matching with international marketing strategy into the trade market in this paper, has a strong guiding significance and application value of international marketing and trade of agricultural enterprises China.

【學位授予單位】：海南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F324

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本文編號：1737227