种子企业进入非洲市场营销策略研究——以安徽荃银高科为例
|
摘要
选取非洲5个地区30个国家的数据,利用主成分分析法,从政治、经济、社会和技术等4个方面对非洲市场投资环境进行实证研究,测算出各国的投资环境得分和综合排名。结果表明,非洲各市场发展极不平衡:从国家层面看,加蓬、南非、尼日利亚和阿尔及利亚位列前四位;从地区层面看,非洲南部、北非以及中非投资环境较好。在此基础上,总结进军非洲市场的营销策略:从非洲整体市场来看,非洲主要是发展中国家,应采取无差异性营销策略;从地区市场来看,应采取差异性营销策略;从国家市场来看,应采取集中性营销策略。最后以STP营销策略为基础,以安徽荃银高科进入非洲市场为例,从目标市场选择、市场拓展方式以及服务体系建立等3个方面,系统阐述了荃银高科进入非洲市场的营销策略,为种子企业进入非洲市场提供借鉴。
This paper selects the data of 30 countries in Africa and uses principal components analysis method to conduct an empirical study on the investment environment of African market from the perspectives of politics,economy,society and technology.Each country's score and ranking are calculated. The results show that African markets' development are extremely uneven. At the national level,Gabon,South Africa,Nigeria and Algeria are among the top four. At the regional level,investment environment in southern Africa,North Africa and Central Africa is better. Based on the above two findings,this paper summarizes the following marketing strategies for Anhui seed enterprises' entering African market. From the overall African market,most of the countries are mainly developing ones. So,it is better to adopt indiscriminate marketing strategy. From the perspective of regional market,it is suggested to adopt differentiated marketing strategy. And from the the perspective of national market,it is suggested to take centralized marketing strategy. Finally,based on STP marketing strategy and taking Winall Hi-tech as an example,this paper expounds the marketing strategy of Winall Hi-tech which plans to enter African market from three aspects,i. e. target market selection,market expansion ways and service system establishment. This paper aims to provide reference for Anhui seed enterprises' entering African market.
This paper selects the data of 30 countries in Africa and uses principal components analysis method to conduct an empirical study on the investment environment of African market from the perspectives of politics,economy,society and technology.Each country's score and ranking are calculated. The results show that African markets' development are extremely uneven. At the national level,Gabon,South Africa,Nigeria and Algeria are among the top four. At the regional level,investment environment in southern Africa,North Africa and Central Africa is better. Based on the above two findings,this paper summarizes the following marketing strategies for Anhui seed enterprises' entering African market. From the overall African market,most of the countries are mainly developing ones. So,it is better to adopt indiscriminate marketing strategy. From the perspective of regional market,it is suggested to adopt differentiated marketing strategy. And from the the perspective of national market,it is suggested to take centralized marketing strategy. Finally,based on STP marketing strategy and taking Winall Hi-tech as an example,this paper expounds the marketing strategy of Winall Hi-tech which plans to enter African market from three aspects,i. e. target market selection,market expansion ways and service system establishment. This paper aims to provide reference for Anhui seed enterprises' entering African market.
引文
[1]李蕾,赵忠秀,李翠锦.新形势下中国博弈非洲能源新思维[J].现代管理科学,2015(6):6-8.
[2]陈宗德.非洲投资市场及我国对非洲投资概析[J].西亚非洲,2004(1):46-52.
[3]高晋元.中国与英国对非洲经贸关系比较[J].西亚非洲,2009(5):33-38.
[4]高贵现,朱月季,周德翼.中非农业合作的困境、地位和出路[J].中国软科学,2014(1):38-39.
[5]高贵现.我国对非直接投资现状与动因[J].商业研究,2015(3):64-71.
[6]廖新林,郝新东.国家经济风险与中国对非洲直接投资——基于面板门限模型的实证分析[J].生产力研究,2014(10):145-147.
[7]李献兵,郭玉华.我国中小企业在非洲的投资策略研究[J].中国流通经济,2009,23(3):71-73.
[8]董艳,张大永,蔡栋梁.走进非洲:中国对非洲投资决定因素的实证研究[J].经济学(季刊),2011,10(2):675-690.
[9]LIU H W,YANF J M.Fifty years of Sino-African cooperation:background,progress and significance—Chinese perspectives on Sino-African relations[M].昆明:云南大学出版社,2009:233.
[2]陈宗德.非洲投资市场及我国对非洲投资概析[J].西亚非洲,2004(1):46-52.
[3]高晋元.中国与英国对非洲经贸关系比较[J].西亚非洲,2009(5):33-38.
[4]高贵现,朱月季,周德翼.中非农业合作的困境、地位和出路[J].中国软科学,2014(1):38-39.
[5]高贵现.我国对非直接投资现状与动因[J].商业研究,2015(3):64-71.
[6]廖新林,郝新东.国家经济风险与中国对非洲直接投资——基于面板门限模型的实证分析[J].生产力研究,2014(10):145-147.
[7]李献兵,郭玉华.我国中小企业在非洲的投资策略研究[J].中国流通经济,2009,23(3):71-73.
[8]董艳,张大永,蔡栋梁.走进非洲:中国对非洲投资决定因素的实证研究[J].经济学(季刊),2011,10(2):675-690.
[9]LIU H W,YANF J M.Fifty years of Sino-African cooperation:background,progress and significance—Chinese perspectives on Sino-African relations[M].昆明:云南大学出版社,2009:233.