近年来世界经济贸易回暖，国内经济稳中发展，一大批中国企业以供给侧为发力点， 积极培植以技术、质量、服务、标准、品牌为核心的新外贸竞争优势。中国“一带一路” 倡议融合欧亚非大陆的经济发展战略，走互惠互利的发展共赢之路，很多企业借势“走 出去”，将市场延伸到欧洲、非洲等国家。其中，非洲加纳拥有着丰富的自然、人力、 市场资源，以其快速的经济发展成为非洲大陆上璀璨的明珠，引起了中国企业的密切关 注。基于以上背景，本文选择 FOCUS 公司为案例对象，以学术研究为理论基础，通过 对 FOCUS 公司在加纳市场的营销策略进行研究分析，为 FOCUS 公司在加纳市场的营 销提供有效建议，同时也为走向一带一路的中国企业提供借鉴。 本文第二章介绍了 FOCUS 公司的发展历史、现状和市场环境，指出 FOCUS 公司 运营所面临的主要问题和挑战，以及未来发展的方向。第三章是战略分析，讨论了 FOCUS 公司在加纳发展所面临的政治、经济、社会文化和技术环境，结合行业的发展 态势挖掘公司自身的资源优势；分析 FOCUS 公司在加纳的营销环境以及在加纳电子电 器市场所具有的优势、劣势、面临的机会与威胁，梳理了 FOCUS 公司所处的整体环境， 为进一步研究品牌产品的目标市场和市场定位做准备。第四章通过对 FOCUS 公司 STP 营销战略的分析，确定了 FOCUS 公司在加纳中端电子电器市场、以居民购买批发市场 为主的目标市场定位。第五章是制定 FOCUS 公司的产品策略、价格策略、渠道策略、 促销策略以及品牌策略，为优化和实施 FOCUS 公司的营销策略提供坚实的依据。最后， 第六章提出了市场营销策略实施的相应若干保障措施。通过本文的分析研究，希望能为 FOCUS 公司全面开发加纳市场奠定坚实的基础，同时为其他中国企业以“品牌”方式切 入非洲市场提供有益参考。 关键词，加纳市场；STP 战略；营销组合；自主品牌II Abstract In recent years, the world economy and trade have recovered. The domestic economy has developed steadily, and the industrial structure has been optimized and upgraded. A large number of Chinese enterprises actively cultivate new competitive advantages in foreign trade with technology, quality, service, standard and brand as the core competitive power. China's “the Belt and Road” initiative promotes integration of Eurasian and non-continental economies, taking the road of mutual benefit and win-win development. Many enterprises take advantage of Stepping out and extend their markets to Europe, Africa and other Countries. Ghana has attracted extensive attention of Chinese enterprises for its rich natural resources, human resources and market resources. Based on the above background, this paper chooses FOCUS company as a case study, and takes academic research as the theoretical basis. Through the research and analysis of FOCUS company's marketing strategy in Ghana market, it provides effective suggestions for the future development of FOCUS company in Ghana, and also provides the reference for other Chinese enterprises going along with “the Belt and Road”。 Chapter 2 of this paper introduces the history, current situation, market environment of FOCUSCompanyand points out the main problems and challenges faced by the operation of FOCUS Company, as well as the direction of future development.Chapter 3 is the strategic analysis, discussing the political, economic, social, cultural and technological environment of FOCUS Company faced in Ghanabining with the development trend of this industry, FOCUS Companymined its own resource advantages. And then analyze the marketing environment of FOCUS Company in Ghana which includes the advantages, disadvantages, opportunities and threats for sorting out the reorganization of FOCUS Company. This paper combs the overall environment of FOCUS Company, and prepares for further research on the target market and market positioning of brand products.Chapter four defines FOCUS's target market positioning which is Ghana's mid-end electronic&electrical market and residents'purchase wholesale market through the analysis of FOCUS's STP marketing strategy.The fifth chapter is to formulate the product strategy, price strategy, channel strategy， promotion strategy，brand strategy of FOCUS company, and to provide asolid basis for optimizing and implementing the FOCUS company's marketing strategy in the future.Finally,Chapter 6 puts forward some corresponding safeguard measures for the implementation of marketing strategy. Through the analysis and research of this paper, we hope to lay a foundation for FOCUS Company to develop Ghana market in an all-round way, and provide a useful reference for other Chinese enterprises to enter the African market by the means of Brand.III Keywords:Ghana Market; STP Strategy; Marketing Mix; Self-owned BrandIV 目录 摘要.............................................................................................................................................I Abstract .................................................................................................................................... II 第一章绪论................................................................................................................................1 1.1 研究背景及意义..............................................................................................................1 1.2 文献综述..........................................................................................................................3 1.2.1 市场营销理论...........................................................................................................3 1.2.2 国际市场营销理论...................................................................................................4 1.2.3 品牌国际化...............................................................................................................6 1.3 研究内容及方法..............................................................................................................7 1.3.1 研究的主要内容.......................................................................................................7 1.3.2 研究的方法...............................................................................................................8 第二章 FOCUS 公司加纳市场营销现状............................................................................. 11 2.1FOCUS 公司基本背景...................................................................................................11 2.1.1 FOCUS 公司发展历程............................................................................................11 2.1.2 FOCUS 公司现有营销方案....................................................................................12 2.1.3 FOCUS 公司主要资源............................................................................................14 2.2FOCUS 公司加纳市场现状...........................................................................................15 2.3FOCUS 公司现存的主要问题.......................................................................................18 2.3.1 照明灯具产品种类单一化.....................................................................................18 2.3.2 销售渠道单一化.....................................................................................................19 2.3.3 产品定价波动大.....................................................................................................21 2.3.4 国际人才流失严重.................................................................................................21 2.3.5 售后服务不完善.....................................................................................................22 2.4FOCUS 公司未来发展方向...........................................................................................23 2.5 本章小结........................................................................................................................23 第三章 FOCUS 公司加纳市场环境分析.............................................................................24 3.1PEST 宏观环境分析......................................................................................................24 3.1.1 政治环境分析.........................................................................................................24V 3.1.2 经济环境分析..