由于不同出口目的国的政治、经济和人文社会等环境各不相同，出口营销策略的制
定也需“因地制宜”。本文以 GC 公司为案例载体，针对埃及化工市场，诠释了 GC 公司
以出口贸易模式作为进入埃及市场的原因，并根据 GC 公司具有的化工产品“超级市场”
的特色，从产品、渠道、促销和价格四个方面分析了 GC 公司面向埃及市场所制定的营
销策略，同时对现行营销策略中存在的问题提出了诸如扩大产品系列的宽度、完善渠道
客户备案制度、推动电子商务促销宣传以及降低采购成本从而提高出口价格竞争力等改
进思路。此外，就埃及市场当前特有的风险环境提出了完善风险管控体系的建议，希望
藉此能使 GC 公司在最大程度规避风险的前提下，进一步扩大埃及市场的份额，提高收
益。

本论文所研究的是 GC 公司的个体案例，因此论文中的具体措施和结论有其局限性，
但 GC 公司是典型的中国化工外贸企业的缩影，所以希望对同类型的中国化工企业在开
拓海外市场上提供一定的借鉴。

关键词：化工产品；出口营销策略；埃及市场

ABSTRACT
Exporting trade, for its convenient mode, low cost, fast returns, is taken by many China
enterprises as an effective way to enter international market.
Due to the variety of political background, economic surrounding and social
environment in different foreign countries, exporting strategy should be made correspondingly.
This thesis is taking GC company as an example, explaining the reason that GC company
chooses directly exporting to Egypt market. And the thesis also analyses the exporting
strategies made by GC company towards Egypt market, through four aspects of product, place,
promotion and price. It advices GC company to improve the current market strategies in
expanding products series, optimizing customer’s record system, increasing electronic
business promotion and enhancing price competitive by reducing purchase cost and etc.
Besides, regarding to the exporting risk, this thesis puts forward some suggestions to establish
risk control system in order to increase the market occupation and profit in Egypt.
The thesis, base on the specific case of GC company, has its limitations. But GC
company is a typical model of China chemical exporting enterprise, so its experience can
provide a certain reference for those China enterprises who are committed to develop foreign
trade market.
Key Word：Chemical product；Exporting marketing strategy；Egypt market