GXY 公司是一家中小型以葵花籽出口业务为主的加工贸易型企业，公司 85%的出
口业务是来自埃及。虽然公司在埃及市场占有一定市场份额，出口量逐渐递增，但是
随着更多企业进入埃及葵花籽市场，GXY 公司埃及市场营销策略的优化研究就显得
尤为重要
本文以 GXY 公司的埃及市场营销策略为研究对象,对其公司的出口营销策略提
出了优化方案。首先，搜集、消化和吸收了国内外相关的文献和国际市场营销策略研
究成果；其次，结合 GXY 公司目前的埃及市场营销状况分析了存在的问题；最后，
以国际市场营销理论为根据，运用 PEST 宏观环境分析法分析了埃及市场环境，通过
SWOT 分析法阐述了 GXY 公司在埃及市场的优势、劣势、机会和风险，提出了在产
品策略优化、渠道策略优化、促销策略优化、服务与沟通及风险预警方面的 GXY 公
司埃及市场营销策略优化方案和优化策略的保障措施
希望本研究提出的出口营销策略优化设计方案对 GXY 公司有一定的指导作用，
对同行业也有一定的参考价值
关键词：市场营销；营销策略；优化研究；葵花籽市场ABSTRACT
Sunflower seeds as an emerging Chinese agricultural exporting product has
advantages on appearance, grain size, and taste in comparison with other countries. Chinese
sunflower seeds gains more and more popularity in the Middle East countries and African
countries, especially the Egyptian market was the most active in sunflower seeds importing,
its imports growth by hundreds of tons per year. Chinese sunflower seeds exporting
enterprises started relatively late, lack of experience in business management and marketing
still stays in the customer demand-oriented level, marketing approach is full of randomness
and uncertainty.
GXY is a small and medium agro-processing trade enterprise which is specialized in
sunflower seeds exporting business, 80% exporting business of this company is from Egypt.
This company in the Egyptian market occupies a certain market share and exporting
volume increases gradually, but as more companies enter the exporting business to compete
for the Egyptian sunflower market share, the optimization design of GXY Company’s
marketing strategy in Egypt market is particularly important.
This thesis takes GXY company's marketing strategy in Egypt market as the research
object, and proposes the export marketing strategy optimization scheme for this company.
Firstly, Collecting, digesting and absorbing the related literature at home and abroad, and
international marketing research achievement; Secondly, analyzing the existing problems in
combination with GXY the present marketing situation of Egypt market; Finally, based on
international marketing theory, using the PEST macro environment analysis to analyze
Egypt market environment and by SWOT analysis, this thesis expounds the GXY company
in Egypt market strengths, weaknesses, opportunities and risks, puts forward the product
strategy optimization, channel strategy optimization, promotion optimization, service and
communication and risk early warning of GXY company marketing strategy optimization
design scheme in Egypt market, and optimizing design scheme has been put forward for
better implementation of safeguard measures.
Hope the exporting marketing of optimizing design scheme proposed in this thesis has
a certain guiding role to GXY company and also has certain reference value for the same
industry.
Key words: marketing, marketing strategy, optimization study, sunflower seeds market
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