首页 > 资料专栏 > 论文 > 营销论文 > 市场管理论文 > MBA毕业论文_公司进入肯尼亚机电产品市场的策略研究PDF

MBA毕业论文_公司进入肯尼亚机电产品市场的策略研究PDF

资料大小:1478KB(压缩后)
文档格式:PDF
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2022/1/18(发布于上海)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
自2018年以来,随着全球经济下行压力不断增长、大国之间贸易摩擦不断上升、 工业需求整体明显下降。与此同时,我国工业面临转型的挑战,原有的工业产能过剩, 产品积压日益严重。为了解决这一瓶颈,现阶段国家推广“一带一路”、政策,鼓励 机电产品出口,希望通过这一战略性决策使很多中小企业在新的国际市场中保持平稳 发展以及获益。这使得原本在夹缝中生存的中小型企业开始积极探索新的市场,一些 贸易公司开始把眼光转移到东南亚、印度、非洲等地方,试图以资源优势来迅速进入 当地市场。M公司目前也面临着同样的问题,国内需求缩量、欧美进出口成本增加, 公司战略开始转移到开发非洲市场上,试图缓解业务量下降的压力。 本文是以进入肯尼亚机电市场为题,对M公司内外现状分析研究,为公司提出 有效的进入策略。首先,对研究背景简单介绍,结合国际市场进入的相关理论,分析 了肯尼亚外部环境和机电行业。其次,通过对M公司现状进行分析,找出M公司在 竞争中的优势,结合肯尼亚机电行业的机会,选择了SWOT矩阵中的策略。最后, 为M公司首次进入肯尼亚,提出了可行性进入策略,并制定出相应的实施计划和保 障措施。本文制定可行性进入策略,是M公司在东非市场战略布局的主要组成部分, 对企业的下一步发展起到实际的指导性作用。 本文的研究主要是以小型机电贸易公司为例,通过结合现下相关行业现状以及理 论,在此基础上指定出的策略,可供相关行业,特别是打算进入肯尼亚的中小型公司 参考和借鉴。 关键词:进入策略;SWOT;PEST;机电贸易 III Abstract Downward pressure on the global economy has been growing since 2018, with the trade frictions between big countries have been rising during the same period, industrial demand has declined significantly. At the same time, The E&M industrial of China is facing the challenge on transformation, the industrial overcapacity and products over backlog. In order to solve the bottleneck, the current stage of the state promote the Belt and Road policy to encourage the export of mechanical and electrical products. Through this strategic decision to enable many small and medium-sized enterprises in a new international market to maintain stable development and benefit. This has led small and medium-sized enterprises, which had survived in the middle of the cracks, to actively explore new markets, and some trading companies have begun to shift their sights to Southeast Asia, India, Africa and other places in an attempt to gain rapid access to local markets with resource advantages. M is also facing the same problem, domestic demand contraction, Europe and the United States import and export costs increased, the company's strategy began to shift to the development of African markets, in an attempt to ease the pressure of declining business. Based on the entry into the Kenyan Mechanical and Electrical market, this paper analyzed the internal and external status quo of M company, then proposed effective entry strategies for the company. First of all, a brief introduction of the research background, combined with the relevant theories of international market entry, analyzed the external environment and Mechanical and Electrical industry of Kenya. Secondly, through the analysis of the current situation of M company, the advantages of M company in the competition are found out. In combination with the opportunities in Kenya's market, the strategy in SWOT matrix is selected. Finally, for the first entry of M company into Kenya, the feasible entry strategy was proposed, and the corresponding implementation plan and safeguard measures were worked out. The establishment of feasible entry strategy in this paper is a major part of the strategic layout of M company in East Africa, which plays a practical guiding role in the next development of the enterprise. IV The study of this paper is mainly based on small electromechanical trading companies as an example, small and medium-sized enterprises have some common characteristics. The result of the research could be used for reference by various industries, especially small and medium-sized companies intending to enter Kenya. Keywords:Entry Strategy; SWOT; PEST; Electrical and Mechanical Trade 目录 致谢......................................................................................................................................... I 摘要....................................................................................................................................... II Abstract ................................................................................................................................ III 第1章 绪论.......................................................................................................................... 1 1.1选题背景与研究意义 .................................................................................................. 1 1.1.1选题背景 ............................................................................................................... 1 1.1.2研究意义 ............................................................................................................... 3 1.2国内外研究现状 .......................................................................................................... 3 1.2.1国外研究现状 ....................................................................................................... 3 1.2.2国内研究现状 ....................................................................................................... 4 1.2.3国内外研究现状评述 ........................................................................................... 5 1.3 研究内容与基本框架 ................................................................................................. 6 1.3.1 研究内容 .............................................................................................................. 6 1.3.2基本框架 ............................................................................................................... 7 1.4 研究方法和创新点 ..................................................................................................... 9 1.4.1研究方法 ............................................................................................................... 9 1.4.2创新点 ................................................................................................................... 9 第2章 相关基础理论........................................................................................................ 10 2.1国际市场进入与竞争优势理论 ................................................................................ 10 2.1.1国际市场进入模式理论 ..................................................................................... 10 2.1.2国家竞争优势理论 ............................................................................................. 12 2.2 其他相关理论 ........................................................................................................... 12 2.2.1企业资源基础理论 ............................................................................................. 13 2.2.2 环境战略组织理论 ............................................................................................ 13 第3章 M公司进入肯尼亚的外部环境分析 ................................................................... 15 3.1 M公司进入肯尼亚的外部环境分析PEST ............................................................. 15 3.1.1肯尼亚的政治法律环境分析 ............................................................................. 15 3.1.2肯尼亚的经济环境分析 ..................................................................................... 17 3.1.3肯尼亚的文化环境分析 ..................................................................................... 19 3.1.4肯尼亚的技术环境分析 ..................................................................................... 20 3.2肯尼亚机电行业的环境分析 .................................................................................... 21 3.2.1双边贸易数据分析 ............................................................................................. 21 3.2.2肯尼亚机电行业的外部冲击 ............................................................................. 23 3.2.3