21世纪以来，中国与非洲开始建立起新型战略合作伙伴关系。特别是2013年“一 带一路”倡议的提出为中非双边贸易的发展提供了重大的机遇。2009年至今，中国连续 保持着非洲第一大贸易伙伴国地位。近几年来，非洲的经济和社会取得了快速的发展， 非洲通信行业也迎来高速发展的时期。L公司致力于光缆及光通信配件的生产与研发， 近年来其光缆在非洲市场的销量日益增长。L公司作为中小企业，想要在非洲市场分得 一杯羹，与大企业竞争，需要有自己独特的营销战略与策略。 本文以作者任职的L公司光缆在非洲市场的营销情况作为研究对象，以营销理论为 指导，通过文献研究、访谈等方式进行研究。首先，阐述L公司的概况以及营销现状的 同时，着重在于对营销战略现状跟营销策略现状进行分析。通过STP营销战略和4P组 合营销策略的综合分析，L公司的现状展现得一清二楚。其次，运用 PEST、 SWOT 等 模型工具，从内外部环境对L公司营销环境深入分析；再次，全方位地分析了L公司 市 场细分不够精准、目标市场选择单一、市场定位过于宽泛这几个营销战略（STP）存在 的问题跟成因；又系统地说明了产品策略缺乏创新、价格策略过于简单、缺少直接渠道 策略、促销组合策略单调这几个营销策略（4P）存在的问题及成因。最后，根据研究结 果找到符合现状的营销战略及营销策略改善建议。同时，论文中涉及的研究方法和研究 内容，对于其他光缆生产企业进行同类型分析也将具有一定的启示作用。 关键词：光缆；非洲市场；营销战略；营销策略 II Abstract Since the 21st century, China and Africa have established a new type of strategic cooperative partnership. In particular, the proposal of the "One Belt And One Road" initiative in 2013 provided a great opportunity for the development of China-Africa bilateral trade. Since 2009, China has been Africa's largest trading partner. In recent years, the African economy and society have achieved rapid development, and the African communication industry has also ushered in a period of rapid development. L company is committed to the production and research and development of optical cable and optical communication accessories. As a small and medium-sized enterprise, L company needs to have its own unique marketing strategies and strategies in order to get a share of the African market and compete with large enterprises. This paper takes the marketing situation of optical cable in Africa market of company L where the author works as the research object. Under the guidance of the marketing theory, the research is conducted through literature research and interviews. First of all, while expounding the general situation of company L and the marketing status quo, it focuses on the analysis of the marketing strategy status quo and the marketing strategy status quo. Through the comprehensive analysis of STP marketing strategy and 4P combined marketing strategy, the current situation of company L is clearly shown. Secondly, it makes an in-depth analysis of the marketing environment of L company from the internal and external environment by using PEST, SWOT and other model tools. Thirdly, it comprehensively analyzes the problems and causes of the marketing strategies (STP) of L company, such as inaccurate market segmentation, single choice of target market and too broad market positioning. It also systematically explains the problems and causes of the four marketing strategies (4P), which are lack of innovation in product strategy, too simple in price strategy, lack of direct channel strategy and monotonous in promotion mix strategy. Finally, according to the research results to find the marketing strategy in line with the status quo and marketing strategy improvement recommendations. At the same time, the research methods and research content involved in the paper, for other cable production enterprises to carry out the same type of analysis will also have a certain role of inspiration. Key words: optical cable; African markets; STP Strategy; Marketing 4P III 目 录 摘要 ......................................................................................................................................... I ABSTRACT .............................................................................................................................. II 图表清单 .................................................................................................................................. VI 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景、研究目的及意义 ......................................................................................... 1 1.1.1 研究背景 .................................................................................................................. 1 1.1.2 研究的目的及意义 .................................................................................................. 2 1.2 理论基础与文献综述 ..................................................................................................... 3 1.2.1 理论基础 .................................................................................................................. 3 1.2.2国外研究现状 ........................................................................................................... 4 1.2.3国内研究现状 ........................................................................................................... 6 1.3 研究内容和研究方法 ..................................................................................................... 7 1.3.1 研究内容 .................................................................................................................. 7 1.3.2 研究方法 .................................................................................................................. 8 第二章 L公司概况及营销现状 ............................................................................................ 10 2.1 L公司概况 ..................................................................................................................... 10 2.1.1 L公司发展概述 ..................................................................................................... 10 2.1.2 L公司的主营业务 ................................................................................................. 10 2.1.3 L公司的经营现状 ................................................................................................. 11 2.1.4 L公司组织架构 ..................................................................................................... 13 2.2 L 公司营销战略（STP）现状 ..................................................................................... 13 2.2.1 市场细分现状 ........................................................................................................ 13 2.2.2 目标市场选择 ........................................................................................................ 16 2.2.3 目标市场定位 ........................................................................................................ 17 2.3 L公司营销策略（4PS）现状 ....................................................................................... 18 2.3.1 产品策略 ................................................................................................................ 18 2.3.2 定价策略 ................................................................................................................ 22 2.3.3 渠道策略 ................................................................................................................ 23 IV 2.3.4 促销策略 ................................................................................................................ 25 2.4 本章小节 ....................................................................................................................... 26 第三章 L公司光缆非洲市场营销环境分析 ........................................................................ 27 3.1 外部环境分析 ............................................................................................................... 27 3.1.1 总体环境PEST分析 ............................................................................................ 27 3.1.2