重庆粮食集团境外基地产品国内营销战略模式分析-analysis on the domestic marketing strategy mode of chongqing grain groups overseas base products.docxVIP

重庆 重庆工商大学工商管理硕士(MBA)研究生学位论文 II II Abstract The ChongQing grain group was officially approved to establish by the Municipal government from 2008, and the company established overseas planting and production bases in Brazil, Argentina, Canada, Greece and other countries following the development strategy of going out. The main motivation of this company is a guarantee for the domestic demand of china by overseas resources. With an improvement of the bases outside, the marking of base products will directly indicate whether enterprise’s development strategy is Feasible or not. Domestic grain and oil market is very competitive especially the edible oil market, and we hope that people and the enterprise gets the benefits from the heavy grain going out strategy , As a result, it is necessary to Research the domestic marketing strategy aim at the bases product overseas. There are three fraction of this paper. Firstly, it is an overview of the research status with the theories of international trade and marketing , and I wan to explain the ideas and methods of the study. Secondly, it is an analysis of the macro and micro environment taking full advantage of the available information. Thirdly, it is an analysis of the status of the company simply comparing with major competitors in the market. After a comprehensive analysis of the market environment and the enterprises own comprehensive strength, I have a conclusion of this study about the marketing strategy mode aim at the bases product overseas with theories of market segmentation, differentiated marketing, public marketing, marketing channels, and other related. This paper also includes an organizational strategy and a brand strategy , and they are basis for further study of the marketing about grain further implementation of the going out strategy . III III Keywords: ChongQing Grain Group;Overseas base; Domestic Marketing; marketing strategy; brand PAGE PAGE IV 目 录 摘 要 I A b s t r a c t II 1 导论 1 1.1 研究的背景 1 1