创联公司古巴市场营销策略研究

华中科技大学硕士学位论文创联公司古巴市场营销策略研究姓名：张毅申请学位级别：硕士专业：工商管理指导教师：云虹20061001I2090IIAbstractTheCubaneconomyisincreasingstablyandthedomesticmarketdemandisexpandingstepbystep.Atthesametime,theChineseeconomyisdevelopingrapidly,andChinaisnowbecomingthethirdlargestmanufacturingcountryintheworldafterU.S.A.andJapan.TheSino-Cubatradingisfeaturedbymutualcompensation.Since1990’s,thetopleadersofbothcountrieshavevisitedeachother,bilateraltrusthasbeenfortified,Sino-Cubatradinghasbeendevelopedrapidly,economycooperationhasbeenstrengthenedcontinuouslyandremarkableachievementshavebeenmadeinthefieldofscientificcooperation.Nowitisthegoldentimetodevelopbilateralbusiness,ChinahasbeenbecomethesecondlargesttradingpartnerafterVenezuena.ThethesisintroducestheachievementofCubanreformsandrecoveryofeconomy.BasedontherapidincreasingofCubanmarketdemands,weputforwardproductscombinationoftourism-relatedcommodities,pharmaceuticalproductsandenergy-savingelectronicappliances,andstrategyofproducts-extending-down,aswellasworkoutManufacturer-BrandStrategy,Cooperation-BrandStrategyandDistributor-BrandStrategyrespectively.BasedontheanalysisofdifferentCubancustomersneeds,differentproductsrequirementsandloyaltytobrand,weputforwardstrategyofgoodratioofperformancetoprice,strategyofhighpricetohigh-endproducts,aswellasfulleffortstoestablishgoodcustomers’relationship.Duetothecomparativelychannel’ssinglenessofCubanmarket,weanalyzestrategyofchanneldesignfromthreeaspectsofdeterminingchanneltarget,designchannelpreparationschemeandassessing&selectingchannelscheme,workoutstrategyofchannelmanagement.BecausethereismuchcommercialrestrictionforpromotioninCubanmarket,webringforwardperson-promotionalandNon-person-promotionalstrategy.ThethesistrytoworkoutthemarketstrategythroughtheanalysisofCubanmarketsoastoproduceremarkableprofitforChuangLiancompany,andsolidifytheresolutiontofurtherdevelopCubanmarket.KeywordsSino-CubaTradingMarketingStrategyCubanMarket1119591.1198919931993199719971.1.1---198960.87199128.2761.4118.29[1]19902.1%199110.7%199211.5%199310.5%[2]21.1.2“”199335%38%33.5%[3]1994199719940.7%19952.5%19967.8%19972.5%1996332731.1.3199719972.5%19981.1%19996.2%[4]20005.6%19993745034401997101998225048%20%19%[5]1.210119901993GDP34%19940.7%19972.5%19981.2%19996.2%20005.6%20013%20021.1%20032.6%23198910%50%4410GDP70%30%60%199071.81993111199816820002702002410200152%200290%20031.3GDP1%3%[6]80051126120048%CUC---CubanConvertibleCurrency1CUD=USD1.08200538%10%3%21%101/32/33001240045016181/32/32003762606080198319892090212.12.1.120901993112001419951120032199720052.1.28019861.219962.3819992.88720014.4620033.5720045.26747%20058.73[7]101996100TECHNOIMPORTEMIATTRD.CaribeATCOMERCIALTECNOTEXTIENDASGAVIOTATRIMAGENS.A.S.AA.U.S.A2005500020061COMERCIALIZADORAITHS.A.20066000MEDICUBA1500FARMACUBA3000ALIMPORTICIDPCSWITCHROUTERMODEMCABLE812100040002.1.319977212.440020002003PPG5114113[8]0.5200412161642005-2009[8]95200372.1.4ROSE20022.22.2.11914102.2.211320003.13.1.11[9]10911121990310[10]200030002003180020041500200480002005958.316132020801360018205832122671480%3136042112CIDEMGMPGMPQC500070005000GMPGSP40%[11]901535267816302004200690140V/20024042U3U3U200666000200512065173-13-1/3.1.212183.1.3[12][13]HEALTHFORALL1192cobranding,dualbanding/12033.1.4[15]121[14]GMP23224GEGMPIT233.1.5,(1)(2)[16](3)(4)(5)3.210243.2.11[15][17]2521%3perceivedvalue3.2.21MEDICUBAFARMACUBA2621%3198942744.14.1.1.1)28[18]29IT2)1233043)financialapproachTCA,transactioncostanalysisheuristicapproach3112:00-13:001211034.1.2.1232[15]344-11.4.2.3.4-14.2334.2.14.2.2344.2.3PrismasNegocios()Destinos()ALMANCESITHCOPEXTELTECNOIMPORT4.2.44.2.535362303738MBA2004MBA2004MBA39[1]200148110[2]2000100226[3]2002120160[4]199930110[5]19982001156211[6]10.[7][8]GranmaInternacional28denoviembrede2004,No.48,p.4-5[9]20041350[10][11][12]..2006(1)2024[13]DonaldD.TostiandRogerD.Stotz,“BuildingYourBrandfromtheInsideOut,”MarketingManagemnt2001,July(29):33[14]·1998[15][]112003339601[16]200390150[17]ThomasT.NagleandReedK.Holden,ThestrategyandTacticsofPricing,3rded.UpperSaddleRiver,NJ:PrenticeHall,2001:58-138[18].[19][]2000230250[20][]1987180190[21][].198085150[22]199720248[23]HughS.Thomas“TheCubanRevolutionary25YearsLater”WestviewPressInUSA,198429-140[24]HarperW.BoydJr.andSidneyLevy,“NewDimensionsinConsumerAnalysis,”HarvardBusinessReview.1963,November(12):129-140[25]BrianWansink,“CanPackageSizeAccelerateUsageVolume?”JournalofMarketing.1996,July(3):1-14[26]BartonA.Weitz,SandyD.Jap.RelationshipMarketingandDistributionChannels.JournalofAcademyofMarketingScience,1995,23(2):305-320[27]MichaelJ.LanningandEdwardG.Michaels,“ABusinessIsaValueDeliverySystem,”McKingseyStaffPaper,1988,June(29):22-198.[28]KarlAlbrechtandRonZemke,ServiceAmerica!.HomewoodIIDowJones-Irwin,1985:6-7.[29]PatriciaSellers,“GettingcustomerstoLoveYou,”Fortune,March131989:38-49.[30]GaryArmstrong&PhilipKotler,Marketing:AnIntroduction,NewJersey:PearsonEducationIn