泰格（TIGER）公司中东营销策略研究

【作者】 黄建刚；

【导师】 吴良刚；

【作者基本信息】 中南大学 ， 工商管理， 2006， 硕士

【摘要】 中国自2001年12月11日正式成为世贸组织的第143个成员以来，认真履行入世承诺，国内市场逐步全面开放，中国正面临着经济、政策环境和创新观念的全球化。中国企业不仅要面对国内企业之间的竞争，更要面临国外公司的挑战，企业的生存环境更为严峻。然而，正是通过这些年的磨砺，涌现出了许多具有实力的公司跨出国门，参与到国际竞争中来。泰格(TIGER)公司正是抓住国内和国际的发展机遇，在短短几年内，从动力机械行业的一个小企业迅速崛起，逐渐壮大。本文希望通过分析该企业国际营销成功的原因，就该公司如何应对国际市场的挑战提出建议。本文通过分析TIGER公司的经营环境，利用SWOT分析法分析了公司的优势和劣势以及公司目前所面临的机遇和挑战，由此对公司的发展进行了分析，并针对独特的阿拉伯文化，提出了泰格公司出口中东应采取的定价策略和营销渠道模式。本文期望能够为泰格公司进一步开拓中东市场提供一个有价值的解决方案，并对同行业企业具有一定的借鉴意义。更多还原

【Abstract】 After China’s accession to the World Trade Organization, the Chinese companies confront with the mutual competition of domestic companies as well as the challenge of foreign companies. TIGER company, one of small-medium enterprises in China specializing in pertrol generator, has had a lot of customers both in China and abroad and will become more and more stronger over these years’development.This paper analyzes the product policy、the price policy、the international marketing channel and the E-commerce of TIGER company, thus we can be aware of the way of her doing export business and the reasons of her success, therefore we can make sure the position of TIGER company in the whole industry.By making use of SWOT model, the paper analyzes the Strentheness、Weakeness、Opportunities and Threats of TIGER company. Finally, After researching the Middle East market, the writer combine the unique Arabic culture to point out that TIGER company should take some measure in pricing strategy and marketing channels.The writer hopes the analysis of TIGER company about doing international trade will be useful to Chinese SME when they "go abroad" to participate global competition.更多还原