Exclusive Summary執(zhí)行摘要

中小企業(yè)在經(jīng)濟(jì)發(fā)展中扮演著重要的角色。但由于資金、資源、經(jīng)驗(yàn)等方面的不足，市場(chǎng)營(yíng)銷一直是中小企業(yè)面臨的挑戰(zhàn)。本報(bào)告的目的是幫助中小企業(yè)實(shí)施營(yíng)銷計(jì)劃。本報(bào)告以兒童為基礎(chǔ)的合作伙伴關(guān)系，提供兒童節(jié)托兒所。
本文從七個(gè)方面對(duì)兒童基礎(chǔ)合作伙伴關(guān)系的營(yíng)銷策劃進(jìn)行了研究。他們是要去國(guó)際，客戶分析，SWOT分析，國(guó)家選擇的原因，國(guó)外市場(chǎng)進(jìn)入模式，營(yíng)銷和社會(huì)媒體。本報(bào)告的主要結(jié)論是：為了尋求更大的市場(chǎng)，增加利潤(rùn)，報(bào)告建議以兒童為目標(biāo)市場(chǎng)，，通過(guò)分析自身能力和宏觀環(huán)境因素，選擇中國(guó)作為目標(biāo)市場(chǎng)。然后決定全面使用許可，合資和外商直接投資進(jìn)入模式。選擇合理的營(yíng)銷組合是獲得成功的有效途徑。和社交媒體可以幫助孩子基本的伙伴關(guān)系。
SMEs represent plays a key role in the economic development. However, marketing has always been a challenge for SMEs due to the lack of capital, resources, experience and so on. The aim of this report is to help SMEs to implement marketing plan. This report takes The Childbase Partnership as an example which provides children’s day nurseries. 

This paper formulate a marketing plan for The Childbase Partnership based on seven aspects. They are reasons for going international, customer analysis, SWOT analysis, country selection, foreign market entry mode, marketing mix and social media. The following are main findings in this report: In order to seek larger market and increase profit, the report suggests The Childbase Partnership to choose China as the target market by analysing its own capability and macro and micro environment factors. Then it determines to comprehensively use licensing, joint venture and foreign direct investment entry mode. Selecting reasonable marketing mix is effective access to success. And social media could assist The Childbase Partnership. 

Table of Content

1. Introduction 1
2. About company 1
3. Reasons for Going International 2
4. Customer Analysis 3
5. SWOT Analysis 4
6. Country Selection 5
6.1 Consideration Set 5
6.2 Preliminary Screening 5
6.3 Market Potential Assessment 6
6.4 Markets Ranking 7
7. Foreign Market Entry Mode 7
8. Marketing Mix 8
8.1 Product strategies 8
8.2 Pricing strategies 9
8.3 Promotion strategies 9
8.4 Distribution strategies 10
9. Digital/Social Media Supported Internationalisation 10
10. Conclusion 12
11. Reference 14

1. Introduction介紹

According to European Commission, ‘small and medium-sized enterprises (SMEs) refer to companies which have fewer than 250 employees. SMEs also can be defined based on financial assets. Either the annual turnover of SMEs has not exceeding

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