基于此背景，本文首先对 PEST、SWOT 等市场分析理论以及 STP、营销 4P
理论等市场营销理论进行文献及理论梳理分析，并就国内外学者对于童装市场
以及中东市场分析与开发营销理论予以重点分析。其次，分别分析中东童装市
场开发环境和石狮童装市场发展特征；接着，结合石狮童装品牌的自身特点和
中东童装市场的发展趋势，制定石狮童装品牌在重视市场进行国际市场开发的
市场定位策略和市场开发策略。同时，利用风险分析方法，进一步分析石狮童
装品牌开发营销中东市场的相关风险及应对策略。最后，利用案例分析方法，
在分析 S 公司和沙特童装市场的发展特点、市场开发环境的基础上，分析 S 公
司的在沙特进行童装市场开发的市场定位的 STP 策略和市场开发的 4P 策略，并
综合利用前述理论对于 S 公司在沙特童装市场进行进一步开发营销的市场策略
提出优化思路和建议
基于上述分析，本文的主要结论有：（1）从文献综述分析可以看出，目前
对于我国服装企业“走出去”的研究都不多，但随着欧美市场的贸易壁垒以及
后经济危机的影响，不断开拓新市场尤其是中东市场对于我国服装企业都有重
要意义。（2）中国的区域性童装品牌可以而且必须实施“走出去”，这样才可以II
进一步解决目前其在实际发展过程的瓶颈性问题，才可以进一步拓展期市场开
发潜力和市场发展能力。（3）从石狮童装品牌的中东市场营销来看，其市场定
位策略和市场营销策略的制定需要综合、全面分析中东童装市场发展特征和石
狮童装品牌的自身发展优劣势，这样才能制定出相对较为合理的市场营销策略
（4）中国童装市场国际市场的开发营销，除了要考虑具体市场策略的制定，同
样需要综合分析其国际市场不确定性带来的各种风险，并提前进行分析以降低
市场营销风险，提高市场营销效率，为市场营销策略的不断优化提供保障
关键词： 童装 中东 石狮 国际市场营销 市场营销策略III
Abstract
In recent years, with the intensification of market competition, the domestic
textile and apparel market, especially the children's clothing market competition is
more intense. Therefore, how to further expand our country children's clothing market
development space and market development capacity are also a number of regional
children's wear brand is thinking and needs to solve the practical problems. In the
trend of globalization development, children's wear brand market of international
market development for the developer of the children's clothing market in China
provides a train of thought and theory researchers. In the international market, with
the continuous improvement of children's clothing in the Middle East market demand
ability, now has become a new export market of small and medium-sized enterprises
in our country, has a great potential for development, but due to religious cultural
beliefs, the RMB exchange rate rise, children's wear brand and quality, the influence
of children's clothes market in the Middle East is also facing severe challenges. This
article is based on this background, based on the analysis of children's clothing
market development environment in the Middle East, on the basis of macro and micro
environment, children's clothing market consumption characteristics and further
defined the Middle East market advantage, and stone lion children's wear brand, for
example, the analysis of the Chinese children's wear brand of how to develop the
practical international market development strategy.
Based on this background, this article first to markets such as PEST, SWOT and
STP analysis theory, and the theory of marketing 4 p marketing theory, based on the
theory of literature and carding analysis on domestic and foreign scholars for
children's clothing market and the Middle East market analysis and development
theory to be analyzed. Secondly, analysis of children's clothing in the Middle East
market development environment and stone lion children's clothing market
development characteristics; Then, this paper combined with the characteristics ofIV
stone lion children's wear brand and the development trend of children's clothes
market in the Middle East, stone lion children's wear brand in attaches great
importance to the market to international market development market positioning
strategy and market development strategy. At the same time, using the method of risk
analysis, further analysis of the stone lion children's clothing brand development in
the Middle East market related risk and coping strategies. Finally, using the method
of case analysis, the analysis of the company S and Saudi children's clothing market
development characteristics, market development environment, on the basis of
analysis of S company in Saudi Arabia for children's clothing market development
and market positioning of the STP strategy and 4 p strategy of market development,
and comprehensive utilization of the theory analysis way of thinking for S company
in Saudi Arabia for further development of children's clothing market marketing
strategy optimization ideas and Suggestions are put forward.
Based on the above analysis, the main conclusions of this paper are: (1) can be
seen from the literature review analysis, at present for the clothing enterprises going
out research is not much, but as Europe and the United States after the trade barriers
of the market and the influence of economic crisis, constantly open up new markets,
especially in the Middle East market for clothing enterprises in China have an
important significance. (2) China's regional children's wear brand can and must
implement the going out, such ability can further solve the bottleneck problem in
the actual development process, to further expand market development potential and
market development capacity. (3) from the perspective of a stone lion children's
clothing brand development in the Middle East market, its market positioning
strategy and market development strategy of taking a comprehensive, integrated
analysis of the Middle East and stone lion children's wear brand children's clothing
market development characteristics of its own development advantages and
disadvantages, so as to measure the cutting system set a relatively reasonable market
development strategy. (4) the Chinese children's clothing market the development of
the international market, in addition to consider the specific marketing strategyV
formulation, also need to comprehensive analysis of uncertainty and the risk of the
international market, and analysis has been made in advance in order to reduce the
risk of market development, improve the efficiency of market development,
unceasingly for the market development strategy optimization.
.
Keywords：Children's clothing; In the Middle East. Shishi. The international market
development; Marketing strategyVII
目 录
摘 要 .........I
Abstract .....III
目 录 .......VII
第 1 章 绪论 ...1
1.1 研究背景与研究意义 ........1
1.2 研究的框架与内容 2
1.3 论文研究方法 ........3
1.4 相关理论基础和文献综述 4
1.4.1 相关理论基础 .4
1.4.2 相关文献综述 .6
1.5 研究创新点 9
第 2 章 石狮童装品牌中东市场营销环境和条件 .........10
2.1 中东童装市场营销环境分析 ......10
2.1.1 中东消费市场的特点 ...........10
2.1.2 中东市场参与者特点分析 ...13
2.1.3 中东童
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