经济的快速发展，使人们对于快消品的需求日益增长，技术的革新与飞跃让生活变 得便利化、电子化、智能化。因电子产品的更新换代周期随科技的进步而越来越短，而 消费者对于新产品的追逐从未改变，谁能在最短时间内生产出最有吸引力符合消费者逐 新心理的产品，将站在行业的制高点，迅速成为该领域的领头羊。而且，非洲国家处于 发展阶段，电子产业具有非常巨大的市场前景，然而非洲落后的技术基础与浅薄的起点 决定它和中国及欧美等国家实力相差悬殊，在今后有一段需要极速追赶的长路要去走。 因此，我们要充分认识到，非洲国家的电子产品行业还处于初级起步阶段，虽然在向更 高级阶段奋进的过程充满艰辛和未知，但我们可以明确地看到，电子产业行业将在多哥 成为朝阳产业，并推动国家的电子化、现代化进程。在这种大的经济背景下研究西非多 哥 CI公司电子产品在营销策略具备以下意义， 通过研究产品组合、渠道模式、市场定 价、宣传策略等多角度对 CI 公司的电子产品在多哥的营销策略提供参考依据。而几乎 所有的电子产品企业对于上述参考依据是普遍渴求的，本文将给这些企业提供合理的理 论指导和参考方案。 本课题主要采取 STP 分析、SWOT 分析和 BCG 矩阵分析三种方法，深入剖析 CI 公司的产品结构，以求得出最佳的产品组合和市场目标，从而提出一套适合 CI 公司实 际的营销策略。通常情况下，提及营销策略，我们通常认为正确而科学的决策可以让企 业在激烈的市场竞争中脱颖而出，赢得强有力市场份额与利润。为确保决策的正确性、 科学性、合理性，企业对于好策略的渴望从未停止。CI公司也不另外。本课题从各个角 度分析 CI公司在多哥的市场营销活动，从而制定出适合 CI公司电子产品发展的市场营 销策略。 关键词，CI公司；电子产品；营销策略II Abstract With the rapid development of economy, people's demand for fast moving consumer goods is increasing day by day. Technological innovation and leap have made life more convenient, electronic and intelligent. Because the replacement cycle of electronic products becomes shorter and shorter with the progress of science and technology, and consumers' pursuit for new products has never changed, who can produce the latest and most attractive products in the shortest time in line with consumers' pursuit of new psychology will stand at the commanding height of the industry and quickly become the leader in this field. Moreover, African countries are in the development stage, and the electronic industry has a very huge market prospect. However, Africa's backward technology foundation and shallow starting point determine that it is far from the strength of China, Europe and the United States and other countries. In the future, there will be a long way to catch up. Therefore, we should fully realize that Africa's electronic products industry is still in the initial stage, although the process of advancing to a higher level is full of hardships and unknown, but we can clearly see that the electronic industry in Togo will become a sunrise industry, and promote the country's electronics, modernization process. Under such a large economic background, it is of the following significance to study the electronic product marketing strategy of CI company which in west Africa country: to provide references for the electronic product marketing strategy of CI company from multiple perspectives such as product portfolio, channel model, market pricing and publicity strategy. And almost all electronic products enterprises are generally eager for the above reference basis, this paper will provide these enterprises with reasonable theoretical guidance and reference scheme. This topic mainly adopts three methods of STP analysis, SWOT analysis and BCG matrix analysis to deeply analyze the product structure of CI company, so as to obtain the best product combination and market target, and then put forward a set of marketing strategies suitable for CI company. Generally speaking, when it comes to marketing strategies, we usually believe that correct and scientific decisions can enable enterprises to cut through all the difficulties in fierce market competition and win strong market shares and profits. In order to ensure the correctness, scientificity and rationality of decision-making, enterprises are always eager for good strategies. Nor does CI. This topic analyzes the marketing activities of CI company in Togo from various perspectives, so as to formulate marketing strategies suitable for the development of CI company's electronic products. Key words: CI company; electronic product; marketing strategyIII 目 录 摘要.........................................................................................................................................I Abstract ......................................................................................................................................II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 选题的背景和意义 ......................................................................................................... 1 1.1.1 选题的背景............................................................................................................... 1 1.1.2 选题的意义............................................................................................................... 1 1.2 文献综述 ......................................................................................................................... 1 1.3 研究内容和方法 ............................................................................................................. 3 第二章 CI 公司概况及营销策略现状.....................................................................................4 2.1 CI 公司概况 ..................................................................................................................... 4 2.1.1 CI 公司产品构成....................................................................................................... 4 2.1.2 CI 公司市场分布特点............................................................................................... 7 2.1.3 CI 公司的产品投资组合........................................................................................... 8 2.2 CI 公司 STP 现状 .......................................................................................................... 11 2.2.1 市场细分现状......................................................................................................... 11 2.2.2 目标市场选择现状................................................................................................. 12 2.2.3 品牌定位现状......................................................................................................... 13 2.3 CI 公司 4P 组合策略现状 ............................................................................................. 14 2.3.1 产品策略现状......................................................................................................... 14 2.3.2 定价策略现状......................................................................................................... 14 2.3.3 渠道策略现状.......................................................................................................... 15 2.3.4 促销策略现状......................................................................................................... 17 2.4 本章小结 ....................................................................................................................... 17 第三章 CI 公司营销环境分析...............................................................................................19 3.1 CI 公司宏观环境分析 ................................................................................................... 19 3.1.1 政治与法律环境..................................................................................................... 19 3.1.2 经济环境................................................................................................................. 21IV 3.1.3 社会文化环境..................................