Marketing Strategy Research On African Of Anhui Seed Enterprises

With the advance of "The Belt and Road" strategy,the government and enterprises are actively adjust the thinking,develop the African market,in order to use this historic opportunity to the 21 st Century Maritime Silk Road,the final victory in the game market in Africa,but African regional political and economic development is extremely uneven,the African market environment there are great differences,political instability,economic development,less social basis is not perfect,the backward technology becomes increasingly serious.In this context,Anhui seed enterprises to go out and participate in the competition in the African market,then how to enter the seed market in Anhui African market? It is particularly important to choose what areas of Africa to enter the market.At present,Africa as the immature development of the international market,the enterprises all over the world are actively involved in,but compared with the international seed companies,seed enterprises in Anhui economic strength of the weak,small and medium-sized enterprises are obvious in Africa blindly follow the trend of the market,the main reason is the lack of awareness of their own enterprises,on the market,the lack of effective marketing system strategy.Therefore,understanding the seed enterprises in Anhui and Africa market investment environment for Anhui seed enterprises to enter the African market,effectively improve the Anhui seed enterprise participation,enthusiasm has great theoretical significance and practical significance.In this paper,based on the“Structure-Conduct-Performance”theory(SCP),the SWOT paradigm,the PEST paradigm and the“Segmenting—Targeting—Positioning”theory(STP),the comprehensive use of literature review and empirical analysis:SCP theory is used to analyze the competitive environment of Chinese seed industry and the market performance of Chinese seed industry is estimated by DEAP software;The SWOT paradigm analyzes the advantages and disadvantages of Anhui seed industry,and uses the PEST paradigm as a framework to analyze the African market environment.On the basis of summarizing the STP marketing strategy to enter the African market,and finally to Anhui Winall H-tech into the African market as the research object,the establishment of research into Africa target market selection,market development and market service system.The results show that:First,the domestic seed market is already saturated,continue to develop the domestic market is difficult,and the seed enterprises in Anhui compared to other seed companies,some obvious shortcomings,but Anhui seed enterprises have to go abroad,to participate in international competition strength;Second,the African market development is highly unbalanced,from national investment environment,the top four is Gabon,South Africa,Nigeria and Algeria,from the regional investment environment,market,South Africa and North Africa in the investment environment is good,the last is the West and East Africa market;Third,in the implementation of the marketing strategy,from the perspective of the overall market in Africa,Africa is mainly developing countries,should take no difference in marketing strategy,but from the regional market,should adopt different marketing strategy,from the national market,should implement centralized marketing strategy;In fourth,STP marketing strategy based on Anhui Winall H-tech into the African market as an example,the system's interpretation of Anhui Winall H-tech into the African market nearly 10 years of history,in the 10 years of the development process,Anhui Winall H-tech is how to enter the target market,how to expand the target market and by itself the advantage to establish their own market service system,finally,Anhui Winall H-tech made great benefit,in the social and economic aspects have rich market experience in developing international market,it is of great significance to other Anhui seed enterprises to enter the African market.