中国电子品新加坡市场营销分析

An Analysis of the Marketing of Chinese Electronic Products in Singapore

新加坡的宏观营销环境消费市场与生产领域对电子产品零部件需求巨大,是我国电子企业应该积极进入的目标市场。要使我国的电子企业能够顺利的进入新加坡市场,应该选择标准化的电子原器件以及高档的电子耐用消费品采用国内生产、出口销售的方式,以跟随者的策略进入新加坡市场;并在新加坡选择独家代理的短渠道策略,采用广告以及开展B2B,B2C的电子商务模式进行促销。因此采用恰当的产品、价格、渠道、促销的营销组合,才能使中国电子企业取得新加坡市场的营销成功。

The macromarket environment of Singapore is large. The authors point out that Singapore market should become the target market of China's electronic enterprises for its massive demand for electronic parts both in consumer market and production domain. In order to facilitate China's electronic enterprises to enter Singapore market, China's electronic enterprises should choose standard electronic parts and advanced electronic durable goods. Meanwhile, the export goods should be produced domestically and exportsale ways should be adopted. Chinese enterprises should promote their products by means of soleagent shortchannel strategy, advertisement, b2b, and b2c electronic business. Through adopting proper product, price, channel, and promotion strategy, China's electronic enterprises will achieve marketing success in Singapore market.