Abstract

Ever since 2011, China has overtaken Japan in terms of total GDP and ranked number two in the world, only after the United States. At the same time, most Chinese enterprises that are engaged in international trade still concentrate on markets of developed countries, or DCs to sell their products. However, after the 2008 financial crisis, demand shrank sharply in DCs. Like a domino effect, quite many Chinese exporters have been victimized. To find a way out, market diversification can be considered as an effective strategy for companies to expand their share globally. Fairly speaking, regarding markets in less-developed countries (LDCs), potential needs are still far from satisfied. In this sense, it is somewhat pressing for Chinese exporters to direct greater attention to these booming markets while contemplate seriously how to penetrate so as to make themselves more sustainable and better tackle the challenges that may emerge any time in the future.
Considering the significance of market diversification, this thesis intends to explore both the implications and influence of emerging markets. In addition, concrete strategies of tapping these markets will also be highlighted through a success story of Coca-Cola in South Africa.

Key Words: export enterprise  developed country  less-developed country  market diversification  market strategy
 
摘 要

自2001年起,中国的国内生产总值首次超过日本,成为紧随美国之后的第二大经济体；与此同时，大量从事国际贸易的企业如雨后春笋般不断发展壮大。然而，继2008年全球金融危机爆发之后，随着国际市场需求的急剧锐减，许多严重依赖成熟市场进行产品销售的企业成为其受害者。相形之下，与这些发达国家市场形成鲜明对比的新兴市场却蕴含着难以估量的发展潜力。因而，市场多元化作为拓展机遇的营销策略也越来越受到管理者们的关注。对中国的出口商而言，将新兴市场视为未来主要的目标市场还可以更有利于可持续发展的实现。
本论文在指出新兴市场的特点以及影响的同时，还揭示出市场多元化的重要性和紧迫性。除此之外，论文还通过可口可乐成功进入南非市场的经验，为中国企业提供了若干有益的建议与启示。

关键词: 出口企业  发达国家  发展中国家  市场多元化 营销策略

1 Introduction
Ever since the late 20th century, the pace of globalization has also been accelerating rapidly and its impact has been growingly immense over diverse areas including culture, politics, and economy, etc. During this process, numerous enterprises have become internationalized and they are engaged in cross-border transactions in a high-profile manner.