本文選題：中國(guó)汽車品牌　切入點(diǎn)：澳大利亞市場(chǎng)　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：本文從中國(guó)品牌汽車的出口貿(mào)易角度出發(fā),基于消費(fèi)者調(diào)研結(jié)果和競(jìng)品量配置價(jià)格的數(shù)據(jù)分析,以XX品牌汽車進(jìn)入澳大利亞汽車市場(chǎng)為例,借鑒外國(guó)品牌的新市場(chǎng)研究模式,探索中國(guó)品牌針對(duì)全新海外市場(chǎng)的進(jìn)入前評(píng)估,產(chǎn)品品牌定位,產(chǎn)品配置定義,產(chǎn)品定價(jià)策略的研究方法,探討并提出XX品牌汽車進(jìn)入澳大利亞新市場(chǎng)的產(chǎn)品定價(jià)和品牌定位建議。本文主要由六章組成,各章主要內(nèi)容如下:第一章陳述了研究的背景和意義,以及對(duì)研究方法的描述。第二章通過(guò)分析中國(guó)汽車品牌在國(guó)內(nèi)和海外市場(chǎng)的現(xiàn)狀,指出開(kāi)拓海外市場(chǎng)是目前能夠突破中國(guó)品牌發(fā)展瓶頸的有效途徑。第三章主要通過(guò)對(duì)澳大利亞市場(chǎng)市場(chǎng)吸引力、市場(chǎng)規(guī)模和進(jìn)入難度建立三元分析模型來(lái)探討澳大利亞市場(chǎng)的進(jìn)入的可行性。第四章通過(guò)杰克·特勞特創(chuàng)立出來(lái)的三環(huán)定位法來(lái)確定品牌的市場(chǎng)定位。第五章通過(guò)對(duì)澳大利亞汽車市場(chǎng)的車輛銷售現(xiàn)狀的多維度分析和各細(xì)分市場(chǎng)的成功上市案例分析,最終探討XX品牌的車型基本參數(shù),配置建議,定價(jià)建議。再結(jié)合澳大利亞市場(chǎng)各細(xì)分市場(chǎng)的走勢(shì)來(lái)建議細(xì)分市場(chǎng)進(jìn)入的優(yōu)先級(jí)。第六章先對(duì)分析所得的結(jié)論進(jìn)行整理,以及最終根據(jù)整體市場(chǎng)的銷量預(yù)測(cè)和細(xì)分市場(chǎng)的目標(biāo)市場(chǎng)份額給出XX品牌各車型成功上市后的銷量預(yù)測(cè)。
[Abstract]:From the point of view of export trade of Chinese brand cars, based on the results of consumer research and the analysis of the price of competing quantity, this paper takes XX brand cars as an example to learn from the new market research model of foreign brands. To explore the research methods of Chinese brand pre-entry evaluation, product brand positioning, product configuration definition, product pricing strategy for new overseas markets, This paper mainly consists of six chapters. The main contents of each chapter are as follows: the first chapter describes the background and significance of the research. The second chapter analyzes the current situation of Chinese automobile brands in domestic and overseas markets. It is pointed out that developing overseas market is an effective way to break through the bottleneck of Chinese brand development at present. A ternary analysis model of market size and entry difficulty is established to explore the feasibility of entering the Australian market. Chapter 4 determines the market positioning of the brand through the three-ring positioning method established by Jack Trauter. After the multi-dimensional analysis of the current situation of vehicle sales in the Australian automobile market and the case study of successful listing in various segments of the market, Finally, this paper discusses the basic parameters of XX brand, configuration suggestions, pricing suggestions. Then combining with the trend of each segment market in Australia, it suggests the priority of market segment entry. Chapter 6 first collates the conclusions of the analysis. Finally, according to the forecast of the sales volume of the whole market and the target market share of the subdivision market, the forecast of the sales volume after the successful listing of each model of XX brand is given.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.471;F273.2

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