本文選題：非洲汽車市場(chǎng) + 戰(zhàn)略分析�。� 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：本文以Y企業(yè)非洲汽車市場(chǎng)的出口營銷策略作為研究對(duì)象。全文共分為四個(gè)部分。 本文的第一章為緒論部分。該部分首先闡述了本文的研究背景和研究意義。其次，，對(duì)本文的研究?jī)?nèi)容和研究方法也進(jìn)行了簡(jiǎn)要地介紹。在本部分的最后，提出了本文擬解決的若干問題。 本文的第二章為Y企業(yè)非洲汽車市場(chǎng)出口現(xiàn)狀與問題分析。本章的第一部分對(duì)Y企業(yè)汽車產(chǎn)品向非洲汽車市場(chǎng)出口的詳盡分析。首先，這部分包括了對(duì)非洲汽車市場(chǎng)做了簡(jiǎn)要的描述；其次，介紹了我國汽車產(chǎn)品向非洲出口的現(xiàn)狀，從數(shù)據(jù)上看，呈現(xiàn)出逐年遞增的良好態(tài)勢(shì)；最后針對(duì)Y企業(yè)在非州汽車市場(chǎng)的出口現(xiàn)狀進(jìn)行了比較詳盡的分析。本章的第二部分運(yùn)用了PEST戰(zhàn)略分析工具，從政治、經(jīng)濟(jì)、社會(huì)以及技術(shù)這四個(gè)角度對(duì)非洲汽車市場(chǎng)進(jìn)行宏觀分析。本章的第三部分則運(yùn)用了SWOT分析工具，對(duì)Y企業(yè)目前在非洲汽車市場(chǎng)存在的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)以及威脅進(jìn)行了深入的分析，通過SWOT分析Y企業(yè)可以清楚的意識(shí)到在非洲汽車市場(chǎng)所面臨的嚴(yán)峻挑戰(zhàn)，可以更有針對(duì)性的調(diào)整企業(yè)在非洲汽車市場(chǎng)的戰(zhàn)略布局和營銷策略。這兩種分析工具的應(yīng)用，對(duì)本文的寫作奠定了基礎(chǔ)。 本文的第三章為Y企業(yè)非洲汽車市場(chǎng)出口策略的改進(jìn)與優(yōu)化。首先，Y企業(yè)必須通過堅(jiān)決實(shí)施低成本戰(zhàn)略搶占非洲市場(chǎng)，但是Y企業(yè)目前的汽車出口成本較高，應(yīng)采取積極的應(yīng)對(duì)措施降低汽車的出口成本，以增強(qiáng)產(chǎn)品的競(jìng)爭(zhēng)力。其次，Y企業(yè)在品牌建設(shè)上應(yīng)重點(diǎn)開發(fā)中重型卡車產(chǎn)品，在取得一定的口碑和知名度之后，再向乘用車和微型車市場(chǎng)進(jìn)軍。最后，Y企業(yè)為保持非洲汽車市場(chǎng)的可持續(xù)性發(fā)展必須構(gòu)建完善的服務(wù)網(wǎng)絡(luò)與營銷渠道。 本文的第四章為Y企業(yè)非洲汽車市場(chǎng)出口策略的實(shí)施與保障。Y企業(yè)目前的汽車產(chǎn)品和營銷策略和服務(wù)水平不足以保障其在非洲汽車市場(chǎng)占據(jù)優(yōu)勢(shì)地位，Y企業(yè)要真正打開非洲汽車市場(chǎng)還需通過對(duì)其汽車產(chǎn)品和營銷策略進(jìn)行不斷的完善。本章提出了若干針對(duì)Y企業(yè)非洲汽車市場(chǎng)營銷措施的保障建議，以期Y企業(yè)在非洲汽車市場(chǎng)取得更大的成功。
[Abstract]:This paper takes the export marketing strategy of Y enterprise in African automobile market as the research object. The full text is divided into four parts. The first chapter is the introduction. This part first describes the research background and significance of this paper. Secondly, the research contents and methods of this paper are also briefly introduced. At the end of this part, some problems to be solved in this paper are put forward. The second chapter of this paper is the analysis of the export status and problems of Y-enterprise automobile market in Africa. The first part of this chapter is a detailed analysis of the export of Y enterprise automobile products to the African auto market. First of all, this part includes a brief description of the automobile market in Africa; secondly, it introduces the current situation of China's automobile products export to Africa, and presents a good situation of increasing year by year from the point of view of data. Finally, the export status of Y enterprise in the African state automobile market is analyzed in detail. The second part of this chapter uses the PEST strategic analysis tool, carries on the macroscopic analysis to the African automobile market from the political, the economic, the social and the technical angle. The third part of this chapter uses the SWOT analysis tool to analyze the strengths, weaknesses, opportunities and threats of Y enterprise in the African automobile market. Through the analysis of SWOT, Y enterprises can clearly realize the severe challenges they face in the automobile market in Africa, and can adjust the strategic layout and marketing strategies of the enterprises in the African automobile market more pertinently. The application of these two analysis tools has laid a foundation for the writing of this paper. The third chapter of this paper is the improvement and optimization of the export strategy of Y enterprise in African automobile market. First of all, enterprise Y must seize the African market by carrying out the strategy of low cost firmly, but the cost of automobile export is high at present, so we should take active measures to reduce the cost of automobile export in order to enhance the competitiveness of the products. Secondly, the enterprise should focus on the development of heavy truck products in brand construction, and then enter the market of passenger cars and minicars after gaining a certain reputation and popularity. Finally, in order to maintain the sustainable development of automobile market in Africa, enterprises must construct perfect service network and marketing channel. The fourth chapter of this paper is the implementation and guarantee of the export strategy of Y enterprise in the African automobile market. The current level of automobile products and marketing strategy and service of Y enterprise is not enough to ensure its dominant position in the African automobile market. The opening of the African auto market will require continuous refinement of its car products and marketing strategies. In this chapter, some suggestions are put forward to guarantee Y enterprise's automobile marketing measures in Africa in order to make Y enterprise more successful in African auto market.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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