中國微型汽車企業(yè)海外營銷的戰(zhàn)略研究
發(fā)布時間：2018-09-04 19:58
【摘要】：汽車產業(yè)是一個資金緊密、技術集成、產業(yè)鏈長、規(guī)模龐大的產業(yè),從全球范圍來看,汽車產業(yè)對GDP直接貢獻度達7%,間接貢獻度達32%,是當代眾多發(fā)達國家和發(fā)展中國家的支柱產業(yè)。隨著世界經(jīng)濟向全球化、一體化縱深發(fā)展,發(fā)達國家汽車跨國集團巨頭競相稱雄于世界。汽車產業(yè)化早已納入國際分工和國際市場的巨網(wǎng)中,汽車產業(yè)發(fā)展對經(jīng)濟的重大的帶動和輻射力,被譽為“改變世界的機器”。 新中國成立后,經(jīng)過幾十年的發(fā)展,中國汽車產業(yè)化從無到有、到大,現(xiàn)已成為世界第一產銷大國。中國微型汽車作為中國汽車市場的一個子系統(tǒng),不但在中國汽車產業(yè)發(fā)展中具有重要地位,而且與能源危機、節(jié)能減排、城鎮(zhèn)化、低碳經(jīng)濟等主題相關,隨著全球化的擴張,微車市場本土化和國際化的結合已成為一種必然的趨勢和未來中國汽車發(fā)展的重要方向。在夾縫中成長起來的中國自主品牌汽車企業(yè)這幾年逐漸在國內市場站穩(wěn)了腳,產品質量和品牌都有了很大的提高,一些企業(yè)已開始從被動地進入國際市場向主動進軍國際市場轉變,上汽通用五菱等企業(yè)并已取得較好業(yè)績。 基于上述背景,本文通過梳理國內外相關研究成果并綜合運用市場營銷、國際經(jīng)貿、發(fā)展戰(zhàn)略等理論,重點研究以下問題： 1.總結回顧中國微型汽車的發(fā)展歷程及其海外營銷現(xiàn)狀,主要論述了微車海外營銷的基本方式及其演進方式。 2.結合中國實際對國際微車市場作出SWOT分析。 3.系統(tǒng)設計中國微車企業(yè)海外營銷戰(zhàn)略,包括設定戰(zhàn)略目標、戰(zhàn)略重點、目標市場選擇、進入路徑方式,并從4PS角度提出相應的戰(zhàn)略實施策略。 論文的研究能提高我國微車企業(yè)海外營銷的績效,打造有國際影響的微車自主品牌,推進我國微型汽車企業(yè)的國際化。
[Abstract]:The automobile industry is an industry with tight capital, technology integration, long industrial chain and large scale. From a global perspective, Automobile industry has a direct contribution to GDP of 7 percent and indirect contribution of 32 percent. It is a pillar industry in many modern developed and developing countries. With the globalization of the world economy and the deep development of integration, the automobile multinational group giants of developed countries are competing to excel in the world. The automobile industrialization has already been brought into the international division of labor and the huge net of the international market. The development of the automobile industry has brought great impetus and radiation to the economy, so it is called "the machine that changes the world". After the founding of New China, after decades of development, China's automobile industrialization from scratch, to large, has become the world's largest production and marketing country. As a subsystem of China's automobile market, Chinese minicars not only play an important role in the development of China's automobile industry, but also are related to the topics of energy crisis, energy saving and emission reduction, urbanization, low-carbon economy, and so on. With the expansion of globalization, The combination of localization and internationalization of micro car market has become an inevitable trend and an important direction of Chinese automobile development in the future. Chinese independent brand automobile enterprises, which have grown up in the gap, have gradually established themselves in the domestic market over the past few years, and the product quality and brand have been greatly improved. Some enterprises have begun to change from passive entry into the international market to actively enter the international market, SAIC General Wuling and other enterprises and have achieved better results. Based on the above background, this paper studies the following questions by combing the domestic and foreign related research results and synthetically applying the theories of marketing, international economy and trade, development strategy and so on: 1. This paper summarizes and reviews the development course and overseas marketing status of micro car in China, and mainly discusses the basic mode and evolution mode of overseas marketing of micro car. Combined with the actual situation in China, this paper makes SWOT analysis on the international micro car market. The system designs the overseas marketing strategy of Chinese micro-car enterprises, including setting strategic objectives, strategic focus, target market selection, entry path, and puts forward the corresponding strategy implementation strategy from the perspective of 4PS. The research in this paper can improve the performance of overseas marketing of micro car enterprises in China, create independent brands with international influence, and promote the internationalization of micro car enterprises in our country.
【學位授予單位】：武漢理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.471
本文編號：2223176
[Abstract]:The automobile industry is an industry with tight capital, technology integration, long industrial chain and large scale. From a global perspective, Automobile industry has a direct contribution to GDP of 7 percent and indirect contribution of 32 percent. It is a pillar industry in many modern developed and developing countries. With the globalization of the world economy and the deep development of integration, the automobile multinational group giants of developed countries are competing to excel in the world. The automobile industrialization has already been brought into the international division of labor and the huge net of the international market. The development of the automobile industry has brought great impetus and radiation to the economy, so it is called "the machine that changes the world". After the founding of New China, after decades of development, China's automobile industrialization from scratch, to large, has become the world's largest production and marketing country. As a subsystem of China's automobile market, Chinese minicars not only play an important role in the development of China's automobile industry, but also are related to the topics of energy crisis, energy saving and emission reduction, urbanization, low-carbon economy, and so on. With the expansion of globalization, The combination of localization and internationalization of micro car market has become an inevitable trend and an important direction of Chinese automobile development in the future. Chinese independent brand automobile enterprises, which have grown up in the gap, have gradually established themselves in the domestic market over the past few years, and the product quality and brand have been greatly improved. Some enterprises have begun to change from passive entry into the international market to actively enter the international market, SAIC General Wuling and other enterprises and have achieved better results. Based on the above background, this paper studies the following questions by combing the domestic and foreign related research results and synthetically applying the theories of marketing, international economy and trade, development strategy and so on: 1. This paper summarizes and reviews the development course and overseas marketing status of micro car in China, and mainly discusses the basic mode and evolution mode of overseas marketing of micro car. Combined with the actual situation in China, this paper makes SWOT analysis on the international micro car market. The system designs the overseas marketing strategy of Chinese micro-car enterprises, including setting strategic objectives, strategic focus, target market selection, entry path, and puts forward the corresponding strategy implementation strategy from the perspective of 4PS. The research in this paper can improve the performance of overseas marketing of micro car enterprises in China, create independent brands with international influence, and promote the internationalization of micro car enterprises in our country.
【學位授予單位】：武漢理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.471
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