本文選題：廣汽傳祺 + 巴西市場　； 參考：《廣東財(cái)經(jīng)大學(xué)》2015年碩士論文

【摘要】：21世紀(jì)初,作為中國汽車市場的一部分——乘用車,發(fā)展十分迅速,僅2013年,中國汽車產(chǎn)銷量已達(dá)到2211.69萬輛、2198.42萬輛,第五次刷新全球紀(jì)錄。連續(xù)五年獲得全球汽車產(chǎn)銷量第一桂冠的中國市場,乘用車在出口貿(mào)易方面的貿(mào)易額也在不斷攀升,僅2013年出口量已達(dá)94.82萬輛。廣汽集團(tuán)作為國內(nèi)乘用車的后起之秀,20013年集團(tuán)連同合營、聯(lián)營公司全年共實(shí)現(xiàn)汽車產(chǎn)銷分別為100.75萬輛和100.46萬輛,同比分別增長43.25%和41.05%;作為新興的自主品牌“傳祺”在國外出口方面卻僅為550輛。一直致力于使自身成為世界頂級整車制造商的廣汽集團(tuán),鑒于出口方面的不足,已嚴(yán)重影響其目標(biāo)的實(shí)現(xiàn)。本文依據(jù)海外市場進(jìn)入戰(zhàn)略理論及發(fā)展中國家國際經(jīng)營相關(guān)理論,首先分析了廣汽傳祺的經(jīng)營現(xiàn)狀,通過SWOT分析全方位的對廣汽傳祺經(jīng)營現(xiàn)狀做了評估。然后綜合衡量了巴西汽車市場具體實(shí)際情況,結(jié)合廣汽傳祺自身的產(chǎn)品特性及品牌價(jià)值,研究了廣汽傳祺在海外進(jìn)一步拓展的必要性,同時(shí)具體論述了進(jìn)入巴西市場的可行性。本文通過分析研究巴西宏觀經(jīng)濟(jì)、中觀產(chǎn)業(yè)、微觀細(xì)分市場,結(jié)合海外市場進(jìn)入戰(zhàn)略理論及廣汽傳祺實(shí)際情況,提出了其適應(yīng)巴西市場的品牌戰(zhàn)略及營銷戰(zhàn)略。本文通過廣汽傳祺自主品牌拓展巴西市場的研究,為今后國產(chǎn)品牌進(jìn)入海外市場提供了理論基礎(chǔ)及價(jià)值參考。
[Abstract]:In the early twenty-first Century, as a part of the Chinese automobile market, passenger car has developed very rapidly. In 2013 only, China's auto production and sales have reached 22 million 116 thousand and 900, 21 million 984 thousand and 200, and fifth global records. For five years, China has won the first world title of global automobile production and sales, and the trade volume of passenger cars in export trade is also not. In 2013, only 948 thousand and 200 vehicles were exported. As a rising star of domestic passenger cars, Guangzhou Automobile Group, with 20013 year group together with joint venture, achieved 1 million 7 thousand and 500 cars and 1 million 4 thousand and 600 cars, respectively, 43.25% and 41.05%, respectively. In view of the shortage of export, the 550 vehicles have been working to make themselves the top vehicle manufacturers in the world. In this paper, based on the overseas market entry strategy theory and the international management theory of developing countries, this paper first analyzes the operation status of Guangzhou Qi Qi and analyzes all directions through SWOT. This paper makes an assessment of the current situation of the operation of Qi Qi, then comprehensively measures the actual situation of the Brazil auto market, and combines the product characteristics and brand value of Qi Qi itself, studies the necessity of the further expansion of the wide steam in the overseas market. At the same time, the feasibility of entering the Brazil market is concretely discussed. Through the analysis and analysis of the Brazil macro In view of the economy, the meso industry, the microcosmic market segmentation, the brand strategy and marketing strategy to adapt to the Brazil market, the brand strategy and marketing strategy to adapt to the Brazil market are put forward in combination with the overseas market entry strategy theory and the practice of broadcasting Qi. This article provides the theoretical basis and price for the overseas market to enter the overseas market through the research on the expansion of the independent brand by Guang Qi. Value reference.

【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.471

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