本文選題：斯柯達 + 中印兩國市場��； 參考：《浙江大學(xué)》2015年碩士論文

【摘要】：中印兩國是亞洲最大及最主要的新興市場,在汽車行業(yè)也是作為發(fā)展中國家最領(lǐng)先的代表。其巨大潛力的汽車市場近年來吸引了眾多海外汽車制造商。最著名的捷克企業(yè)即斯柯達公司已長期在兩國地區(qū)進行生產(chǎn)經(jīng)營活動。但捷克車在中印兩國的市場拓展表現(xiàn)出了非常不同的成效,斯柯達汽車在中國市場的表現(xiàn)顯著地超過印度市場。本文結(jié)合中印兩個最大的發(fā)展中國家市場的發(fā)展差異作為背景,深入分析斯柯達汽車在兩國的市場拓展戰(zhàn)略差異,同時結(jié)合兩國消費者特征差異,經(jīng)濟水平發(fā)展差異,市場自由度差異以及品牌認知程度差異分析了兩國市場表現(xiàn)差距的背后原因,并對其未來市場發(fā)展做出合理的預(yù)期判斷。首先,本文的第一部分介紹了研究整體框架與核心市場的分析。文章的第二部分簡要地總結(jié)闡述了所參考的研究理論對于研究跨國公司境外市場發(fā)展的貢獻。其中包括營銷學(xué)理論,市場調(diào)查方法以及SWOT分析方法的理論綜述。文章的第三和第四部分分析了斯柯達汽車在中印兩國市場拓展上的戰(zhàn)略以及各自戰(zhàn)略的實際實現(xiàn)效果,研究中印兩國汽車市場的現(xiàn)狀、發(fā)展走勢及東道國消費市場的特征。分析斯柯達在中印市場的市場地位及營銷策略并找出所存在的問題。通過SWOT分析比較兩國在各自國內(nèi)市場環(huán)境中的優(yōu)勢劣勢,機會與挑戰(zhàn)。第五部分針對兩個市場的表現(xiàn)做出了斯柯達公司的策略分析,找出斯柯達所能采取的解決方法和改善策略以穩(wěn)定本地汽車市場的地位、提高銷量及擴大市場份額的途徑。文章最后一部分做出了綜合總結(jié)與未來發(fā)展態(tài)勢的預(yù)測。
[Abstract]:China and India are the largest and most important emerging markets in Asia, as well as the leading developing countries in the automotive industry. Its huge potential car market has attracted many overseas auto manufacturers in recent years. Skoda, the most famous Czech company, has been operating in the two countries for a long time. But Czech car market expansion in China and India has shown very different results, Skoda Motor in China has significantly outperformed the Indian market. Based on the market development differences between the two largest developing countries, this paper makes a deep analysis of the differences in the market expansion strategies of Skoda Automobile in the two countries, and at the same time combines the differences in consumer characteristics and economic development between the two countries. The differences of market freedom and brand cognition analyze the reasons behind the market performance gap between the two countries, and make a reasonable expected judgment on the future market development of the two countries. First of all, the first part of this paper introduces the overall framework of the study and the analysis of the core market. In the second part, the contribution of the research theory to the development of multinational corporations' overseas market is briefly summarized. It includes the theory of marketing, the method of market research and the method of SWOT analysis. The third and fourth parts of the article analyze the strategy of Skoda Automobile in the market expansion of China and India and the actual realization effect of their respective strategies, and study the present situation, development trend and the characteristics of the consumer market of the host country and the present situation of the automobile market in China and India. This paper analyzes Skoda's market position and marketing strategy in China and India and finds out the existing problems. SWOT analysis is used to compare the strengths, weaknesses, opportunities and challenges of the two countries in their domestic market environment. The fifth part makes the strategy analysis of Skoda Company aiming at the performance of the two markets, and finds out the solutions and improvement strategies that Skoda can take in order to stabilize the position of the local automobile market, increase the sales volume and expand the market share. The last part of the article makes a comprehensive summary and the forecast of the future development situation.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.471

【參考文獻】

相關(guān)碩士學(xué)位論文 前1條

1 劉爍;法國歐萊雅的中國營銷及跨文化分析[D];華中師范大學(xué);2014年

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