發(fā)布時(shí)間：2018-05-10 07:52

  本文選題：客車(chē) + 出口營(yíng)銷(xiāo)��； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：裝備制造業(yè)是國(guó)民經(jīng)濟(jì)的支柱產(chǎn)業(yè)。在產(chǎn)業(yè)發(fā)展到一定規(guī)模和水平后,走向國(guó)際市場(chǎng)成為必然選擇。2015年5月,國(guó)務(wù)院發(fā)布了《關(guān)于推進(jìn)國(guó)際產(chǎn)能和裝備制造合作的指導(dǎo)意見(jiàn)》,其中汽車(chē)業(yè)被國(guó)家確定為重點(diǎn)行業(yè)之一。作為汽車(chē)制造業(yè)的一個(gè)分支,中國(guó)民族客車(chē)制造業(yè)在改革開(kāi)放后發(fā)展較快,從2000年起,中國(guó)客車(chē)的產(chǎn)銷(xiāo)量已持續(xù)多年位居世界第一,中國(guó)成為全球最大的客車(chē)生產(chǎn)國(guó)。中國(guó)客車(chē)業(yè)具有擁有民族自主品牌、產(chǎn)銷(xiāo)規(guī)模大、工業(yè)化水平高、產(chǎn)品研發(fā)能力強(qiáng)和市場(chǎng)營(yíng)銷(xiāo)能力強(qiáng)等特點(diǎn),在國(guó)際上占據(jù)著重要位置。目前,海外客車(chē)市場(chǎng)年均需求總量25萬(wàn)臺(tái)左右,存在較大的市場(chǎng)空間。2000年以后,中國(guó)多家客車(chē)企業(yè)開(kāi)始有計(jì)劃地開(kāi)拓海外市場(chǎng)、參與國(guó)際市場(chǎng)競(jìng)爭(zhēng)。經(jīng)過(guò)多年發(fā)展,中國(guó)客車(chē)企業(yè)參與國(guó)際競(jìng)爭(zhēng)的結(jié)果表現(xiàn)出較大差異,逐漸呈現(xiàn)出“強(qiáng)者恒強(qiáng),弱者出局”的市場(chǎng)競(jìng)爭(zhēng)格局。JT客車(chē)公司擁有世界單廠生產(chǎn)規(guī)模最大、工藝技術(shù)條件最先進(jìn)的大中型客車(chē)制造基地,其產(chǎn)銷(xiāo)規(guī)模位居全球第一位。從2000年開(kāi)始,JT客車(chē)公司穩(wěn)步推行出口營(yíng)銷(xiāo)策略并不斷創(chuàng)新發(fā)展,國(guó)際市場(chǎng)占有率逐年提高,在全球多個(gè)國(guó)家和地區(qū)實(shí)現(xiàn)了持續(xù)批量銷(xiāo)售,令廣大客車(chē)用戶感受到了“中國(guó)制造”的魅力。2016年,在行業(yè)出口下滑的情況下,JT客車(chē)公司實(shí)現(xiàn)銷(xiāo)量7,121臺(tái),同比增長(zhǎng)1.47%,占中國(guó)客車(chē)出口份額的30%以上。持續(xù)多年的海外市場(chǎng)經(jīng)營(yíng)經(jīng)驗(yàn)和優(yōu)秀出口業(yè)績(jī)表明該公司在出口營(yíng)銷(xiāo)策略管理方面有其獨(dú)到之處,JT客車(chē)的出口營(yíng)銷(xiāo)模式已被業(yè)界奉為“中國(guó)客車(chē)國(guó)際化的至高榮譽(yù)”。研究JT客車(chē)出口營(yíng)銷(xiāo)策略對(duì)中國(guó)客車(chē)行業(yè)乃至汽車(chē)行業(yè)有一定借鑒意義,有助于汽車(chē)企業(yè)開(kāi)拓海外市場(chǎng),有利于中國(guó)汽車(chē)企業(yè)由大變強(qiáng)的發(fā)展。本文分析了中國(guó)客車(chē)產(chǎn)業(yè)出口業(yè)務(wù)的產(chǎn)生、發(fā)展歷程和特點(diǎn),介紹了出口營(yíng)銷(xiāo)相關(guān)理論知識(shí),在理解STP、4P、4C、4R等營(yíng)銷(xiāo)理論的基礎(chǔ)上,通過(guò)對(duì)JT客車(chē)公司出口營(yíng)銷(xiāo)管理進(jìn)行較為詳細(xì)和深入的調(diào)研,分析了JT公司出口營(yíng)銷(xiāo)存在的問(wèn)題和產(chǎn)生原因,進(jìn)一步對(duì)JT客車(chē)出口營(yíng)銷(xiāo)內(nèi)外部環(huán)境進(jìn)行分析,通過(guò)SWOT分析得出JT客車(chē)開(kāi)拓海外市場(chǎng)的優(yōu)勢(shì)和機(jī)會(huì),并結(jié)合JT客車(chē)公司開(kāi)拓海外市場(chǎng)的過(guò)程和案例分析,展開(kāi)分析了JT客車(chē)公司的出口營(yíng)銷(xiāo)策略和保障措施。
[Abstract]:Equipment manufacturing industry is the pillar industry of national economy. After the industry has developed to a certain scale and level, it has become an inevitable choice to go to the international market. The State Council has issued guidelines on promoting international cooperation in production capacity and equipment manufacturing, in which the auto industry has been identified as one of the key industries. As a branch of automobile manufacturing industry, China's national bus manufacturing industry has developed rapidly after the reform and opening up. Since 2000, the production and sales of Chinese passenger cars have been ranked first in the world for many years, and China has become the largest passenger car producer in the world. Chinese bus industry has the characteristics of national independent brand, large scale of production and marketing, high level of industrialization, strong ability of product research and development and strong ability of marketing, and occupies an important position in the world. At present, the average annual demand of overseas bus market is about 250000, and there is a large market space. After 2000, many passenger car enterprises in China began to exploit overseas market in a planned way and participate in international market competition. After years of development, the result of Chinese bus enterprises participating in international competition shows great difference, and gradually presents the market competition pattern of "the strong always strong, the weak out" .JT bus company has the largest production scale of single factory in the world. The manufacturing base of large and medium passenger cars with the most advanced technological conditions ranks first in the world in scale of production and marketing. Since 2000, JT bus Company has been steadily promoting export marketing strategy and continuously innovating and developing. The international market share has been increased year by year, and has been continuously sold in a number of countries and regions all over the world. "made in China" appeal to the vast number of bus users. In 2016, JT sold 7121 passenger cars, an increase of 1.47 percent over the same period last year, accounting for more than 30 percent of China's passenger car exports. Years of overseas market experience and excellent export performance show that JT bus export marketing model has been regarded as "the highest honor of China bus internationalization" in export marketing strategy management. The study of JT bus export marketing strategy has certain reference significance to the Chinese bus industry and even the automobile industry. It is helpful for the automobile enterprises to open up the overseas market and the development of the Chinese automobile enterprises from big to strong. This paper analyzes the origin, development and characteristics of the export business of China's passenger car industry, introduces the relevant theoretical knowledge of export marketing, and on the basis of understanding the marketing theory, such as STP4PU 4CX 4R, etc. Through a detailed and in-depth investigation on the export marketing management of JT bus Company, this paper analyzes the existing problems and causes of JT bus export marketing, and further analyzes the internal and external environment of JT bus export marketing. Through the analysis of SWOT, the advantages and opportunities of developing overseas market for JT bus are obtained. Combining with the process and case analysis of developing overseas market of JT bus Company, the export marketing strategy and safeguard measures of JT bus Company are analyzed.
【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】：2017
【分類(lèi)號(hào)】：F426.471;F752.62

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