本文關(guān)鍵詞：長城汽車開拓國際市場戰(zhàn)略研究　出處：《遼寧大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 長城汽車 國際汽車市場細(xì)分 國際市場進(jìn)入戰(zhàn)略 效果分析

【摘要】：隨著改革開放的深入，我國經(jīng)濟(jì)越來越全方位地融入到經(jīng)濟(jì)全球化之中，特別是隨著國外汽車企業(yè)大規(guī)模地進(jìn)入我國汽車市場，這既給我國自主品牌汽車企業(yè)的發(fā)展帶來了機(jī)遇，，同時(shí)也帶來了更加激烈的競爭壓力。面對著愈演愈烈的國際競爭，在重復(fù)利用自身的優(yōu)勢進(jìn)一步鞏固國內(nèi)市場的同時(shí)，積極地開拓國際市場，這是我國自主品牌汽車企業(yè)生存與發(fā)展的戰(zhàn)略選擇。然而，在積極地開拓國際市場的過程中，我國自主品牌汽車企業(yè)在資本、技術(shù)和規(guī)模等方面與大型跨國公司相比仍存在很大的差距，在這種情況下，我國自主品牌汽車企業(yè)如何在經(jīng)濟(jì)全球化迅猛的大背景下生存、發(fā)展，如何占有更多的市場份額，準(zhǔn)確地選擇國際市場進(jìn)入戰(zhàn)略起著至關(guān)重要的作用。 本論文基于國際市場進(jìn)入戰(zhàn)略理論和國際市場進(jìn)入模式的選擇理論，對長城汽車開拓國際市場的歷程進(jìn)行研究。首先，簡介了長城汽車的主要概況，并以魯特的國際市場進(jìn)入戰(zhàn)略理論為基礎(chǔ)，分析了長城汽車開拓國際市場的必要性和可行性。然后，根據(jù)國際市場營銷學(xué)中的市場細(xì)分理論，對國際汽車市場進(jìn)行了細(xì)分，分為中低端汽車市場、新興汽車市場和完全競爭汽車市場，長城汽車根據(jù)實(shí)際情況進(jìn)行精確的市場定位，進(jìn)而選定目標(biāo)市場和進(jìn)入目標(biāo)市場的戰(zhàn)略。再次，通過對長城汽車近些年的銷售量、出口量、利潤率和所占市場份額的分析，得出了長城汽車開拓國際市場這一戰(zhàn)略大力推動了企業(yè)的發(fā)展。最后，長城汽車成功開拓國際市場對我國其他自主品牌汽車企業(yè)和民營企業(yè)提出了通過海外上市解決融資難的問題、通過創(chuàng)建自主品牌來增強(qiáng)進(jìn)入國際市場的核心競爭力、國內(nèi)外市場并重、積極實(shí)施本土化戰(zhàn)略夯實(shí)開拓國際市場的基礎(chǔ)、和要根據(jù)不同的市場環(huán)境實(shí)施差異化的進(jìn)入戰(zhàn)略等啟示。
[Abstract]:With the deepening of reform and opening-up, China's economy more and more all-round way into the economic globalization, especially with the foreign automobile enterprises scale to enter the automobile market in China, which not only brings opportunities to the development of China's independent brand automobile enterprises, but also brings more fierce competition. Facing growing pressure the international competition, to further consolidate the domestic market at the same time in the repeated use of their own advantages, and actively explore the international market, this is a strategic choice of China's independent brand automobile enterprise's survival and development. However, actively explore the international market in the process of China's independent brand automobile enterprises in the capital, technology and other aspects of the scale compared with the multinational companies still exist a large gap, in this case, China's independent brand automobile enterprises to survive in the background of economic globalization and the rapid development, such as How to occupy more market share and accurately select the entry strategy of international market plays a vital role.
This thesis chooses the theory of international market entry strategy and the theory of international market entry mode based on the research on history of the Great Wall automobile to explore the international market. First, the main introduction of the Great Wall automobile, and the root of international market entry strategy is based on the theory of the necessity and feasibility analysis of the the Great Wall car to explore the international market. Then, according to the market segmentation theory of international marketing, the international automobile market segmentation, divided into the low-end car market, new car market and competitive auto market, the Great Wall car market positioning accurately according to the actual situation, and choose the target market and target market entry strategy. Thirdly, based on the the Great Wall in recent years, the automobile sales volume, export volume, profit margins and market share accounted for the analysis, draw out the strategy to vigorously push the the Great Wall car to develop the international market The development of the enterprise. Finally, the Great Wall car successfully develop the international market for our other independent brand car enterprises and private enterprises put forward by overseas market to solve the financing problem, to enhance the core competitiveness to enter the international market through the creation of independent brands, both domestic and foreign markets, and actively implement the localization strategy based strengthening to develop the international market and, according to the different market environment to implement differentiation strategy and enlightenment.

【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F272;F426.471

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本文編號：1362451