本文選題：奇瑞汽車　切入點(diǎn)：巴西　出處：《遼寧大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：這幾年來，在夾縫中成長起來的中國自主品牌汽車逐漸在國內(nèi)站穩(wěn)了腳跟，品牌和產(chǎn)品質(zhì)量都有了很大的提升。但是，由于許多國外企業(yè)看好中國穩(wěn)定的市場，紛紛來中國投資設(shè)廠，國內(nèi)市場競爭越來越激烈，使中國本土企業(yè)的利潤越來越低。中國企業(yè)為長久生存，也有必要去開拓國外市場，以獲得更大的利潤。另外，隨著經(jīng)濟(jì)全球化的趨勢越來越高漲，中國企業(yè)只局限于中國市場已不符合市場經(jīng)濟(jì)的要求，“走出去”“走進(jìn)去”已成為中國企業(yè)發(fā)展壯大的必由之路。所以，一些中國自主品牌汽車企業(yè)已經(jīng)開始開拓國際市場，比如：奇瑞、長城、江淮、比亞迪等。但是，，開拓海外市場也存在著很多的阻礙，不是順風(fēng)順?biāo)摹?本文通過以奇瑞汽車開拓巴西市場為例，將國際營銷理論運(yùn)用于實(shí)踐，以便對國際營銷更深刻的理解，同時(shí)給中國企業(yè)實(shí)施的“走出去”戰(zhàn)略提供一些借鑒。 文章主要分為兩個(gè)部分:第一分部為緒論部分，對選題的背景、意義、研究方法、創(chuàng)新與不足等作了一個(gè)大致的介紹；第二部分為正文部分，運(yùn)用舉例論證、正反對比論證的方法，通過介紹巴西市場的營銷環(huán)境與中國的營銷環(huán)境的對比，比如:經(jīng)濟(jì)、政治、法律、人口、自然資源、文化習(xí)慣等，來闡述奇瑞汽車進(jìn)入巴西市場的國內(nèi)方面的原因和國際方面的原因，從而深入研究了奇瑞汽車在巴西市場所采用的國際市場營銷策略，包括：產(chǎn)品策略、定價(jià)策略、促銷策略、分銷策略等。最后，對奇瑞進(jìn)入巴西市場的營銷策略分正反兩方面，做出了一個(gè)評價(jià),并針對奇瑞汽車進(jìn)一步開拓巴西市場，提高奇瑞汽車在巴西市場所占的銷售份額，提出了一些對策和建議。
[Abstract]:Over the past few years, China's self-owned brand cars, which have grown up in the gap, have gradually gained a foothold in China, and the brand and product quality have greatly improved. However, because many foreign enterprises are optimistic about China's stable market, In order to survive in the long run, it is also necessary for Chinese enterprises to open up foreign markets in order to gain more profits, because they are investing in and setting up factories in China, and the competition in the domestic market is becoming fiercer and fiercer, so that the profits of local enterprises in China are getting lower and lower. With the increasing trend of economic globalization, Chinese enterprises are confined to the Chinese market and are no longer in line with the requirements of the market economy. "going out" and "going in" have become the only way for Chinese enterprises to develop and grow. Some Chinese auto brands have begun to open up international markets, such as Chery, the Great Wall, Jianghuai, BYD, etc. This paper takes Chery Automobile as an example to apply the theory of international marketing to practice in order to understand international marketing more deeply and to provide some reference for Chinese enterprises to carry out "going out" strategy. The article is divided into two parts: the first part is the introduction part, the background, significance, research method, innovation and deficiency of the topic are introduced; the second part is the main body part, using examples to demonstrate, By introducing the marketing environment in Brazil and the marketing environment in China, for example: economy, politics, law, population, natural resources, cultural habits, etc. To explain the domestic and international reasons for Chery's entry into the Brazilian market, and to study in depth the international marketing strategies used by Chery in the Brazilian market, including: product strategy, pricing strategy, promotion strategy, Distribution strategy and so on. Finally, we made an evaluation of Chery's marketing strategy for entering the Brazilian market, divided into positive and negative aspects, and aimed at Chery Motor further developing the Brazilian market and increasing Chery's share of sales in the Brazilian market. Some countermeasures and suggestions are put forward.
【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】：F426.471;F274

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