【摘要】：隨著中國(guó)在世界經(jīng)濟(jì)全球化進(jìn)程中發(fā)揮著越來越重要的作用,與中國(guó)制造的其他商品一樣,中國(guó)汽車也逐漸在世界市場(chǎng)上嶄露頭角,越來越多的中國(guó)汽車生產(chǎn)廠商已經(jīng)將目光投向海外市場(chǎng),不斷以整車出口,甚至在海外直接設(shè)立生產(chǎn)基地等各種形式擴(kuò)大在國(guó)際市場(chǎng)的份額。另一方面,隨著中國(guó)汽車市場(chǎng)的發(fā)展速度逐漸回落,汽車市場(chǎng)產(chǎn)能相對(duì)過剩已經(jīng)成為中國(guó)汽車市場(chǎng)的主要特征之一。于是,幾乎所有的中國(guó)汽車生產(chǎn)廠商紛紛調(diào)整工作重心,轉(zhuǎn)向積極開拓國(guó)際市場(chǎng),以消化各自過剩的產(chǎn)能。從中國(guó)汽車出口的重點(diǎn)市場(chǎng)來看,中東、非洲、中南美等沒有本國(guó)汽車工業(yè)或汽車工業(yè)比較薄弱,同時(shí)需求又極大的市場(chǎng)成為中國(guó)汽車品牌的傳統(tǒng)市場(chǎng),其中尤以巴西市場(chǎng)最有代表性。本文通過應(yīng)用相關(guān)市場(chǎng)營(yíng)銷策略理論,結(jié)合巴西汽車市場(chǎng)的具體環(huán)境和華晨汽車的自身特點(diǎn),通過仔細(xì)分析,以期為其制定出最適合其發(fā)展的進(jìn)入策略。本文應(yīng)用的市場(chǎng)營(yíng)銷策略理論主要有指導(dǎo)本文主題核心的市場(chǎng)營(yíng)銷策略理論,進(jìn)行宏觀分析的PEST模型理論,進(jìn)行產(chǎn)業(yè)環(huán)境分析的波特五力模型理論,進(jìn)行環(huán)境分析的SWOT模型理論,市場(chǎng)定位的STP理論和市場(chǎng)營(yíng)銷策略的4P組合策略理論。在結(jié)合巴西市場(chǎng)具體環(huán)境之后,通過理論聯(lián)系實(shí)際,對(duì)華晨汽車巴西市場(chǎng)的進(jìn)入戰(zhàn)略應(yīng)用相關(guān)理論進(jìn)行了分析,從而制定出了最適合華晨汽車中華產(chǎn)品進(jìn)入巴西市場(chǎng)的策略。因此,本文對(duì)中華產(chǎn)品進(jìn)入巴西市場(chǎng)的市場(chǎng)營(yíng)銷策略研宄對(duì)于未來單一市場(chǎng)進(jìn)入策略的制定有非常大的指導(dǎo)意義。
[Abstract]:As China plays a more and more important role in the globalization of the world economy, like other goods made in China, Chinese cars are gradually emerging in the world market. More and more Chinese automobile manufacturers have turned their eyes to overseas markets, and have been expanding their share in the international market in various forms, such as the export of whole vehicles, and even the establishment of production bases directly overseas. On the other hand, with the development of China's auto market, the relative overcapacity of the auto market has become one of the main characteristics of China's auto market. As a result, almost all Chinese auto manufacturers have refocused their efforts to actively expand the international market to absorb their excess capacity. Judging from the key markets for China's auto exports, the Middle East, Africa, Central and South America and other markets, which do not have a relatively weak domestic auto industry or automobile industry, and at the same time have a huge demand, have become the traditional market for Chinese automobile brands. In particular, the Brazilian market is the most representative. By applying the relevant marketing strategy theory, combining the specific environment of the Brazilian automobile market and the characteristics of brilliance automobile, this paper makes a careful analysis in order to formulate the most suitable entry strategy for its development. The marketing strategy theory used in this paper mainly includes the marketing strategy theory which guides the core of this thesis, the PEST model theory for macro analysis, and the Porter five forces model theory for industrial environment analysis. SWOT model theory of environment analysis, STP theory of market orientation and 4p combination strategy theory of marketing strategy. After combining the specific environment of Brazil market, this paper analyzes the relevant theories of the entry strategy application of brilliance automobile Brazil market through the combination of theory and practice, and formulates the most suitable strategy for the Chinese products of brilliance automobile to enter the Brazilian market. Therefore, the research on the marketing strategy of Chinese products entering the Brazilian market is of great significance to the formulation of the future single market entry strategy.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.471

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中國(guó)碩士學(xué)位論文全文數(shù)據(jù)庫 前1條

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本文編號(hào)：2414084