本文選題：中國品牌汽車 + 出口�。� 參考：《四川外國語大學》2016年碩士論文

【摘要】：汽車走進歷史的舞臺已有一百多年的歷史,但汽車貿易卻僅僅只有五十多年的歷史。尤其在全球化經濟不斷深入的今天,汽車的對外貿易已成為汽車企業(yè)生存與發(fā)展的必由之路。被稱為世界范圍內“最后一塊處女地”的非洲市場已經引起了國際資本的密切關注和角逐。面對如此的機遇和挑戰(zhàn),中國汽車企業(yè)的汽車產品怎樣能夠出口非洲汽車市場,怎樣能夠克服本企業(yè)自身的不足,不斷擴大中國汽車產品出口非洲汽車市場的貿易規(guī)模和影響,這些都是中國汽車企業(yè)及產業(yè)所面臨的重大挑戰(zhàn),也是我們急需思考和解決的問題。同時基于歷史原因和現(xiàn)實情況及中國當前國情,怎樣開拓非洲的汽車的市場及中國的汽車企業(yè)怎樣能實現(xiàn)“國際化”都是非常有待研究的課題。本文的內容安排如下:第一章緒論簡述了論文的研究背景和意義;簡要說明本文的研究內容與安排;介紹了本文的研究方法與技術路線;提出了論文的創(chuàng)新點。第二章對以往針對文化、文化沖突、跨文化營銷、中國汽車產品出口非洲市場的國內外研究進行了梳理;第三章分析了中國品牌汽車在非洲地區(qū)營銷環(huán)境。第四章簡要介紹了營銷與文化間的關系,并進一步提出了中國品牌汽車在非洲地區(qū)跨文化營銷的路徑。第五章對北京汽車在非洲的跨文化營銷策略進行了分析,并適當提出可行性改進方案。本文創(chuàng)新點在于從“跨文化”的角度對中國品牌汽車進入非洲市場的路徑展開研究。本文在研究方法上將理論分析與實證分析相結合,以定性分析為主要方式,定量分析及例證分析為輔助和佐證,應用PEST、SWOT、波特五力等模型,具體分析中國品牌汽車開拓非洲市場的現(xiàn)狀,并找出自身優(yōu)勢與不足,同時歸納出潛在機遇與風險,并最終找到進軍非洲市場的具體措施,使之對中國汽車企業(yè)制定進入非洲汽車市場的營銷策略有所幫助。
[Abstract]:Automobile has entered the stage of history for more than one hundred years, but the automobile trade has only been more than fifty years. Especially with the deepening of global economy, automobile foreign trade has become the only way for automobile enterprises to survive and develop. The African market, known as the world's last virgin land, has attracted close attention and competition from international capital. In the face of such opportunities and challenges, how can the automobile products of Chinese automobile enterprises export to the African automobile market, how can they overcome their own shortcomings and continuously expand the scale and influence of the export of Chinese automobile products to the African automobile market? These are the major challenges faced by Chinese automobile enterprises and industries, and the problems we urgently need to consider and solve. At the same time, based on the historical reasons and the current situation of China, how to open up the automobile market in Africa and how to realize "internationalization" of Chinese automobile enterprises are very important topics to be studied. The content of this paper is arranged as follows: the first chapter gives a brief introduction to the research background and significance; briefly explains the research content and arrangement of this paper; introduces the research methods and technical routes of this paper; and puts forward the innovative points of the paper. The second chapter combs the domestic and foreign research on culture, cultural conflict, cross-cultural marketing, Chinese automobile export market in Africa, and the third chapter analyzes the marketing environment of Chinese brand cars in Africa. The fourth chapter briefly introduces the relationship between marketing and culture, and further puts forward the path of cross-cultural marketing of Chinese brand cars in Africa. The fifth chapter analyzes the cross-cultural marketing strategy of Beijing Automobile in Africa and puts forward the feasible improvement plan. The innovation of this paper is to study the path of Chinese brand cars entering the African market from the angle of cross-culture. In this paper, theoretical analysis and empirical analysis are combined with qualitative analysis as the main way, quantitative analysis and illustrative analysis as assistant and corroboration, and the model of PEST-SWOT, Porter's five forces, etc. This paper analyzes the current situation of Chinese brand cars in developing the African market, finds out their own advantages and disadvantages, sums up the potential opportunities and risks, and finally finds out the specific measures to enter the African market. This will help Chinese auto companies develop marketing strategies to enter the African auto market.
【學位授予單位】：四川外國語大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F426.471;F752.62;F274

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