本文選題：重卡　切入點：加納　出處：《首都經(jīng)濟貿(mào)易大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：中國作為世界上的制造大國,開始逐步的彰顯其制造實力,但是國內(nèi)的重卡制造廠家,在產(chǎn)品的原材料、加工工藝以及設(shè)計水平非常接近的情況下，導(dǎo)致其產(chǎn)品同質(zhì)化嚴重，隨著各個廠家的擴大生產(chǎn)制造能力的同時，國內(nèi)市場逐步趨于飽和，各個廠家紛紛加快爭奪市場份額，導(dǎo)致廠家的代理商們也展開了惡性競爭，，最終結(jié)果是制造廠家和代理商的利潤紛紛下降。 由于受2008年經(jīng)濟危機的影響，國內(nèi)外重卡產(chǎn)品競爭激烈，而且已經(jīng)到了白熱化的程度。很多國內(nèi)企業(yè)紛紛瞄準了國際市場，加快了開拓國際市場的步伐。制造廠家開拓國際市場主要依靠開發(fā)當?shù)卮砩�，中國重卡產(chǎn)品在東南亞、非洲、拉美等落后國家與歐美的重卡產(chǎn)品相比較性價比較高，客戶以低價購買滿足需求的產(chǎn)品。然而由于經(jīng)濟、文化以及各種理念導(dǎo)致廠家對代理商的管理上存在一定的難度，在廠家的支持下，國內(nèi)的代理商可看到了國際市場上這塊大蛋糕，也紛紛走出來，參與到國際市場的競爭中。 揚子江貿(mào)易公司自2005年就已經(jīng)開始試著開拓國際市場，經(jīng)過接近9年的國際重卡市場的開發(fā)，也積累了一定的經(jīng)驗，在安哥拉、蘇丹等國家4S店模式運行總體上來說取得了一點成績，但是在開拓國際市場的道路上比較曲折，而且由于各個國家的政治、經(jīng)濟很難把控，因此存在著很大的風(fēng)險。揚子江加納分公司作為新開拓的市場，服務(wù)營銷策略的制定過程中，考慮加納宏觀環(huán)境、微觀環(huán)境、以及投資風(fēng)險等綜合考慮研究的結(jié)果。
[Abstract]:As a major manufacturing country in the world, China has begun to gradually demonstrate its manufacturing strength. However, domestic heavy truck manufacturers, when the raw materials, processing technology and design level of the products are very close to each other, cause their products to be homogenized seriously. With the expansion of manufacturing capabilities of various manufacturers, the domestic market is gradually becoming saturated, and various manufacturers are speeding up their competition for market share. As a result, manufacturers' agents have also launched vicious competition. The end result is a fall in profits for manufacturers and agents. Due to the impact of the economic crisis in 2008, the competition for heavy card products at home and abroad has become fierce, and has reached the level of hyperthermia. Many domestic enterprises have aimed at the international market. The pace of opening up the international market has been quickened. Manufacturers mainly rely on the development of local agents for the development of international markets. China's heavy truck products are more cost-effective than those of Europe and the United States in Southeast Asia, Africa, Latin America, and other backward countries. Customers buy products that meet their needs at a low price. However, due to economic, cultural and various concepts, there are certain difficulties in the management of agents by manufacturers, and with the support of manufacturers, Domestic agents can see this big cake in the international market, also come out one after another, participate in the international market competition. Since 2005, Yangzijiang Trading Company has been trying to open up the international market. After nearly nine years of development of the international heavy truck market, it has also accumulated certain experience in Angola. Sudan and other countries have made some achievements in the operation of the 4Sshop model in general, but the road to opening up the international market has been rather tortuous, and because of the politics of various countries, the economy is very difficult to control. Therefore, there is a great risk. As a newly developed market, the service marketing strategy of Yangzijiang Ghana Branch takes into account the comprehensive research results of Ghana macro environment, micro environment, investment risk and so on.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.47

【引證文獻】

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