ZNA皮卡车面向南美市场营销策略改进研究

发布时间：2017-12-28 13:03

本文关键词：ZNA皮卡车面向南美市场营销策略改进研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着国内汽车需求增长明显减缓,中国汽车行业的产能已由世纪初的“产能不足”转为“产能过剩”,中国车企开始把目光投入海外市场,如何实现海外市场的连续发展成为各个企业都必须思考的问题。ZNA汽车公司自2008年进入国际市场以来,销量迅速增加,到2013年海外销量突破一万台,达到历史巅峰。受疲软的国际经济形势和国际营销策略不足的影响,2015年海外出口销量迅速下降。这时查找国际市场营销策略的不足,及时制定合适的营销策略实现国际市场的稳定增长成为企业的首要任务。南美市场是ZNA出口最重要的市场,皮卡是ZNA出口的主要车型,因此研究皮卡在南美市场的营销策略吸收其优点成为后续发展的基础。本论文通过对研究背景的分析,以国际营销相关理论为基础,首先对zna公司及其营销情况进行介绍,分析zna皮卡车在南美开拓市场的背景和历程,对其在南美市场的营销策略的现状和不足进行分析。然后对zna皮卡车出口南美市场的宏观环境、行业状况进行分析,对其在南美市场的竞争者丰田和长城的营销情况进行分析。接着在产品策略、价格策略、渠道策略和促销策略四个方面对南美经销商进行访谈调研,对访谈结果分析。最后根据南美汽车行业市场环境分析结果和经销商访谈结果,对zna皮卡车出口南美市场的产品策略、价格策略、渠道策略、促销策略提出优化建议,并做出结论:在产品策略方面,zna要提高品牌影响力;扩大产品组合,加快新产品开发的速度;加大国际产品差异化策略;提高售后服务水平。价格策略方面,控制成本,提高产品性价比;实行弹性定价策略。渠道策略方面,加强经销商的管理;加强与当地企业合作,保持经销商稳定。促销策略方面,推广体育赛事营销,多参加展会;此外,zna应该加强对国际化人才的培养,实现人才与世界接轨。本文通过对南美国际营销策略的研究,对zna提升南美市场的营销水平有很大帮助,对ZNA其它国际市场的开发和扩展也有很大的促进作用,对以后国内其它汽车厂商开拓南美市场也有一定的学习和借鉴意义。
[Abstract]:With the growth of domestic demand for cars slowed down significantly, Chinese auto industry production capacity by century "capacity" to "excess capacity", China car companies began to look into the overseas market, how to realize the continuous development of the overseas market has become all enterprises must consider the problem. Since the ZNA auto company entered the international market in 2008, the sales volume has increased rapidly. By 2013, the overseas sales volume broke through ten thousand sets and reached the peak of history. Under the influence of the weak international economic situation and the shortage of international marketing strategy, overseas export sales fell rapidly in 2015. At this time, to find out the shortage of international marketing strategy, and to make the appropriate marketing strategy in time to achieve the stable growth of the international market has become the primary task of the enterprise. The South American market is the most important market for ZNA export. Pickup is the main vehicle for ZNA export. Therefore, studying the marketing strategy of pickup in the South American market will absorb its advantages and become the foundation for further development. This paper based on the analysis of the research background, international marketing theory, first of ZNA company and its marketing situation are introduced, analysis of the ZNA pickup in South America market background and process, current situation and deficiency of the South American market marketing strategy analysis. Then we analyze the macro environment and industry status of the ZNA pickup truck exported to the South American market, and analyze the marketing situation of TOYOTA and the Great Wall in the South American market. Then, in the four aspects of product strategy, price strategy, channel strategy and promotion strategy, the South American dealers were interviewed, and the interview results were analyzed. According to the analysis results and interview results the dealer market environment of South American auto industry, ZNA pickup truck exports to South America market product strategy, price strategy, channel strategy, promotion strategy, put forward suggestions, and make a conclusion: in product strategy, ZNA to enhance the brand influence; expanding the product portfolio and accelerate the pace of new product development; increase the international strategy of product differentiation; improve the service level of customer service. In the price strategy, the cost is controlled, the price of the product is improved, and the flexible pricing strategy is implemented. Channel strategy, strengthen the management of dealers, strengthen cooperation with local enterprises, and maintain the stability of dealers. The promotion strategy, the promotion of sports marketing, more participation in the exhibition; in addition, ZNA should strengthen the training of international talents, and realize the integration of talents with the world. In this paper, through the research on the marketing strategy of America International, is of great help to improve the ZNA of the South American market marketing level, also has a great role in promoting the development and expansion of ZNA international market, but also a certain degree of learning and reference to domestic other car manufacturers to develop the South American market.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

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