中国XX品牌汽车在澳大利亚市场的产品定位与定价研究

发布时间：2018-03-21 19:48

本文选题：中国汽车品牌　切入点：澳大利亚市场　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：本文从中国品牌汽车的出口贸易角度出发,基于消费者调研结果和竞品量配置价格的数据分析,以XX品牌汽车进入澳大利亚汽车市场为例,借鉴外国品牌的新市场研究模式,探索中国品牌针对全新海外市场的进入前评估,产品品牌定位,产品配置定义,产品定价策略的研究方法,探讨并提出XX品牌汽车进入澳大利亚新市场的产品定价和品牌定位建议。本文主要由六章组成,各章主要内容如下:第一章陈述了研究的背景和意义,以及对研究方法的描述。第二章通过分析中国汽车品牌在国内和海外市场的现状,指出开拓海外市场是目前能够突破中国品牌发展瓶颈的有效途径。第三章主要通过对澳大利亚市场市场吸引力、市场规模和进入难度建立三元分析模型来探讨澳大利亚市场的进入的可行性。第四章通过杰克·特劳特创立出来的三环定位法来确定品牌的市场定位。第五章通过对澳大利亚汽车市场的车辆销售现状的多维度分析和各细分市场的成功上市案例分析,最终探讨XX品牌的车型基本参数,配置建议,定价建议。再结合澳大利亚市场各细分市场的走势来建议细分市场进入的优先级。第六章先对分析所得的结论进行整理,以及最终根据整体市场的销量预测和细分市场的目标市场份额给出XX品牌各车型成功上市后的销量预测。
[Abstract]:From the point of view of export trade of Chinese brand cars, based on the results of consumer research and the analysis of the price of competing quantity, this paper takes XX brand cars as an example to learn from the new market research model of foreign brands. To explore the research methods of Chinese brand pre-entry evaluation, product brand positioning, product configuration definition, product pricing strategy for new overseas markets, This paper mainly consists of six chapters. The main contents of each chapter are as follows: the first chapter describes the background and significance of the research. The second chapter analyzes the current situation of Chinese automobile brands in domestic and overseas markets. It is pointed out that developing overseas market is an effective way to break through the bottleneck of Chinese brand development at present. A ternary analysis model of market size and entry difficulty is established to explore the feasibility of entering the Australian market. Chapter 4 determines the market positioning of the brand through the three-ring positioning method established by Jack Trauter. After the multi-dimensional analysis of the current situation of vehicle sales in the Australian automobile market and the case study of successful listing in various segments of the market, Finally, this paper discusses the basic parameters of XX brand, configuration suggestions, pricing suggestions. Then combining with the trend of each segment market in Australia, it suggests the priority of market segment entry. Chapter 6 first collates the conclusions of the analysis. Finally, according to the forecast of the sales volume of the whole market and the target market share of the subdivision market, the forecast of the sales volume after the successful listing of each model of XX brand is given.
【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】：F426.471;F273.2

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