Y企业非洲汽车市场出口策略研究

发布时间：2018-04-23 22:38

本文选题：非洲汽车市场 + 战略分析　；参考：《吉林大学》2013年硕士论文

【摘要】：本文以Y企业非洲汽车市场的出口营销策略作为研究对象。全文共分为四个部分。本文的第一章为绪论部分。该部分首先阐述了本文的研究背景和研究意义。其次，，对本文的研究内容和研究方法也进行了简要地介绍。在本部分的最后，提出了本文拟解决的若干问题。本文的第二章为Y企业非洲汽车市场出口现状与问题分析。本章的第一部分对Y企业汽车产品向非洲汽车市场出口的详尽分析。首先，这部分包括了对非洲汽车市场做了简要的描述；其次，介绍了我国汽车产品向非洲出口的现状，从数据上看，呈现出逐年递增的良好态势；最后针对Y企业在非州汽车市场的出口现状进行了比较详尽的分析。本章的第二部分运用了PEST战略分析工具，从政治、经济、社会以及技术这四个角度对非洲汽车市场进行宏观分析。本章的第三部分则运用了SWOT分析工具，对Y企业目前在非洲汽车市场存在的优势、劣势、机会以及威胁进行了深入的分析，通过SWOT分析Y企业可以清楚的意识到在非洲汽车市场所面临的严峻挑战，可以更有针对性的调整企业在非洲汽车市场的战略布局和营销策略。这两种分析工具的应用，对本文的写作奠定了基础。本文的第三章为Y企业非洲汽车市场出口策略的改进与优化。首先，Y企业必须通过坚决实施低成本战略抢占非洲市场，但是Y企业目前的汽车出口成本较高，应采取积极的应对措施降低汽车的出口成本，以增强产品的竞争力。其次，Y企业在品牌建设上应重点开发中重型卡车产品，在取得一定的口碑和知名度之后，再向乘用车和微型车市场进军。最后，Y企业为保持非洲汽车市场的可持续性发展必须构建完善的服务网络与营销渠道。本文的第四章为Y企业非洲汽车市场出口策略的实施与保障。Y企业目前的汽车产品和营销策略和服务水平不足以保障其在非洲汽车市场占据优势地位，Y企业要真正打开非洲汽车市场还需通过对其汽车产品和营销策略进行不断的完善。本章提出了若干针对Y企业非洲汽车市场营销措施的保障建议，以期Y企业在非洲汽车市场取得更大的成功。
[Abstract]:This paper takes the export marketing strategy of Y enterprise in African automobile market as the research object. The full text is divided into four parts. The first chapter is the introduction. This part first describes the research background and significance of this paper. Secondly, the research contents and methods of this paper are also briefly introduced. At the end of this part, some problems to be solved in this paper are put forward. The second chapter of this paper is the analysis of the export status and problems of Y-enterprise automobile market in Africa. The first part of this chapter is a detailed analysis of the export of Y enterprise automobile products to the African auto market. First of all, this part includes a brief description of the automobile market in Africa; secondly, it introduces the current situation of China's automobile products export to Africa, and presents a good situation of increasing year by year from the point of view of data. Finally, the export status of Y enterprise in the African state automobile market is analyzed in detail. The second part of this chapter uses the PEST strategic analysis tool, carries on the macroscopic analysis to the African automobile market from the political, the economic, the social and the technical angle. The third part of this chapter uses the SWOT analysis tool to analyze the strengths, weaknesses, opportunities and threats of Y enterprise in the African automobile market. Through the analysis of SWOT, Y enterprises can clearly realize the severe challenges they face in the automobile market in Africa, and can adjust the strategic layout and marketing strategies of the enterprises in the African automobile market more pertinently. The application of these two analysis tools has laid a foundation for the writing of this paper. The third chapter of this paper is the improvement and optimization of the export strategy of Y enterprise in African automobile market. First of all, enterprise Y must seize the African market by carrying out the strategy of low cost firmly, but the cost of automobile export is high at present, so we should take active measures to reduce the cost of automobile export in order to enhance the competitiveness of the products. Secondly, the enterprise should focus on the development of heavy truck products in brand construction, and then enter the market of passenger cars and minicars after gaining a certain reputation and popularity. Finally, in order to maintain the sustainable development of automobile market in Africa, enterprises must construct perfect service network and marketing channel. The fourth chapter of this paper is the implementation and guarantee of the export strategy of Y enterprise in the African automobile market. The current level of automobile products and marketing strategy and service of Y enterprise is not enough to ensure its dominant position in the African automobile market. The opening of the African auto market will require continuous refinement of its car products and marketing strategies. In this chapter, some suggestions are put forward to guarantee Y enterprise's automobile marketing measures in Africa in order to make Y enterprise more successful in African auto market.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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