中国微型汽车企业海外营销的战略研究
发布时间：2018-09-04 19:58
【摘要】：汽车产业是一个资金紧密、技术集成、产业链长、规模庞大的产业,从全球范围来看,汽车产业对GDP直接贡献度达7%,间接贡献度达32%,是当代众多发达国家和发展中国家的支柱产业。随着世界经济向全球化、一体化纵深发展,发达国家汽车跨国集团巨头竞相称雄于世界。汽车产业化早已纳入国际分工和国际市场的巨网中,汽车产业发展对经济的重大的带动和辐射力,被誉为“改变世界的机器”。 新中国成立后,经过几十年的发展,中国汽车产业化从无到有、到大,现已成为世界第一产销大国。中国微型汽车作为中国汽车市场的一个子系统,不但在中国汽车产业发展中具有重要地位,而且与能源危机、节能减排、城镇化、低碳经济等主题相关,随着全球化的扩张,微车市场本土化和国际化的结合已成为一种必然的趋势和未来中国汽车发展的重要方向。在夹缝中成长起来的中国自主品牌汽车企业这几年逐渐在国内市场站稳了脚,产品质量和品牌都有了很大的提高,一些企业已开始从被动地进入国际市场向主动进军国际市场转变,上汽通用五菱等企业并已取得较好业绩。 基于上述背景,本文通过梳理国内外相关研究成果并综合运用市场营销、国际经贸、发展战略等理论,重点研究以下问题： 1.总结回顾中国微型汽车的发展历程及其海外营销现状,主要论述了微车海外营销的基本方式及其演进方式。 2.结合中国实际对国际微车市场作出SWOT分析。 3.系统设计中国微车企业海外营销战略,包括设定战略目标、战略重点、目标市场选择、进入路径方式,并从4PS角度提出相应的战略实施策略。 论文的研究能提高我国微车企业海外营销的绩效,打造有国际影响的微车自主品牌,推进我国微型汽车企业的国际化。
[Abstract]:The automobile industry is an industry with tight capital, technology integration, long industrial chain and large scale. From a global perspective, Automobile industry has a direct contribution to GDP of 7 percent and indirect contribution of 32 percent. It is a pillar industry in many modern developed and developing countries. With the globalization of the world economy and the deep development of integration, the automobile multinational group giants of developed countries are competing to excel in the world. The automobile industrialization has already been brought into the international division of labor and the huge net of the international market. The development of the automobile industry has brought great impetus and radiation to the economy, so it is called "the machine that changes the world". After the founding of New China, after decades of development, China's automobile industrialization from scratch, to large, has become the world's largest production and marketing country. As a subsystem of China's automobile market, Chinese minicars not only play an important role in the development of China's automobile industry, but also are related to the topics of energy crisis, energy saving and emission reduction, urbanization, low-carbon economy, and so on. With the expansion of globalization, The combination of localization and internationalization of micro car market has become an inevitable trend and an important direction of Chinese automobile development in the future. Chinese independent brand automobile enterprises, which have grown up in the gap, have gradually established themselves in the domestic market over the past few years, and the product quality and brand have been greatly improved. Some enterprises have begun to change from passive entry into the international market to actively enter the international market, SAIC General Wuling and other enterprises and have achieved better results. Based on the above background, this paper studies the following questions by combing the domestic and foreign related research results and synthetically applying the theories of marketing, international economy and trade, development strategy and so on: 1. This paper summarizes and reviews the development course and overseas marketing status of micro car in China, and mainly discusses the basic mode and evolution mode of overseas marketing of micro car. Combined with the actual situation in China, this paper makes SWOT analysis on the international micro car market. The system designs the overseas marketing strategy of Chinese micro-car enterprises, including setting strategic objectives, strategic focus, target market selection, entry path, and puts forward the corresponding strategy implementation strategy from the perspective of 4PS. The research in this paper can improve the performance of overseas marketing of micro car enterprises in China, create independent brands with international influence, and promote the internationalization of micro car enterprises in our country.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
本文编号：2223176
[Abstract]:The automobile industry is an industry with tight capital, technology integration, long industrial chain and large scale. From a global perspective, Automobile industry has a direct contribution to GDP of 7 percent and indirect contribution of 32 percent. It is a pillar industry in many modern developed and developing countries. With the globalization of the world economy and the deep development of integration, the automobile multinational group giants of developed countries are competing to excel in the world. The automobile industrialization has already been brought into the international division of labor and the huge net of the international market. The development of the automobile industry has brought great impetus and radiation to the economy, so it is called "the machine that changes the world". After the founding of New China, after decades of development, China's automobile industrialization from scratch, to large, has become the world's largest production and marketing country. As a subsystem of China's automobile market, Chinese minicars not only play an important role in the development of China's automobile industry, but also are related to the topics of energy crisis, energy saving and emission reduction, urbanization, low-carbon economy, and so on. With the expansion of globalization, The combination of localization and internationalization of micro car market has become an inevitable trend and an important direction of Chinese automobile development in the future. Chinese independent brand automobile enterprises, which have grown up in the gap, have gradually established themselves in the domestic market over the past few years, and the product quality and brand have been greatly improved. Some enterprises have begun to change from passive entry into the international market to actively enter the international market, SAIC General Wuling and other enterprises and have achieved better results. Based on the above background, this paper studies the following questions by combing the domestic and foreign related research results and synthetically applying the theories of marketing, international economy and trade, development strategy and so on: 1. This paper summarizes and reviews the development course and overseas marketing status of micro car in China, and mainly discusses the basic mode and evolution mode of overseas marketing of micro car. Combined with the actual situation in China, this paper makes SWOT analysis on the international micro car market. The system designs the overseas marketing strategy of Chinese micro-car enterprises, including setting strategic objectives, strategic focus, target market selection, entry path, and puts forward the corresponding strategy implementation strategy from the perspective of 4PS. The research in this paper can improve the performance of overseas marketing of micro car enterprises in China, create independent brands with international influence, and promote the internationalization of micro car enterprises in our country.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
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