广汽传祺巴西市场进入战略研究

发布时间：2018-04-27 06:12

本文选题：广汽传祺 + 巴西市场　；参考：《广东财经大学》2015年硕士论文

【摘要】：21世纪初,作为中国汽车市场的一部分——乘用车,发展十分迅速,仅2013年,中国汽车产销量已达到2211.69万辆、2198.42万辆,第五次刷新全球纪录。连续五年获得全球汽车产销量第一桂冠的中国市场,乘用车在出口贸易方面的贸易额也在不断攀升,仅2013年出口量已达94.82万辆。广汽集团作为国内乘用车的后起之秀,20013年集团连同合营、联营公司全年共实现汽车产销分别为100.75万辆和100.46万辆,同比分别增长43.25%和41.05%;作为新兴的自主品牌“传祺”在国外出口方面却仅为550辆。一直致力于使自身成为世界顶级整车制造商的广汽集团,鉴于出口方面的不足,已严重影响其目标的实现。本文依据海外市场进入战略理论及发展中国家国际经营相关理论,首先分析了广汽传祺的经营现状,通过SWOT分析全方位的对广汽传祺经营现状做了评估。然后综合衡量了巴西汽车市场具体实际情况,结合广汽传祺自身的产品特性及品牌价值,研究了广汽传祺在海外进一步拓展的必要性,同时具体论述了进入巴西市场的可行性。本文通过分析研究巴西宏观经济、中观产业、微观细分市场,结合海外市场进入战略理论及广汽传祺实际情况,提出了其适应巴西市场的品牌战略及营销战略。本文通过广汽传祺自主品牌拓展巴西市场的研究,为今后国产品牌进入海外市场提供了理论基础及价值参考。
[Abstract]:In the early twenty-first Century, as a part of the Chinese automobile market, passenger car has developed very rapidly. In 2013 only, China's auto production and sales have reached 22 million 116 thousand and 900, 21 million 984 thousand and 200, and fifth global records. For five years, China has won the first world title of global automobile production and sales, and the trade volume of passenger cars in export trade is also not. In 2013, only 948 thousand and 200 vehicles were exported. As a rising star of domestic passenger cars, Guangzhou Automobile Group, with 20013 year group together with joint venture, achieved 1 million 7 thousand and 500 cars and 1 million 4 thousand and 600 cars, respectively, 43.25% and 41.05%, respectively. In view of the shortage of export, the 550 vehicles have been working to make themselves the top vehicle manufacturers in the world. In this paper, based on the overseas market entry strategy theory and the international management theory of developing countries, this paper first analyzes the operation status of Guangzhou Qi Qi and analyzes all directions through SWOT. This paper makes an assessment of the current situation of the operation of Qi Qi, then comprehensively measures the actual situation of the Brazil auto market, and combines the product characteristics and brand value of Qi Qi itself, studies the necessity of the further expansion of the wide steam in the overseas market. At the same time, the feasibility of entering the Brazil market is concretely discussed. Through the analysis and analysis of the Brazil macro In view of the economy, the meso industry, the microcosmic market segmentation, the brand strategy and marketing strategy to adapt to the Brazil market, the brand strategy and marketing strategy to adapt to the Brazil market are put forward in combination with the overseas market entry strategy theory and the practice of broadcasting Qi. This article provides the theoretical basis and price for the overseas market to enter the overseas market through the research on the expansion of the independent brand by Guang Qi. Value reference.

【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471

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