斯柯达汽车在中印两国市场拓展成效研究

发布时间：2018-05-08 23:21

本文选题：斯柯达 + 中印两国市场　；参考：《浙江大学》2015年硕士论文

【摘要】：中印两国是亚洲最大及最主要的新兴市场,在汽车行业也是作为发展中国家最领先的代表。其巨大潜力的汽车市场近年来吸引了众多海外汽车制造商。最著名的捷克企业即斯柯达公司已长期在两国地区进行生产经营活动。但捷克车在中印两国的市场拓展表现出了非常不同的成效,斯柯达汽车在中国市场的表现显著地超过印度市场。本文结合中印两个最大的发展中国家市场的发展差异作为背景,深入分析斯柯达汽车在两国的市场拓展战略差异,同时结合两国消费者特征差异,经济水平发展差异,市场自由度差异以及品牌认知程度差异分析了两国市场表现差距的背后原因,并对其未来市场发展做出合理的预期判断。首先,本文的第一部分介绍了研究整体框架与核心市场的分析。文章的第二部分简要地总结阐述了所参考的研究理论对于研究跨国公司境外市场发展的贡献。其中包括营销学理论,市场调查方法以及SWOT分析方法的理论综述。文章的第三和第四部分分析了斯柯达汽车在中印两国市场拓展上的战略以及各自战略的实际实现效果,研究中印两国汽车市场的现状、发展走势及东道国消费市场的特征。分析斯柯达在中印市场的市场地位及营销策略并找出所存在的问题。通过SWOT分析比较两国在各自国内市场环境中的优势劣势,机会与挑战。第五部分针对两个市场的表现做出了斯柯达公司的策略分析,找出斯柯达所能采取的解决方法和改善策略以稳定本地汽车市场的地位、提高销量及扩大市场份额的途径。文章最后一部分做出了综合总结与未来发展态势的预测。
[Abstract]:China and India are the largest and most important emerging markets in Asia, as well as the leading developing countries in the automotive industry. Its huge potential car market has attracted many overseas auto manufacturers in recent years. Skoda, the most famous Czech company, has been operating in the two countries for a long time. But Czech car market expansion in China and India has shown very different results, Skoda Motor in China has significantly outperformed the Indian market. Based on the market development differences between the two largest developing countries, this paper makes a deep analysis of the differences in the market expansion strategies of Skoda Automobile in the two countries, and at the same time combines the differences in consumer characteristics and economic development between the two countries. The differences of market freedom and brand cognition analyze the reasons behind the market performance gap between the two countries, and make a reasonable expected judgment on the future market development of the two countries. First of all, the first part of this paper introduces the overall framework of the study and the analysis of the core market. In the second part, the contribution of the research theory to the development of multinational corporations' overseas market is briefly summarized. It includes the theory of marketing, the method of market research and the method of SWOT analysis. The third and fourth parts of the article analyze the strategy of Skoda Automobile in the market expansion of China and India and the actual realization effect of their respective strategies, and study the present situation, development trend and the characteristics of the consumer market of the host country and the present situation of the automobile market in China and India. This paper analyzes Skoda's market position and marketing strategy in China and India and finds out the existing problems. SWOT analysis is used to compare the strengths, weaknesses, opportunities and challenges of the two countries in their domestic market environment. The fifth part makes the strategy analysis of Skoda Company aiming at the performance of the two markets, and finds out the solutions and improvement strategies that Skoda can take in order to stabilize the position of the local automobile market, increase the sales volume and expand the market share. The last part of the article makes a comprehensive summary and the forecast of the future development situation.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.471

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