JT客车公司出口营销策略研究

发布时间：2018-05-10 07:52

本文选题：客车 + 出口营销　；参考：《吉林大学》2017年硕士论文

【摘要】：装备制造业是国民经济的支柱产业。在产业发展到一定规模和水平后,走向国际市场成为必然选择。2015年5月,国务院发布了《关于推进国际产能和装备制造合作的指导意见》,其中汽车业被国家确定为重点行业之一。作为汽车制造业的一个分支,中国民族客车制造业在改革开放后发展较快,从2000年起,中国客车的产销量已持续多年位居世界第一,中国成为全球最大的客车生产国。中国客车业具有拥有民族自主品牌、产销规模大、工业化水平高、产品研发能力强和市场营销能力强等特点,在国际上占据着重要位置。目前,海外客车市场年均需求总量25万台左右,存在较大的市场空间。2000年以后,中国多家客车企业开始有计划地开拓海外市场、参与国际市场竞争。经过多年发展,中国客车企业参与国际竞争的结果表现出较大差异,逐渐呈现出“强者恒强,弱者出局”的市场竞争格局。JT客车公司拥有世界单厂生产规模最大、工艺技术条件最先进的大中型客车制造基地,其产销规模位居全球第一位。从2000年开始,JT客车公司稳步推行出口营销策略并不断创新发展,国际市场占有率逐年提高,在全球多个国家和地区实现了持续批量销售,令广大客车用户感受到了“中国制造”的魅力。2016年,在行业出口下滑的情况下,JT客车公司实现销量7,121台,同比增长1.47%,占中国客车出口份额的30%以上。持续多年的海外市场经营经验和优秀出口业绩表明该公司在出口营销策略管理方面有其独到之处,JT客车的出口营销模式已被业界奉为“中国客车国际化的至高荣誉”。研究JT客车出口营销策略对中国客车行业乃至汽车行业有一定借鉴意义,有助于汽车企业开拓海外市场,有利于中国汽车企业由大变强的发展。本文分析了中国客车产业出口业务的产生、发展历程和特点,介绍了出口营销相关理论知识,在理解STP、4P、4C、4R等营销理论的基础上,通过对JT客车公司出口营销管理进行较为详细和深入的调研,分析了JT公司出口营销存在的问题和产生原因,进一步对JT客车出口营销内外部环境进行分析,通过SWOT分析得出JT客车开拓海外市场的优势和机会,并结合JT客车公司开拓海外市场的过程和案例分析,展开分析了JT客车公司的出口营销策略和保障措施。
[Abstract]:Equipment manufacturing industry is the pillar industry of national economy. After the industry has developed to a certain scale and level, it has become an inevitable choice to go to the international market. The State Council has issued guidelines on promoting international cooperation in production capacity and equipment manufacturing, in which the auto industry has been identified as one of the key industries. As a branch of automobile manufacturing industry, China's national bus manufacturing industry has developed rapidly after the reform and opening up. Since 2000, the production and sales of Chinese passenger cars have been ranked first in the world for many years, and China has become the largest passenger car producer in the world. Chinese bus industry has the characteristics of national independent brand, large scale of production and marketing, high level of industrialization, strong ability of product research and development and strong ability of marketing, and occupies an important position in the world. At present, the average annual demand of overseas bus market is about 250000, and there is a large market space. After 2000, many passenger car enterprises in China began to exploit overseas market in a planned way and participate in international market competition. After years of development, the result of Chinese bus enterprises participating in international competition shows great difference, and gradually presents the market competition pattern of "the strong always strong, the weak out" .JT bus company has the largest production scale of single factory in the world. The manufacturing base of large and medium passenger cars with the most advanced technological conditions ranks first in the world in scale of production and marketing. Since 2000, JT bus Company has been steadily promoting export marketing strategy and continuously innovating and developing. The international market share has been increased year by year, and has been continuously sold in a number of countries and regions all over the world. "made in China" appeal to the vast number of bus users. In 2016, JT sold 7121 passenger cars, an increase of 1.47 percent over the same period last year, accounting for more than 30 percent of China's passenger car exports. Years of overseas market experience and excellent export performance show that JT bus export marketing model has been regarded as "the highest honor of China bus internationalization" in export marketing strategy management. The study of JT bus export marketing strategy has certain reference significance to the Chinese bus industry and even the automobile industry. It is helpful for the automobile enterprises to open up the overseas market and the development of the Chinese automobile enterprises from big to strong. This paper analyzes the origin, development and characteristics of the export business of China's passenger car industry, introduces the relevant theoretical knowledge of export marketing, and on the basis of understanding the marketing theory, such as STP4PU 4CX 4R, etc. Through a detailed and in-depth investigation on the export marketing management of JT bus Company, this paper analyzes the existing problems and causes of JT bus export marketing, and further analyzes the internal and external environment of JT bus export marketing. Through the analysis of SWOT, the advantages and opportunities of developing overseas market for JT bus are obtained. Combining with the process and case analysis of developing overseas market of JT bus Company, the export marketing strategy and safeguard measures of JT bus Company are analyzed.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F752.62

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