长城汽车开拓国际市场战略研究

发布时间：2018-01-01 02:08

本文关键词：长城汽车开拓国际市场战略研究　出处：《辽宁大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着改革开放的深入，我国经济越来越全方位地融入到经济全球化之中，特别是随着国外汽车企业大规模地进入我国汽车市场，这既给我国自主品牌汽车企业的发展带来了机遇，，同时也带来了更加激烈的竞争压力。面对着愈演愈烈的国际竞争，在重复利用自身的优势进一步巩固国内市场的同时，积极地开拓国际市场，这是我国自主品牌汽车企业生存与发展的战略选择。然而，在积极地开拓国际市场的过程中，我国自主品牌汽车企业在资本、技术和规模等方面与大型跨国公司相比仍存在很大的差距，在这种情况下，我国自主品牌汽车企业如何在经济全球化迅猛的大背景下生存、发展，如何占有更多的市场份额，准确地选择国际市场进入战略起着至关重要的作用。本论文基于国际市场进入战略理论和国际市场进入模式的选择理论，对长城汽车开拓国际市场的历程进行研究。首先，简介了长城汽车的主要概况，并以鲁特的国际市场进入战略理论为基础，分析了长城汽车开拓国际市场的必要性和可行性。然后，根据国际市场营销学中的市场细分理论，对国际汽车市场进行了细分，分为中低端汽车市场、新兴汽车市场和完全竞争汽车市场，长城汽车根据实际情况进行精确的市场定位，进而选定目标市场和进入目标市场的战略。再次，通过对长城汽车近些年的销售量、出口量、利润率和所占市场份额的分析，得出了长城汽车开拓国际市场这一战略大力推动了企业的发展。最后，长城汽车成功开拓国际市场对我国其他自主品牌汽车企业和民营企业提出了通过海外上市解决融资难的问题、通过创建自主品牌来增强进入国际市场的核心竞争力、国内外市场并重、积极实施本土化战略夯实开拓国际市场的基础、和要根据不同的市场环境实施差异化的进入战略等启示。
[Abstract]:With the deepening of reform and opening-up, China's economy more and more all-round way into the economic globalization, especially with the foreign automobile enterprises scale to enter the automobile market in China, which not only brings opportunities to the development of China's independent brand automobile enterprises, but also brings more fierce competition. Facing growing pressure the international competition, to further consolidate the domestic market at the same time in the repeated use of their own advantages, and actively explore the international market, this is a strategic choice of China's independent brand automobile enterprise's survival and development. However, actively explore the international market in the process of China's independent brand automobile enterprises in the capital, technology and other aspects of the scale compared with the multinational companies still exist a large gap, in this case, China's independent brand automobile enterprises to survive in the background of economic globalization and the rapid development, such as How to occupy more market share and accurately select the entry strategy of international market plays a vital role.
This thesis chooses the theory of international market entry strategy and the theory of international market entry mode based on the research on history of the Great Wall automobile to explore the international market. First, the main introduction of the Great Wall automobile, and the root of international market entry strategy is based on the theory of the necessity and feasibility analysis of the the Great Wall car to explore the international market. Then, according to the market segmentation theory of international marketing, the international automobile market segmentation, divided into the low-end car market, new car market and competitive auto market, the Great Wall car market positioning accurately according to the actual situation, and choose the target market and target market entry strategy. Thirdly, based on the the Great Wall in recent years, the automobile sales volume, export volume, profit margins and market share accounted for the analysis, draw out the strategy to vigorously push the the Great Wall car to develop the international market The development of the enterprise. Finally, the Great Wall car successfully develop the international market for our other independent brand car enterprises and private enterprises put forward by overseas market to solve the financing problem, to enhance the core competitiveness to enter the international market through the creation of independent brands, both domestic and foreign markets, and actively implement the localization strategy based strengthening to develop the international market and, according to the different market environment to implement differentiation strategy and enlightenment.

【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.471

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