奇瑞汽车出口战略研究

发布时间：2018-03-01 13:25

本文关键词： 奇瑞汽车出口战略 SWOT分析　出处：《首都经济贸易大学》2014年硕士论文　论文类型：学位论文

【摘要】：目前,作为在全球中最大的汽车市场,我国汽车产业已经通过自身的努力,在世界汽车产业中占据一席之地,有了一定的市场份额。奇瑞汽车作为我国自主品牌汽车走向世界的代表,在发展历程中,有一些可取之处,也有一些问题所在。奇瑞汽车的出口战略值得借鉴与思考,为我国自主品牌汽车出口起到指引作用。首先本文从奇瑞汽车出口发展概况出发,对奇瑞汽车的品牌,以及出口概况及现状进行梳理。然后,从产品战略、价格战略、渠道战略和促销战略分析奇瑞汽车出口战略。本文找出影响奇瑞汽车出口战略的三个重要因素,即技术开发、吸收国际化人才和售后服务。最后,根据奇瑞汽车公司新制定的战略目标,再构建其出口战略。运用SWOT分析方法,将奇瑞汽车出口中的优势、劣势、机会与威胁进行分析,总结新战略实施中存在的问题,即利润空间小、品牌形象低、资金不充足和上市困难。本文运用国际竞争战略与市场营销战略,在政府、行业协会与奇瑞汽车公司三个层面上,对战略实施提出建议。第一,政府要制定政策,促进汽车产业关键技术的研发,同时推行积极的财税和金融政策。第二,汽车行业协会要促进汽车企业进行合作研发,为汽车企业之间的交流创造机会,并提供准确行业数据以利于企业的决策。第三,奇瑞汽车公司要改善产品结构,提升利润空间,提升品牌形象,抓紧上市融资以解决融资困难,处理好海外市场与国内市场的关系。
[Abstract]:At present, as the largest in the world auto market, China's auto industry has been through their own efforts, to occupy a space for one person in the world automobile industry, have a certain market share. Chery as the representative of the independent brand automobile in China to the world, in the course of development, there are some advantages, there are also some problems Chery automobile export strategy is worth learning and thinking, to guide China's own brand car exports. Firstly, starting from the development of the export of Chery automobile, Chery automobile brand, and discusses the general situation and current situation of export. Then, from the product strategy, price strategy, channel strategy and promotion strategy of Chery the car export strategy. This article finds out three important factors affecting Chery automobile export strategy, technology development, attracting international talent and customer service service. Finally, according to the Chery car The new development of the company's strategic target, and then construct its export strategy. Using the SWOT analysis method, advantage, Chery automobile exports the weaknesses, opportunities and threats analysis, summarizes the existing problems in the implementation of the new strategy, namely, the profit space is small, the brand image is low, is not sufficient funds and listed difficult. This paper uses the international competition strategy with the marketing strategy in three aspects of government, industry association and Chery automobile company, put forward suggestions on the implementation of the strategy. First, the government should formulate policies to promote the development of key technologies of the automobile industry, and implement an active fiscal and monetary policy. Second, the automotive industry association to promote the automobile enterprises R & D cooperation, create opportunities for the automobile exchanges between enterprises, and provide accurate data to industry decision for the enterprise. In third, Chery automobile company to improve the product structure, increase profits, enhance the brand image In order to solve the financing difficulties and deal with the relationship between the overseas market and the domestic market, we should pay close attention to the financing in order to solve the financing difficulties.

【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F752.62

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