奇瑞汽车开拓巴西市场的营销策略研究

发布时间：2018-03-08 16:10

本文选题：奇瑞汽车　切入点：巴西　出处：《辽宁大学》2014年硕士论文　论文类型：学位论文

【摘要】：这几年来，在夹缝中成长起来的中国自主品牌汽车逐渐在国内站稳了脚跟，品牌和产品质量都有了很大的提升。但是，由于许多国外企业看好中国稳定的市场，纷纷来中国投资设厂，国内市场竞争越来越激烈，使中国本土企业的利润越来越低。中国企业为长久生存，也有必要去开拓国外市场，以获得更大的利润。另外，随着经济全球化的趋势越来越高涨，中国企业只局限于中国市场已不符合市场经济的要求，“走出去”“走进去”已成为中国企业发展壮大的必由之路。所以，一些中国自主品牌汽车企业已经开始开拓国际市场，比如：奇瑞、长城、江淮、比亚迪等。但是，，开拓海外市场也存在着很多的阻碍，不是顺风顺水的。本文通过以奇瑞汽车开拓巴西市场为例，将国际营销理论运用于实践，以便对国际营销更深刻的理解，同时给中国企业实施的“走出去”战略提供一些借鉴。文章主要分为两个部分:第一分部为绪论部分，对选题的背景、意义、研究方法、创新与不足等作了一个大致的介绍；第二部分为正文部分，运用举例论证、正反对比论证的方法，通过介绍巴西市场的营销环境与中国的营销环境的对比，比如:经济、政治、法律、人口、自然资源、文化习惯等，来阐述奇瑞汽车进入巴西市场的国内方面的原因和国际方面的原因，从而深入研究了奇瑞汽车在巴西市场所采用的国际市场营销策略，包括：产品策略、定价策略、促销策略、分销策略等。最后，对奇瑞进入巴西市场的营销策略分正反两方面，做出了一个评价,并针对奇瑞汽车进一步开拓巴西市场，提高奇瑞汽车在巴西市场所占的销售份额，提出了一些对策和建议。
[Abstract]:Over the past few years, China's self-owned brand cars, which have grown up in the gap, have gradually gained a foothold in China, and the brand and product quality have greatly improved. However, because many foreign enterprises are optimistic about China's stable market, In order to survive in the long run, it is also necessary for Chinese enterprises to open up foreign markets in order to gain more profits, because they are investing in and setting up factories in China, and the competition in the domestic market is becoming fiercer and fiercer, so that the profits of local enterprises in China are getting lower and lower. With the increasing trend of economic globalization, Chinese enterprises are confined to the Chinese market and are no longer in line with the requirements of the market economy. "going out" and "going in" have become the only way for Chinese enterprises to develop and grow. Some Chinese auto brands have begun to open up international markets, such as Chery, the Great Wall, Jianghuai, BYD, etc. This paper takes Chery Automobile as an example to apply the theory of international marketing to practice in order to understand international marketing more deeply and to provide some reference for Chinese enterprises to carry out "going out" strategy. The article is divided into two parts: the first part is the introduction part, the background, significance, research method, innovation and deficiency of the topic are introduced; the second part is the main body part, using examples to demonstrate, By introducing the marketing environment in Brazil and the marketing environment in China, for example: economy, politics, law, population, natural resources, cultural habits, etc. To explain the domestic and international reasons for Chery's entry into the Brazilian market, and to study in depth the international marketing strategies used by Chery in the Brazilian market, including: product strategy, pricing strategy, promotion strategy, Distribution strategy and so on. Finally, we made an evaluation of Chery's marketing strategy for entering the Brazilian market, divided into positive and negative aspects, and aimed at Chery Motor further developing the Brazilian market and increasing Chery's share of sales in the Brazilian market. Some countermeasures and suggestions are put forward.
【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】：F426.471;F274

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