华晨汽车中华产品进入巴西市场的市场营销策略研究
发布时间：2019-01-23 18:26
【摘要】：随着中国在世界经济全球化进程中发挥着越来越重要的作用,与中国制造的其他商品一样,中国汽车也逐渐在世界市场上崭露头角,越来越多的中国汽车生产厂商已经将目光投向海外市场,不断以整车出口,甚至在海外直接设立生产基地等各种形式扩大在国际市场的份额。另一方面,随着中国汽车市场的发展速度逐渐回落,汽车市场产能相对过剩已经成为中国汽车市场的主要特征之一。于是,几乎所有的中国汽车生产厂商纷纷调整工作重心,转向积极开拓国际市场,以消化各自过剩的产能。从中国汽车出口的重点市场来看,中东、非洲、中南美等没有本国汽车工业或汽车工业比较薄弱,同时需求又极大的市场成为中国汽车品牌的传统市场,其中尤以巴西市场最有代表性。本文通过应用相关市场营销策略理论,结合巴西汽车市场的具体环境和华晨汽车的自身特点,通过仔细分析,以期为其制定出最适合其发展的进入策略。本文应用的市场营销策略理论主要有指导本文主题核心的市场营销策略理论,进行宏观分析的PEST模型理论,进行产业环境分析的波特五力模型理论,进行环境分析的SWOT模型理论,市场定位的STP理论和市场营销策略的4P组合策略理论。在结合巴西市场具体环境之后,通过理论联系实际,对华晨汽车巴西市场的进入战略应用相关理论进行了分析,从而制定出了最适合华晨汽车中华产品进入巴西市场的策略。因此,本文对中华产品进入巴西市场的市场营销策略研宄对于未来单一市场进入策略的制定有非常大的指导意义。
[Abstract]:As China plays a more and more important role in the globalization of the world economy, like other goods made in China, Chinese cars are gradually emerging in the world market. More and more Chinese automobile manufacturers have turned their eyes to overseas markets, and have been expanding their share in the international market in various forms, such as the export of whole vehicles, and even the establishment of production bases directly overseas. On the other hand, with the development of China's auto market, the relative overcapacity of the auto market has become one of the main characteristics of China's auto market. As a result, almost all Chinese auto manufacturers have refocused their efforts to actively expand the international market to absorb their excess capacity. Judging from the key markets for China's auto exports, the Middle East, Africa, Central and South America and other markets, which do not have a relatively weak domestic auto industry or automobile industry, and at the same time have a huge demand, have become the traditional market for Chinese automobile brands. In particular, the Brazilian market is the most representative. By applying the relevant marketing strategy theory, combining the specific environment of the Brazilian automobile market and the characteristics of brilliance automobile, this paper makes a careful analysis in order to formulate the most suitable entry strategy for its development. The marketing strategy theory used in this paper mainly includes the marketing strategy theory which guides the core of this thesis, the PEST model theory for macro analysis, and the Porter five forces model theory for industrial environment analysis. SWOT model theory of environment analysis, STP theory of market orientation and 4p combination strategy theory of marketing strategy. After combining the specific environment of Brazil market, this paper analyzes the relevant theories of the entry strategy application of brilliance automobile Brazil market through the combination of theory and practice, and formulates the most suitable strategy for the Chinese products of brilliance automobile to enter the Brazilian market. Therefore, the research on the marketing strategy of Chinese products entering the Brazilian market is of great significance to the formulation of the future single market entry strategy.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471
本文编号：2414084
[Abstract]:As China plays a more and more important role in the globalization of the world economy, like other goods made in China, Chinese cars are gradually emerging in the world market. More and more Chinese automobile manufacturers have turned their eyes to overseas markets, and have been expanding their share in the international market in various forms, such as the export of whole vehicles, and even the establishment of production bases directly overseas. On the other hand, with the development of China's auto market, the relative overcapacity of the auto market has become one of the main characteristics of China's auto market. As a result, almost all Chinese auto manufacturers have refocused their efforts to actively expand the international market to absorb their excess capacity. Judging from the key markets for China's auto exports, the Middle East, Africa, Central and South America and other markets, which do not have a relatively weak domestic auto industry or automobile industry, and at the same time have a huge demand, have become the traditional market for Chinese automobile brands. In particular, the Brazilian market is the most representative. By applying the relevant marketing strategy theory, combining the specific environment of the Brazilian automobile market and the characteristics of brilliance automobile, this paper makes a careful analysis in order to formulate the most suitable entry strategy for its development. The marketing strategy theory used in this paper mainly includes the marketing strategy theory which guides the core of this thesis, the PEST model theory for macro analysis, and the Porter five forces model theory for industrial environment analysis. SWOT model theory of environment analysis, STP theory of market orientation and 4p combination strategy theory of marketing strategy. After combining the specific environment of Brazil market, this paper analyzes the relevant theories of the entry strategy application of brilliance automobile Brazil market through the combination of theory and practice, and formulates the most suitable strategy for the Chinese products of brilliance automobile to enter the Brazilian market. Therefore, the research on the marketing strategy of Chinese products entering the Brazilian market is of great significance to the formulation of the future single market entry strategy.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471
【参考文献】
中国硕士学位论文全文数据库 前1条
1 许鑫琳;中国自主品牌汽车出口研究[D];首都经济贸易大学;2008年
，本文编号：2414084
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