中国品牌汽车在非洲地区跨文化营销路径研究

发布时间：2018-05-01 12:40

本文选题：中国品牌汽车 + 出口　；参考：《四川外国语大学》2016年硕士论文

【摘要】：汽车走进历史的舞台已有一百多年的历史,但汽车贸易却仅仅只有五十多年的历史。尤其在全球化经济不断深入的今天,汽车的对外贸易已成为汽车企业生存与发展的必由之路。被称为世界范围内“最后一块处女地”的非洲市场已经引起了国际资本的密切关注和角逐。面对如此的机遇和挑战,中国汽车企业的汽车产品怎样能够出口非洲汽车市场,怎样能够克服本企业自身的不足,不断扩大中国汽车产品出口非洲汽车市场的贸易规模和影响,这些都是中国汽车企业及产业所面临的重大挑战,也是我们急需思考和解决的问题。同时基于历史原因和现实情况及中国当前国情,怎样开拓非洲的汽车的市场及中国的汽车企业怎样能实现“国际化”都是非常有待研究的课题。本文的内容安排如下:第一章绪论简述了论文的研究背景和意义;简要说明本文的研究内容与安排;介绍了本文的研究方法与技术路线;提出了论文的创新点。第二章对以往针对文化、文化冲突、跨文化营销、中国汽车产品出口非洲市场的国内外研究进行了梳理;第三章分析了中国品牌汽车在非洲地区营销环境。第四章简要介绍了营销与文化间的关系,并进一步提出了中国品牌汽车在非洲地区跨文化营销的路径。第五章对北京汽车在非洲的跨文化营销策略进行了分析,并适当提出可行性改进方案。本文创新点在于从“跨文化”的角度对中国品牌汽车进入非洲市场的路径展开研究。本文在研究方法上将理论分析与实证分析相结合,以定性分析为主要方式,定量分析及例证分析为辅助和佐证,应用PEST、SWOT、波特五力等模型,具体分析中国品牌汽车开拓非洲市场的现状,并找出自身优势与不足,同时归纳出潜在机遇与风险,并最终找到进军非洲市场的具体措施,使之对中国汽车企业制定进入非洲汽车市场的营销策略有所帮助。
[Abstract]:Automobile has entered the stage of history for more than one hundred years, but the automobile trade has only been more than fifty years. Especially with the deepening of global economy, automobile foreign trade has become the only way for automobile enterprises to survive and develop. The African market, known as the world's last virgin land, has attracted close attention and competition from international capital. In the face of such opportunities and challenges, how can the automobile products of Chinese automobile enterprises export to the African automobile market, how can they overcome their own shortcomings and continuously expand the scale and influence of the export of Chinese automobile products to the African automobile market? These are the major challenges faced by Chinese automobile enterprises and industries, and the problems we urgently need to consider and solve. At the same time, based on the historical reasons and the current situation of China, how to open up the automobile market in Africa and how to realize "internationalization" of Chinese automobile enterprises are very important topics to be studied. The content of this paper is arranged as follows: the first chapter gives a brief introduction to the research background and significance; briefly explains the research content and arrangement of this paper; introduces the research methods and technical routes of this paper; and puts forward the innovative points of the paper. The second chapter combs the domestic and foreign research on culture, cultural conflict, cross-cultural marketing, Chinese automobile export market in Africa, and the third chapter analyzes the marketing environment of Chinese brand cars in Africa. The fourth chapter briefly introduces the relationship between marketing and culture, and further puts forward the path of cross-cultural marketing of Chinese brand cars in Africa. The fifth chapter analyzes the cross-cultural marketing strategy of Beijing Automobile in Africa and puts forward the feasible improvement plan. The innovation of this paper is to study the path of Chinese brand cars entering the African market from the angle of cross-culture. In this paper, theoretical analysis and empirical analysis are combined with qualitative analysis as the main way, quantitative analysis and illustrative analysis as assistant and corroboration, and the model of PEST-SWOT, Porter's five forces, etc. This paper analyzes the current situation of Chinese brand cars in developing the African market, finds out their own advantages and disadvantages, sums up the potential opportunities and risks, and finally finds out the specific measures to enter the African market. This will help Chinese auto companies develop marketing strategies to enter the African auto market.
【学位授予单位】：四川外国语大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.471;F752.62;F274

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