加纳重卡市场服务营销策略研究

发布时间：2018-03-08 10:34

本文选题：重卡　切入点：加纳　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】：中国作为世界上的制造大国,开始逐步的彰显其制造实力,但是国内的重卡制造厂家,在产品的原材料、加工工艺以及设计水平非常接近的情况下，导致其产品同质化严重，随着各个厂家的扩大生产制造能力的同时，国内市场逐步趋于饱和，各个厂家纷纷加快争夺市场份额，导致厂家的代理商们也展开了恶性竞争，，最终结果是制造厂家和代理商的利润纷纷下降。由于受2008年经济危机的影响，国内外重卡产品竞争激烈，而且已经到了白热化的程度。很多国内企业纷纷瞄准了国际市场，加快了开拓国际市场的步伐。制造厂家开拓国际市场主要依靠开发当地代理商，中国重卡产品在东南亚、非洲、拉美等落后国家与欧美的重卡产品相比较性价比较高，客户以低价购买满足需求的产品。然而由于经济、文化以及各种理念导致厂家对代理商的管理上存在一定的难度，在厂家的支持下，国内的代理商可看到了国际市场上这块大蛋糕，也纷纷走出来，参与到国际市场的竞争中。扬子江贸易公司自2005年就已经开始试着开拓国际市场，经过接近9年的国际重卡市场的开发，也积累了一定的经验，在安哥拉、苏丹等国家4S店模式运行总体上来说取得了一点成绩，但是在开拓国际市场的道路上比较曲折，而且由于各个国家的政治、经济很难把控，因此存在着很大的风险。扬子江加纳分公司作为新开拓的市场，服务营销策略的制定过程中，考虑加纳宏观环境、微观环境、以及投资风险等综合考虑研究的结果。
[Abstract]:As a major manufacturing country in the world, China has begun to gradually demonstrate its manufacturing strength. However, domestic heavy truck manufacturers, when the raw materials, processing technology and design level of the products are very close to each other, cause their products to be homogenized seriously. With the expansion of manufacturing capabilities of various manufacturers, the domestic market is gradually becoming saturated, and various manufacturers are speeding up their competition for market share. As a result, manufacturers' agents have also launched vicious competition. The end result is a fall in profits for manufacturers and agents. Due to the impact of the economic crisis in 2008, the competition for heavy card products at home and abroad has become fierce, and has reached the level of hyperthermia. Many domestic enterprises have aimed at the international market. The pace of opening up the international market has been quickened. Manufacturers mainly rely on the development of local agents for the development of international markets. China's heavy truck products are more cost-effective than those of Europe and the United States in Southeast Asia, Africa, Latin America, and other backward countries. Customers buy products that meet their needs at a low price. However, due to economic, cultural and various concepts, there are certain difficulties in the management of agents by manufacturers, and with the support of manufacturers, Domestic agents can see this big cake in the international market, also come out one after another, participate in the international market competition. Since 2005, Yangzijiang Trading Company has been trying to open up the international market. After nearly nine years of development of the international heavy truck market, it has also accumulated certain experience in Angola. Sudan and other countries have made some achievements in the operation of the 4Sshop model in general, but the road to opening up the international market has been rather tortuous, and because of the politics of various countries, the economy is very difficult to control. Therefore, there is a great risk. As a newly developed market, the service marketing strategy of Yangzijiang Ghana Branch takes into account the comprehensive research results of Ghana macro environment, micro environment, investment risk and so on.
【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】：F274;F426.47

【引证文献】