文档介绍：吉林华桥外国语学院
本科毕业论文
(2007级)
姓名:
学号:
院系:国际经济贸易学院
专业:国际经济贸易
指导教师:
二〇一一年六月
中国轿车对亚洲市场国际营销策略分析
The Analysis of International Marketing Strategy of Chinese Automobile to Asia Market
姓名:
学号:1301071011
院系:国际经济贸易学院
专业:国际经济贸易
指导教师:
吉林华桥外国语学院
Jilin HuaQiao Foreign Languages Institute
摘要
入世以来,中国自主品牌汽车获得了长足发展,形成了较完整的汽车产业体系。政府也通过产业政策对汽车产业进行宏观管理,引进技术、合资经营,摸索了对外合作、合资的经验,使中有了较大的提高。因此,我国引进了大量先进技术和设备,改善了汽车产业的结构,提高了产品质量,为扩大汽车产品出口奠定了基础。随着汽车工业的逐渐发展和经济的增长,汽车市场需求也在不断更新,在市场竞争机制的调节下,汽车营销的模式也将随之更新。
论文首先介绍了国内汽车的现状及开发亚洲市场的意义。在此基础上通过亚洲市场的了解,自主品牌汽车企业必须面对所处的内外环境、宏微观环境以及结合我国的特点进行分析,从而找到汽车企业所面临的机会与威胁、优势与劣势,对汽车企业实施危机管理以及研究相应的国际营销策略,构建一套既有理论依据又具实践价值的危机管理对策,以保证汽车产业的可持续发展并对开发亚洲市场的国际营销策略具有重要的现实意义。
关键词:自主品牌;亚洲市场;国际营销策略
Abstract
Since accession to the WTO, Chinese self-owned brand car had grown by leaps and bounds, forming a plete system of the automobile industry. Government policy on the automotive industry through the industry to carry out the macro-management, technology, joint ventures, foreign cooperation in exploring a joint venture experience, so that the level of Chinese self-owned band car has been greatly developed. China’s automobile industry to introduce a large number of advanced technology and equipment, automotive industry has improved product mix, improved product quality, to expand exports of automotive products laid the foundation. With the progressive development of the automobile industry and economic growth, the automotive market demands are also continuously updated. Under the regulation petition in the market, the mode of automotive marketing will be updated.
This paper first introduced the status of automobile at home and the significance to open up Asia Market. On this basis, self-owned band car must face internal and external, macro and micro condition and with domestic features to analyze by understanding of Asia Market, then panies can find which are faced opportunities、strengths、weaknesses and threats to carry out crisis management on the pa