本文關(guān)鍵詞：ZNA皮卡車面向南美市場(chǎng)營(yíng)銷策略改進(jìn)研究　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 國(guó)際市場(chǎng)營(yíng)銷 營(yíng)銷策略 皮卡車

【摘要】：隨著國(guó)內(nèi)汽車需求增長(zhǎng)明顯減緩,中國(guó)汽車行業(yè)的產(chǎn)能已由世紀(jì)初的“產(chǎn)能不足”轉(zhuǎn)為“產(chǎn)能過剩”,中國(guó)車企開始把目光投入海外市場(chǎng),如何實(shí)現(xiàn)海外市場(chǎng)的連續(xù)發(fā)展成為各個(gè)企業(yè)都必須思考的問題。ZNA汽車公司自2008年進(jìn)入國(guó)際市場(chǎng)以來,銷量迅速增加,到2013年海外銷量突破一萬臺(tái),達(dá)到歷史巔峰。受疲軟的國(guó)際經(jīng)濟(jì)形勢(shì)和國(guó)際營(yíng)銷策略不足的影響,2015年海外出口銷量迅速下降。這時(shí)查找國(guó)際市場(chǎng)營(yíng)銷策略的不足,及時(shí)制定合適的營(yíng)銷策略實(shí)現(xiàn)國(guó)際市場(chǎng)的穩(wěn)定增長(zhǎng)成為企業(yè)的首要任務(wù)。南美市場(chǎng)是ZNA出口最重要的市場(chǎng),皮卡是ZNA出口的主要車型,因此研究皮卡在南美市場(chǎng)的營(yíng)銷策略吸收其優(yōu)點(diǎn)成為后續(xù)發(fā)展的基礎(chǔ)。本論文通過對(duì)研究背景的分析,以國(guó)際營(yíng)銷相關(guān)理論為基礎(chǔ),首先對(duì)zna公司及其營(yíng)銷情況進(jìn)行介紹,分析zna皮卡車在南美開拓市場(chǎng)的背景和歷程,對(duì)其在南美市場(chǎng)的營(yíng)銷策略的現(xiàn)狀和不足進(jìn)行分析。然后對(duì)zna皮卡車出口南美市場(chǎng)的宏觀環(huán)境、行業(yè)狀況進(jìn)行分析,對(duì)其在南美市場(chǎng)的競(jìng)爭(zhēng)者豐田和長(zhǎng)城的營(yíng)銷情況進(jìn)行分析。接著在產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略四個(gè)方面對(duì)南美經(jīng)銷商進(jìn)行訪談?wù){(diào)研,對(duì)訪談結(jié)果分析。最后根據(jù)南美汽車行業(yè)市場(chǎng)環(huán)境分析結(jié)果和經(jīng)銷商訪談結(jié)果,對(duì)zna皮卡車出口南美市場(chǎng)的產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略提出優(yōu)化建議,并做出結(jié)論:在產(chǎn)品策略方面,zna要提高品牌影響力;擴(kuò)大產(chǎn)品組合,加快新產(chǎn)品開發(fā)的速度;加大國(guó)際產(chǎn)品差異化策略;提高售后服務(wù)水平。價(jià)格策略方面,控制成本,提高產(chǎn)品性價(jià)比;實(shí)行彈性定價(jià)策略。渠道策略方面,加強(qiáng)經(jīng)銷商的管理;加強(qiáng)與當(dāng)?shù)仄髽I(yè)合作,保持經(jīng)銷商穩(wěn)定。促銷策略方面,推廣體育賽事營(yíng)銷,多參加展會(huì);此外,zna應(yīng)該加強(qiáng)對(duì)國(guó)際化人才的培養(yǎng),實(shí)現(xiàn)人才與世界接軌。本文通過對(duì)南美國(guó)際營(yíng)銷策略的研究,對(duì)zna提升南美市場(chǎng)的營(yíng)銷水平有很大幫助,對(duì)ZNA其它國(guó)際市場(chǎng)的開發(fā)和擴(kuò)展也有很大的促進(jìn)作用,對(duì)以后國(guó)內(nèi)其它汽車廠商開拓南美市場(chǎng)也有一定的學(xué)習(xí)和借鑒意義。
[Abstract]:With the growth of domestic demand for cars slowed down significantly, Chinese auto industry production capacity by century "capacity" to "excess capacity", China car companies began to look into the overseas market, how to realize the continuous development of the overseas market has become all enterprises must consider the problem. Since the ZNA auto company entered the international market in 2008, the sales volume has increased rapidly. By 2013, the overseas sales volume broke through ten thousand sets and reached the peak of history. Under the influence of the weak international economic situation and the shortage of international marketing strategy, overseas export sales fell rapidly in 2015. At this time, to find out the shortage of international marketing strategy, and to make the appropriate marketing strategy in time to achieve the stable growth of the international market has become the primary task of the enterprise. The South American market is the most important market for ZNA export. Pickup is the main vehicle for ZNA export. Therefore, studying the marketing strategy of pickup in the South American market will absorb its advantages and become the foundation for further development. This paper based on the analysis of the research background, international marketing theory, first of ZNA company and its marketing situation are introduced, analysis of the ZNA pickup in South America market background and process, current situation and deficiency of the South American market marketing strategy analysis. Then we analyze the macro environment and industry status of the ZNA pickup truck exported to the South American market, and analyze the marketing situation of TOYOTA and the Great Wall in the South American market. Then, in the four aspects of product strategy, price strategy, channel strategy and promotion strategy, the South American dealers were interviewed, and the interview results were analyzed. According to the analysis results and interview results the dealer market environment of South American auto industry, ZNA pickup truck exports to South America market product strategy, price strategy, channel strategy, promotion strategy, put forward suggestions, and make a conclusion: in product strategy, ZNA to enhance the brand influence; expanding the product portfolio and accelerate the pace of new product development; increase the international strategy of product differentiation; improve the service level of customer service. In the price strategy, the cost is controlled, the price of the product is improved, and the flexible pricing strategy is implemented. Channel strategy, strengthen the management of dealers, strengthen cooperation with local enterprises, and maintain the stability of dealers. The promotion strategy, the promotion of sports marketing, more participation in the exhibition; in addition, ZNA should strengthen the training of international talents, and realize the integration of talents with the world. In this paper, through the research on the marketing strategy of America International, is of great help to improve the ZNA of the South American market marketing level, also has a great role in promoting the development and expansion of ZNA international market, but also a certain degree of learning and reference to domestic other car manufacturers to develop the South American market.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.471

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