【摘要】：汽車產(chǎn)業(yè)是一個(gè)資金緊密、技術(shù)集成、產(chǎn)業(yè)鏈長(zhǎng)、規(guī)模龐大的產(chǎn)業(yè),從全球范圍來(lái)看,汽車產(chǎn)業(yè)對(duì)GDP直接貢獻(xiàn)度達(dá)7%,間接貢獻(xiàn)度達(dá)32%,是當(dāng)代眾多發(fā)達(dá)國(guó)家和發(fā)展中國(guó)家的支柱產(chǎn)業(yè)。隨著世界經(jīng)濟(jì)向全球化、一體化縱深發(fā)展,發(fā)達(dá)國(guó)家汽車跨國(guó)集團(tuán)巨頭競(jìng)相稱雄于世界。汽車產(chǎn)業(yè)化早已納入國(guó)際分工和國(guó)際市場(chǎng)的巨網(wǎng)中,汽車產(chǎn)業(yè)發(fā)展對(duì)經(jīng)濟(jì)的重大的帶動(dòng)和輻射力,被譽(yù)為“改變世界的機(jī)器”。 新中國(guó)成立后,經(jīng)過(guò)幾十年的發(fā)展,中國(guó)汽車產(chǎn)業(yè)化從無(wú)到有、到大,現(xiàn)已成為世界第一產(chǎn)銷大國(guó)。中國(guó)微型汽車作為中國(guó)汽車市場(chǎng)的一個(gè)子系統(tǒng),不但在中國(guó)汽車產(chǎn)業(yè)發(fā)展中具有重要地位,而且與能源危機(jī)、節(jié)能減排、城鎮(zhèn)化、低碳經(jīng)濟(jì)等主題相關(guān),隨著全球化的擴(kuò)張,微車市場(chǎng)本土化和國(guó)際化的結(jié)合已成為一種必然的趨勢(shì)和未來(lái)中國(guó)汽車發(fā)展的重要方向。在夾縫中成長(zhǎng)起來(lái)的中國(guó)自主品牌汽車企業(yè)這幾年逐漸在國(guó)內(nèi)市場(chǎng)站穩(wěn)了腳,產(chǎn)品質(zhì)量和品牌都有了很大的提高,一些企業(yè)已開(kāi)始從被動(dòng)地進(jìn)入國(guó)際市場(chǎng)向主動(dòng)進(jìn)軍國(guó)際市場(chǎng)轉(zhuǎn)變,上汽通用五菱等企業(yè)并已取得較好業(yè)績(jī)。 基于上述背景,本文通過(guò)梳理國(guó)內(nèi)外相關(guān)研究成果并綜合運(yùn)用市場(chǎng)營(yíng)銷、國(guó)際經(jīng)貿(mào)、發(fā)展戰(zhàn)略等理論,重點(diǎn)研究以下問(wèn)題： 1.總結(jié)回顧中國(guó)微型汽車的發(fā)展歷程及其海外營(yíng)銷現(xiàn)狀,主要論述了微車海外營(yíng)銷的基本方式及其演進(jìn)方式。 2.結(jié)合中國(guó)實(shí)際對(duì)國(guó)際微車市場(chǎng)作出SWOT分析。 3.系統(tǒng)設(shè)計(jì)中國(guó)微車企業(yè)海外營(yíng)銷戰(zhàn)略,包括設(shè)定戰(zhàn)略目標(biāo)、戰(zhàn)略重點(diǎn)、目標(biāo)市場(chǎng)選擇、進(jìn)入路徑方式,并從4PS角度提出相應(yīng)的戰(zhàn)略實(shí)施策略。 論文的研究能提高我國(guó)微車企業(yè)海外營(yíng)銷的績(jī)效,打造有國(guó)際影響的微車自主品牌,推進(jìn)我國(guó)微型汽車企業(yè)的國(guó)際化。
[Abstract]:The automobile industry is an industry with tight capital, technology integration, long industrial chain and large scale. From a global perspective, Automobile industry has a direct contribution to GDP of 7 percent and indirect contribution of 32 percent. It is a pillar industry in many modern developed and developing countries. With the globalization of the world economy and the deep development of integration, the automobile multinational group giants of developed countries are competing to excel in the world. The automobile industrialization has already been brought into the international division of labor and the huge net of the international market. The development of the automobile industry has brought great impetus and radiation to the economy, so it is called "the machine that changes the world". After the founding of New China, after decades of development, China's automobile industrialization from scratch, to large, has become the world's largest production and marketing country. As a subsystem of China's automobile market, Chinese minicars not only play an important role in the development of China's automobile industry, but also are related to the topics of energy crisis, energy saving and emission reduction, urbanization, low-carbon economy, and so on. With the expansion of globalization, The combination of localization and internationalization of micro car market has become an inevitable trend and an important direction of Chinese automobile development in the future. Chinese independent brand automobile enterprises, which have grown up in the gap, have gradually established themselves in the domestic market over the past few years, and the product quality and brand have been greatly improved. Some enterprises have begun to change from passive entry into the international market to actively enter the international market, SAIC General Wuling and other enterprises and have achieved better results. Based on the above background, this paper studies the following questions by combing the domestic and foreign related research results and synthetically applying the theories of marketing, international economy and trade, development strategy and so on: 1. This paper summarizes and reviews the development course and overseas marketing status of micro car in China, and mainly discusses the basic mode and evolution mode of overseas marketing of micro car. Combined with the actual situation in China, this paper makes SWOT analysis on the international micro car market. The system designs the overseas marketing strategy of Chinese micro-car enterprises, including setting strategic objectives, strategic focus, target market selection, entry path, and puts forward the corresponding strategy implementation strategy from the perspective of 4PS. The research in this paper can improve the performance of overseas marketing of micro car enterprises in China, create independent brands with international influence, and promote the internationalization of micro car enterprises in our country.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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