發(fā)布時間：2018-05-10 07:52

  本文選題：客車 + 出口營銷��； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：裝備制造業(yè)是國民經(jīng)濟的支柱產(chǎn)業(yè)。在產(chǎn)業(yè)發(fā)展到一定規(guī)模和水平后,走向國際市場成為必然選擇。2015年5月,國務(wù)院發(fā)布了《關(guān)于推進國際產(chǎn)能和裝備制造合作的指導(dǎo)意見》,其中汽車業(yè)被國家確定為重點行業(yè)之一。作為汽車制造業(yè)的一個分支,中國民族客車制造業(yè)在改革開放后發(fā)展較快,從2000年起,中國客車的產(chǎn)銷量已持續(xù)多年位居世界第一,中國成為全球最大的客車生產(chǎn)國。中國客車業(yè)具有擁有民族自主品牌、產(chǎn)銷規(guī)模大、工業(yè)化水平高、產(chǎn)品研發(fā)能力強和市場營銷能力強等特點,在國際上占據(jù)著重要位置。目前,海外客車市場年均需求總量25萬臺左右,存在較大的市場空間。2000年以后,中國多家客車企業(yè)開始有計劃地開拓海外市場、參與國際市場競爭。經(jīng)過多年發(fā)展,中國客車企業(yè)參與國際競爭的結(jié)果表現(xiàn)出較大差異,逐漸呈現(xiàn)出“強者恒強,弱者出局”的市場競爭格局。JT客車公司擁有世界單廠生產(chǎn)規(guī)模最大、工藝技術(shù)條件最先進的大中型客車制造基地,其產(chǎn)銷規(guī)模位居全球第一位。從2000年開始,JT客車公司穩(wěn)步推行出口營銷策略并不斷創(chuàng)新發(fā)展,國際市場占有率逐年提高,在全球多個國家和地區(qū)實現(xiàn)了持續(xù)批量銷售,令廣大客車用戶感受到了“中國制造”的魅力。2016年,在行業(yè)出口下滑的情況下,JT客車公司實現(xiàn)銷量7,121臺,同比增長1.47%,占中國客車出口份額的30%以上。持續(xù)多年的海外市場經(jīng)營經(jīng)驗和優(yōu)秀出口業(yè)績表明該公司在出口營銷策略管理方面有其獨到之處,JT客車的出口營銷模式已被業(yè)界奉為“中國客車國際化的至高榮譽”。研究JT客車出口營銷策略對中國客車行業(yè)乃至汽車行業(yè)有一定借鑒意義,有助于汽車企業(yè)開拓海外市場,有利于中國汽車企業(yè)由大變強的發(fā)展。本文分析了中國客車產(chǎn)業(yè)出口業(yè)務(wù)的產(chǎn)生、發(fā)展歷程和特點,介紹了出口營銷相關(guān)理論知識,在理解STP、4P、4C、4R等營銷理論的基礎(chǔ)上,通過對JT客車公司出口營銷管理進行較為詳細和深入的調(diào)研,分析了JT公司出口營銷存在的問題和產(chǎn)生原因,進一步對JT客車出口營銷內(nèi)外部環(huán)境進行分析,通過SWOT分析得出JT客車開拓海外市場的優(yōu)勢和機會,并結(jié)合JT客車公司開拓海外市場的過程和案例分析,展開分析了JT客車公司的出口營銷策略和保障措施。
[Abstract]:Equipment manufacturing industry is the pillar industry of national economy. After the industry has developed to a certain scale and level, it has become an inevitable choice to go to the international market. The State Council has issued guidelines on promoting international cooperation in production capacity and equipment manufacturing, in which the auto industry has been identified as one of the key industries. As a branch of automobile manufacturing industry, China's national bus manufacturing industry has developed rapidly after the reform and opening up. Since 2000, the production and sales of Chinese passenger cars have been ranked first in the world for many years, and China has become the largest passenger car producer in the world. Chinese bus industry has the characteristics of national independent brand, large scale of production and marketing, high level of industrialization, strong ability of product research and development and strong ability of marketing, and occupies an important position in the world. At present, the average annual demand of overseas bus market is about 250000, and there is a large market space. After 2000, many passenger car enterprises in China began to exploit overseas market in a planned way and participate in international market competition. After years of development, the result of Chinese bus enterprises participating in international competition shows great difference, and gradually presents the market competition pattern of "the strong always strong, the weak out" .JT bus company has the largest production scale of single factory in the world. The manufacturing base of large and medium passenger cars with the most advanced technological conditions ranks first in the world in scale of production and marketing. Since 2000, JT bus Company has been steadily promoting export marketing strategy and continuously innovating and developing. The international market share has been increased year by year, and has been continuously sold in a number of countries and regions all over the world. "made in China" appeal to the vast number of bus users. In 2016, JT sold 7121 passenger cars, an increase of 1.47 percent over the same period last year, accounting for more than 30 percent of China's passenger car exports. Years of overseas market experience and excellent export performance show that JT bus export marketing model has been regarded as "the highest honor of China bus internationalization" in export marketing strategy management. The study of JT bus export marketing strategy has certain reference significance to the Chinese bus industry and even the automobile industry. It is helpful for the automobile enterprises to open up the overseas market and the development of the Chinese automobile enterprises from big to strong. This paper analyzes the origin, development and characteristics of the export business of China's passenger car industry, introduces the relevant theoretical knowledge of export marketing, and on the basis of understanding the marketing theory, such as STP4PU 4CX 4R, etc. Through a detailed and in-depth investigation on the export marketing management of JT bus Company, this paper analyzes the existing problems and causes of JT bus export marketing, and further analyzes the internal and external environment of JT bus export marketing. Through the analysis of SWOT, the advantages and opportunities of developing overseas market for JT bus are obtained. Combining with the process and case analysis of developing overseas market of JT bus Company, the export marketing strategy and safeguard measures of JT bus Company are analyzed.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.471;F752.62

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