本文關(guān)鍵詞：長(zhǎng)城汽車開(kāi)拓國(guó)際市場(chǎng)戰(zhàn)略研究　出處：《遼寧大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 長(zhǎng)城汽車 國(guó)際汽車市場(chǎng)細(xì)分 國(guó)際市場(chǎng)進(jìn)入戰(zhàn)略 效果分析

【摘要】：隨著改革開(kāi)放的深入，我國(guó)經(jīng)濟(jì)越來(lái)越全方位地融入到經(jīng)濟(jì)全球化之中，特別是隨著國(guó)外汽車企業(yè)大規(guī)模地進(jìn)入我國(guó)汽車市場(chǎng)，這既給我國(guó)自主品牌汽車企業(yè)的發(fā)展帶來(lái)了機(jī)遇，，同時(shí)也帶來(lái)了更加激烈的競(jìng)爭(zhēng)壓力。面對(duì)著愈演愈烈的國(guó)際競(jìng)爭(zhēng)，在重復(fù)利用自身的優(yōu)勢(shì)進(jìn)一步鞏固國(guó)內(nèi)市場(chǎng)的同時(shí)，積極地開(kāi)拓國(guó)際市場(chǎng)，這是我國(guó)自主品牌汽車企業(yè)生存與發(fā)展的戰(zhàn)略選擇。然而，在積極地開(kāi)拓國(guó)際市場(chǎng)的過(guò)程中，我國(guó)自主品牌汽車企業(yè)在資本、技術(shù)和規(guī)模等方面與大型跨國(guó)公司相比仍存在很大的差距，在這種情況下，我國(guó)自主品牌汽車企業(yè)如何在經(jīng)濟(jì)全球化迅猛的大背景下生存、發(fā)展，如何占有更多的市場(chǎng)份額，準(zhǔn)確地選擇國(guó)際市場(chǎng)進(jìn)入戰(zhàn)略起著至關(guān)重要的作用。 本論文基于國(guó)際市場(chǎng)進(jìn)入戰(zhàn)略理論和國(guó)際市場(chǎng)進(jìn)入模式的選擇理論，對(duì)長(zhǎng)城汽車開(kāi)拓國(guó)際市場(chǎng)的歷程進(jìn)行研究。首先，簡(jiǎn)介了長(zhǎng)城汽車的主要概況，并以魯特的國(guó)際市場(chǎng)進(jìn)入戰(zhàn)略理論為基礎(chǔ)，分析了長(zhǎng)城汽車開(kāi)拓國(guó)際市場(chǎng)的必要性和可行性。然后，根據(jù)國(guó)際市場(chǎng)營(yíng)銷學(xué)中的市場(chǎng)細(xì)分理論，對(duì)國(guó)際汽車市場(chǎng)進(jìn)行了細(xì)分，分為中低端汽車市場(chǎng)、新興汽車市場(chǎng)和完全競(jìng)爭(zhēng)汽車市場(chǎng)，長(zhǎng)城汽車根據(jù)實(shí)際情況進(jìn)行精確的市場(chǎng)定位，進(jìn)而選定目標(biāo)市場(chǎng)和進(jìn)入目標(biāo)市場(chǎng)的戰(zhàn)略。再次，通過(guò)對(duì)長(zhǎng)城汽車近些年的銷售量、出口量、利潤(rùn)率和所占市場(chǎng)份額的分析，得出了長(zhǎng)城汽車開(kāi)拓國(guó)際市場(chǎng)這一戰(zhàn)略大力推動(dòng)了企業(yè)的發(fā)展。最后，長(zhǎng)城汽車成功開(kāi)拓國(guó)際市場(chǎng)對(duì)我國(guó)其他自主品牌汽車企業(yè)和民營(yíng)企業(yè)提出了通過(guò)海外上市解決融資難的問(wèn)題、通過(guò)創(chuàng)建自主品牌來(lái)增強(qiáng)進(jìn)入國(guó)際市場(chǎng)的核心競(jìng)爭(zhēng)力、國(guó)內(nèi)外市場(chǎng)并重、積極實(shí)施本土化戰(zhàn)略夯實(shí)開(kāi)拓國(guó)際市場(chǎng)的基礎(chǔ)、和要根據(jù)不同的市場(chǎng)環(huán)境實(shí)施差異化的進(jìn)入戰(zhàn)略等啟示。
[Abstract]:With the deepening of reform and opening-up, China's economy more and more all-round way into the economic globalization, especially with the foreign automobile enterprises scale to enter the automobile market in China, which not only brings opportunities to the development of China's independent brand automobile enterprises, but also brings more fierce competition. Facing growing pressure the international competition, to further consolidate the domestic market at the same time in the repeated use of their own advantages, and actively explore the international market, this is a strategic choice of China's independent brand automobile enterprise's survival and development. However, actively explore the international market in the process of China's independent brand automobile enterprises in the capital, technology and other aspects of the scale compared with the multinational companies still exist a large gap, in this case, China's independent brand automobile enterprises to survive in the background of economic globalization and the rapid development, such as How to occupy more market share and accurately select the entry strategy of international market plays a vital role.
This thesis chooses the theory of international market entry strategy and the theory of international market entry mode based on the research on history of the Great Wall automobile to explore the international market. First, the main introduction of the Great Wall automobile, and the root of international market entry strategy is based on the theory of the necessity and feasibility analysis of the the Great Wall car to explore the international market. Then, according to the market segmentation theory of international marketing, the international automobile market segmentation, divided into the low-end car market, new car market and competitive auto market, the Great Wall car market positioning accurately according to the actual situation, and choose the target market and target market entry strategy. Thirdly, based on the the Great Wall in recent years, the automobile sales volume, export volume, profit margins and market share accounted for the analysis, draw out the strategy to vigorously push the the Great Wall car to develop the international market The development of the enterprise. Finally, the Great Wall car successfully develop the international market for our other independent brand car enterprises and private enterprises put forward by overseas market to solve the financing problem, to enhance the core competitiveness to enter the international market through the creation of independent brands, both domestic and foreign markets, and actively implement the localization strategy based strengthening to develop the international market and, according to the different market environment to implement differentiation strategy and enlightenment.

【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F272;F426.471

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本文編號(hào)：1362451