本文選題：奇瑞汽車(chē)　切入點(diǎn)：巴西　出處：《遼寧大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：這幾年來(lái)，在夾縫中成長(zhǎng)起來(lái)的中國(guó)自主品牌汽車(chē)逐漸在國(guó)內(nèi)站穩(wěn)了腳跟，品牌和產(chǎn)品質(zhì)量都有了很大的提升。但是，由于許多國(guó)外企業(yè)看好中國(guó)穩(wěn)定的市場(chǎng)，紛紛來(lái)中國(guó)投資設(shè)廠，國(guó)內(nèi)市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈，使中國(guó)本土企業(yè)的利潤(rùn)越來(lái)越低。中國(guó)企業(yè)為長(zhǎng)久生存，也有必要去開(kāi)拓國(guó)外市場(chǎng)，以獲得更大的利潤(rùn)。另外，隨著經(jīng)濟(jì)全球化的趨勢(shì)越來(lái)越高漲，中國(guó)企業(yè)只局限于中國(guó)市場(chǎng)已不符合市場(chǎng)經(jīng)濟(jì)的要求，“走出去”“走進(jìn)去”已成為中國(guó)企業(yè)發(fā)展壯大的必由之路。所以，一些中國(guó)自主品牌汽車(chē)企業(yè)已經(jīng)開(kāi)始開(kāi)拓國(guó)際市場(chǎng)，比如：奇瑞、長(zhǎng)城、江淮、比亞迪等。但是，，開(kāi)拓海外市場(chǎng)也存在著很多的阻礙，不是順風(fēng)順?biāo)摹?本文通過(guò)以奇瑞汽車(chē)開(kāi)拓巴西市場(chǎng)為例，將國(guó)際營(yíng)銷(xiāo)理論運(yùn)用于實(shí)踐，以便對(duì)國(guó)際營(yíng)銷(xiāo)更深刻的理解，同時(shí)給中國(guó)企業(yè)實(shí)施的“走出去”戰(zhàn)略提供一些借鑒。 文章主要分為兩個(gè)部分:第一分部為緒論部分，對(duì)選題的背景、意義、研究方法、創(chuàng)新與不足等作了一個(gè)大致的介紹；第二部分為正文部分，運(yùn)用舉例論證、正反對(duì)比論證的方法，通過(guò)介紹巴西市場(chǎng)的營(yíng)銷(xiāo)環(huán)境與中國(guó)的營(yíng)銷(xiāo)環(huán)境的對(duì)比，比如:經(jīng)濟(jì)、政治、法律、人口、自然資源、文化習(xí)慣等，來(lái)闡述奇瑞汽車(chē)進(jìn)入巴西市場(chǎng)的國(guó)內(nèi)方面的原因和國(guó)際方面的原因，從而深入研究了奇瑞汽車(chē)在巴西市場(chǎng)所采用的國(guó)際市場(chǎng)營(yíng)銷(xiāo)策略，包括：產(chǎn)品策略、定價(jià)策略、促銷(xiāo)策略、分銷(xiāo)策略等。最后，對(duì)奇瑞進(jìn)入巴西市場(chǎng)的營(yíng)銷(xiāo)策略分正反兩方面，做出了一個(gè)評(píng)價(jià),并針對(duì)奇瑞汽車(chē)進(jìn)一步開(kāi)拓巴西市場(chǎng)，提高奇瑞汽車(chē)在巴西市場(chǎng)所占的銷(xiāo)售份額，提出了一些對(duì)策和建議。
[Abstract]:Over the past few years, China's self-owned brand cars, which have grown up in the gap, have gradually gained a foothold in China, and the brand and product quality have greatly improved. However, because many foreign enterprises are optimistic about China's stable market, In order to survive in the long run, it is also necessary for Chinese enterprises to open up foreign markets in order to gain more profits, because they are investing in and setting up factories in China, and the competition in the domestic market is becoming fiercer and fiercer, so that the profits of local enterprises in China are getting lower and lower. With the increasing trend of economic globalization, Chinese enterprises are confined to the Chinese market and are no longer in line with the requirements of the market economy. "going out" and "going in" have become the only way for Chinese enterprises to develop and grow. Some Chinese auto brands have begun to open up international markets, such as Chery, the Great Wall, Jianghuai, BYD, etc. This paper takes Chery Automobile as an example to apply the theory of international marketing to practice in order to understand international marketing more deeply and to provide some reference for Chinese enterprises to carry out "going out" strategy. The article is divided into two parts: the first part is the introduction part, the background, significance, research method, innovation and deficiency of the topic are introduced; the second part is the main body part, using examples to demonstrate, By introducing the marketing environment in Brazil and the marketing environment in China, for example: economy, politics, law, population, natural resources, cultural habits, etc. To explain the domestic and international reasons for Chery's entry into the Brazilian market, and to study in depth the international marketing strategies used by Chery in the Brazilian market, including: product strategy, pricing strategy, promotion strategy, Distribution strategy and so on. Finally, we made an evaluation of Chery's marketing strategy for entering the Brazilian market, divided into positive and negative aspects, and aimed at Chery Motor further developing the Brazilian market and increasing Chery's share of sales in the Brazilian market. Some countermeasures and suggestions are put forward.
【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(lèi)號(hào)】：F426.471;F274

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