中國自主品牌汽車海外營銷研究

國際貿易論文編號:GM229    包括:開題報告及任務書,論文字數:10603,頁數:16

  目  錄
 前   言 2
1    中國自主品牌汽車海外營銷現狀 .....................................................2
1.1  自主品牌汽車海外營銷的限制條件................................................... 3
1.2  自主品牌汽車的出口現狀........................................................... 4
2    中國汽車自主品牌海外營銷的方式 ...................................................5
2.1  低價海外營銷發展戰略 .............................................................5
2.2  自主科技研發與創新............................................................... 6
2.3  海外建廠直接進入國際市場 .........................................................6
2.4  充分利用睦鄰友好關系發展海外營銷 .................................................6
3    中國自主汽車海外營銷面臨的主要問題 ...............................................7
3.1  自主品牌汽車海外營銷發展國內障礙 .................................................7
3.2  自主品牌汽車海外營銷發展的國外障礙............................................... 9
4    中國自主品牌汽車海外營銷問題對策 .................................................10
4.1  政府對自主汽車品牌的海外營銷扶持和引導 ...........................................10
4.2  自主品牌汽車企業發展海外營銷對策 .................................................12
5    中國自主品牌汽車海外營銷前景展望 .................................................13
參考文獻 ..............................................................................15
致謝 ..................................................................................16

摘   要

    加入世界貿易組織后，我國汽車出口快速增長。據海關統計，我國的汽車出口量由 2002年的兩萬輛增長到了2006年的34萬輛。這表明中國汽車工業的綜合實力在競爭中得到了明顯的加強。但是我國自主生產的汽車存在很多問題。出口的汽車低檔底，主要向發展中國家和地區出口，企業并沒有明確的出口戰略，海外銷售服務體系不完善，出口批量小未形成規模。我國的汽車產能的利用率很低，只有50%，這意味著我國生產的汽車有一半都賣不出去。我國汽車出口已到必須營銷講究戰略的時候了，首先，海外營銷戰略可以優化汽車產業結構。其次，可以避免企業間的無序競爭。最后，可以提高我國自主汽車的國際品牌質量和聲譽。本文對中國自主品牌汽車海外營銷的國內國際條件作了分析，然后為自主汽車企業和政府提出了建設性建議。

【關鍵詞】中國自主品牌 汽車 海外營銷
 

Abstract

Since China joined into the WTO, Chinese made automobile exporting has been rapidly developing, from 2002 to 2006, the amount of automobiles China exported increase from 20,000 sets to 340,000 sets. It means that the power of Chinese automobiles industry has been strengthened. However, Chinese make automobiles has some trouble. The grades of autos are low, the destinations of exporting are mainly developing countries, the strategies of exporting of Chinese companies are not clear. The follow-up service of Chinese automobiles is poor. The amount of automobiles exported is small. The Capacity utilization of Chinese autos is not fully used. It means that we have to sell the autos that we made to other countries. It is the time for auto overseas marketing. Firstly, it can avoid the disordered competition of Chinese auto companies. Secondly, it can optimize the industrial structure of automobiles. Thirdly, it will improve the quality of Chinese made auto brands and fame. The article analyzed the domestic factors and overseas factors of Chinese made autos marketing, and then gives some suggestions to the government and the companies.

【Key words】Chinese domestic auto brands; Autos; Overseas marketing