自主品牌轎車國際化經(jīng)營中的營銷模式創(chuàng)新以奇瑞為例

國際貿(mào)易論文編號:GM108    論文字數(shù):12426,頁數(shù):19

目  錄
1 導(dǎo)論 ............................................................2
1.1基本概念界定 ...................................................2
1.2文獻綜述 .......................................................3
1.3論文選題背景及意義 .............................................3
1.4 本文布局安排 ..................................................4
2.我國自主品牌國際化經(jīng)營現(xiàn)狀 ......................................4
2.1國際化經(jīng)營進入的三種模式 .......................................4
2.3 國際化發(fā)展處于初級階段 ........................................8
3.自主品牌國際化經(jīng)營中營銷存在的問題 ..............................8
3.1售后市場不成熟 .................................................8
3.2 銷售渠道處于劣勢 ..............................................9
3.3 低價策略的弊端................................................ 9
3.4 產(chǎn)品附加值較低 ................................................10
3.5 市場相對較狹窄 ................................................10
4. 問題的解決---國際化經(jīng)營下自主品牌轎車的營銷模式創(chuàng)新 ............11
4.1 營銷理念創(chuàng)新 ..................................................11
4.2 營銷組織創(chuàng)新 ..................................................12
4.3 營銷手段創(chuàng)新 ..................................................13
5. 案例分析----奇瑞的國際化經(jīng)營中的營銷分析....................... 14
5.1奇瑞的市場開拓----奇瑞與美國“夢幻”的合作 .....................14
5.2奇瑞的OEM----奇瑞與克萊斯勒 ....................................15
5.3奇瑞的市場定位----奇瑞在俄羅斯 .................................15
5.4 奇瑞的國際化經(jīng)營隱患與解決 ....................................16
6.總結(jié)與啟示...................................................... 17
參考文獻 ..........................................................18
致    謝 ..........................................................19

摘    要

      隨著中國汽車產(chǎn)業(yè)的不斷發(fā)展，汽車市場競爭的日益激烈，國際化經(jīng)營成為企業(yè)獲得更大的生存和發(fā)展空間的必由之路。中國自主品牌轎車如何在列強林立的世界汽車市場占得一席之地已經(jīng)成為國內(nèi)外學(xué)者所熱烈討論和關(guān)注的話題。
本文首先對自主品牌轎車、國際化經(jīng)營、營銷模式創(chuàng)新等概念進行了界定，并對國內(nèi)外相關(guān)研究進行了綜述，接著以此為基礎(chǔ)，深入分析了中國自主品牌轎車國際化經(jīng)營現(xiàn)狀，總結(jié)了我國自主品牌轎車在國際化經(jīng)營中營銷方面存在的問題，并探討問題的解決之道----即自主品牌轎車在國際化經(jīng)營的道路上如何進行營銷模式的理念創(chuàng)新、組織創(chuàng)新和手段創(chuàng)新，最后以奇瑞為例，說明中國自主品牌轎車企業(yè)如何結(jié)合自身的實際情況進行營銷模式創(chuàng)新。

【關(guān)鍵詞】  自主品牌轎車   國際化經(jīng)營   營銷模式創(chuàng)新

Abstract

Recent years, Chinese automobile industry is experiencing a high development period. Facing the increasing fierce competition, any automobile enterprise, with determination of surviving and obtaining more development space in the automobile market, has to take internationalization as their market strategy. The topic how Chinese automobile producer survive in the automobile industry which if full of powerful competitors attracts a lot of scholar’s attention and has been widely discussed.
This thesis takes Chery as example, firstly deeply discuss some main concepts’ s definition, such as chinese national independent brand automobile, management of internationalization; marketing mode innovation, and etc. In Chapter1，this thesis  provides also an overview of the correlation study in home and abroad. analysing the international marketing situation regarding Chinese own automobile producer, then the problems regarding Chinese automobile in the international marketing are pointed out based on the previous analysis. Finally, conclusions are raised according to above analysis, meanwhile, several relevant advice are put forward for enhancing Chinese own automobile’s capability with regard to innovation of international marketing, Chery which stands for Chinese own brand is mentioned in the case analysis which is about how Chinese automobile enterprise develop the mode innovation of the international marketing.

【Key Words】Chinese National Independent Brand Automobile; Management of internationalization;  Marketing mode innovation