江鈴輕型商用車(chē)尋找國(guó)際目標(biāo)市場(chǎng)的營(yíng)銷(xiāo)模型分析

國(guó)際貿(mào)易論文編號(hào):GM093        包括:開(kāi)題報(bào)告及任務(wù)書(shū),論文字?jǐn)?shù):9668,頁(yè)數(shù):16

目  錄

1 執(zhí)行概要 .........................................2
2 江鈴汽車(chē)股份有限公司發(fā)展現(xiàn)狀 .....................3
2.1江鈴汽車(chē)簡(jiǎn)介 ....................................3
2.2 江鈴輕型商用車(chē)營(yíng)銷(xiāo)現(xiàn)狀 .........................4
3 江鈴輕型商用車(chē)實(shí)施海外直接投資的SWOT分析 .........5
3.1優(yōu)勢(shì) ............................................5
3.2劣勢(shì) ............................................5
3.3機(jī)會(huì) ............................................6
3.4威脅............................................ 6
4 江鈴輕型商用車(chē)尋找國(guó)際目標(biāo)市場(chǎng)的營(yíng)銷(xiāo)模型分析 .....7
4.1以經(jīng)濟(jì)標(biāo)準(zhǔn)劃分國(guó)際市場(chǎng) ..........................7
4.2以地理標(biāo)準(zhǔn)細(xì)分國(guó)際市場(chǎng) ..........................8
4.3以文化為標(biāo)準(zhǔn)細(xì)分國(guó)際市場(chǎng) ........................10
4.4 對(duì)目標(biāo)市場(chǎng)國(guó)——越南的情況分析 .................11
參考文獻(xiàn) ...........................................15
致  謝 .............................................16

摘   要

     中國(guó)的汽車(chē)工業(yè)經(jīng)歷了近半個(gè)世紀(jì)的發(fā)展并取得了顯著的成就，但在營(yíng)銷(xiāo)能力上與世界先進(jìn)的汽車(chē)企業(yè)相比仍然存在著很大的差距。在西方許多大企業(yè)中，國(guó)際市場(chǎng)的營(yíng)銷(xiāo)已成為維持企業(yè)生存和發(fā)展的第一大支柱。它們?cè)谑澜绶秶鷥?nèi)組織生產(chǎn)和銷(xiāo)售，成為多國(guó)性的跨國(guó)企業(yè)，大公司如此，中小企業(yè)也日益重視海外市場(chǎng)的拓展，隨著全球經(jīng)濟(jì)一體化進(jìn)程的加快，中國(guó)企業(yè)對(duì)海外市場(chǎng)的開(kāi)拓顯得越來(lái)越重要。
為了應(yīng)對(duì)新競(jìng)爭(zhēng)者、新產(chǎn)品不斷進(jìn)入市場(chǎng)的威脅，為了應(yīng)對(duì)日益白熱化的市場(chǎng)激烈競(jìng)爭(zhēng)，為了拓展江鈴汽車(chē)股份有限公司發(fā)展前景，提高江鈴輕型商用車(chē)國(guó)際市場(chǎng)占有率，江鈴如何尋找海外市場(chǎng)顯得至關(guān)重要。本文在對(duì)中國(guó)輕型商用車(chē)出口現(xiàn)狀進(jìn)行分析的前提下，著重分析了江鈴輕型商用車(chē)進(jìn)行海外市場(chǎng)開(kāi)拓的原動(dòng)力和壓力以及主要發(fā)展方向，并對(duì)其目標(biāo)市場(chǎng)進(jìn)行了詳細(xì)的細(xì)分，擬對(duì)江鈴輕型商用車(chē)實(shí)施海外直接投資，尋找目標(biāo)市場(chǎng)國(guó)進(jìn)行營(yíng)銷(xiāo)模型分析。

【關(guān)鍵詞】江鈴汽車(chē)  輕型商用車(chē)  營(yíng)銷(xiāo)模型  國(guó)際目標(biāo)市場(chǎng) 

Abstract

Auto industry of China have got some visible achievements in past fifty years, but there are wide gaps in marketing capability of auto enterprises between China and developed countries. International Marketing has already become a backbone to support the enterprise’s subsistence and development in the western countries. The enterprises set up production and sales network in more than 2 countries, and become multinationals. It is going to be more important that Chinese enterprises concentrate on overseas market extending.
Market competition is fiercer as new competitor and new product wedging. Therefore, it’s important to how to find overseas market of JMC product market share rate in order to increase and develop company foreground. In this paper, the Chinese light commercial vehicle exports analysis of the present situation, under the premise Jiangling focused on analysis of the light commercial vehicle for developing overseas markets motivation and pressure and the main direction of development, its target market and conducted a detailed breakdown of the proposed implementation of Jiangling light commercial vehicles, foreign direct investment, Find the target market country marketing model.

【Key Words】GM Crops; Light Commercial Vehicles; Marketing Model; International Target Market