【作者】 杨杰；

【导师】 康灿华；

【作者基本信息】 武汉理工大学 ， 国际贸易学， 2013， 硕士

【摘要】 汽车产业是一个资金紧密、技术集成、产业链长、规模庞大的产业,从全球范围来看,汽车产业对GDP直接贡献度达7%,间接贡献度达32%,是当代众多发达国家和发展中国家的支柱产业。随着世界经济向全球化、一体化纵深发展,发达国家汽车跨国集团巨头竞相称雄于世界。汽车产业化早已纳入国际分工和国际市场的巨网中,汽车产业发展对经济的重大的带动和辐射力,被誉为“改变世界的机器”。新中国成立后,经过几十年的发展,中国汽车产业化从无到有、到大,现已成为世界第一产销大国。中国微型汽车作为中国汽车市场的一个子系统,不但在中国汽车产业发展中具有重要地位,而且与能源危机、节能减排、城镇化、低碳经济等主题相关,随着全球化的扩张,微车市场本土化和国际化的结合已成为一种必然的趋势和未来中国汽车发展的重要方向。在夹缝中成长起来的中国自主品牌汽车企业这几年逐渐在国内市场站稳了脚,产品质量和品牌都有了很大的提高,一些企业已开始从被动地进入国际市场向主动进军国际市场转变,上汽通用五菱等企业并已取得较好业绩。基于上述背景,本文通过梳理国内外相关研究成果并综合运用市场营销、国际经贸、发展战略等理论,重点研究以下问题：1.总结回顾中国微型汽车的发展历程及其海外营销现状,主要论述了微车海外营销的基本方式及其演进方式。2.结合中国实际对国际微车市场作出SWOT分析。3.系统设计中国微车企业海外营销战略,包括设定战略目标、战略重点、目标市场选择、进入路径方式,并从4PS角度提出相应的战略实施策略。论文的研究能提高我国微车企业海外营销的绩效,打造有国际影响的微车自主品牌,推进我国微型汽车企业的国际化。更多还原

【Abstract】 Automobile industry is a capital-intensive and technology integrated industry with long industrial chain and large mode. Globally, the direct rate of automobile industry’s contribution to GDP is7%and the indirect rate is32%, and it is the pillar industry of many contemporary developed countries and developing countries. As world economy develops towards globalization and integration, automotive multinational giants of developed countries have competed to dominate the world. Automobile industrialization has already been included in the international division of labor and the vast network of the international market. Because of automobile industry’s great impetus and radiation to the economy, it is known as "the machine to change the world".After the founding of new China, and with decades of development, China’s automobile industry has developed from zero to large, and now has become the world’s powerful production and sales country. As a subsystem of the Chinese automotive market, China’s mini-car market not only has an important position in the development of China’s automobile industry, it also connects closely with the energy crisis, energy conservation and emissions reduction, urbanization, low-carbon economy. With the expansion of globalization, combination of mini-car market’s localization and internationalization has become an inevitable trend and important direction of the development of the Chinese car in the future. Over the years, China’s independent brand automobile enterprises grew up from the social margins and have gradually fallen on their feet in the domestic market, and their product quality and brand have received large enhancement. So some enterprises like SGMW have entered international markets from passively to actively, and they have obtained good achievements.Based on the above background, through combing the domestic and foreign relevant researches and comprehensively using theories like marketing、international trade、development strategy, this article focuses on the following questions:1. we review and summarize the development history and overseas marketing present situation of China’s mini-car, and we mainly discuss the basic way of mini-car overseas marketing and its way of evolution.2. According to China’s actual situation, we make a SWOT analysis to China’s mini-car overseas marketing.3. We design the overseas marketing strategy of Chinese mini-car enterprises, including setting strategic objectives, strategic focuses and target market selection, enter the path way, and we put forward the corresponding strategy from the angle of the4PS.This article aims at improving the performance of China’s mini-car enterprises overseas marketing, and producing the independent mini-car’s brand with international, to promote the internationalization of China’s mini-car enterprises.更多还原