【作者】 王光辉；

【导师】 王兴元；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2019， 硕士

【摘要】 作为第二大经济体,我国已成为名副其实的世界工厂和世界制造业第一大国。2018年我国的制造业GDP贡献率高达33.9%,从绝对规模上看,制造业仍然是中国的最大行业。尽管我国是制造大国,但与工业发达国家相比,大而不强、核心技术不够先进、重大装备尚存短板等问题依然存在。党的十九大报告提出,“加快建设制造强国,加快发展先进制造业”。如果装备制造业代表着国民经济的生命线,那么重型汽车生产企业就是制造血液的骨髓,发挥着让国家综合实力强大的造血功能。面对国内的存量市场,重型汽车生产企业固步自封的结局只能被淘汰或兼并。只有走向全球市场,放眼看世界,与国际重卡巨头在激烈的竞争中不断积累经验,打造核心竞争力,深挖企业护城河,把每个机遇转化为推动发展的动力,构建全球价值网络的整体竞争优势,才能把自身建设成基业长青的国际化强企。在中东市场中,中国重汽重型汽车出口贸易经历了从开始的两眼抹黑到逐步把握市场脉搏,进而乘风破浪在激烈的商战中站稳脚跟、虎口夺食。虽然取得了一定程度上的成功,但与非洲、东南亚等市场每年动辄上万订单相比,中东市场一直表现不温不火,甚至有些市场仍处于饔飧不继的状态,没有形成稳定的客户群和持续的销售量。2017年以来,世界经济增长乏力,加上西方社会对全球化的态度发生明显改变,贸易保护主义等反全球化言论有所抬头,作为新兴市场的中国,出口贸易也面临严峻挑战。本文运用国际市场营销、STP、营销策略7Ps等理论,根据中国重汽在中东市场所面临的问题,分析中国重汽出口公司在中东市场营销现状和宏观环境,结合自身优劣势及面临的机会威胁,确立重型汽车在中东市场的细分定位,分析营销战略并作出最佳选择,进而设计出科学合理、与时俱进的服务营销策略及保障措施,旨在更好的服务用户,从而提高产品销量,扩大市场份额,增强品牌影响力,提升整体竞争力,实现中国重汽在中东市场的可持续发展。同时,笔者也希望本文能够对国内其他重卡企业在中东的发展起到一定程度的借鉴作用。更多还原

【Abstract】 As the second largest economy,China has become the world’s factories and the world’s largest manufacturing country.In 2018,China’s manufacturing industry contributed 33.9%of GDP.In terms of absolute scale,manufacturing industry is still the largest industry in China.Although our country is a big manufacturing country,compared with the developed industrial countries,there are still some problems,such as big but not strong,the core technology is not advanced enough,and the major equipment still has shortcomings.The report of the Nineteenth National Congress of the Communist Party of China put forward that we should speed up the construction of a powerful manufacturing country and the development of advanced manufacturing industry.If the equipment manufacturing industry represents the lifeline of the national economy,then the heavy-duty automobile manufacturing enterprises are the bone marrow of the blood,playing a powerful hematologist function to make the comprehensive strength of the country.Facing the domestic stock market,heavy-duty automobile manufacturers can only be eliminated or merged.Only by going to the global market,looking at the world,accumulating experience with the international heavy truck giants in the fierce competition,building core competitiveness,digging deep into the moat of enterprises,turning every opportunity into the driving force for development,and building the overall competitive advantage of global value network,can we build ourselves into an international strong enterprise with evergreen infrastructure.In the Middle East market,SINOTRUK has experienced from the beginning of two eyes to gradually grasp the pulse of the market,and then take advantage of the wind and waves to stand firm in the fierce business war and grab food from the tiger’s mouth.Although some success has been achieved,compared with tens of thousands of orders in African and Southeast Asian markets every year,SINOTRUK has been showing a tepid performance,and even some markets are still in a steady state,without forming a stable customer base and sustained sales volume.Since 2017,the weak growth of the world economy,together with the obvious change of the attitude of the western society towards globalization,anti-globalization remarks such as trade protectionism have risen.As an emerging market,China’s export trade is also facing severe challenges.Based on the theories of international marketing,STP and marketing strategy 7Ps,this paper analyses the present situation and macro environment of SINOTRUK’s marketing in the Middle East,combines its advantages,disadvantages and opportunities and threats,establishes the subdivision position of heavy truck in the Middle East market,analyses the marketing strategy and makes the best choice,and then designs a scientific,reasonable and keeping pace with the times marketing strategy and guarantee.The measures aim to further increase product sales,expand market share,enhance brand influence,enhance overall competitiveness,and realize the sustainable development of SINOTRUK in the Middle East market.At the same time,the author also hopes that this paper can play a certain role in the development of other Heavy-duty truck enterprises in the Middle East.更多还原