【作者】 赵亮；

【导师】 董竹；

【作者基本信息】 吉林大学 ， 市场营销（专业学位）， 2022， 硕士

【摘要】 中国作为全世界最大的汽车市场,经历了将近10年的高速增长,2021年汽车市场总容量达到了2610万辆,占全球总体市场的30%左右。以此同时,中国自主汽车企业也一同快速发展,在2020年汽车销量中已占据半壁江山,自主汽车产品总销量已超过1200万辆。而与之形成鲜明对比的是,中国自主汽车企业出口量难以与其国内销量相比较。中国第一汽车集团作为新中国成立后国家组织建设的第一个汽车制造企业,中国一汽目前已稳居国内行业销量第二的位置,2021年实现销量350万量。但是一汽的海外出口事业始终未有较大起色,2021年各类商用车、乘用车合计仅实现出口2.4万辆,不足国内销量的百分之一。本文将理论与实际相结合,系统分析研究一汽商用车国际化与全球化战略落地实施的方法。以市场营销学理论为基础,结合南非市场终端用户需求及产品喜好,再综合考虑南非的政治经济、风俗文化、行业现状及法规要求等因素,制定适合一汽商用车在南非市场发展的营销组合策略。助力一汽商用车在南非市场中,从众多竞企中脱颖而出。通过介绍一汽商用车的发展历程及海外业务等一汽商用车基本情况,从产品、渠道、价格及促销四个维度展开描述一汽商用车在南非市场的营销现状,对一汽商用车在南非市场现存的四个主要营销问题进行展开阐述。从宏观、微观及SWOT分析三大部分进行南非市场营销环境分析,通过对目标市场的深入分析,明确细分市场,找到目标客户,对一汽商用车产品进行准确定位,结合4P营销理论,制定相应的营销组合策略及实施方法,确保营销策略的有效实施。更多还原

【Abstract】 Today,with the highly globalized development of industrial economy,global automobile enterprises are transforming to electrification,networking and internationalization.As the world’s largest automobile market,China achieved sales of25.311 million vehicles in 2020.Although the sales volume decreased by 1.8%compared with 2018,the sales volume still ranked first in the world.However,in terms of export,in 2020,China exported only 1.06 million cars,with an export volume of US$13.8 billion,which is far from Germany,which ranked first in 2020 with an export volume of US $132.1 billion."Going global" has become a key strategy for Chinese automobile enterprises in their future development.In recent years,the sales of China’s automobile market has been declining year after year.Affected by the sales situation,all manufacturers have begun to reduce automobile production.At present,China’s annual demand for automobiles is about 25 million,but China has nearly 40 million automobile production capacity.In order to deal with these excess production capacity,automobile enterprises have made vigorously developing overseas markets as the top priority of self-help actions,By looking for overseas agents,opening subsidiaries and establishing assembly plants,we can realize capacity transfer and resolve the huge pressure of serious domestic overcapacity.As the first automobile factory in New China,FAW sold 3.7 million vehicles in 2020,ranking second in the national automobile enterprises,but its export performance is very general.Only 13500 vehicles were exported in 2020.Therefore,how to adapt to the international automobile market environment,find a marketing mix strategy suitable for the brand and target market,and improve the absolute value and market share of export sales is an urgent problem to be solved.As the second largest automobile enterprise in China,FAW Group has all the elements of internationalization,but in the process of its international development,there are many problems,the road of international operation is very tortuous,and the international operation strategy needs to be optimized.By using the marketing theory,SWOT analysis,STP marketing strategy and other theories as the framework,this paper analyzes and studies the international business strategy of FAW Commercial vehicles,applies the general theory to the analysis of marketing strategy in South Africa,combines the theory with the actual operation,and combines the product characteristics and development status of FAW TRUCK,The formulation of appropriate South African marketing strategies for FAW can enable FAW to occupy a favorable position in the South African market of many Chinese automobile enterprises and achieve new performance breakthroughs.Through the analysis of the South African market business of FAW TRUCK,this paper defines the market segments,target markets and market positioning of FAW Commercial Vehicles in the South African market,and then defines the target customer base.After clarifying the above information,find the market gap,achieve the sales breakthrough of the stock market and the layout and development of the incremental market,formulate the marketing combination strategy in line with the consumption habits of the destination country in combination with the advantages and disadvantages of its own brand and products,realize differentiated marketing and improve the terminal turnover.At the same time,timely deal with the existing problems of FAW TRUCK business in South Africa,otherwise it will inevitably affect the overall strategic layout of FAW in South Africa.更多还原