【作者】 张瑞；

【导师】 徐明；

【作者基本信息】 东华大学 ， 企业管理， 2007， 硕士

【摘要】 本文紧紧围绕着题目中蕴涵的几个关键词“中国汽车”、“自主品牌"、“欧洲市场”、“营销战略”，结合众多国内外的案例，采用了案头研究、问卷调研、实地考察、标杆研究等研究方法，详细阐述了中国自主品牌汽车企业国际市场营销战略和策略。本文首先就论文的研究背景、内容、方法和思路进行了概括。为使论文研究有的放矢，理论研究尤为重要，为此本文还在第一章中就相关的理论进行了阐述。在理论的指导下，本文就国内外市场环境及目标市场环境进行了分析。其中在，在国内市场环境分析中，本文对中国汽车企业的国际(欧洲)市场营销进行了SWOT分析；在目标市场(欧洲市场)分析中，在意大利市场进行了问卷调研分析。在前文分析的基础上，本文对中国自主品牌汽车开发欧洲市场的国际营销战略模型进行了构建，这也是本论文的核心部分。首先，本文就中国汽车开发欧洲市场意义进行了论述，并着重强调了其中学习先进技术的重要性。然后，分析了开发欧洲市场所必要的准备。接着，通过对市场重要性分析、市场进入顺序分析、市场进入方式分析以及开发欧洲市场的成本和收益的权衡等方面构建了中国自主品牌汽车开发欧洲市场的国际营销战略模型。他山之石，可以攻玉。本文还从韩国汽车产业中借鉴了其“自主品牌发展”经验；从丰田汽车借鉴了其“开发欧洲市场”经验；从中国家电业借鉴了“中国企业国际化发展”经验。这三个关键词综合起来正好和本论文题目形成呼应。在战略的实施上，本文阐述了中国自主品牌汽车开发欧洲市场的产品策略、价格策略、促销策略、人力资源策略及售后服务策略。文章最后对中国自主品牌汽车开发欧洲市场的国际营销战略的规划及实施进行了总结，并对中国自主品牌汽车的发展及在欧洲市场的前景做了展望。更多还原

【Abstract】 The article discusses the topic closely on several key words, "Chinese car", "Self-owned brand", "European market" and "Marketing Strategy", in light of many cases of domestic and overseas. Making using of the methods of desk study, questionnaire study, field survey, Benchmarking research study and so on, the paper makes a detailed explanation of the marketing strategy of Chinese Self-owned Brand car on Developing European Market(?).First of all, the article researches on the background, contents, methods and ideas for the general. Targeted for thesis research, theoretical research is particularly important. Therefore, it also discusses the related theories in the first chapter. Directed by the theory, the paper makes analysis on the domestic market environment and the target market environmen. In the domestic market analysis, the paper makes SWOT analysis, and in the target market (the European market) analysis, the paper makes SPSS analysis on the questionnaire dates coming from Italian consumers.Based on the analysis of the previous text, the article makes an international marketing strategy model about Chinese Self-owned Brand car Developing European Market. It’s also the core part of this article. Firstly, it discusses the significances of the development, which also emphasizes the importance of learning advanced technology. Then, it analyzes the necessary preparations for developing European market. From the aspects of market importance analysis, market entry sequence analysis, the ways to enter European market and the measurement between the Costs and Revenues of the whole process, it makes the international marketing strategy model.Furthermore, from South Korea, the article learns its experience of developing "self-own brand" automobile industry; From Toyota Motor, the article learns its experience of "developing the European market"; From Chinese home appliances’ internationalization,the article learns its experience of "internationalization of Chinese enterprises development" .These key words together are exactly echoing dissertation topic.In the implementation of the strategy, the article discusses the product strategy, pricing strategy, marketing strategy, human resource strategy and after-sales service strategy. Also, the article makes a conclusion on the planning and implementation of Chinese Self-owned Brand car Developing European Market. At last, the article makes prospects of Chinese self-owned brand car’s development and future in the European market.更多还原