江铃轻型商用车寻找国际目标市场的营销模型分析

论文编号:GM093        包括:开题报告及任务书,论文字数:9668,页数:16

摘   要

     中国的汽车工业经历了近半个世纪的发展并取得了显著的成就，但在营销能力上与世界先进的汽车企业相比仍然存在着很大的差距。在西方许多大企业中，国际市场的营销已成为维持企业生存和发展的第一大支柱。它们在世界范围内组织生产和销售，成为多国性的跨国企业，大公司如此，中小企业也日益重视海外市场的拓展，随着全球经济一体化进程的加快，中国企业对海外市场的开拓显得越来越重要。
为了应对新竞争者、新产品不断进入市场的威胁，为了应对日益白热化的市场激烈竞争，为了拓展江铃汽车股份有限公司发展前景，提高江铃轻型商用车国际市场占有率，江铃如何寻找海外市场显得至关重要。本文在对中国轻型商用车出口现状进行分析的前提下，着重分析了江铃轻型商用车进行海外市场开拓的原动力和压力以及主要发展方向，并对其目标市场进行了详细的细分，拟对江铃轻型商用车实施海外直接投资，寻找目标市场国进行营销模型分析。

【关键词】江铃汽车  轻型商用车  营销模型  国际目标市场 

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

目  录

1 执行概要 .........................................2
2 江铃汽车股份有限公司发展现状 .....................3
2.1江铃汽车简介 ....................................3
2.2 江铃轻型商用车营销现状 .........................4
3 江铃轻型商用车实施海外直接投资的SWOT分析 .........5
3.1优势 ............................................5
3.2劣势 ............................................5
3.3机会 ............................................6
3.4威胁............................................ 6
4 江铃轻型商用车寻找国际目标市场的营销模型分析 .....7
4.1以经济标准划分国际市场 ..........................7
4.2以地理标准细分国际市场 ..........................8
4.3以文化为标准细分国际市场 ........................10
4.4 对目标市场国——越南的情况分析 .................11
参考文献 ...........................................15
致  谢 .............................................16

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