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时间:2020-05-18
《中国轿车对亚洲市场国际营销策略分析终稿.doc》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、中国轿车对亚洲市场国际营销策略分析TheAnalysisofInternationalMarketingStrategyofChineseAutomobiletoAsiaMarket摘要入世以来,中国自主品牌汽车获得了长足发展,形成了较完整的汽车产业体系。政府也通过产业政策对汽车产业进行宏观管理,引进技术、合资经营,摸索了对外合作、合资的经验,使中国自主品牌汽车水平有了较大的提高。因此,我国引进了大量先进技术和设备,改善了汽车产业的结构,提高了产品质量,为扩大汽车产品出口奠定了基础。随着汽车工业的逐渐发展和经济的增长,汽车市场需求也在不断更新,在市场竞争机制的调节下,汽车营销的模式也将随之更
2、新。论文首先介绍了国汽车的现状及开发亚洲市场的意义。在此基础上通过亚洲市场的了解,自主品牌汽车企业必须面对所处的外环境、宏微观环境以及结合我国的特点进行分析,从而找到汽车企业所面临的机会与威胁、优势与劣势,对汽车企业实施危机管理以及研究相应的国际营销策略,构建一套既有理论依据又具实践价值的危机管理对策,以保证汽车产业的可持续发展并对开发亚洲市场的国际营销策略具有重要的现实意义。关键词:自主品牌;亚洲市场;国际营销策略AbstractSinceaccessiontotheWTO,Chineseself-ownedbrandcarhadgrownbyleapsandbounds,forminga
3、morecompletesystemoftheautomobileindustry.Governmentpolicyontheautomotiveindustrythroughtheindustrytocarryoutthemacro-management,technology,jointventures,foreigncooperationinexploringajointventureexperience,sothatthelevelofChineseself-ownedbandcarhasbeengreatlydeveloped.China’sautomobileindustrytoi
4、ntroducealargenumberofadvancedtechnologyandequipment,automotiveindustryhasimprovedproductmix,improvedproductquality,toexpandexportsofautomotiveproductslaidthefoundation.Withtheprogressivedevelopmentoftheautomobileindustryandeconomicgrowth,theautomotivemarketdemandsarealsocontinuouslyupdated.Underth
5、eregulationofcompetitioninthemarket,themodeofautomotivemarketingwillbeupdated.ThispaperfirstintroducedthestatusofautomobileathomeandthesignificancetoopenupAsiaMarket.Onthisbasis,self-ownedbandcarmustfaceinternalandexternal,macroandmicroconditionandwithdomesticfeaturestoanalyzebyunderstandingofAsiaM
6、arket,thenautomotivecompaniescanfindwhicharefacedopportunities、strengths、weaknessesandthreatstocarryoutcrisismanagementontheautomotivecompaniesandresearchtherelevantinternationalmarketingstrategyinordertobuildtheoreticalandpracticalvalueofthecrisismanagementstrategy.Sothatthesustainabledevelopmento
7、fautomobileindustryandinternationalmarketingstrategytoopenupAsiaMarkethasanimportantpracticalsignificance. 字典-查看字典详细内容1.名词1.进步论者2.形容词1.进步2.累进的3.发展的4.左倾KeyWords:Self-ownedBand;AsiaMarket;InternationalMarketi
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