我国自主品牌汽车国际化营销问题研究本科学位论文.doc

..我国自主品牌汽车国际化营销研究 摘 要 以企业国际化理论为基础，就自主品牌汽车国际化营销进行了研究。论文对我国自主品牌汽车的国际化现状进行分析，并通过建立模型对其国际化营销进行了分析，在此基础上着重探讨了自主品牌汽车国际化营销战略中的成长战略，接着，对自主品牌汽车国际化营销的策略也做了研究，最后提出了促进自主品牌汽车国际化营销的建议。 关键词：自主品牌；汽车；国际化营销 Research of Our Country Independent Brand Cars International Marketing Abstract In recent years, with Chinas independent brand automobile enterprises begin to take hold in the domestic market, more and more enterprises begin to march to the international market, the status is caused wide attention. But the difficulty is very big to enter the international market, all kinds of problems and difficulties also emerged. In this paper, in light of the present condition of the independent brand cars in China and abroad appear problem, and the internationalization measures are studied and summarized, on the basis of enterprise internationalization management related theory, independent brand automobile marketing internationalization has been studied. Papers on current situation of the internationalization of our country independent brand cars, analysis including the internationalization of our country independent brand cars produced by many problems, and by establishing the model of the international marketing is analyzed, and discussed in this paper on the basis of the independent brand automobile internationalized growth strategy of marketing strategy, and then, the independent brand automobile international marketing strategy is also studied, finally for our country independent brand cars produced by international marketing problem is put forward to promote internationalization of independent brand auto marketing advice. Key words: self-owned brand; automobile; international marketing 目 录 摘 要 I Abstract II 1 前 言 1 1.1 本研究的目的与意义 1 1.2 国内外研究文献综述 1 1.2.1 国内研究文献综述 1 1.2.2 国外研究文献综述 1.3 本文研究的主要内容 2 2 国际营销的相关理论 2.1 国际化的含义 4 2.2 国际化经营的含义 4 2.3 国际化战略的类型 5 2.4 国际化战略的动因 5 3 我国自主品牌汽车国际化现状及存在的问题 3.1 我国自主品牌汽车国际化的现状 6 3.2 我国自主品牌汽车国际化存在的问题 7 3.2.1 品牌竞争力不强 7 3.2.2 品牌定位不明确 7 3.2.3 售后服务体系不完