哈弗汽车在俄罗斯市场的营销策略.doc

摘 要 中国加入世界贸易组织对中国企业的发展带来了很大的机会，同时也带来的更大的竞争，尤其是在汽车行业。中国自主品牌的汽车产业在经济全球化的今天才刚刚起步，无论是在资本和规模，还是在经验和技术等方面，较之老牌的大型跨国公司仍旧具有很大的差距。在经济全球化的今天，中国的自主品牌汽车产业如何在海外立足，如何在国际创业的道路上走的更好，海外营销策略的正确性起着至关重要的决定性作用。 近些年来，哈弗汽车的生产能力和自主研发能力都有了很大的提高，在产品的质量和性能方面的进步很大，并在开拓国际市场上取得了一定的成绩。哈弗汽车连续多年领先出口排行榜，并且已经在多个国家和地区建立了组装厂，和多个国际知名汽车零配件生产商签署了合作战略协议。但是，这与大型跨国汽车企业相比，还有这很大的差距，哈弗汽车应在开拓国际市场的道路上继续努力。本文首先分析了哈弗汽车开拓俄罗斯市场的必要性和可行性，然后对俄罗斯目标市场进行细分、选择进入战略选择，进而确定了进入模式，再次对哈弗汽车进入国际市场后的营销策略进行了分析。长城哈弗汽车股份有限公司开拓国际市场的经验，对于我国自主品牌汽车和其他民营企业开拓国际市场有着重要的借鉴价值和启示作用。 关键词：哈弗汽车；俄罗斯；海外营销；市场细分 ABSTRACT Brought opportunities for Chinas entry into WTO, Chinese enterprises, but also brought greater competition, especially in automotive industry. The entry of foreign automobile enterprises, make the industry more competitive, which requires Chinese companies to find a broader market. Chinese companies go global, international entrepreneurship become inevitable trend. Private car enterprises in Chinas capital, scale, technology, experience, and other relative to large multinational companies have a large gap, so Chinas private car enterprises how to survive and make a difference in the globalization, how to go on the way of the international business better, the correctness of the overseas marketing strategy plays a vital decisive role. In recent years, the hover of production ability and the ability of independent research and development has the very big enhancement, has made great progress in the quality of the products and performance, and has obtained certain achievement in exploring international market. Harvard car list, leading export for years and have been established in many countries and regions in the assembly plant, and many international well-known auto parts manufacturers signed a strategic cooperation agreements. But that compared with the large multinational auto companies, has the very big disparity, the hover should be on the way to develop the international market continue to work hard. At first, this paper analyzes