奇瑞汽车的销售.doc

南通职业大学 毕业设计（论文） 课题：奇瑞汽车的销售 系 科： 专 业： ____________ 班 级： 姓 名： 指导教师： 完成日期： 。 摘 要 随着全球经济1体化和我国加入世界贸易组织，市场竞争日趋激励。虽然中国汽车工业已有50多年的历史，但在“以股权换技术”、“以市场换技术”的发展思路指导下，众多汽车巨头纷纷滑入了合资的陷阱，奇瑞汽车作为做为1个后起之秀，成为“中国汽车的名片”，开始寻求海外发展之路，如何选择正确的营销战略，在这个竞争激烈的市场寻求立足之地成为关键。本文首先简要介绍了奇瑞汽车公司及其主要的国际目标市场和出口产品，运用了SWOT分析法，明确了奇瑞汽车在国际市场营销中优势与劣势，机会与威胁，从而引导奇瑞汽车在进行国际市场营销战略选择时，发挥优势，弥补不足。最后通过对其营销战略的评价，总结出了对我国其他汽车自主品牌更好的开拓国际市场的经验和教训。 关键词：奇瑞汽车；国际市场；营销战略；销售前景Abstract The Research on International Marketing Strategies of Chery Abstract: With the development of global economic integration and our country’s joining WTO, the market competition is fierce day by day. Though Chinese auto industry have a history of more than 50 years, but numerous cars giants slip into the trap of the joint-venture one after another under the guidance of development thoughts of “exchange stock right for technology ”and “exchange market for technology ”. As a younger, the car of Chery becomes “Chinese business card of car ” and is beginning to seek overseas developing road. So how to choose the correct marketing strategies becomes the key to help Chery gain a toe-hold in this cut-throat competitive market. This paper f briefly introduces the development of Chery motor corporation, its main target market abroad and its main export products at first. Then it uses SWOT analysis to identify Chery car’s advantage, inferior position, chance and threat in international market. This analysis can help the car of Chery make good choice of international marketing strategies. This means not only fully making use of its advantage, but also remedying its insufficient. At the end of this paper, the author summarizes some experience and lessons to guide our country’s other car independent brands exploring international market more intensively. Key Words：目 录 摘 要 I Abstract II 绪论 1 1自主汽车品牌的发展历程 1 一 奇瑞的品牌 2 1奇瑞的简介 2 2奇瑞的优点在于 3