| 摘要:（摘要内容经过系统自动伪原创处理以避免复制，下载原文正常，内容请直接查看目录。） 跟着中国汽车公司国际化脚步的赓续深刻，各公司抓紧了对海内市场的营销力度，作为独联体地域的焦点市场，俄罗斯以其宏大的市场容量及对中国汽车的需求，吸引着浩瀚的中国汽车公司，成为各公司海内开辟的必争之地。异样俄罗斯市场也是一汽团体海内主要的计谋市场之一。本文的焦点内容就是查找出一汽团体在俄罗斯市场营销中存在的成绩，并提出营销组合计划，从而晋升一汽团体在俄罗斯市场的竞争力，推进一汽团体海内事业的进一步成长。论文第1章，扼要引见了本文的研究配景、目标、意义和思绪。论文第2章，引见一汽团体及一汽团体海内事业的成长现状，俄语论文题目，经由过程年夜量的调研材料查找出一汽团体在俄罗斯汽车市场营销中存在的重要成绩，并明白了俄罗斯汽车市场对一汽团体海内事业成长的计谋意义。论文第3章，对俄罗斯重型卡车市场整体情形及竞争情况停止了过细剖析，经由过程查询拜访问卷研究，对俄罗斯重型卡车市场花费者行动停止深刻的剖析，明白了市场特色及竞争格式。本章还对俄罗斯市场的投资情况及投资风险停止了剖析。经由过程以上剖析，可以看出俄罗斯重型卡车是俄罗所汽车市场最近几年来增加速度最快的细分市场，占领卡车市场32%的份额，年均匀增加率达32%，其68%市场份额被外乡公司占据，但外乡公司的竞争优势正在逐年损失。论文第4章，经由过程产物价钱和将来成长空间两个维度，明白一汽团体重型卡车产物应定位于外乡厂家产物和西欧高级产物之间的市场空白点，该空间内的产物价钱略高于外乡厂家产物，但将来成长优于外乡产物。论文第5章，从产物战略、价钱战略、渠道战略和推行战略等方面，分离得出一汽团体重型卡车产物在俄罗斯卡车市场中的营销战略。一是以J6牵引车为焦点，推进重型卡车营业成长。一汽团体J6产物是一汽团体束缚品牌的第6代产物，其平台系列加倍广大，为该系列产物的连续成长供给了基本。二是以SKD措施优化本钱，晋升价钱竞争力。与整车出口比拟，SKD散件出口组装，固然增长了国际包装及境外卸车的费用，但经由过程SKD措施可以年夜幅度的下降关税及运输费用，俄语论文题目，二者比拟，SKD措施更能勤俭本钱，晋升产物价钱竞争力。三是以经销商收集形式为基本，扩大渠道增值空间。鉴于一汽机团重型卡车在俄罗斯营业的久远成长，一汽团体应选择经销商形式，由一汽进出口企业同一治理出口渠道，并采用在重点区域树立特许经销商的渠道形式。四是以技巧、品德为重点，建立一汽团体品牌抽象。一汽团体J6重型卡车产物重要有以下六年夜卖点质量稳固、承载才能强、设计新潮、燃油经济性好、保护本钱低、保修时光长。是以J6应以质量和技巧作为宣扬为重点，让潜伏用户经由过程亲身体验来懂得J6绝对俄罗斯当地及中国其它牵引车的优势。经由过程宣扬卖点，建立一汽团体J6牵引车在中国重型卡车的龙头位置，打破俄罗斯用户对中国车差的心思妨碍。从而使一汽团体产物在浩瀚中国汽车产物中锋芒毕露，进步一汽品牌的溢价才能。本文的研究对一汽团体在俄罗斯市场的拓展及可连续成长，具有必定的实际意义、学术价值和现实应用价值。并愿望为一汽团体海内事业的成长供给无益的自创。 Abstract: Along with China's auto industry internationalization pace ceaselessly deep, enterprises pay close attention to the marketing efforts on the domestic market, as the focus of the CIS regional market, Russia to its huge market capacity and demand of China's automobile, attracting vast Chinese automobile enterprises, opens up a new path for the domestic enterprises to compete. One of the main strategic market market in Russia is the FAW Group at the same. The focus of this paper is to find a FAW Group in the Russian market marketing existence problems, and put forward the marketing plan, so as to enhance the competitiveness of FAW Group in the Russian market, and promote the further development of FAW Group Overseas Affairs. The first chapter briefly introduces the research background, objectives, significance and thoughts of this paper. In Chapter 2, introduction of FAW Group and FAW Group overseas business development status, through a large number of research materials to find the FAW Group in the Russian car market marketing are important issues, and understand the Russian car market of domestic FAW Group career growth of strategic importance. In Chapter 3, the Russian heavy truck market overall situation and competition stopped meticulous analysis, through survey, questionnaire research, of the heavy truck market in Russia takes action to stop profound analysis, understand the market characteristics and the competition format. This chapter also analyzes the investment situation of Russian market and investment risk. Through above analysis, we can see that the Russian heavy truck is Russian auto market in recent years to increase the fastest segment of the market, occupying 32% of the truck market share, the average annual growth rate of 32% and 68% market share by local enterprises to occupy, but indigenous industry competitive advantage is gradually lost. In Chapter 4, through product price and future growth of two spatial dimensions, understand product of heavy-duty truck FAW Group should be positioned between indigenous manufacturers products and western advanced product of gaps in the market, in the space of the product price is slightly higher than that of the indigenous manufacturers products, and better than the indigenous product growth. The fifth chapter, from the product strategy, the price strategy, the channel strategy and the implementation strategy and so on, obtains the FAW Group heavy duty truck product in the Russian truck market marketing strategy. One is to focus on the J6 tractor, to promote the growth of heavy truck business. The FAW Group J6 product is the sixth generation of the FAW Group's brand, and its platform series is more extensive, which provides the basic for the continuous growth of the series products. Two is to optimize the cost of the SKD method, to promote the price competitiveness. Compared with vehicle exports, assembling SKD export. Although the growth of the international packaging and offshore unloading costs, but through the process of SKD method can be greatly reduced tariffs and transport costs, comparing the two, SKD method more economical cost, the promotion product price competitiveness. Three is based on the form of dealer collection, expand the channels of value-added space. In view of the FAW Group heavy duty truck in Russia's long-term growth, FAW Group should choose the dealer form, by the FAW import and export company in the same treatment of export channels, and the use of the key areas in the form of the channel to establish a franchise dealer. Four is to focus on skills, moral, the establishment of FAW Group brand abstract. FAW Group J6 heavy truck products are important to the following six major selling point quality, bearing capacity, design fashion, fuel economy is good, low cost of protection, long warranty. Is to J6 should be quality and skills as the focus of the publicity, so that the potential users through the process of personal experience to know the advantages of J6 absolute Russian local and other Chinese tractor. Through the process to promote the selling point, the establishment of FAW Group J6 tractor in China's leading position of heavy trucks, breaking the Russian users of the Chinese car bad thoughts hinder. So that the FAW Group products hard-edged in the vast China automotive products, FAW brand premium to progress. The research of this paper has certain practical significance, academic value and practical application value to the development of the FAW Group in the Russian market and the continuous growth. Wish for the FAW Group and their domestic business grows supply useless. 目录: |
