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ZNA 汽车公司自 2008 年进入国际市场以来，销量迅速增加，
到 2013 年海外销量突破一万台，达到历史巅峰。受疲软的国际经
济形势和国际营销策略不足的影响，2015 年海外出口销量迅速下
降。这时查找国际市场营销策略的不足，及时制定合适的营销策
略实现国际市场的稳定增长成为企业的首要任务。南美市场是
ZNA 出口最重要的市场，皮卡是 ZNA 出口的主要车型，因此研究
皮卡在南美市场的营销策略吸收其优点成为后续发展的基础
本论文通过对研究背景的分析，以国际营销相关理论为基础，摘要
II
首先对 ZNA 公司及其营销情况进行介绍，分析 ZNA 皮卡车在南
美开拓市场的背景和历程，对其在南美市场的营销策略的现状和
不足进行分析。然后对 ZNA 皮卡车出口南美市场的宏观环境、行
业状况进行分析，对其在南美市场的竞争者丰田和长城的营销情
况进行分析。接着在产品策略、价格策略、渠道策略和促销策略
四个方面对南美经销商进行访谈调研，对访谈结果分析。最后根
据南美汽车行业市场环境分析结果和经销商访谈结果，对 ZNA 皮
卡车出口南美市场的产品策略、价格策略、渠道策略、促销策略
提出优化建议，并做出结论：
在产品策略方面，ZNA 要提高品牌影响力；扩大产品组合，
加快新产品开发的速度；加大国际产品差异化策略；提高售后服
务水平。价格策略方面，控制成本，提高产品性价比；实行弹性
定价策略。渠道策略方面，加强经销商的管理；加强与当地企业
合作，保持经销商稳定。促销策略方面，推广体育赛事营销，多
参加展会；此外，ZNA 应该加强对国际化人才的培养，实现人才
与世界接轨。本文通过对南美国际营销策略的研究，对 ZNA 提升摘要
III
南美市场的营销水平有很大帮助，对 ZNA 其它国际市场的开发和
扩展也有很大的促进作用，对以后国内其它汽车厂商开拓南美市
场也有一定的学习和借鉴意义
关键词: 国际市场营销 营销策略 皮卡车ABSTRACT
IV
STUDY ON IMPROVEMENT OF MARKETING
STRATEGIES FOR ZNA PICKUP IN SOUTH
AMERICA
ABSTRACT
With the growth of domestic demand for vehicle slowing down obviously,
Chinese automobile industry production capacity has changed from “insufficient
capacity” in the beginning of this century to “excess capacity” now. Chinese
automobile companies began to look for the development of overseas market,
how to achieve the continuous development of the overseas market becomes an
important problem which needs every enterprise to think about.
Since ZNA enter into the international market in 2008, its sales increased
rapidly, the overseas sales broke ten thousand in 2013 and reached a historical
peak. Affected by the weak international economic situation and the lack of
international marketing strategy, overseas sales declined rapidly in 2015. It is the
vital task for ZNA to find out the weakness of international marketing strategies
and establish suitable strategies to increase the overseas sales steadily. The South
American market is the most important international market of ZNA and pickup
is the main model of ZNA exports. Therefore, it is the basis for the future
development to study the marketing strategy of pickup in South America andABSTRACT
V
absorb its advantages.
This thesis analyses the study background, it bases on international
marketing theory. Firstly, it introduces ZNA company summary and its marketing
situation, it analyses the background and the process of ZNA pickup expanding
the South American market. It also analyses the status and problems of marketing
strategies in South America. Then this thesis analyses South American macro
environment and automobile industry situation, also analyses the status and
marketing situation of ZNA pickup’s competitors——TOYOTA and GREAT
WALL in South American market. Then there is an interview with the dealers of
South America about the product strategy, price strategy, channel strategy and
promotion strategy, and this thesis analyses the results of the interview. Finally,
according to the analysis result of the South American Auto market environment
and the result of dealer interview, the thesis puts forward some improvement
suggestions on the product strategy, price strategy, channel strategy and
promotion strategy of ZNA pickup exported to South America, and makes a
conclusion:
In aspect of product strategy, ZNA should enhance the brand influence. ZNA
also should expand the product mix. At the same time, ZNA should accelerate the
pace of new product development. ZNA should make full use of product
differentiation strategy to develop adaptable products to meet different markets
and different requirements. ZNA should improve after-sales service level. In
aspect of price strategy, ZNA should control cost and improve product cost
performance, carry out flexible pricing strategy. In aspect of channel strategy,
ZNA should strengthen the management of dealers; strengthen cooperation with
local enterprises to maintain the stability of dealers. In aspect of promotion
strategy, ZNA should extend sports marketing; make good use of the autoABSTRACT
VI
exhibition to improve its image. In addition, ZNA should strengthen the
cultivation of international talents in order the talents can adjust to the
international market quickly. Through the study on the South American marketing
strategy, it not only helps ZNA to improve its marketing level in South America,
but also helps ZNA to develop and expand the other international market. It also
has some reference for other domestic automobile manufacturers to develop
South American market in the future.
Name: Wang Linlin
Supervised by_Wujiong_
KEY WORDS: international marketing marketing strategy pickup目录
- VII -
目 录
摘要· I
ABSTRACTIV
第一章 绪论··1
1.1 研究背景·1
1.1.1 中国汽车行业发展状况 1
1.1.2 中国汽车海外发展状况 2
1.2 研究目的和研究意义3
1.3 研究方法和技术路线4
1.3.1 研究方法· 4
1.3.2 技术路线· 5
1.3.3 研究内容· 6
第二章 国际市场营销相关理论综述 8
2.1 国际市场营销的含义8
2.2 国际市场营销策略 9
2.3 汽车进入国际目标市场的方式·11
2.4 汽车国际营销的研究前沿· 13
第三章 ZNA 公司及其营销现状分析·15
3.1 ZNA 公司概况·15
3.2 ZNA 公司营销情况·16
3.2.1 ZNA 公司整体营销情况·16
3.2.2 ZNA 公司出口营销情况·20
3.2.3 ZNA 公司出口南美市场营销情况 24
3.3 ZNA 皮卡车出口南美市场营销策略现状及不足··26
3.3.1 产品策略的现状和不足··26
3.3.2 价格策略的现状和不足··32
3.3.3 渠道策略的现状和不足··35
3.3.4 促销策略的现状和不足··36
第四章 ZNA 皮卡车出口南美市场的营销环境分析38目录
- VIII -
4.1 南美市场宏观环境分析· 38
4.2 南美汽车行业市场分析· 40
4.2.1 南美汽车市场分类··40
4.2.2 南美汽车市场容量及分布· 42
4.3 竞争者分析··46
4.3.1 行业竞争状况概况··46
4.3.2 国际品牌的竞争者分析——以丰田为例·47
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