硕士论文
国际化背景下 AM汽车在沙特市场的营销策略研究
摘
要
近些年来，在“走出去”战略和“一带一路”倡议的大力支持下，愈来愈多的中国汽车
企业走出国门，将生产和营销触角延伸至世界各地，取得了明显的经营成效。然而，作
为国际市场的后来者，中国汽车企业在跨国经营过程中难免会遭遇各种营销挑战。在国
际化的背景下，能否制定和实施好充分适应当地市场环境的营销策略，是中国汽车企业
能否实现预定经营绩效的关键所在。
本文聚焦 AM汽车公司整车产品，运用国际市场营销的相关理论，具体分析了沙特
阿拉伯汽车市场的特定环境，并基于实地问卷调查剖析了 AM汽车公司的当地市场营销
现状及问题，进而制定出了适用于 AM汽车在沙特市场的营销策略。论文通过使用 PEST
并将其与沙特阿拉伯市场的特定环境相结合，具体探讨了 AM汽车的沙特阿拉伯市场营
销环境、产业环境及其市场威胁、机会。在此基础上，以沙特阿拉伯市场为目标，研究
了 AM汽车公司在当地营销中的主要问题所在，并基于国际市场营销 6P组合策略，制
定出 AM汽车在沙特市场的基准营销策略并提出其相关保障措施。本文研究对于 AM汽
车公司在国际化背景下深度开拓沙特市场有着较好的指导意义，对于其他中国汽车企业
在中东地区的市场营销也有着相当的借鉴价值。
关键词：AM汽车，沙特阿拉伯，6P营销组合策略，国际营销
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Abstract
硕士论文
Abstract
In recent years, with the strong support of the "Going Global" strategy and the "One Belt,
One Road" initiative, more and more Chinese automobile companies have gone abroad,
extended their production and marketing tentacles to all parts of the world, and achieved
significant operating results. However, as a latecomer in the international market, Chinese
automobile companies will inevitably encounter various marketing challenges in the process
of transnational operations. In the context of internationalization, whether a marketing
strategy that fully adapts to the local market environment can be formulated and implemented
is the key to achieving their intended operating performance.
Focused on AM automobile company’s vehicle products and based on the relevant
theories of international marketing, this paper analyzes the current marketing situation and
problems of AM automobile company through the analysis of the specific environment of the
Saudi Arabian automobile market and the questionnaire, and has formulated the suitable
marketing strategy which applies to AM automobile in Saudi Arabia market. In this paper,
macro analysis of PEST theory, industrial environment analysis of Porter's theory, SWOT
model theory 6P combination strategy theory and specific environment of Saudi Arabia
market are used to illustrate the Saudi Arabia automobile marketing environment, industrial
environment and market threats and opportunities through practice and theory. Aiming at the
market of Saudi Arabia, this paper studies the problems existing in the international marketing
of AM automobile company, and discusses the solutions and corresponding safeguard
measures based on the 6P combination strategy of international marketing. The research in
this paper will be of great guidance to the development of AM automobile company in Saudi
Arabia, and considerable reference to the marketing strategies of other Chinese automobile
companies in the Middle East.
Key words: AM automobile, Saudi Arabia, 6P marketing mix strategy, International
marketing
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硕士论文
国际化背景下 AM汽车沙特市场营销策略研究
目录
摘
要 ............................................................................................................... I
Abstract ............................................................................................................... II
1 绪论 ................................................................................................................... 1
1.1研究背景及意义.......................................................................................................... 1
1.1.1研究背景............................................................................................................ 1
1.1.2研究意义............................................................................................................ 2
1.2国内外研究现状........................................................................................................... 2
1.2.1国外研究现状..................................................................................................... 2
1.2.2国内研究现状..................................................................................................... 3
1.2.3文献述评............................................................................................................ 4
1.3研究内容及研究方法.................................................................................................. 5
1.3.1研究内容............................................................................................................ 5
1.3.2研究方法............................................................................................................ 5
2 国际市场营销理论综述 ................................................................................... 7
2.1国际市场营销涵义及理论进展................................................................................... 7
2.1.1国际市场营销理论............................................................................................ 7
2.1.2国际市场营销理论的进展................................................................................ 7
2.2４Cs营销策略............................................................................................................... 8
2.2.1顾客策略............................................................................................................ 8
2.2.2便利策略............................................................................................................. 9
2.2.3成本策略............................................................................................................. 9
2.2.4沟通策略........................................................................................................... 10
2.3 6Ps营销策略.............................................................................................................. 10
2.3.1产品策略.......................................................................................................... 10
2.3.2价格策略.......................................................................................................... 11
2.3.3渠道策略........................................................................................................... 11
2.3.4促销策略........................................................................................................... 11
2.3.5公共关系策略................................................................................................... 11
2.3.6政治权利策略................................................................................................... 12
2.4 STP策略..................................................................................................................... 12
3 国际化背景下 AM汽车在沙特市场营销环境分析 .................................... 13
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