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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/63925

    Title: 中國汽車業行銷策略之探討-以大眾汽車及通用汽車為例;The Exploration of the marketing strategy of the automobile industry in mainland China: an example of Volkswagen and GM
    Authors: 黃文河;Huang,Wen-Ho
    Contributors: 管理學院高階主管企管碩士班
    Keywords: 中國大陸汽車產業;汽車製造商;行銷策略;Automakers;Mainland China automobile industry;Marketing Strategy
    Date: 2005-06-15
    Issue Date: 2014-05-08 15:37:15 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 中國大陸改革開放二十多年來,社會經濟總量以舉世矚目的增長速度持續攀升,汽車產業作為工業發展自身及政策要求的重點,更是呈現勃勃生機。根據韓國汽車工業協會的統計資料,2004年中國大陸汽車產量實績達到507萬輛,位居世界汽車生產國第四位,與處在第三位的德國(557萬輛)差距為50萬輛。目前,世界九大汽車集團(6+3)均已進入中國大陸市場,或已在中國大陸紮根多年,或已著手建廠,或正在積極籌畫佈局,以期爭奪中國大陸這塊“全球最後一塊尚未開發的汽車大市場”。
    ;Under more than a score years opening policy, the social economy volume of Mainland China keeps growing at a high speed. As a very important part of industry itself and under the government’s requirements, mainland automobile industry is vigorous developing. According to statistics from Korea Automobile Association, automobile production of Mainland China reached 5,070,000 sets, which listed No.4 in the world and 500,000 sets less than Germany (No.3). By now, all the leading nine auto groups have taken their entry into Mainland China at different stages in order to get certain share of “the last primitive market in the world”.
    Meanwhile, the market of Mainland China has its own unique characteristics: imbalance (population distribution imbalance, purchasing power imbalance, economy volume distribution imbalance etc.); product life cycle is shorter; priority of foreign brands etc. In this complicated market, every automaker has to face the challenge from stable state owned factories, early joint ventures, new comers and imported automobiles. This research is motivated by the question of what kind of marking strategy should be employed in the above environment in order to take share of the market and to perform excellently.
    This research uses Professor Seetoo Dah Hsian’s “Strategy Matrix” analysis method, collect and analysis related theories, chooses two most representative and comparable cases-Shanghai Volkswagen and Shanghai General motors aiming at following goals:
    1. Compare the differences of marketing strategy between the two cases
    2. Find out the applicability and performance of different marketing strategy in the market of Mainland China
    3. Bring advices about marketing strategy of Mainland China auto-makers according to research results
    This research’s conclusion takes the stresses which automakers should pay attention to as following:
    1. Customer-oriented approach
    2. Differentiation
    3. Localization
    4. Nurturing systematical competitive strength
    Appears in Collections:[Executive MBA] Electronic Thesis & Dissertation

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