Earticle

초록

영어

GreatWall is t he l argest SUV a nd pick up manufacturing e nterprise in C hina, Listed i n China A-share market in 2011. GreatWall not only focused on the domestic market, adhering to China, looking globally, determined to become an internationally influential automotive brand. After many years of efforts in the overseas market, GreatWall has already hit a certain reputation overseas, has become one of the world’s most famous brands in China. GreatWall step-by-step export strategy provides a good soil for its rapid increase in overseas sales. This paper is based on the analysis of the marketing environment of GreatWall automobile overseas market, through the marketing product strategy, the marketing price strategy, the marketing channel strategy as well as the marketing promotion strategy four aspects discusses the overseas marketing program of GreatWall.

중국어

长城汽车股份有限公司于2011年在国内A股上市，属于国内最大的SUV与皮卡制造企 业。长城汽车股份有限公司不只专注于国内市场，秉承立足中国，放眼全球，把目光投向 了海外市场，立志成为具备国际影响力的汽车品牌。经过多年在海外市场稳扎稳打、深耕 细作，长城汽车已经在海外打出一定知名度，已经成为世界最知名的中国品牌之一。长城 汽车步步为营的出口战略为其快速提升海外销量提供了良性土壤，本文在介绍长城汽车海 外市场营销环境分析的基础上，从营销产品策略、营销价格策略、营销渠道策略以及营销 促销策略四方面论述了长城汽车海外营销方案。

목차

Ⅰ. 前言
 Ⅱ. 先行研究
 Ⅲ. 长城汽车海外市场营销环境分析
 Ⅳ. 长城汽车海外营销方案的研究
 Ⅴ. 小结
 参考文献
 中文摘要
 ABSTRACT

키워드

저자

• 王躍 [ 왕약 | 全北大学 貿易学科，博士研究生 ] 主作者
• 李瑋 [ 이위 | 全北大学 貿易学科，博士研究生 ] 交信作者

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한중경상연구 [The Journal of Korean-Chinese Economics & Management]

• 간기

  반년간

• pISSN

  1598-5105

• 수록기간

  2003~2015

• 십진분류

  KDC 320 DDC 330