硕士学位论文海马汽车集团菲律宾市场营销策略研究申请人：袁博学科专业：工商管理指导教师：范高潮Study in marketing management of the Philippines area inHaima autohmemobile Co.,Ltd.A thesis submitted toXian Jiaotong Universityin partial fulfillment of the requirementfor the degree ofMaster of Business AdministrationBy Yuan Bo(Business of Administration)Supervisor:Fan GaochaoMarch 2013摘 要I论文题目：海马汽车集团菲律宾市场营销策略研究论文题目：海马汽车集团菲律宾市场营销策略研究学科专业：工商管理学科专业：工商管理申申请请人人 ：袁：袁 博博指导教师：范高潮指导教师：范高潮摘 要2011 年，国内汽车市场出现了一些新变化：小排量汽车鼓励性政策逐渐退市，部分城市出台限制汽车数量增加的措施，在某种程度上抑制了需求进一步的增长；另一方面，国际经济形势虽仍处于波动态势，但一些地区已经呈现出一定回暖迹象，国内汽车生产企业也及时抓住时机开拓海外市场，出口增势继续保持较快增长。2011 年，汽车商品出口总额再创历史新高，达到 689.37 亿美元，同比增长 32.99%1。与此同时，国内的汽车销量较前一年增长缓慢，2011 年国内汽车产销量创下了近13 年来的最低增幅：仅为 2.45%，多数车企销量受到较大影响。在此情况下，部分传统的主推国内市场的汽车企业也开始纷纷将目光投向海外市场，以此摆脱在国内市场的困境。海马汽车销售有限公司是海马集团全资控股子公司，主要产品为微型客车和微型轿车，2010 年国家微型客车下乡补贴政策取消之后，整个微型客车市场受到很大冲击，海马汽车也深陷其中。本文作者选取了海马汽车集团国际贸易科开拓菲律宾市场的案例进行研究，以寻找存在的问题，然后运用数据统计和调查分析等方法，以国际贸易和市场营销相关理论为基础，对问题进行细致的分析。根据分析，建议国际贸易科采取一系列对海外市场营销管理的创新和变革，包括建立经销商管理系统、建立绩效考评体系、完善现有海外市场营销方案和组织架构的调整。并根据以上的改进，为海马汽车国际贸易科设计合理、高效、全面的海外市场管理体系。最终达到增强海马汽车整体竞争力的目的。关键词关键词：海马汽车；国际贸易；经销商绩效考评；海外市场营销论文类型：论文类型：应用研究型西安交通大学硕士学位论文IITitle: Study in marketing management of the Philippines area in Haima Autohmemobile Co.,Ltd. Speciality:Business Administration Applicant:Yuanbo Supervisor:FangaochaoABSTRACTIn 2011, there were some new changes in domestic automobile market: the small- displacement vehicles incentive policy had been gradually cancelling, which limited the further development of the demand in some degrees; on the other hand, the international economy was still in a dynamic situation, but several areas had showed the signs of recovery, domestic car manufacturers also seized the opportunity to open up overseas markets, export increases continued to maintain the rapid growth. In 2011, export of automobiles volume achieved the history peak , which reached 68.93 billion dollars, grew 32.99% compared to the previous same period. At the same time, the domestic automobile sales over the previous year growth was slow, in 2011 car production and sales achieved nearly 13 years lowest growth rate: only 2.45%, most car manufacturers sales wrere impacted greatly.In this case, some traditional companies mainly pushing the domestic market began to look at overseas markets, to reverse the domestic market dilemma. Haima Automobile Sales Co.,Ltd.(called Haima Automobile for short) is a wholly owned subsidiary of Haima Group, the main products of which are minivan and minicar. In 2010 the government countryside minivan allowance policy canceled and the whole minivan market was impacted greatly after the removal including Haima Automobile. This assignment chooses the case of international trade apartment opening up Philippines market to research, in order to find out the existing problems, using data handling and field surveys etc., based on international trade and marketing related theories to make a detailed analysis on the problem.According to the analysis, the assignment would offer the suggestions to make a series of overseas marketing management innovations and changes, including the establishment of the distributor agent system, the establishment of performance appraisal system, improving the existing overseas marketing scheme and changing the organization system.According to the above, the essay would design the reasonable, high efficiency and comprehensive overseas market management system for Haima Automobile and ultimately enhance the overall competitiveness of the Haima Automobile.KEY WORDS: Haima Automobile; International Trade ; Distributor Performance Assessment; Overseas MarketingTYPE OF THESIS:Application ResearchCONTENTSIII目 录1绪论.11.1 选题背景.11.2 本文的研究目的.21.2.1 对现有海外市场管理体系存在问题的分析.21.2.2 对海马汽车现有海外市场管理思维的改变.21.2.3 提供更加科学和完善的海外市场营销方案.31.2.4 提供更加优秀的海外市场营销管理体系.31.3 研究意义.31.4 研究思路与框架.41.4.1 提出问题.41.4.2 问题定义.41.4.3 分析问题.