南方摩托的非洲出口戰(zhàn)略研究.pdf

1、Y95五516學(xué)校代碼：10246學(xué)號(hào)：S04E025073旦k學(xué)碩士學(xué)位論文(專業(yè)學(xué)位)南方摩托的非洲出口戰(zhàn)略研究系(所)：專業(yè)：姓名：管理學(xué)院高級(jí)管理人員工商管理龔川工作單位：株洲南方航空機(jī)械進(jìn)出口有限公司指導(dǎo)教師：墜二墾亟墼壑完成日期：2006年4月27日S04E025073龔J南方摩托的非洲出口戰(zhàn)略研究AbstractAfter20yearsdevelopmentsinceChinaopenedtotheoutsideworld

2、，ChinaMotorcycleindustryhasdevelopedrapidly，thetotaloutputgrowsfrom50thousandunitsperyearto17millionunitsperyear，almosthalfofthetotalworldmotorcycleoutputIn2004，Chinaexported4millionunitsofmotorcyclesandgained14billionUS

3、dallarsIn2005，Chinaexported45millionunitsofmotorcyclesto157countrieswhichworth18billionUSdollarsItissaidifyoucanfindmotorcyclemarketinacountrythenyoumayfindaChinamademotorcycleoverthereMotorcyclehasbecomeasymbolofinterna

4、tionalizationofChinamademechanicalandelectricalproductsNanfangmotorcyclefactoryisoneoftheearlestChinamotorcyclemanufacturers，andalsousedtobethetopenterpriseofChinamotorcycleindustryAsonestuffofnanfangmotorcyclefactory1wa

5、shonoredt0participateallthehistoryofnanfangmotorcycleexport，fromasingleunitto100thousandunits，andfeltmanyjoysandsorrowsastheincreaseorfallofthemotorcycleexportationButIneverhavethechanceteviewthewholehistoryoftheexportde

6、velopmentandcarefullyanalyseallthelossesandgainsofdifferentkindofdecisionmakingsThisthesisoffersagoodopportunityformetoapplythetheorieswhichIlearnedfromthecoursesduringthistwoyeartermstudytecallandanalyseallthestepsofnan

7、fangmotorcycleinternationalmarketingmeasureThisthesisstartsfromtheintroductionofChinamotorcycledevelopinghistorycharacteristicsandcompetitionadvantage，andthenintroducedthehistoryofnanfangmotorcycleanditsbeginningoftheint

8、emationaltrade，andthepainstakinglessonslearnedaswellasgoodexperiencegained，alsointroducedthereasonandtheprocedureofthedecisionmadethatwhynanfangmotorcyclechooseAfricaasthetargetmarketThisthesisintroducedthewholeprocedure

9、ofnanfangmarketingsteps，fromhechooseofsalechannel，producttactics，rootmarketadvertisementetc，andshowsthatnanfangmotortotallyutilizedtheadvantagesoftheirproductstopenetratetheNigeriamotorcyclemarketandmeetthedemandoflocalc