青岛大学硕士学位论文
Research on the Auto Parts International Trade
Marketing Strategy of Y Company
Abstract
With the developing of globalization, more Chinese companies have been deeply integrated
into the global industrial chains and started international business with the world. However,
handicaps still exist in the international politics and economics. Trade disputes occur
frequently, political conflicts upgraded, global exchange rate become instable. All the
factors above impose negative impacts on Chinese companies' international business.
Those have been serious problems for all companies which focus on oversea markets of
how to avoid risks, how to be more competitive. Automobile markets have been suffering
huge impacts currentlyfrom the COVID-19 pandemic.In 2020, global automobile
production plummeted by 13%.Due to the partial control ofthe pandemic, global
automobile market has rebounded 3% in 2021, did not meet the expectation of 8%. And the
market is estimated to go down again in 2022. Although the market environment has been
improved, most of the global exhibitions have been cancelled or postponed. As a result, it
is impossible to develop international business via exhibitions. For the auto parts industry,
the impact of the pandemic has not faded. In this case, as an auto parts trading company, Y
company should be active, response quickly, and find better marketing ideas to ensure the
continuous developing of the company's international business.
This thesis takes Y company's auto parts international marketing strategy as the topic, to
survey the international market environment, consumers and importers with questionnaires,
to explore the attitudes and opinions of its employees with in-depth interviews. Analyze the
marketing status and locate the problems of current marketing with data from both object
and subject ways. Put forward strategies to upgrade the current marketing and guarantee
systems for the strategies. First, analyze the external and industry environment of Y
company with PEST, Porter five forces and SWOT tools to confirm the factors which could
affect the choice of marketing strategies. Second, made a paid questionnaire on social media
and acquired systematic original market data, position the company and its products with
STP tools and data from the questionnaires to confirm how to enter specific markets. Finally,
put forward the future international business strategies for Y company's choice. Meanwhile,
put forward some other measures to ensure the implementation of the strategies will be
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青岛大学硕士学位论文
followed. This thesis is focusing on the strategies of how Y company adjust the international
marketing strategies rapidly, how Y company manage to be more competitive. Also. it is
helpful to the sustainable development of Y company. At the meantime, it can also offer
some experiences for small and micro trading companies that have been impact by the
pandemic, and help more small and micro trading companies to get out of their predicament,
which has certain practical significance.
Key words: Auto brake parts；Marketing strategy；International Trade；COVID-
19 pandemic
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青岛大学硕士学位论文
目录
第1章绪论.........1
1.1研究的背景和意义....... 1
1.1.1研究的背景......... 1
1.1.2研究的目的和意义.......... 2
1.2国内外研究动态......... 3
1.2.1国外研究动态....... 3
1.2.2国内研究动态....... 7
1.2.3国内外研究评述........... 10
1.3研究的内容、方法与工具....... 10
1.3.1研究内容.......... 10
1.3.2研究方法和工具........... 12
1.4本文的创新点.......... 15
第2章相关概念和理论基础........ 16
2.1相关概念....... 16
2.1.1市场营销策略...... 16
2.1.2国际市场营销...... 16
2.2理论基础............. 16
2.2.1目标市场竞争理论......... 16
2.2.2 STP理论.......... 17
2.2.3市场营销的4Ps和7Ps理论........17
2.2.4市场营销的4Cs理论....... 18
第3章 Y公司汽车零部件国际贸易业务营销环境分析........ 19
3.1公司及销售现状........ 19
3.1.1 Y公司基本情况........... 19
3.1.2 Y公司的销售状况......... 19
3.1.3 Y公司营销现状深度访谈.......... 21
3.2宏观环境分析（PEST分析）........... 25
3.2.1政治环境分析（Politics）........ 25
3.2.2经济环境分析（Economy）......... 27
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