摘 要
　　　
中國的汽車工業(yè)經(jīng)歷了近半個世紀的發(fā)展并取得了顯著的成就，但在營銷能力上與世界先進的汽車企業(yè)相比仍然存在著很大的差距。在西方許多大企業(yè)中，國際市場的營銷已成為維持企業(yè)生存和發(fā)展的第一大支柱。它們在世界范圍內(nèi)組織生產(chǎn)和銷售，成為多國性的跨國企業(yè)，大公司如此，中小企業(yè)也日益重視海外市場的拓展，隨著全球經(jīng)濟一體化進程的加快，中國企業(yè)對海外市場的開拓顯得越來越重要。

為了應(yīng)對新競爭者、新產(chǎn)品不斷進入市場的威脅，為了應(yīng)對日益白熱化的市場激烈競爭，為了拓展江鈴汽車股份有限公司發(fā)展前景，提高江鈴輕型商用車國際市場占有率，江鈴如何尋找海外市場顯得至關(guān)重要。本文在對中國輕型商用車出口現(xiàn)狀進行分析的前提下，著重分析了江鈴輕型商用車進行海外市場開拓的原動力和壓力以及主要發(fā)展方向，并對其目標(biāo)市場進行了詳細的細分，擬對江鈴輕型商用車實施海外直接投資，尋找目標(biāo)市場國進行營銷模型分析。

【關(guān)鍵詞】江鈴汽車 輕型商用車 營銷模型 國際目標(biāo)市場

Abstract

Auto industry of China have got some visible achievements in past fifty years, but there are wide gaps in marketing capability of auto enterprises between China and developed countries. International Marketing has already become a backbone to support the enterprise’s subsistence and development in the western countries. The enterprises set up production and sales network in more than 2 countries, and become multinationals. It is going to be more important that Chinese enterprises concentrate on overseas market extending.
Market competition is fiercer as new competitor and new product wedging. Therefore, it’s important to how to find overseas market of JMC product market share rate in order to increase and develop company foreground. In this paper, the Chinese light commercial vehicle exports analysis of the present situation, under the premise Jiangling focused on analysis of the light commercial vehicle for developing overseas markets motivation and pressure and the main direction of development, its target market and conducted a detailed breakdown of the proposed implementation of Jiangling light commercial vehicles, foreign direct investment, Find the target market country marketing model.

【Key Words】GM Crops; Light Commercial Vehicles; Marketing Model; International Target Market