摘要
经济全球化已成为必然的发展趋势，越来越多的国际企业进入巴基斯坦进行投
资，中国轻骑摩托车有限公司就是其中的一家。巴基斯坦的摩托车行业发展迅速，外
国投资者，尤其是中国投资者试图通过投资源丰富的经济来提高国际产量。巴基斯坦
政府最近勾画出新的投资政策来鼓励中国投资者在多领域进行投资。本文主要围绕轻
骑摩托车有限公司在巴基斯坦所面临的市场问题，运用 PEST 分析法和波特“五力”
分析法分析了巴基斯坦汽车行业及其轻骑公司面临的外部环境。其次运用 SWOT 分
析方法对轻骑公司的市场环境进行了分析。最后运用市场营销理论阐述了轻骑公司存
在的问题，并提出了解决方法及其对策。

关键词：轻骑摩托车有限公司; 巴基斯坦; 营销理论

III
Abstract
Going international is becoming a natural phenomenon. Many companies go for
investment in other countries every year. But to understand the needs and demands of the
customers is very important. This thesis highlights the marketing problems that the Qingqi
Company is facing in Pakistan. The motorbike industry of Pakistan is growing very fast.
The foreign investors especially from China are aiming to enhance international production
by investing in resource abundant economies.
The government of Pakistan has recently outlined new investment policy to encourage
Chinese investment in various sectors. This study highlights the motorbike sector in the
auto sector by taking the case of Plum Qingqi Motors as Chinese investment in Pakistan.
This study also provides an insight into the market competition in Pakistan and helps to
understand how can the Qingqi Company create its brand image and have good sales
results.
Key words：Qingqi Company or Plum Qingqi Motor；Marketing；Automobile industry