摘要
近年来，随着南非种族隔离制度的结束以及一系列有利于贸易方面的政策实
施，南非的市场规模不断扩大且增长潜力明显。南非不仅拥有非洲最大的汽车市
场，而且作为一带一路的成员国、金砖五国成员之一，无论从经济战略意义还是
政治战略意义对我国自主汽车品牌都具有举足轻重的海外市场地位。北汽国际是
中国自主汽车品牌首个在南非建立乘用车工厂的车企，该项目于2015年12月正
式签约开建，这对北汽国际进军非洲市场具有里程碑式的意义，也对将来北汽国
际在海外开拓全价值链输出起到关键的作用，更是对辐射周边非洲国家以及不断
发展出口车型产品及服务起到基础作用
目前中国汽车品牌大多在南非的口碑较差、售后服务不全面、配件不充足等
情况导致北汽在南非市场的开拓举步维艰。在此背景下，本文首先在结合运用营
销理论的基础上，对南非市场外部环境分析和内部情况进行分析，再运用SWOT分
析模型综合总结目前北汽国际南非市场的营销现状以及存在的问题面临的挑战机
遇
其次，结合STP理论基础上，对南非汽车市场进行细分，并且通过对南非汽
车市场消费者购买因素调查问卷进行设计研究，分析出南非汽车市场消费者主要
购买因素
最后结合大市场6Ps营销理论以及前几章的分析结果，制定符合北汽品牌特
色的因地制宜的营销策略。具体包括：优化产品策略，实现从整车进口产品到本
土化生产的转变，并且在过程中不断提升产品品质、扩大产品范围；升级定价策
略，通过扩大生产不断降低成本来提高利润，并且针对不同渠道不同对象制定差
异化价格来开拓市场；转型促销策略，以金融服务营销策略制定为核心并且综合
运用多种促销策略，根据南非当地人的消费特点定制BAIC汽车金融配套服务，以
优惠的利率吸引消费者购买；扩大渠道策略，以租赁公司B2B渠道开发促销策略
为核心，以多种结合促销为辅建立渠道策略，基于北汽BAIC品牌知名度差、上路
率低等情况，通过和各大租赁公司合作提高上路率，赢得客户使用口碑为前提主
推租赁市场占有率，以提升品牌知名度；发展权力策略，在北汽国际现跟南非国
有企业IDC合资开办工厂的基础上，以IDC公司为切入点，不断深化北汽权力策
略；细化公共关系策略，通过与公关咨询公司合作并且建立公关部门，帮助北汽
国际与消费者、普通公众、政府以及媒介的关系进行良好维护，以此来塑造品牌
II
形象使得企业可以长期进驻海外市场得到长足发展。本文提出适合北汽国际南非
市场营销策略，对于我国自主品牌在海外市场打开销路具有借鉴意义
关键词：6Ps营销，汽车金融，汽车租赁
III
Abstract
In recent years, with the end of apartheid in South Africa and a series of pro-trade
policies, South Africa's market size has been expanded and its growth potential is
obvious. South Africa is not only the biggest car market in Africa,but also one of the
member of the Belt and Road and the BRICS, so it is a great importance for
development of Chinese self-owned car Brand in exploiting overseas market for its
economic strategy and political strategy. BAIC group is the first Chinesecar vehicle
brand which is settled in South Africa,this project is formally formed in December of
2015 which is the milestone for BAIC group and also the key factor for BAIC group to
exploit overseas market,and it also helps other countries in BAIC group to exploit
overseas market of their neighbouring countries in Africa.
At present, most Chinese automobile brands have poor reputation , incomplete
after-sales service and lack of sufficient parts in South Africa which makes it difficult for
BAIC to exploit in the South Africa market.Under the circumstances, this paper firstly
use marketing theory which combines internal and external environment factors of
South Africa market, implementing SWOT tools to analyse the current situation, the
challenges,the opportunities, and the weakness of BAIC Products.
Then, based on the STP theory, my paper segments the car market of South Africa,
designs the questionnaire for consumers of South Africa , analysis consumer’s main
factors of purchasing cars in South Africa.
Finally, according to the 6Ps marketing theory and the analysis results of the
previous chapters, this paper makes the marketing strategy based on the
characteristics of BAIC including the following parts:optimizing the product
strategy,realizing the transformation from the whole car import product to the local
manufacturing, improving the product quality,expanding the product
categories;Upgrading price strategies, boosting profits by increasing production and
reducing costs, developing separate prices according to different targets to expand the
market; Transformation promotion strategy ,a variety of promotional strategies based
on the core of financial marketing services,making the BAIC auto financing services
plan according to local consumption characteristics of South Africa ,enhancing。