我國商用汽車出口經(jīng)驗與啟示

信心發(fā)展共贏陜西重型進出口有限公司SHAANXIHEAVYDUTYAUTOMOBILEINPORT&EXPORTCO.,LTDConfidenceDevelopment

Win-win目錄CONTENTS1Briefintroductionofthecompany企業(yè)簡介3Afewwordsonoverseamarket海外市場淺談2Productsofthecompany產(chǎn)品介紹ShaanxiAutomobileGroupCo.,LtdisoneoftheTop500EnterprisesofChina,andranked27thinthetop500ChinaMachineryEnterprises.Ithasthetop-gradewell–equippedheavy-dutytruckindustrialparkandthestate-leveltechnologicalcentreandpost-doctoralresearchworkstation.Thereare20subsidiarycompaniesunderitscontrol,withtheheadquartersinXi’an.陜汽集團是中國500強企業(yè)，位列中國機械500強第27位，擁有裝備精良、世界一流的重卡產(chǎn)業(yè)園和國家級企業(yè)技術(shù)中心、博士后科研工作站，包括20余家子公司，總部設在西安。

公司產(chǎn)品范圍覆蓋重型軍用越野車、重型卡車、大中型客車（底盤）、中輕型卡車、重型車橋、康明斯發(fā)動機及汽車零部件等領域，是國家選型對比試驗后保留的唯一指定裝備我軍的重型軍用越野車生產(chǎn)基地和首批汽車出口基地企業(yè)。Itsproductscoverheavy-dutymilitaryvehicles,heavy-dutytrucks,bigandmedium-sizedbusesandchassis,medium-sizedtrucks,heavy-dutyaxles,Cumminsengines,spareparts

etc.Thecompanyistheonlydefinedheavy-dutyoff-roadmilitarytruckmanufacturebase,throughlectotypecomparativetrial,itsmilitaryproductsareexclusivelyappointedtoequipChinesearmy.It’salsooneofthefirst-batchentiretruckexportingbases.

陜汽，行業(yè)唯一參加了舉世矚目的中華人民共和國建國35周年、50周年、60周年年國慶閱兵儀式，陜汽軍用越野汽車以龐大的陣容壯我軍威，為國爭光，受到國務院及中央軍委的多次嘉獎。ShaanQimilitaryoff-roadtruck，theonlyoneinthisindustry,whichtookpartintheNationalMilitary-inspectingCeremonyonthe35th、50th、60thanniversaryofthePRC,weregreatlypraisedbytheStateCouncilandtheStateMilitaryCommittee.

In2009,ShaanQiGroupoutputvalueis21.7billionyuanand4.6percentofyear-on-yeargrowth,Thesalesincomereachedover22.05billionyuanandyear-on-yeargrowthreached7percent.Theoverseassalesincomereached45millionU.S.Dollars.In2009,theamountofexportandforeignexchangeearningsofheavydutytrucksarethefirstinindustry.

2009年，陜汽實現(xiàn)工業(yè)總產(chǎn)值217億元，同比增長4.6%；實現(xiàn)銷售收入220.5億元，同比增長7%，出口創(chuàng)匯4.5億美元。2009年陜汽重卡出口銷量、出口創(chuàng)匯居中國重型卡車行業(yè)第一.AdvancedScientificResearchTechnology先進研發(fā)體系陜汽擁有科研場地50000平方米，科研技術(shù)人員400余名。具有完整的開發(fā)、設計、工藝體系流程，使用CAD/CAE設計系統(tǒng)、AVLCruise動力匹配系統(tǒng)、Abaqus車輛結(jié)構(gòu)分析系統(tǒng)、CAPP工藝管理系統(tǒng)、PLM數(shù)據(jù)管理系統(tǒng)及完備的實驗、試驗、試制、檢測設施和設備。ShaanQihasover400scientificresearchtechnicians,withscientificresearchsitecovering50,000squaremeters.Thecompanyhasanintegratedflowincludingdevelopment,designandtechnologicalprocesssystem,applyingCAD/CAEDesignSystem,AVLCruisePowerMatchingSystem,AbaqusAutomobileStructureAnalysisSystem,CAPPProcessManagementSystem,PLMDataManagementSystemandcompletefacilitiesandequipmentsforexperiment,test,trail-manufactureanddetection.Systemic

&Strict

Trial

系統(tǒng)嚴格的試驗enginetest發(fā)動機測試30%gradetest30%爬坡試驗Twistingtest扭曲路面試驗60%gradetest60%爬坡試驗Axletest車橋試驗Fishscalepitroadtest魚鱗坑路試驗TopProductionLineofHeavyDutyTruckintheWorld國際一流的重卡制造生產(chǎn)線

目前公司擁有由美國、德國等國家進口，代表國際一流重卡制造技術(shù)的22條現(xiàn)代化流水生產(chǎn)線，工藝裝備精良、自動化程度高。

Atpresent,thecompanyhas22modernproductionlineswithadvancedinternationalmanufacturingtechnology,whichwasimportedfromUSAandGermany,andfeaturingwithprecisetechniqueequipmentandautomation.陜汽有42年的重卡專業(yè)研發(fā)制造經(jīng)驗，建立了以質(zhì)量管理為核心，涵蓋職業(yè)健康、環(huán)境、測量三標一體化的質(zhì)量管理體系，采用德國瑪哈公司的全套一級整車安全檢測線，已通過GJB9001A,ISO9001,TS16949,

3C,ISO14001,GB/T28001,ISO10012體系認證，產(chǎn)品品質(zhì)達到國際先進水平。ScientificandStrictQualityManagementSystem

科學嚴格的質(zhì)量管理體系ShaanQihas42yearsofprofessionalR&Dandmanufactureexperiences,andalsotheonlyheavy-dutytruckenterprise.Ithasestablishedaqualitymanagementsystem,whichregardsthequalitymanagementasitscoreandthree-standards-one-systemasitscontentthatintegratesoccupationalhealthandsafety,environmentandmeasurementintomanagement.ItusestheGermanMahacompany’scomplete-setfirst-levelentiretrucksafedetectionline.

ShaanQihaspassedGJB9001A,ISO9001,TS16949,

3C,ISO14001,GB/T28001,ISO10012certification.

Theseenableproductqualitytoreachaninternationaladvancedlevel.目錄CONTENTS1Briefintroductionofthecompany企業(yè)簡介3Afewwordsonoverseamarket海外市場淺談2Productsofthecompany產(chǎn)品介紹Withtheconceptof“Providinglargestvalueforthecustomerswiththefittestproducts”,ShaanQiwillintegrateadvantagetechnologyandsupplierstoprovidetheproductsofinternationalmarketandmeetindividualrequirementoftheusers.“SHACMAN”truckshavebeensoldtomorethan60countries,theaccumulatedsalesvolumehasexceeded50,000units.陜汽秉承“提供最適合產(chǎn)品，為客戶創(chuàng)造最大價值”的理念，整合優(yōu)勢技術(shù)和供應商資源,打造滿足用戶個性化需求的全系列國際市場產(chǎn)品。陜汽產(chǎn)品已銷往全球60多個國家，累計出口已突破50,000輛。

F3000ishigh-endproductwhichisbasedonGermanMAN’stechnologyplatform.ItscompletevehicletechnologyispureEuropeantechnology.

F3000是基于世界先進的德國曼技術(shù)平臺的高端產(chǎn)品，整車技術(shù)是純正的歐洲血統(tǒng)。Marketpositioning:high-endmarket市場定位：高端市場⑴、F3000Series

F3000系列

F2000ismatureproductwhicharebasedonGermanMAN’stechnologyandtheupgradedSteyr’stechnologyplatform.

F2000是基于德國曼技術(shù)和全新升級的斯太爾技術(shù)平臺的成熟產(chǎn)品系列。

⑵、F2000Series

F2000系列Marketpositioning：Middleandhigh-endmarket市場定位：中高端市場

FCismatureproductwhicharebasedonGermanMAN’stechnologyandupgradedSteyr’stechnologyplatform.FCseriesinstallAmericaCumminsISMseriesengine.FCbelongstothemainhigh-endproducts.FC是基于德國曼技術(shù)和全新升級的斯太爾技術(shù)平臺的成熟系列產(chǎn)品，裝配有美國康明斯ISM系列發(fā)動機，屬高端主銷產(chǎn)品。⑶、FCSeries

FC系列CumminsISMseriesengine

S2000seriesismatureproducts’serieswhicharebasedontheupgradedSteyr’stechnologyplatform.Itbelongstotheeconomicalkingpinproducts.S2000是基于全新升級的斯太爾技術(shù)平臺的成熟系列產(chǎn)品，屬經(jīng)濟型主銷產(chǎn)品。

⑷、S2000Series

S2000系列我公司特種車車輛品種齊全，能夠滿足各種工況環(huán)境下的各種作業(yè)要求。主要包括非公路自卸車、碼頭牽引車、天然汽車和壓縮天然汽車。⑸、SpecialVehicleSeries

特種車系列Greatvarietyofspecialvehiclescanmeetanyworkingconditionsandanyrequirements.Thespecialvehicleincludingoff-roaddumptruck,terminaltractor,naturalgastruckandcompressednaturalgastruck(CNG).品種齊全的專用車系列AfullrangeofDedicatedVehicleSeriesTanktruck罐式車Cementmixer混凝土車

Oilfieldtruck

油田車Firefightingtruck

消防車Operatingvehicle作業(yè)車(6)、MainModelsofMilitaryTruckforExport

軍車出口主力車型SX2151seriesSX2110series

SX2153seriesSX2300series

目錄CONTENTS1Briefintroductionofthecompany企業(yè)簡介3Afewwordsonoverseamarket海外市場淺談2Productsofthecompany產(chǎn)品介紹

2009年陜汽實現(xiàn)重卡出口12000輛，出口創(chuàng)匯約4.5億美元，根據(jù)海關(guān)數(shù)據(jù)統(tǒng)計，我公司出口數(shù)量和創(chuàng)匯位居全國重型汽車行業(yè)第一；創(chuàng)匯金額列全國汽車行業(yè)第一。In2009,12,000automobilesweresoldintheinternationalmarketandtheoverseassalesincomereached450millionU.S.Dollars.TheexportvolumeandexportearningsinforeignexchangeofSAG

wonthefirstpositioninheavydutytruckindustryinChina.以下是陜汽在重卡出口當中的一點心得，與大家分享！Thisismylearningexperienceofexportingheavydutytruckstosharewitheveryone.1、產(chǎn)品的適應性開發(fā)Developtheadaptability海外各區(qū)域的自然環(huán)境、工況使用條件較為復雜，經(jīng)濟水平差異性較大，

針對各出口市場的差異化特點，陜汽經(jīng)過充分調(diào)研和嚴格試驗，精心策劃和開發(fā)出了熱區(qū)版、寒區(qū)版及其改進型和經(jīng)濟型產(chǎn)品，以及高原版、專銷版和軍車系列等各種適應性出口產(chǎn)品，真正滿足了用戶產(chǎn)異化需求，贏得了大量國際市場用戶的贊譽。Aschemeandresearch&developmentsystemforexportproductshasbeenestablished.Demandoftheinternationalmarketindifferentregionscanbemetwithuniquesubdividedproducts.Aimingatdifferentusingenvironmentofvariousregionalmarkets,aschemeandresearch&developmentsystemforexportproductshasbeenestablishedforthefirsttime.Plansanddesignswereworkedoutcarefullybycategoriesofexportproducts.Seriesproductsofcoldregionversion,thermalregionversion,enhancedversion,light-weightversion,gasversion,plateauversionweredevelopedinsuccession.2、注重海外營銷網(wǎng)絡的建設與投入Focusontheconstructionandinputofoverseasnetwork陜汽進入國際市場之初，就大力拓展國際營銷網(wǎng)絡。受國際金融危機沖擊國際市場環(huán)境惡劣的情況下，陜汽仍堅持銷售及服務網(wǎng)絡的建設和完善，加大投資力度，使營銷網(wǎng)絡逐步健全，使整個營銷隊伍的戰(zhàn)斗力得到進一步加強，確保了陜汽既定出口目標的圓滿完成。

AccordingtotheinternationalmarketdevelopmentstrategyofShaanxiAutomobileGroupCo.,Ltd.wecarriedoutfruitfulworkintermsofinternationalmarketingservicenetworksystem,globalbranding,featuredproductsdevelopmentaswellasregionalmarketaccessattestationetc.,whichreducedimpactofglobaleconomiccrisisondailyoperationoftheenterprisestotheutmostextent.出口授權(quán)企業(yè)共20家。20exportingauthorizationenterprises.海外本土一級經(jīng)銷商共45家，辦事機構(gòu)23個。Overseadistributortotalnumberis45.Overseaofficetotalnumberis23.現(xiàn)有海外服務網(wǎng)絡180家，服務體系初具規(guī)模。Forminganoverseaservicesystemwhichtotalnumberis180.09年海外4S店達到10個，分別在迪拜、阿爾及利亞、安哥拉、沙特、伊朗、智利、厄瓜多爾、哥倫比亞、印度尼西亞、哈薩克斯坦。Building104Ssellingcenter,suchasDubai,Algeria,Angola,Iran,Chile,Ecuador,Columbia,IndonesiaandKazakhstan.海外大型維修中心2個，配件庫覆蓋了主銷區(qū)域。2largescaledrepairingcenter.Sparepartsstoreroomcoverthemainexportingarea.到目前為止，陜汽在海外已形成覆蓋60多個國家、駐外人員近100人，駐外機構(gòu)及營銷網(wǎng)絡近50家、服務網(wǎng)點近180家初見規(guī)模的海外營銷網(wǎng)絡，已經(jīng)初步具備支撐目前出口車輛維修的能力。Tillnow,theproductsofShaanQihasbeensoldabroadtoabout

60countries,nearly100overseasofficers,

50localandoverseassalesand180servicenetwork.wewilleliminateblindspotofmarket,meetthedemandoftheusersandenhancetheirsatisfactionwiththeservices.3、貫徹服務型制造理念陜汽集團本著打造服務型制造企業(yè)的經(jīng)營理念，提供產(chǎn)品全生命周期服務。Relyingonthe“Service-orientedManufacturing”businessconcept,SAGoffersthefullservice.在國際營銷過程中，以產(chǎn)品服務的提供為依托，向客戶提供產(chǎn)品售前、售中、售后及產(chǎn)品回收等系列服務。Intheprocessofinternationalmarketing,foundingonsupplyingservice,providingpre-sale、mid-sale、after-saleandservicesofrecoveringproduct,andsoon.

體現(xiàn)主動性營銷，為各大項目提供全方位的物流工程解決方案。

Reflectinitiativemarketing.

ProvidestheOmni-directionallogisticsengineeringsolutionsforlargeprojects.

陜汽通過95家非洲海外服務網(wǎng)絡和駐外維修工程師向各用車單位提供及時、高效的車輛維修服務，同時向當?shù)赜密嚾藛T培訓車輛使用和保養(yǎng)知識。陜汽海外服務網(wǎng)點人員不畏酷暑、嚴寒和局部戰(zhàn)爭動蕩等，恪守為海外客戶提供及時、高效維修服務的遵旨，為用戶創(chuàng)造最大價值。ShaanQiofferseffectivetruckmaintenanceserviceforcustomersintime,through95overseasservicenetworksinAfricaandoverseasmaintenanceengineers,andmeanwhileprovidesthetrainingontheuseandmaintenanceofthetruckforitslocalusers.ThepersonnelwhoworkatoverseasservicenetworksitesofShaanQiGroup,regardlessoftheextremesofheatandcoldaswellastheunrestofwar,etc.,insistontheprincipleofprovidingmaintenanceserviceintimeandeffectivemannerfortheoverseasusers,soastocreatethegreatestvalueforthem.

4、海外優(yōu)質(zhì)服務

HighQualityOverseasService陜汽集團中標成為阿爾及利亞高速公路項目中資企業(yè)標段唯一重型汽車供應商，目前該項目已使用了近2000輛陜汽重卡。ShaanQihasbeensuccessfulbidontheonlyhighwayheavy-dutyautomotivesuppliers.Utillnowinthisproject,ithasusedSHACMANheavydutytrucksforabout2000units.TheProjectofAlgeriaEast-WestHighway阿爾及利亞東西高速公路項目

陜汽集團被選中為該項目的重型運輸車輛供應商。目前“SHACMAN”重卡在安哥拉的市場占有率已超過20%。AngolaComfortableHousingProject安哥拉政府安居工程建設項目

SHACMANisselectedastheheavyduty

transportvehiclesuppliersinthisproject.Atpresent,marketshareof"SHACMAN"heavy-dutytruckhasmorethan20%inAngola.肯國防部人員來陜汽調(diào)研、洽談出口至肯尼亞的陜汽軍用越野車ThepersonnelfromDepartmentofDefenceofKenyaconductresearchandnegotiationinSAGMilitaryoff-roadtruckmanufacturedbySAGthatareexportedtoKenya為肯尼亞軍方培訓車輛使用和保養(yǎng)知識ProvidethetrainingontheuseandmaintenanceofthetruckforMilitaryofKenya肯尼亞軍方項目

ProjectofKenyaArmy該項目為肯尼亞軍方采購項目，陜汽集團憑借軍車的技術(shù)、質(zhì)量優(yōu)勢，再次贏得了客戶的青睞，被選為該項目的重型軍用運輸車輛供應商。ThisprojectwasthepurchasingprojectofKenyaarmy.SAGreliesontheadvantageofmilitarytruck,gainedthefavorfromcustomer.SAGhasbeenchosenasthisprojectofheavydutymilitarytrucksupplier.5、注重品牌推廣Focusonpromotingbrand

2009年，通過參加國際性商用汽車和工程機械類展會共12場及舉行國際性巡展活動2次，在海外發(fā)布了大量的戶外以及平面廣告，使國內(nèi)外客戶對“SHACMAN”品牌有更為廣泛的認知，“SHACMAN”品牌知名度和陜汽產(chǎn)品的認知度進一步提高。

In2009,carriedoutmarketspreadingandexpansioninanall-roundway

globallybytakingavarietyofwaysactively.Wesuccessivelyparticipatedin12internationalcommercialautomobileandengineeringmachineryexhibitionand2internationalroadshow.Wealsoissuedalotofoutdoorandindooradvertisement,whichhaspresentedthehighclassqualityandexcellentbrandimageofheavy-dutytruckfullyandfurtherpromoteditscorporatepopularityandreputationintheinternationalmarket.各國展會的情況Exhibitionsituationineachcountry

6、商用車出口的啟示Inspirationfromexportingcommercialvehicle（1）產(chǎn)品的質(zhì)量至關(guān)重要；Themostimportantthingistheproducts’quality.（2）海外服務保障體系要完善；

Theoverseas’serviceensuresystemshouldbecompleted.（3）服務提升要在便利性和及時性上；Theserviceshouldbeadvancedinconvenienceandtimeliness.（4）配件供應要充分；

Thesparepartsshouldbeadequate.

（5）積極應對貿(mào)易保護主義措施

Toactivelyrespondtoprotectionistmeasures自國際金融危機后，各國為保護本國汽車產(chǎn)業(yè)，增加貿(mào)易保護政策；部分國家為了進一步發(fā)展本國汽車工業(yè)，也出臺了一些貿(mào)易限制措施。各企業(yè)根據(jù)自身情況，應該積極應對這些問題，同時也提升自已企業(yè)和產(chǎn)品的品質(zhì)。

Sinceinternationalfinancialcrisis,toprotecttheirnationalautomobileindustry,increasedtradeprotectionpolicies,Somecountriesinordertofurtherdevelopingautomobileindustry,alsointroducedsometraderestrictions.Theenterpriseaccordingtotheircircumstance,shouldactivelyrespondtotheseproblems,andalsofromenterprisesandthequalityoftheproducts.（6）突破貿(mào)易壁壘，探索多種出口方式。

Breakthroughofexporttradebarriers,andexplorelotsofwaysforexport.

繼續(xù)做好產(chǎn)品認證工作，突破技術(shù)貿(mào)易壁壘。Continuetoensuretheproductcertification,andbreakthroughtechnologytradebarriers.實現(xiàn)產(chǎn)品本土化生產(chǎn)，規(guī)避貿(mào)易保護政策：Torealizeproductlocalizationproduction,

andAvoidtradeprotectionpolicies:

擇機實施CKD/SKD組裝；FindtheopportunityforimplementationofCKDassembly;加快產(chǎn)品本土化生產(chǎn)。Speedupproductlocalizationproduction.從單純依靠產(chǎn)品出口，向產(chǎn)品出口、技術(shù)和資本輸出相結(jié)合的方式轉(zhuǎn)變，拓展商用車出口企業(yè)利潤增長點。

Fromsolelyreliedonexportingproductstothecombinationofexportingproducts,technologyandcapitaloutput,expandtheprofitgrowthofexportingcommercialvehicleenterprise.

（7）全方位打造國際商用車品牌，提升民族品牌國際競爭力。

Makestheinternationalcommercialvehiclebrand,andenhancesinternationalcompetitivenessofthenationalbrandinternationalcompetitiveness.目前，除個別市場外，中國商用車品牌在各出口市場的認知度不高，品牌國際競爭力不強。應利用一切可用資源，提高品牌國際知名度，增強民族品牌國際競爭力。Atpresent,