COI集团立体车库产品差异化营销模式研究

发布时间：2018-01-12 01:20

本文关键词：COI集团立体车库产品差异化营销模式研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济的快速发展,汽车行业也进入了蓬勃发展的时期,人均汽车拥有量逐年增加,我国的交通环境不断恶化,占道违法停车导致了静态交通问题的突显。因此,传统的平面停车已经再难满足人们日益增长的停车需求,立体车库行业在这种大背景下走进了公众的视野并逐渐被接受和认同。很多有实力的传统制造型企业看到了这一市场需求和广阔的市场前景纷纷涉足立体车库制造和销售领域。随着行业竞争的日趋激烈,COI集团如何独树一帜成为行业内的佼佼者显得尤为重要和迫切。在新形势下,要求COI集团在巩固自身优势的同时,凭借自身不断积累的规模和资源优势,及时分析、研究、总结集团立体车库产品的"差异化营销模式",以实现行业内竞争力的不断突破。COI集团立体车库产品"差异化营销模式"是在市场需求分析的基础上,针对日趋个性化的市场需求,结合集团已有的资源优势,通过品牌化定位,树立鲜明的企业形象,建立市场定位差异化、技术创新差异化、服务流程差异化、运营模式差异化的核心竞争优势,并取得战略性的领先优势。针对集团和行业的现状,本文采用文献研究法、访谈法、问卷调查法、比较分析法对COI集团立体车库产品的差异化营销模式进行研究,目的是以集团立体车库产品营销模式现状为基础,结合国内立体车库产品的营销环境分析和立体车库的市场需求和市场定位分析,阐述和构建COI集团立体车库产品的差异化营销模式。为集团立体车库业务的发展提供借鉴和参考,并将其引领至健康、有序、可持续的快速发展通道。
[Abstract]:With the rapid development of economy, the automobile industry has also entered a period of vigorous development, the per capita car ownership has increased year by year, the traffic environment in China has been deteriorating. Illegal parking leads to static traffic problems. Therefore, the traditional plane parking is no longer able to meet the increasing demand for parking. Under this background, the stereoscopic garage industry has come into the public's view and gradually accepted and recognized. Many powerful traditional manufacturing enterprises have seen the market demand and broad market prospects have set foot in the stereoscopic garage system. Manufacturing and sales. With the increasingly fierce competition in the industry. It is very important and urgent for COI Group to become a leader in the industry. Under the new situation, COI Group is required to consolidate its own advantages at the same time. With its own accumulated scale and resource advantages, timely analysis, research, summed up the group's three-dimensional garage products "differentiated marketing model." In order to achieve a continuous breakthrough in the competitiveness of the industry. COI Group stereoscopic garage products "differentiated marketing model" is based on the analysis of market demand, aiming at the increasingly personalized market demand. Combined with the group's existing resource advantages, through brand positioning, establish a clear corporate image, establish market positioning differentiation, technology innovation differentiation, service flow differentiation. The core competitive advantage of business model differentiation, and obtain strategic leading advantage. According to the current situation of the group and industry, this paper adopts the method of literature research, interview, questionnaire survey. The comparative analysis method is used to study the differential marketing model of COI Group's stereoscopic garage products. The purpose is to base on the current situation of the group's stereoscopic garage product marketing model. Combined with the domestic stereoscopic garage products marketing environment analysis and stereoscopic garage market demand and market positioning analysis. This paper expounds and constructs the differentiated marketing model of COI Group's stereoscopic garage products, which provides reference and reference for the development of the Group's stereoscopic garage business, and leads it to a healthy, orderly and sustainable rapid development channel.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.474

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