一汽解放青岛汽车有限公司辽宁区域营销策略研究

发布时间：2018-02-05 03:22

本文关键词： PEST分析竞争态势营销策略保障措施　出处：《青岛科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：2016年以后,随着GDP增速趋于放缓,汽车市场也呈现出缓慢增长态势。纵观全球,汽车市场品牌数量众多,竞争态势激烈。对我国自主汽车品牌而言,机遇与挑战并存,压力前所未有。从竞争表现看,由于产品同质化现象严重,汽车品牌除了在车辆操控、外观、内饰、材料等方面进行创新换代外,品牌与营销方式探索创新的竞争也在进行,企业希望通过品牌效应和营销方式的转变迎合消费者,进而占领更多市场份额。本文用PEST分析全面分析公司的市场营销状况,研究和分析目前营销策略上存在的问题,提出自己在营销策略方面的改进措施。将现代营销理论与企业营销实践相结合,制定出有效的区域营销策略,通过创新营销理论,能够为汽车行业更好的开拓新市场,提升市场占有率提供依据。本文首先对一汽解放青岛汽车有限公司的微观环境进行分析,对辽宁市场进行细分,同时研究区域市场结构;然后利用层次分析法构建评价指标体系,在此基础上构建竞争态势矩阵对一汽解放青岛汽车有限公司辽宁区域的竞争态势进行分析。进而提出一汽解放青岛汽车有限公司辽宁区域的价格策略、渠道策略、促销策略、客户满意度策略、客户忠诚度策略、价值关系策略等;同时为了进一步推进以上策略的顺利实施,提出了完善客户关系、划定责任区域、加强内训工作以及制定积分奖励的保障措施。
[Abstract]:Since 2016, with the GDP growth rate slowing down, the automobile market is also showing a slow growth trend. Throughout the world, the number of automobile market brands is numerous, the competition situation is fierce. For our own automobile brands. Opportunities and challenges coexist, pressure unprecedented. From the competition performance, due to the product homogenization phenomenon is serious, car brands in addition to vehicle control, appearance, interior, materials and other aspects of innovation and replacement. Brand and marketing mode exploration innovation competition is also under way, enterprises hope to cater to consumers through the brand effect and the change of marketing mode. Then occupy more market share. This paper uses PEST analysis to analyze the marketing situation of the company, research and analysis of the current problems in marketing strategy. Put forward their own improvement measures in marketing strategy. Combine modern marketing theory with enterprise marketing practice, formulate effective regional marketing strategy, through innovative marketing theory. This paper first analyzes the micro environment of FAW liberation Qingdao Automobile Co., Ltd., and subdivides the market of Liaoning Province. At the same time, study the regional market structure; Then the AHP is used to construct the evaluation index system. On this basis, this paper constructs a competitive situation matrix to analyze the regional competition situation of FAW liberation Qingdao Automobile Co., Ltd., and then puts forward the price strategy of FAW Liberation Qingdao Automobile Co., Ltd. Channel strategy, promotion strategy, customer satisfaction strategy, customer loyalty strategy, value relationship strategy, etc. At the same time, in order to further promote the smooth implementation of the above strategy, this paper puts forward the measures of perfecting customer relationship, delimiting the responsibility area, strengthening the internal training work and making the integral reward.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

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