深圳市中汽南华集团有限公司营销策略研究

发布时间：2018-03-18 21:12

本文选题：营销策略　切入点：汽车经销商　出处：《大连理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：汽车产业在国民经济中处于举足轻重的位置,许多发达国家将其列为支柱产业。汽车产业链的核心部分主要包括四个方面：第一是汽车产品技术的研发,主要是指汽车产品的工程、开发；第二是指零部件的采购；第三是指汽车制造生产;第四就是汽车流通(销售)和服务。近年来,随着汽车经济的全球化,刺激汽车消费的政策退出,国内成品油价的不断上涨,行业连年高速增长与城市机动车容量、基础设施以及环保要求之间矛盾不断加剧,汽车行业产销增速逐渐减缓,汽车生产增长量远高于汽车销售增长量,汽车企业的盈利能力也逐渐下降,汽车销售行业竞争加剧。探讨汽车代理销售企业营销策略如何与当前的经济形式接轨,在行业内更具竞争力势在必行。本文以深圳市中汽南华集团有限公司(以下简称中汽南华)为研究对象,在查阅梳理了汽车销售行业发展现状、市场营销以及促销等相关理论的基础上,对中汽南华的内部经营状况、外部营销环境以及竞争环境作了系统的分析,接着就中汽南华招募地区辖县经销商、促销的市场细分、促销市场的选择以及促销定位作出相应的分析,最后在分析比较广告宣传、销售推广、公关宣传和人员促销四大类促销工具的优缺点,根据目前深圳市中汽南华集团有限公司2013年的营销策略案例,总结出目前国内部分知名度不高的进口品牌汽车销售公司普遍存在的营销策略问题。本文力图通过对中汽南华2012年营销策略现状的反思而总结出一些经营知名度不高的进口品牌汽车的经销商在市场营销策略方面普遍存在的问题,并尝试通过市场营销理论、市场经济学理论等解决这些问题。
[Abstract]:The automobile industry plays an important role in the national economy, and many developed countries regard it as a pillar industry. The core part of the automobile industry chain mainly includes four aspects: first, the research and development of automobile product technology. It mainly refers to the engineering and development of automobile products; the second is the procurement of parts and components; the third is the manufacture and production of automobiles; and 4th is the circulation (sales) and services of automobiles. In recent years, with the globalization of the automobile economy, With the withdrawal of the policy to stimulate automobile consumption, the rising price of domestic refined oil products, the contradiction between the high-speed growth of the industry and the requirements for urban motor vehicle capacity, infrastructure and environmental protection, the growth rate of production and sales of the automobile industry is gradually slowing down. The increase of automobile production is far higher than that of auto sales, and the profitability of automobile enterprises is also gradually declining, and the competition in automobile sales industry is becoming more and more intense. This paper discusses how the marketing strategy of automobile agency sales enterprises should be in line with the current economic situation. It is imperative to be more competitive in the industry. In this paper, the author takes CSC Nanhua Group Co., Ltd (hereinafter referred to as CNAC) as the research object, on the basis of consulting and combing the relevant theories of automobile sales industry development, marketing and promotion, etc. This paper makes a systematic analysis of the internal management, external marketing environment and competition environment of CNAC South China. Then, it makes a detailed analysis of the market segmentation of CNAC South China's recruiting regional county distributors, The selection and orientation of the promotion market are analyzed accordingly. Finally, the advantages and disadvantages of the four kinds of promotional tools, including advertising, sales promotion, public relations promotion and personnel promotion, are analyzed and compared. According to the marketing strategy case of Shenzhen CNAC Nanhua Group Co., Ltd in 2013, this paper sums up the common problems of marketing strategy in some import brand automobile sales companies which are not well known in our country at present. This paper tries to sum up the common problems in marketing strategy of some imported brand automobile dealers who are not well known by reflecting on the current situation of marketing strategy of CNAC South China in 2012, and tries to pass the marketing theory. Market economy theory and so on solve these problems.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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