郑州宇通客车公司营销策略研究

发布时间：2018-06-27 16:09

本文选题：郑州宇通客车 + 营销策略　；参考：《武汉工程大学》2013年硕士论文

【摘要】：客车在我国整个汽车行业中来说的位置越发重要和关键。客车行业的好坏关系到整个汽车行业的发展，也与我国经济发展息息相关。而对于客车行业的发展来说，采用什么样的营销策略是非常关键的。如今，在我国客车市场中郑州宇通客车可谓是崭露头角，并且稳居行业第一，郑州宇通客车究竟为什么能够在市场竞争如此激烈的情况还能稳居行业第一，这是值得我们深入研究和分析的问题。因此，本文选择以郑州宇通客车为例，对其进行营销策略的分析、研究。本文研究的主要内容是在分析营销策略理论体系的基础上，，结合国内外客车市场发展历程、现状及未来方向，结合郑州宇通客车的发展现状和现有的营销策略提出建议。通过对宇通客车自身发展历程、宏观和微观环境、现有营销策略的分析，发现其问题所在，提出建议。本文共分为七个章节：第一章是引言。在这一章当中，主要介绍本文选题的理论意义和实际意义、研究内容、研究方法、技术路线以及创新点；第二章为理论综述。理论综述是每篇文章研究的基础，笔者在动笔之前阅读了大量的文献资料，通过对国内外文献的研读，对营销策略中的理论进行系统性的梳理，将文献归纳为营销理论及战略综述、汽车营销策略研究、客车营销策略研究三个部分，简明、扼要地将文献进行总结归纳，形成一定的理论体系，为下文的分析奠定理论基础；第三章是国内外客车市场现状分析，主要分为客车市场概述、国内客车市场发展现状、国外客车市场发展现状、国内外客车市场对比研究五个部分，主要包括对国内外客车市场的发展历程、发展现状以及未来发展方向的分析，并作以比较性分析。其中，笔者运用最新的数据和图形来分析客车行业在汽车行业乃至于经济发展过程中的重要性；第四章是对郑州宇通客车营销现状分析。在这一章当中，主要包括宇通客车概述、PEST分析、SWOT分析和营销策略四个部分。其中，第一部分是对郑州宇通客车的基本情况、发展历程和行业地位进行分析；第二部分是对郑州宇通客车进行的PEST分析。在PEST分析中，主要从政治要素、经济各要素、社会要素和技术要素四个要素进行研究；第三部分是对郑州宇通客车进行的SWOT分析。在SWOT、PEST分析中，主要从宇通客车的优势、宇通客车的劣势、宇通客车的机会和宇通客车的威胁四个视角进行研究。第四部分是对郑州宇通客车在营销中所采取的策略进行研究。本文从全新的视角出发，产品营销策略、体验式营销策略、TSM营销策略、在线营销策略、感情营销策略、订单营销策略、服务营销策略七个方面对宇通客车的营销策略进行分析；第五章是对宇通可测营销策略上存在的问题进行分析；第六章是提出改进建议；第七章是对全文的总结。
[Abstract]:The position of bus in the whole automobile industry of our country is more and more important and key. The quality of bus industry relates to the development of the whole automobile industry, and is closely related to the economic development of our country. And for the development of bus industry, what kind of marketing strategy is very critical. At present, Zhengzhou Yutong bus is emerging in the passenger car market of our country, and it ranks first in the industry. Why is Zhengzhou Yutong bus able to occupy the first place in the industry when the market competition is so fierce? This is worthy of our in-depth study and analysis of the problem. Therefore, this article chooses Zhengzhou Yutong bus as an example, carries on the marketing strategy analysis, the research. The main content of this paper is based on the analysis of the marketing strategy theory system, combined with the domestic and foreign bus market development process, current situation and future direction, combined with Zhengzhou Yutong bus development status and existing marketing strategies put forward suggestions. Based on the analysis of Yutong bus's own development course, macro and micro environment, and existing marketing strategy, the problems are found and some suggestions are put forward. This paper is divided into seven chapters: the first chapter is the introduction. In this chapter, mainly introduces the theoretical and practical significance of this topic, research content, research methods, technical routes and innovation; the second chapter is a theoretical review. Theoretical review is the basis of each article, the author read a lot of literature before starting writing, through the study of domestic and foreign literature, the theory of marketing strategy is systematically combed. The literature is summarized into three parts: marketing theory and strategy review, automobile marketing strategy research and bus marketing strategy research. The literature is summarized concisely and a certain theoretical system is formed, which lays a theoretical foundation for the analysis below. The third chapter is the domestic and foreign passenger car market present situation analysis, mainly divides into the passenger car market outline, the domestic passenger car market development present situation, the foreign passenger car market development present situation, domestic and foreign passenger car market contrast research five parts, It mainly includes the analysis of the development course, the present situation and the future development direction of the domestic and foreign bus market, and makes a comparative analysis. Among them, the author uses the latest data and graphics to analyze the importance of the bus industry in the automobile industry and even in the process of economic development; the fourth chapter is to analyze the current situation of Zhengzhou Yutong bus marketing. In this chapter, it mainly includes four parts: Yutong bus overview, pest analysis, SWOT analysis and marketing strategy. Among them, the first part is the basic situation of Zhengzhou Yutong bus, the development process and the position of the industry; the second part is the pest analysis of Zhengzhou Yutong bus. In pest analysis, the author mainly studies four factors: political factor, economic factor, social factor and technical factor. The third part is SWOT analysis of Zhengzhou Yutong bus. In the analysis of SWOTT-PEST, the author mainly studies the advantages of Yutong bus, the disadvantage of Yutong bus, the opportunity of Yutong bus and the threat of Yutong bus. The fourth part is the research on the strategy of Zhengzhou Yutong bus marketing. This article from a new perspective, product marketing strategy, experience marketing strategy TSM marketing strategy, online marketing strategy, emotional marketing strategy, order marketing strategy, service marketing strategy seven aspects of Yutong bus marketing strategy analysis; The fifth chapter is to analyze the problems existing in Yutong measurable marketing strategy; the sixth chapter is to put forward suggestions for improvement; the seventh chapter is a summary of the full text.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

【参考文献】