大连奇瑞车城营销策略及竞争力提升研究
发布时间：2018-09-07 22:14
【摘要】：近些年,我国的汽车市场正在以飞快的速度发展,汽车营销市场状况也发生了日新月异的变化。同时,日趋复杂的国际汽车市场正对我国汽车生产、销售、服务等都提出了更高的要求。哪个企业掌握了更先进的营销策略就更能占有更多的市场。在国家大力提倡创新、鼓励国内制造,自主品牌等宏观环境的影响下以及消费者对国产汽车需求的日益增大,奇瑞汽车的销量和地位都在日益增加。大连奇瑞车城作为大连地区资历最雄厚的奇瑞品牌经销商之一,能否在激烈的市场竞争中站稳,吸引更多的客户,获取更大的利润,提升其市场竞争力,与其企业的市场营销策划是密不可分的。 本文首先介绍了相关的概念、市场营销的相关理论依据及国内外研究综。之后,运用文献法、调查访谈和分析比较的方法分析了该公司在市场发展中的环境及内部资源,并介绍了该公司汽车销售方面市场营销策划的策略,如价格策略、产品促销策略、服务营销策略等,并在此基础上,对汽车营销策划的实施及如何提升车城的市场竞争力提出了相关的建议和保障措施。
[Abstract]:In recent years, the automobile market of our country is developing rapidly, and the situation of automobile marketing has changed with each passing day. At the same time, the increasingly complex international automobile market is putting forward higher requirements for China's automobile production, sales, service and so on. Which enterprise grasps more advanced marketing strategy to be able to occupy more market. Under the influence of the macro environment, such as domestic manufacture, independent brand and consumer's increasing demand for domestic cars, Chery's sales volume and status are increasing day by day. As one of the most qualified Chery brand dealers in Dalian, can Dalian Chery Automobile City stand firm in the fierce market competition, attract more customers, gain more profits, and enhance its market competitiveness? And its enterprise marketing planning is inseparable. This paper first introduces the related concepts, marketing related theoretical basis and domestic and foreign research. Then, the paper analyzes the environment and internal resources of the company in the market development by using the methods of literature, investigation, interview and comparison, and introduces the marketing planning strategies, such as price strategy, in automobile sales of the company. On the basis of product promotion strategy, service marketing strategy and so on, the paper puts forward the relevant suggestions and safeguard measures on how to implement the automobile marketing plan and how to enhance the market competitiveness of the automobile city.
【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
本文编号：2229564
[Abstract]:In recent years, the automobile market of our country is developing rapidly, and the situation of automobile marketing has changed with each passing day. At the same time, the increasingly complex international automobile market is putting forward higher requirements for China's automobile production, sales, service and so on. Which enterprise grasps more advanced marketing strategy to be able to occupy more market. Under the influence of the macro environment, such as domestic manufacture, independent brand and consumer's increasing demand for domestic cars, Chery's sales volume and status are increasing day by day. As one of the most qualified Chery brand dealers in Dalian, can Dalian Chery Automobile City stand firm in the fierce market competition, attract more customers, gain more profits, and enhance its market competitiveness? And its enterprise marketing planning is inseparable. This paper first introduces the related concepts, marketing related theoretical basis and domestic and foreign research. Then, the paper analyzes the environment and internal resources of the company in the market development by using the methods of literature, investigation, interview and comparison, and introduces the marketing planning strategies, such as price strategy, in automobile sales of the company. On the basis of product promotion strategy, service marketing strategy and so on, the paper puts forward the relevant suggestions and safeguard measures on how to implement the automobile marketing plan and how to enhance the market competitiveness of the automobile city.
【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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