LYS摩托车公司营销策略研究

发布时间：2018-11-10 08:35

【摘要】：LYS摩托车公司(以下简称“LYS公司”)是洛阳市本地一家主营三轮摩托车生产和销售的民营企业,该公司成立于1995年。经过十几年的稳健发展,LYS公司现已成为集三轮摩托车、电动车研发、设计、制造、销售、服务、出口业务为一体的国家定点三轮摩托车生产企业和全国三轮摩托车行业知名企业。然而由于近年来,国内、国际摩托车市场竞争十分激烈,加之国家针对行业的法规管制有所加强,各企业品牌集中度提高,电动车、自行车等替代品冲击严重的情形日渐显现。摩托车企业如何在全球化、信息化的市场经济和产能相对过剩的现实条件下,针对特定市场进行企业竞争战略分析和营销决策,从而在行业激烈的竞争环境中保持自身优势将是一个大多数企业都亟待研究的课题。基于以上背景,笔者以LYS公司为研究对象,运用市场营销理论分析了LYS公司所面临的营销环境,对影响LYS公司发展的产品结构、营销体系、人才结构、企业文化进行了评价;运用关键因素评价法对LYS公司内、外部因素进行了战略分析和综合评定;结合行业形势,运用产业竞争战略模型对LYS公司所面临的上下游和横向竞争者的基本竞争作用进行了互动影响分析;依据LYS公司自身的发展情况,全面分析了LYS公司在竞争中的优、劣势、威胁与机会。在此基础上运用STP战略分析方法对LYS公司营销战略进行了分析和选择。在总战略的指导下,确定了符合LYS公司自身情况的国内市场营销策略,从产品、价格、渠道、促销和服务等方面制定了相应的优化方案。摘要来说,以客户需求为指引,加强市场信息反馈,实现产品功能和质量的改进与提升,同时努力降低成本;调整不适应市场需求的产品结构为主副结合适销对路的产品供应结构;充分利用自身的品牌声誉和品牌资源,提高品牌集中度和忠诚度;合理确定价格区间,加强营销渠道建设并强化管理,利用电子网络资源切入零售终端运作,强化企业主体地位,增强市场话语权;强化促销手段,增加有效投入,建立回应客户机制和双向沟通平台。最后,从产品供应体系、构建人才队伍和营销团队、进一步打造企业文化、加强考核激励、改善内部机制等方面,为该公司实施优化营销策略提供了保障措施。
[Abstract]:LYS Motorcycle Company (hereinafter referred to as "LYS Company") is a private enterprise mainly engaged in the production and sale of three-wheeled motorcycles in Luoyang City. The company was founded in 1995. After more than ten years of steady development, LYS has become a collection of three-wheeled motorcycles, electric vehicles research and development, design, manufacturing, sales, service, Export business as one of the national designated three-wheel motorcycle production enterprises and the national three-wheel motorcycle industry well-known enterprises. However, in recent years, the competition in the international motorcycle market is very fierce, and the national regulation on the industry has been strengthened, the brand concentration of enterprises has been increased, and the serious impact of alternatives such as electric vehicles, bicycles and so on has become increasingly apparent. How to carry out competitive strategic analysis and marketing decision of motorcycle enterprises in specific markets under the realistic conditions of globalization, information market economy and relative overcapacity? Therefore, it is an urgent task for most enterprises to keep their own advantages in the fierce competition environment. Based on the above background, the author takes LYS Company as the research object, analyzes the marketing environment faced by LYS Company by using the marketing theory, and evaluates the product structure, marketing system, talent structure and enterprise culture that affect the development of LYS Company. The strategic analysis and comprehensive evaluation of the internal and external factors in LYS are carried out by using the method of critical factor evaluation. Combined with the situation of the industry, this paper analyzes the basic competitive effect of upstream and downstream competitors and horizontal competitors faced by LYS Company by using the industrial competition strategy model. According to the development of LYS Company, this paper analyzes the advantages, disadvantages, threats and opportunities of LYS Company in the competition. On this basis, STP strategy analysis method is used to analyze and select the marketing strategy of LYS Company. Under the guidance of the general strategy, the domestic marketing strategy in accordance with LYS's own situation is determined, and the corresponding optimization scheme is made from the aspects of product, price, channel, promotion and service, etc. As far as customer demand is concerned, we should strengthen the feedback of market information, improve and improve the function and quality of products, and strive to reduce the cost at the same time. Adjust the product structure which can not meet the market demand mainly and combine with the marketable product supply structure, make full use of own brand reputation and brand resources, improve the brand concentration and loyalty; Reasonably determine the price range, strengthen the marketing channel construction and strengthen the management, use the electronic network resources to cut into the retail terminal operation, strengthen the main body position of the enterprise, strengthen the market discourse power; Strengthen sales promotion, increase effective input, establish customer response mechanism and two-way communication platform. Finally, from the aspects of product supply system, the construction of talent team and marketing team, the further building of corporate culture, strengthening the examination and incentive, and improving the internal mechanism, this paper provides the guarantee measures for the company to implement the optimized marketing strategy.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.47;F274

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