JR公司智能交通产品营销策略研究

发布时间：2018-01-15 06:16

本文关键词：JR公司智能交通产品营销策略研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：20世纪60年代,美国智能交通学会(ITS America)首次提出了智能交通系统(ITS)的概念,并逐步在全世界发展。美国、欧洲、日本等国家和地区经过多年的研究和实践,已经成为世界智能交通领域的"三巨头"。截至2016年,全国小汽车已超过1.94亿辆,全国汽车保有量超过100万辆的城市有49个,且每年保持10%以上的增长速度,汽车时代的突然到来对道路资源造成了巨大的冲击,中国智能交通起步较晚,但随着近年来智慧城市的推广和城市交通事故、交通拥堵以及环境污染问题的严重,智能交通在国内各地越来越被重视。"十二五"以来,城市智能交通政策利好,2015年智能交通行业市场规模达到300.1亿,行业飞速发展,市场前景广阔。近年来大数据、云计算、物联网、4G移动网络等技术的发展使得智能交通企业解决城市交通问题的能力大大提升,行业发展更加注重安全、畅通和系统化三个因素。在智能交通行业,机遇与挑战并存,由于行业标准体系不完善,进入壁垒较低,近年来大量企业进入智能交通行业,2015年市场参与者近3000家,市场竞争日渐激烈。对智能交通行业发展的核心理念更加趋向于通过合理调节交通需求与供给,打造安全、高效、环保的城市交通运输体系,因此注重社会责任对行业发展至关重要。本文以智能交通行业中的JR公司为研究对象,主要使用了 PEST宏观环境分析法、产业链分析法、SWOT分析法等分析工具,使用面谈访问、文献查阅等方法,总结智能交通行业的发展现状和发展趋势,并分析了国内外宏观环境,产业链智能交通行业的情况和行业竞争情况。JR公司是专业从事军民用电子器件、部件、设备及系统研发、生产、销售和系统集成的国家级高新技术企业,在智能交通领域拥有独特的竞争优势。通过分析企业所属的环境以及自身的优势、劣势得出JR公司营销策略的选择方案,有针对性的定位目标市场,并以此提出了营销策略以及保障措施。
[Abstract]:In 1960s, the American Institute of Intelligent Transportation (its) first put forward the concept of Intelligent Transportation system (its), and gradually developed in the world. The United States, Europe. After many years of research and practice, Japan and other countries and regions have become the "Big three" in the field of intelligent transportation in the world. As of 2016, there are more than 194 million cars in China. There are 49 cities with more than 1 million cars in China, and the annual growth rate is more than 10%. The sudden arrival of the automobile age has caused a huge impact on road resources. China's intelligent transportation started late, but with the promotion of intelligent cities and urban traffic accidents, traffic congestion and serious environmental pollution in recent years. Intelligent Transportation (its) has been paid more and more attention in China. Since the 12th Five-Year Plan, the urban intelligent transportation policy has been favorable. In 2015, the scale of the intelligent transportation industry reached 30.01 billion, and the industry developed rapidly. In recent years, with the development of big data, cloud computing, 4G mobile network and other technologies, the ability of intelligent transportation enterprises to solve urban traffic problems has been greatly improved, and the development of the industry pays more attention to security. In the intelligent transportation industry, opportunities and challenges coexist. Due to the imperfect system of industry standards and low barriers to entry, a large number of enterprises have entered the industry of intelligent transportation in recent years. In 2015, there were nearly 3, 000 participants in the market, and the market competition was increasingly fierce. The core idea of the development of intelligent transportation industry is to adjust traffic demand and supply rationally to create safety and efficiency. Environmental protection of urban transportation system, so the focus on social responsibility for the development of the industry is very important. In this paper, the intelligent transportation industry in the Jr company as the research object, mainly using the PEST macro environmental analysis method. Industrial chain analysis method SWOT analysis and other analytical tools, using interview, literature review and other methods, summed up the development of intelligent transportation industry and development trends, and analyzed the macro-environment at home and abroad. Industrial chain Intelligent Transportation Industry and Industry Competition. Jr is a state-level high-tech enterprise specializing in the R & D, production, sales and system integration of military and civilian electronic devices, components, equipment and systems. In the field of intelligent transportation has a unique competitive advantage. Through the analysis of the enterprise's environment and its own advantages and disadvantages, the selection of marketing strategy of Jr company, targeted target market. And put forward the marketing strategy and safeguard measures.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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