D公司山东市场营销策略研究

发布时间：2018-01-22 11:55

本文关键词： 轻卡轻型柴油机山东市场营销策略　出处：《云南大学》2015年硕士论文　论文类型：学位论文

【摘要】：改革开放三十多年以来,中国经济发展速度迅猛,基础工业水平不断提高,作为工业领域的支柱产业,国内汽车产业在进入21世纪后飞速发展,呈现出持续快速增长的势头,而且整个汽车行业的这种增长势头会伴随着国内政治经济形势的愈加稳定、GDP的稳步增长以及国内人均家庭可支配收入的快速提高和汽车消费大环境的日益改善将继续保持。2009年中国成为第一汽车消费大国,2014年,中国的汽车总销量超过2300万辆,创造新的世界纪录,连续六年位居世界第一。2014年国内商用车产销量分别为380.31万辆和379.13万辆。有别于国内的乘用车行业,国内的轻卡行业是整个汽车行业中自主品牌集中度最高的一个领域,当前国内轻卡市场的年产销规模已经达到180万辆左右,其中90%以上的的市场份额为自主品牌所占有,轻卡行业成为了是中国汽车形象的代表之一。D公司是国内轻型柴油发动机主要生产厂家之一,公司成立于1956年,是最早开发应用缸内直喷技术的小缸径柴油机生产企业之一,公司生产从0.9升到4.0升排量的柴油机,主要配套的车型即为轻型商用车。从90年代初期到现在的30年中,公司在国内西南地区取得了巨大的市场和成功,但随着国内轻型柴油机市场愈加激烈的竞争,仅仅依靠西南市场的成功已远远难以支撑企业的长远发展,结合国内轻型商用车产业布局情况,公司于2009年提出了“走出西南,东进北上”的市场营销战略,时至今日,公司在“东进北上”的战略指导下,成功实现了目标市场的战略转移,公司东部区域的销售收入已超过传统的西部市场,战略转移初见成效,但在行业竞争日趋白热化的今天,企业要想保持竞争力就仍需不断的创新营销策略,做足理论研究,运用先进的营销理论及策略为公司东进北上战略进一步深入实施作参考。本文通过对D公司在环渤海经济带承接点山东区域的营销环境的分析以及整个山东区域轻型商用车产业发展及同类竞品柴油机的分析,结合公司当前对山东区域投入的资源及具备的能力,对公司在山东区域市场的营销策略进行研究完善,可以为公司的“东进北上”的营销战略的制定及实施做更深层次的分析及借鉴；同时,对D公司做好其他区域市场的营销工作提供参考。
[Abstract]:Since the reform and opening up for more than 30 years, China's rapid economic development, the level of basic industry has been improving, as a pillar industry in the industrial field, the domestic automobile industry has been developing rapidly since 21th century. Showing a sustained and rapid growth momentum, and the entire auto industry this growth momentum will be accompanied by the domestic political and economic situation more stable. The steady growth of GDP and the rapid increase of domestic per capita household disposable income and the improvement of automobile consumption environment will continue to be maintained. China became the largest auto consumer in 2009, 2014. China has sold more than 23 million cars, setting a new world record. In 2014, the domestic commercial vehicle production and sales volume was three million eight hundred and three thousand and one hundred and three million seven hundred and ninety-one thousand and three hundred respectively, which is different from the domestic passenger car industry. The domestic light truck industry is a field with the highest concentration of independent brands in the whole automobile industry. At present, the annual production and sales scale of the domestic light truck market has reached about 1.8 million vehicles. Among them, more than 90% of the market share is owned by the independent brand. Light truck industry has become one of the representative of China's automobile image. D company is one of the main manufacturers of light diesel engine in China. Founded in 1956, the company is the first to develop the application of in-cylinder direct injection technology of small cylinder diameter diesel engine production enterprises, the company produced from 0. 9 liter to 4. 0 liter diesel engine. The main supporting models are light commercial vehicles. From the beginning of 90s to the present 30 years, the company has made a huge market and success in the southwest of China. However, with the increasingly fierce competition in the domestic light diesel engine market, it is far from easy to support the long-term development of enterprises only by relying on the success of the southwest market, combining with the domestic light commercial vehicle industry layout. In 2009, the company put forward the marketing strategy of "going out of the southwest and going east to the north". Today, under the guidance of the strategy of "going east to the north", the company has successfully realized the strategic transfer of the target market. The sales revenue in the eastern region of the company has exceeded the traditional western market, and the strategic transfer has achieved initial results. However, in today's increasingly fierce competition in the industry, enterprises still need innovative marketing strategies if they want to maintain competitiveness. Do enough theoretical research. The application of advanced marketing theory and strategy for the further implementation of the company's eastward going northward strategy for reference. This paper analyzes the marketing environment of company D in the economic belt around Bohai sea and the whole Shandong region. The development of light commercial vehicle industry and the analysis of similar diesel engine. Combined with the company's current investment in Shandong region resources and the ability to improve the company's marketing strategy in Shandong regional market. It can make deeper analysis and reference for the company's marketing strategy of "going east to north". At the same time, D company to do a good job in other regional marketing work to provide reference.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F274

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