一汽红塔公司皮卡车云南市场营销策略研究

发布时间：2018-03-26 16:25

本文选题：一汽红塔　切入点：皮卡车　出处：《吉林大学》2017年硕士论文

【摘要】：一汽红塔公司一直以生产轻卡车为主,本次借助国家放开皮卡进城限制之机,推出新的皮卡车产品,将有效拓宽产品线,增加利润增长点。但由于一汽红塔公司销售皮卡车型的经验并不丰富,需深入了解市场并制定针对性的营销策略。本文将营销理论与实际经验相结合,首先针对获取的销售数据,从竞争态势、区域特点、技术特点等维度,分析中国皮卡车市场现状,然后研究国家经济形势和法规政策对于皮卡车市场的影响,明确了中高端皮卡市场在国家政策的拉动下,伴随着消费者需求升级、产品技术升级,在未来几年将高速发展。同时对一汽红塔公司经营情况及营销现状进行综合分析,明确其皮卡产品精准定位西南,逐步扩展全国的发展战略。在此战略指引下,结合实际,进一步聚焦云南皮卡车市场,分析云南皮卡车市场与全国市场的异同点,为验证相关结论,获取更多市场信息,深入一线进行市场调查和客户访谈,从客户需求角度出发,依据STP理论,将云南省的皮卡市场进行细分,结合产品特征,采用市场专门化的策略,用差异化的营销方式应对差异化的客户需求。在此基础上,明确其皮卡车型的中高端市场定位。并通过对竞品经销商的访谈调研,了解竞争对手的营销政策与运营情况,然后基于对市场、客户、竞争者的综合研究,利用SWOT分析方法,研究得出一汽红塔公司皮针对云南市场的理性、务实的营销方向。在整体的战略方向清晰后,紧紧围绕客户需求,以品牌为主线,依据基础的4Ps理论,参考4E理论,展开制定营销组合策略,从云南市场的现状出发,设定了以销量较大的柴油车型为主、汽油车型为辅的产品组合,通过理论性的成本加成方法与客户感知价值法,结合实践性的价格链加成法,分层次设定了产品的基础价格、配置价格、批量价格。以贴身方式规划销售服务网络,更好地服务于深处县乡级市场的皮卡车客户,同时结合客户的消费习惯,针对家庭客户、企业客户、事业单位客户,分别以线下市场活动为主、上门推销为主、客户关系维系为主,采用不同形式展开市场推广。最后根据上述营销策略与计划的要求,考虑执行中的风险,从人、财、物、流程与制度等四个方面对所需保障进行了说明,并提出了初步的预案,以确保本此研究的结果不仅仅是理论,而是一个可以应用的方案。通过上述研究可以得出,一汽红塔公司的皮卡车,凭借较高的品质和价格竞争力,定位于中高端市场。并结合皮卡车消费者更多集中于县乡市场的特点,将销售渠道和服务网络下沉至县级城市,同时优化店面要求,降低经销商投入成本,保证经销商盈利。充分适应当地文化,选择合适的时间节点,利用一汽红塔公司的品牌与服务优势,开展宣传与促销活动,增强与顾客的接触机会,进而获得销量。期望本文内容能够为一汽红塔公司的皮卡车营销工作提供具有建设性和操作性的参考,为其皮卡车有效开展营销工作并成功上市做出贡献。
[Abstract]:FAW Hongta company has always been based on the production of light trucks, this time with the national release restriction City pickup machine, the launch of the new pickup truck products, will effectively expand the product line, increase profit growth. But because the FAW Hongta sales pickup experience is not rich, requires in-depth understanding of the market and to develop targeted marketing strategies. The marketing theory combined with the actual experience, according to sales data obtained from the competition situation, regional characteristics, technical features, dimensions, analysis of the current situation of Chinese pickup truck market, and then study the influence of the national economic situation and policy for the pickup truck market, the high-end pickup market in the national policy, driven by along with the consumer demand upgrading, technological upgrading of products, in the next few years will be rapid development. At the same time make a comprehensive analysis of the status quo of Hongta FAW company business and marketing, The precise positioning of pickup products southwest, gradually expand the development strategy. This strategy under the guidance, combined with the practice, further focus on Yunnan pickup truck market analysis, Yunnan pickup truck market and the national market, the similarities and differences, in order to verify the relevant conclusions, to obtain more market information, in-depth market research and customer interviews, starting from the customer the angle of demand, based on the STP theory, the Yunnan province of the pickup market segmentation, combined with the product characteristics, the market strategy of specialization, with differences in the way of dealing with differences in marketing customer demand. On this basis, a clear market positioning in the high-end models. The pickup and through the competing products dealer interviews to understand the marketing policy and operation situation, competitors, and then on the market, the customer based on the comprehensive study of competitors, using SWOT analysis method of FAW Hongta company The skin for the Yunnan market rational, pragmatic marketing direction. In the overall strategic direction is clear, focus on customer needs, to brand as the main line, on the basis of the 4Ps theory, 4E theory reference, expand marketing mix strategy, starting from the current situation of the Yunnan market, to set up sales of large diesel cars, gasoline models supplemented by product portfolio, through the theory of cost plus method and customer perceived value method, combined with the practice of the price chain plus method, hierarchical set of price, product price based allocation, the bulk price. To close the mode of planning sales service network, to better serve the township County markets in the pickup truck customers at the same time, according to the customer's spending habits, for home customers, corporate customers, institutions and customers respectively by offline marketing activities, door-to-door sales, customer relationship, the The market with the promotion form. According to the marketing strategy and planning requirements, considering the risk, in the execution from the people, money, material, process and system four aspects to illustrate the need to guarantee, and puts forward the preliminary plan, to ensure that the results of this study is not only a theory, but a program can be applied. The above results can be drawn, FAW Hongta's pickup truck, with high quality and competitive price, positioning in the high-end market. And then according to the characteristics of the pickup truck consumers more focus on the county market, sales and service network sink to the county-level city, and optimize the store requirements, reduce the dealer cost, to ensure that dealers profit. Fully adapt to the local culture, choose the right time, using the brand and service advantages of FAW Hongta company, to carry out publicity and promotion activities, and enhance the Gu We hope that the content of this article can provide constructive and operational reference for Pico car marketing of FAW Hongta, contributing to the effective marketing and successful listing of pickup trucks.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

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