欧曼重型卡车国内市场营销策略研究

发布时间：2018-04-26 15:29

本文选题：欧曼重卡 + 营销策略　；参考：《北京化工大学》2015年硕士论文

【摘要】：经过不断探索和发展,现阶段我国的经济发展形势已经趋于良好,稳定的经济发展环境以及巨大的市场影响力带动了我国各行各业的迅速前进。重型卡车作为其中一个,目前在国内市场发展迅猛,市场需求不断的扩大,我国已成为世界重型卡车市场第二大市场。庞大的市场需求刺激着企业规模的不断壮大,产品种类越来越丰富,企业的发展步伐更快,企业间不断争夺市场地位和市场份额。作为重卡行业的后起之秀,欧曼重型卡车凭借着雄厚的背景支撑和先进的技术支持,目前在重卡行业发展步伐迅速,经过短暂的十多年发展,在重卡行业,欧曼重卡已经占据一定的市场地位,位居行业第四。那么,在这样的市场环境下,实施什么样的发展战略和以及此战略下采取怎样的营销策略,是本文的主要研究目的及重点。本文首先通过对重型卡车行业背景及其发展进行综述,分析我国重卡行业的发展历程及其特征。同时,了解基本的营销理论和广泛采取的营销方法,其中的通用的营销理论如4P理论、4C理论、4R理论以及基本的方法,运用行业内普遍采取的市场营销分析工具,如SWOT模型分析分析、PEST模型分析分析、波特五力模型构建等,从宏观环境,微观环境以及行业视角分析重卡行业所处的现状,尤其是欧曼重卡所处的行业内外部环境和行业地位。在此基础上对欧曼重卡的发展提出了符合国内市场发展规律的营销策略。企业所采取的营销策略是否符合企业的发展,是否符合市场的发展规律,对于企业的长远发展至关重要。本文在背景的研究与理论分析上,重点进行欧曼重卡的战略选择和营销策略制定。从重卡的市场细分到目标市场的定位,给出欧曼重卡的营销战略,即技术领先战略和高质量高环保战略。对于营销策略,主要以4P理论为基础,从产品的生命周期、创新、品牌等方面,产品的价格,促销以及渠道的选择四个方面给出欧曼重型卡车的营销策略。以期能够给欧曼重卡在国内市场上的发展提供思路上的支持和策略上的指引。
[Abstract]:After continuous exploration and development, the current situation of economic development in China has tended to be good, the stable economic development environment and huge market influence have driven the rapid progress of various industries in our country. As one of them, heavy truck is developing rapidly in the domestic market at present, and the market demand is expanding constantly. China has become the second largest market of heavy truck market in the world. The huge market demand stimulates the enterprise scale to expand unceasingly, the product variety is more and more abundant, the enterprise's development step is faster, the enterprise unceasingly competes for the market position and the market share. As a rising star in the heavy truck industry, Oeman heavy truck, with strong background support and advanced technical support, is developing rapidly in the heavy truck industry. After a short period of more than 10 years of development, it has been in the heavy truck industry. Orman heavy card has occupied a certain market position, ranked fourth in the industry. So, in such a market environment, what kind of development strategy and what kind of marketing strategy should be adopted is the main purpose and emphasis of this paper. Firstly, this paper summarizes the background and development of heavy truck industry, and analyzes the development process and characteristics of heavy truck industry in China. At the same time, we should understand the basic marketing theory and the widely adopted marketing methods. Among them, the general marketing theory, such as 4P theory, 4C theory, 4R theory, and basic methods, use the marketing analysis tools that are generally adopted in the industry. Such as SWOT model analysis, Porter five force model analysis, etc., from the macro environment, micro environment and industry perspective to analyze the current situation of the heavy card industry, especially the internal and external environment and industry status of Ohm heavy card industry. On the basis of this, the author puts forward the marketing strategy in line with the law of domestic market development for the development of Osman heavy card. Whether the marketing strategy adopted by the enterprise accords with the development of the enterprise and the law of the market is very important for the long-term development of the enterprise. In the research and theoretical analysis of the background, this paper focuses on the strategy selection and marketing strategy formulation of Oman heavy card. From the market segmentation of heavy card to the positioning of target market, the marketing strategy of Osman heavy card is given, that is, technology leading strategy and high quality and high environmental protection strategy. On the basis of 4P theory, the marketing strategy of Ohm heavy truck is given from the aspects of product life cycle, innovation, brand, product price, promotion and channel selection. In order to give the development of Omane heavy card in the domestic market to provide ideas support and strategic guidance.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.47

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