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SN汽车有限公司营销策略研究

发布时间:2018-05-02 13:25

  本文选题:SN汽车 + SWOT分析 ; 参考:《广东财经大学》2015年硕士论文


【摘要】:近年来,中国汽车市场表现不断攀升,汽车销量连年增长,这也使得众多国际品牌与国内自主品牌纷纷加大力度,竞争日益白热化,SN汽车经过多年的经营发展,积累了较强的技术实力,也有了一定的品牌知名度,在眼下激烈的市场竞争中,需要再营销方面更进一步,提高产品的市场占有率。目前,国内专家学者对汽车营销的研究主要是从整个行业的角度,对汽车营销模式选择和营销策略等方面进行探讨,较为笼统,对具体的汽车品牌整体营销策略的研究尤为缺乏,尤其针对SN汽车品牌,仅仅在SN汽车的历史发展和SN汽车产品的介绍这两方面做了一定的研究。所以,这篇文章主要针对SN汽车的营销策略,将定量分析和定性分析结合起来,在这基础上全面的研究了SN汽车的营销策略和营销环境。在分析过程中,运用了较为成熟和科学的分析工具,包括:PEST、波特五力、SWOT、内外部矩阵这几个,对SN汽车的经营环境进行了分析,研究了SN汽车内外部发展的优势和劣势。通过研究看到,SN汽车具有较强的竞争优势,但是由于营销战略不明晰,没有完全发挥出这种优势,特别是在二三级目标市场,通过再次对目标市场进行选择和评价,运用多种营销手段,例如差异化和目标集中等,在此基础上,提高企业的综合实力和营销水平,以在竞争中国占据更有利的地位。本文针对中国汽车市场的实际情况和SN汽车目前的发展情况,通过重新定位其目标市场,以4P营销理论为支撑,对SN汽车在细分市场上的营销策略和营销方式提出建议,如在品牌策略上注重品牌培养和推广,产品策略上注重增强企业的研发能力和产品线的丰富,价格策略上注重顾客购买成本与采购成本,渠道策略上注重渠道深化和发展经销商,以及促销策略上注重品牌推广和活动沟通等,对SN汽车营销方面的行动提出相应的策略。
[Abstract]:In recent years, the performance of China's auto market has been rising and auto sales increased year by year. This has made many international brands and domestic independent brands increasing, and the competition is becoming increasingly hot. After years of operation and development, SN cars have accumulated strong technical strength, and also have a certain brand awareness, in the fierce market competition, At present, the domestic experts and scholars study the automobile marketing mainly from the point of view of the whole industry, and discuss the choice of automobile marketing mode and marketing strategy and so on. It is more general, especially the research on the specific marketing strategy of the automobile brand. The SN car brand is only studied in the two aspects of the historical development of SN automobile and the introduction of SN automobile products. Therefore, this article mainly aims at the marketing strategy of SN automobile, combining the quantitative analysis and qualitative analysis. On this basis, the marketing strategy and marketing environment of SN car are comprehensively studied. In the analysis process, Using the more mature and scientific analysis tools, including: PEST, Potter five force, SWOT, internal and external matrix, this paper analyzes the operating environment of SN cars, and studies the advantages and disadvantages of the internal and external development of SN cars. Through the study, the SN car has a strong competitive advantage, but because the marketing strategy is not clear, it is not completely issued. With this advantage, especially in the two or three level target market, by choosing and evaluating the target market again, using a variety of marketing means, such as difference and target concentration, we can improve the comprehensive strength and marketing level of the enterprise on this basis, so as to be more favorable to the competition in China. The situation and the current development of SN car, by repositioning its target market and taking 4P marketing theory as the support, put forward suggestions for the marketing strategy and marketing mode of SN cars in the subdivision market, such as brand strategy and brand training and promotion, and the product strategy pays more attention to enhancing the R & D capability and the rich product line of the enterprise. The grid strategy pays attention to the purchase cost and the purchase cost. The channel strategy pays attention to the channel deepening and the development of the dealers, and the promotion strategy pays attention to the brand promotion and the activity communication and so on, and puts forward the corresponding strategy for the action of the SN automobile marketing.

【学位授予单位】:广东财经大学
【学位级别】:硕士
【学位授予年份】:2015
【分类号】:F274;F426.471

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