神州租车公司在长白山旅游度假区的营销策略研究

发布时间：2018-05-26 06:09

本文选题：神州租车 + STP理论　；参考：《吉林财经大学》2017年硕士论文

【摘要】：随着消费升级、互联网渗透率提升、以及在“本本族”和公车改革的驱动下,国内租车市场处于加速扩张期,其中,由“自驾游”兴起所带动的旅游度假区短租市场前景尤为广阔。作为中国汽车租赁行业的领跑者,神州租车公司正积极进行战略谋划,大规模布局旅游城市,先后在武夷山、大理等旅游城市设置服务网点,“自驾游”汽车租赁服务覆盖全国30余个重点旅游城市。面对长白山旅游度假区这一旅游资源丰富、旅游人口众多、自驾游条件成熟的巨大市场,多家全国性连锁租车正摩拳擦掌、跃跃欲试,虽然前期神州租车在长白山旅游度假区已经初步建立了网点及相关规划,但是,如何让神州租车在长白山旅游度假区进一步拓宽市场,让“自驾游”游客有更好的用户体验,在激烈的市场竞争中决战群雄,真正树立“自驾游”租车领域的领军品牌,仍是市场营销的研究者和企业的经营者值得深入研究的课题。本文基于这一目标,以神州租车公司在长白山旅游度假区的市场拓展为研究对象,首先,简要梳理STP理论、营销策略理论等与本文的研究相关的市场营销基本理论;其次,结合神州租车公司概况和业务结构,从宏观和微观两个层面分析神州租车的市场营销环境,通过了解我国汽车租赁市场的基本竞争格局及长白山旅游度假区的实际情况,构造神州租车公司的SWOT矩阵,分析神州租车公司在长白山旅游度假区的开展汽车租赁业务的优势与劣势、机遇与威胁;再次,应用STP理论,对神州租车公司在长白山旅游度假区进行市场拓展可能采取的营销措施进行分析,包括长白山旅游度假区“自驾游”市场的市场细分和神州租车公司在长白山旅游度假区的目标市场选择、目标市场定位,并对神州租车公司在长白山旅游度假区市场的营销策略给出措施建议。本论文认为:神州公司应根据STP理论从长白山旅游度假区游客市场细分入手,在选择目标市场、明确市场定位的前提下,建立进取的新产品开发战略,及时更新租车产品,在条件成熟时,找准时机推行定制化、个性化的租车服务,增加产品多样性;综合利用传统营销渠道与网络营销渠道;从低价博弈向价格管理转变;以人员营销促销和网络营销促销为重点,综合运用产品策略、渠道策略、价格策略和促销策略四种营销策略,同时整合线上、线下的营销资源,加强互联网渠道建设,培育高素质营销团队,在岗位职能匹配与重组、营销人员培训与考核、业务流程规范与再造、客户关系管理等方面加大管理力度,通过继续提升运营效率,发挥规模效应,提高市场拓展的力度,积极迎合目标客户需求,努力提高企业自身竞争力,必将有效拓展市场份额,实现营销目标。最后,结合对四种营销策略的保障措施,展望神州租车公司在长白山旅游度假区未来市场前景。
[Abstract]:With rising consumption, increased Internet penetration, and driven by the "native race" and bus reform, the domestic car rental market is in a period of accelerated expansion. Driven by the rise of self-driving tourism resorts short-rent market prospects are particularly broad. As the leader in the car rental industry in China, Shenzhou car Rental Company is actively engaged in strategic planning, large-scale distribution of tourist cities, successively in Wuyishan, Dali and other tourist cities to set up service outlets. Auto rental service covers more than 30 key tourist cities in China. Facing the huge market of Changbai Mountain tourist Resort, which is rich in tourist resources, with a large tourist population and well-developed conditions for self-driving travel, many national chain rental cars are in full swing and eager to try. Although the early days of Shenzhou car rental in Changbai Mountain tourist Resort has initially established a network and related planning, but how to let Shenzhou Rental car in Changbai Mountain Tourism Resort to further broaden the market, so that "self-driving" tourists have a better user experience, In the fierce market competition, the decisive battle and the establishment of the leading brand in the field of "self-driving tour" are still worthy of further study by the marketing researchers and the managers of enterprises. Based on this goal, this paper takes the market expansion of Shenzhou car Rental Company in Changbai Mountain tourist Resort as the research object. First, briefly combing the STP theory, marketing strategy theory and other basic marketing theories related to this study; secondly, Combined with the general situation and business structure of Shenzhou car rental company, this paper analyzes the marketing environment of car rental in Shenzhou from macro and micro levels, and through understanding the basic competitive pattern of car rental market in China and the actual situation of Changbai Mountain tourist Resort, Construct the SWOT matrix of Shenzhou car rental company, analyze the advantages and disadvantages, opportunities and threats of Shenzhou car rental company in Changbai Mountain tourist Resort. Thirdly, apply STP theory, This paper analyzes the marketing measures that may be taken by the Shenzhou car rental company to expand its market in Changbai Mountain tourist Resort. Including the market segmentation of the "self-driving" market of Changbai Mountain tourist Resort and the target market selection and target market orientation of Shenzhou car Rental Company in Changbai Mountain tourist Resort. The marketing strategy of Shenzhou car Rental Company in Changbai Mountain tourist Resort area is suggested. This paper holds that: according to STP theory, Shenzhou Company should start with the segmentation of tourist market in Changbai Mountain tourist Resort area, establish enterprising new product development strategy under the premise of choosing target market and clear market positioning, and update the rental car product in time. When the conditions are ripe, we should find the right time to implement customization, individualized car rental service, increase product diversity, make comprehensive use of traditional marketing channels and network marketing channels, change from low price game to price management; Focusing on personnel marketing promotion and network marketing promotion, this paper synthetically applies four marketing strategies: product strategy, channel strategy, price strategy and promotion strategy, and at the same time integrates online and offline marketing resources to strengthen the construction of Internet channels. Cultivate high quality marketing team, strengthen management in the aspects of post function matching and reengineering, marketing personnel training and examination, business process standardization and reengineering, customer relationship management, etc., through continue to improve operation efficiency, bring into play scale effect, To improve the market expansion, actively meet the needs of the target customers, and strive to improve the competitiveness of enterprises, will effectively expand the market share and achieve the marketing objectives. Finally, the future market prospect of Shenzhou car Rental Company in Changbai Mountain tourist Resort area is prospected.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721;F274

【参考文献】