北汽幻速SUV产品的营销策略分析

发布时间：2018-05-28 23:05

本文选题：北汽幻速 + 小型SUV　；参考：《对外经济贸易大学》2015年硕士论文

【摘要】：随着国内经济水平的提高,汽车已经成为人们生活的重要工具。中国汽车工业虽然起步晚,但发展迅速,特别是小型SUV产品正在以高速增长成为国内乘用车市场的新增长点。近几年来,国家出台一系列政策利好自主品牌的发展,而国家提倡的“节能减排”理念和出台的限行、限号政策更为小型SUV市场带来了发展机遇,使得自主品牌集中的小型SUV市场竞争更加激烈。在机遇与挑战并存的情况下,汽车营销策略成为汽车生产者和经销商关心的重要内容。如何把握机遇,实行有效的营销策略,赢得更多消费者的认可并争取更大的市场份额,成为自主品牌SUV厂商需要面对的课题。北汽幻速是北汽集团联合重庆银翔实业集团于2014年3月31日正式推出的全新品牌,旗下有两款小型SUV产品——北汽幻速S2和S3。在小型SUV市场前景大好的情况下,如何制定适应市场的营销策略,是北汽幻速能否快速实现市场占位的关键,也是北汽幻速实现其战略目标所需研究的课题。本文从国内SUV市场发展状况和北汽幻速自身情况入手,研究北汽幻速SUV产品营销的背景和意义;随后通过PEST分析、波特五力模型、SWOT分析和STP分析法对北汽幻速SUV产品的营销环境进行了系统分析,并总结了北汽幻速的优势和不足,以及产品所面对的目标用户群特点;在此基础上,提出了以品牌营销、产品营销、价格营销、渠道营销和服务营销为核心的北汽幻速SUV产品营销策略以及实施保障。本文在研究过程中,运用了定量与定性分析相结合的方法,引用了大量的行业数据、企业市场调研结果和经销商访谈观点,使结论尽可能贴合实际并有现实可借鉴意义。
[Abstract]:With the improvement of domestic economic level, automobile has become an important tool in people's life. Although China's automobile industry started late, it is developing rapidly, especially small SUV products are becoming the new growth point of domestic passenger car market with high speed growth. In recent years, the state has issued a series of policies to promote the development of its own brands. However, the concept of "energy saving and emission reduction" advocated by the state and the restrictions on the implementation of these policies have brought opportunities for the development of a smaller SUV market. Make independent brand concentration small SUV market competition is more intense. Under the circumstances of both opportunities and challenges, automobile marketing strategy has become an important concern of automobile producers and dealers. How to grasp the opportunity, implement effective marketing strategy, win more consumer recognition and strive for a greater market share, become the independent brand SUV manufacturers need to face the subject. BAIC Fantasy Speed is a brand new brand launched by BAIC Group in conjunction with Chongqing Yinxiang Industrial Group on March 31, 2014. It has two small SUV products, BAIC Fantasy Speed S2 and S3. Under the favorable market prospect of small SUV, how to formulate marketing strategy to adapt to the market is the key to whether BAIC can quickly realize the market occupation, and is also the research topic for BAIC to achieve its strategic goal. In this paper, the background and significance of BAIC SUV product marketing are studied from the domestic SUV market development situation and BAIC fantasy speed itself, and then through the PEST analysis, The marketing environment of BAIC SUV products is systematically analyzed by Porter's five-force model and STP analysis, and the advantages and disadvantages of BAIC's magic speed are summarized, and the characteristics of the target user groups are summarized. Based on brand marketing, product marketing, price marketing, channel marketing and service marketing, this paper puts forward the product marketing strategy and implementation guarantee of BAIC SUV with the core of brand marketing, product marketing, price marketing, channel marketing and service marketing. In the course of the research, this paper uses the method of combining quantitative and qualitative analysis, quoting a large number of industry data, enterprise market research results and dealer interviews, so that the conclusion can be used for reference as much as possible.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F274

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