SD客车集团特种车营销策略研究

发布时间：2018-06-22 22:08

本文选题：SWOT分析 + 目标市场分析　；参考：《南昌大学》2017年硕士论文

【摘要】：随着特种车在城市建设中的作用日益凸显,特种车种类不断扩大,市场需求日益增加,加之政府对特种车发展的政策支持,极大地推动了客车企业的发展。在此宏观环境下,作为大型国有客车企业的SD集团顺势推动特种车深入发展,不断丰富产品种类,更好地满足用户需求,提高市场占有率,创造更高的经济效益。基于此,论文围绕特种车营销策略相关问题进行深入研究,在分析外部环境和内在优势、劣势的基础上,制定可行的营销组合策略,旨在提高特种车的市场竞争力,提高企业经济效益。首先论文以SD客车集团特种车发展现状为背景,在综述相关国内外文献的基础上,梳理了营销相关理论,作为论文研究的理论基础。其次,论文重点对SD特种车营销中的问题进行分析,得出:产品种类不丰富,缺乏多样性,产品线长度和宽度有待拓展;国内市场重点区域不突出,国外市场占有率低;渠道单一、代理销售比例低、线上销售渠道待拓展;软硬件投入不足、人员管理和配件管理缺失;品牌基础薄弱、品牌定位和品牌体系不清晰、品牌没有体现客户诉求等。再次,对SD客车集团特种车营销环境分析,得出:优势包括丰富的营销资源、强劲的企业内部能力;劣势包括营销管理缺乏灵活性、企业融资能力不足、定制化服务能力差;机会包括政治法律环境日益规范、市场需求潜力得到挖掘、政府良好的政策支持;威胁包括在现有行业中宇通、江铃、迪马等竞争者。然后,对目标市场进行分析,得出:基于地理区域划分,将山东作为主要市场并确定提升区域和突破区域;基于客户采购额划分为K、A、B、C、D五类针对不同客户采取不同营销策略;基于客户所处的行业,将农业、建筑房地产行业和市政建设作为主要目标市场,确定专业化的市场定位,实施有针对性的营销策略。最后,基于以上分析,提出了以产品策略、渠道策略、促销策略、服务策略和品牌策略为主的营销组合策略和营销意识提高和保障机制的完善等保障措施。
[Abstract]:With the increasingly prominent role of special vehicles in urban construction, the category of special vehicles is expanding and the market demand is increasing. In addition, the government policy support for the development of special vehicles has greatly promoted the development of bus enterprises. In this macro environment, SD Group, as a large state-owned bus enterprise, promotes the further development of special vehicles, enriches product types, better meets the needs of users, increases market share and creates higher economic benefits. Based on this, this paper makes a thorough research on the related problems of special vehicle marketing strategy, and on the basis of analyzing the external environment, internal advantages and disadvantages, makes a feasible marketing combination strategy to improve the market competitiveness of the special vehicle. Improve the economic efficiency of enterprises. First of all, based on the background of the development of special vehicles in SD bus Group, and on the basis of summarizing the relevant domestic and foreign literature, this paper combs the relevant theories of marketing, as the theoretical basis of the paper. Secondly, the paper focuses on the analysis of the problems in the marketing of SD special vehicles, and draws the following conclusions: product types are not rich, lack of diversity, the length and width of product lines need to be expanded, the key areas of domestic market are not prominent, and the foreign market share is low. Single channel, low proportion of agency sales, online sales channels to be expanded; inadequate investment in hardware and software, personnel management and accessories management deficiencies; brand foundation is weak, brand positioning and brand system is not clear, brand does not reflect customer demands. Thirdly, the author analyzes the marketing environment of special vehicles of SD bus Group, and concludes that the advantages include abundant marketing resources, strong internal capability of enterprises, disadvantages such as lack of flexibility in marketing management, insufficient financing ability of enterprises and poor ability of customized service. Opportunities include an increasingly regulated political and legal environment, market demand potential being tapped and good government policy support; threats include competitors such as Yutong, Jiangling and Dumas in existing industries. Then, through the analysis of the target market, it is concluded that based on the geographical division, Shandong is regarded as the main market, and the promotion area and breakthrough area are determined, and the customer purchasing amount is divided into five categories, namely, different marketing strategies for different customers, and different marketing strategies for different customers. Based on the industry of customers, the industry of agriculture, construction real estate and municipal construction is regarded as the main target market, the specialized market position is determined, and the targeted marketing strategy is implemented. Finally, based on the above analysis, this paper puts forward some security measures, such as product strategy, channel strategy, promotion strategy, service strategy and brand strategy, as well as the improvement of marketing consciousness and the perfection of guarantee mechanism.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

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