基于不同运营模式的宇通校车营销策略研究

发布时间：2018-07-08 21:38

本文选题：宇通校车 + 运营模式　；参考：《西北农林科技大学》2015年硕士论文

【摘要】：汽车工业的蓬勃发展是人类工业文明成果的集中体现,客车在我国整个汽车行业中来说的位置越发重要和关键。客车行业的好坏关系到整个汽车行业的发展,也与我国经济发展息息相关。在国内客车行业,以宇通客车为代表的民族品牌多年来取得了高速发展,占市场主导地位。宇通客车为什么能够在激励的市场竞争条件下稳居行业第一,而其采用怎样的营销策略起着非常关键的作用,因此,对该问题的深入研究和分析至关重要。近年来,各地校车事故频发,引起了公众大量关注及政府的重视,车安全持续成为社会热点。宇通公司从2009年开始跟踪美国校车的安全运营管理,进行技术研究,设计开发出国内第一辆专业校车,并为国内专业校车的标准制定及推广做出了积极贡献。随着各方面形势发展,在2012年,宇通公司把校车从团体市场中拿出来进行了单列,首次明确了校车细分市场,在校车营销方面进行了积极的探索,取得了较好的成绩。因此,本论文通过研究宇通校车的销售案例、市场推广方法、经营市场的方法、管理经营市场的方法等方面,进行系统的探讨研究,尝试总结宇通校车营销方法论,总结概念营销的应用并进行分析。另外,本文通过对国内校车运营模式的研究,汇总出四种运营模式,针对这四种运营模式分别出具有区别的营销方案,其中有共性也有个性细化。涉及营销队伍管控日常行为管控、经销渠道管理、车辆巡展、暑期样车支持、销售队伍激励等多维度的深入解读,是宇通客车在运作过程中精华的总结,结合理论和实操是可以指导实际生产的营销模式研究与汇总。研究找出了宇通校车的市场营销业务工作方法,形成了校车市场的闭环管理方案。在具体实践中宇通校车应通过信息搜索、立体化扫楼方式持续拓展营销信息来源渠道,通过整合资源、充分开拓各类销售渠道为己所用,并且宇通校车还需主动开展市场巡展活动。
[Abstract]:The vigorous development of automobile industry is the concentrated embodiment of the achievements of human industrial civilization, and the position of passenger cars in the whole automobile industry of our country is more and more important and key. The quality of bus industry relates to the development of the whole automobile industry, and is closely related to the economic development of our country. In domestic bus industry, the national brand represented by Yutong bus has developed rapidly for many years and occupied the leading position in the market. Why Yutong bus is able to occupy the first place in the market competition, and how to use the marketing strategy plays a very important role, therefore, the in-depth study and analysis of this problem is very important. In recent years, school bus accidents occur frequently in various places, which has attracted a lot of attention from the public and the government. Since 2009, Yutong has been tracking the safety management of American school buses, carrying out technical research, designing and developing the first professional school buses in China, and making positive contributions to the establishment and promotion of standards for professional school buses in China. With the development of various aspects, in 2012, Yutong Company took the school bus out of the group market for a separate list, for the first time defined the school bus subdivision market, in the school bus marketing has carried on the active exploration, has obtained the good result. Therefore, through the study of the Yutong school bus sales cases, marketing methods, management of the market, and other aspects of the research, try to summarize the Yutong school bus marketing methodology. Summarize and analyze the application of conceptual marketing. In addition, through the research of the domestic school bus operation mode, this paper summarizes four operation modes, aiming at these four operation modes, the different marketing plan, which has the common character and the individuality refinement. It is a summary of the essence of Yutong bus in the process of operation, which involves the management of daily behavior of marketing team, the management of distribution channel, the vehicle tour, the support of summer car, the motivation of sales team, and so on. The combination of theory and practice is the research and summary of marketing mode which can guide actual production. The research finds out the working method of Yutong school bus's marketing business and forms the closed loop management scheme of the school bus market. In the concrete practice, Yutong school bus should continuously expand the marketing information source channels through information search, three-dimensional sweep, and fully develop all kinds of sales channels for its own use through the integration of resources. And Yutong school bus also needs to take the initiative to carry out market tour activities.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471

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