安国市凯航汽车贸易公司营销策略分析

发布时间：2018-08-03 17:42

【摘要】：汽车是“改变世界的机器”,随着社会的进步,汽车成为人们生活中形影不离的伴侣。而福特发明的流水线生产方式,使汽车的产量大幅度增加、生产效率空前提高。汽车从此不再是“奢侈品”,开始走入普通百姓家。汽车促进了人与人之间的沟通,加快了人们的生产、生活节奏。与此同时,汽车发展也带来了深刻的社会变革。本论文通过对安国市凯航汽车贸易公司营销的现状,存在问题、发展趋势等问题分析的基础上,提出面向农村汽车市场需求的营销策略、服务策略等建议,可以为更多面向农村的汽车企业和经销商提供准确的市场信息及科学的决策依据,从而为新农村建设贡献一份力量。研究结果表明:安国市汽车销售市场潜力较大,即将进入一个汽车消费的发展期。未来用户群基础会进一步扩大:工薪阶层收入者、小经营者/业主。未来靠产业转移带动当地的产业工人增多,这是未来用户规模扩大的基础,并且伴随产业工人增多,小经营者/业主这种服务性行业也会迅速发展。用户购车意愿较高用户的生活形态看,存在用户居住和工作距离较远,也存在过年过节探亲访友的需求,种种这些需求导致用户的购车意愿还是比较高的。需求特征以自主车系为主,更为偏好“车型大”、“价位低”的车。目前,凯航汽贸以市场导向营销为理念,充分考虑安国市场的客户需求尤其是农村客户需求,不断改善产品结构、宣传方式及途径等。但由于起步晚、资金少等因素,企业在经营方式,特别是营销方式上存在不少问题。公司应适应县域汽车消费需求,逐渐调整营销策略,积极探索开展售后服务,为广大农民服务。
[Abstract]:The automobile is the machine that changes the world. With the progress of society, the automobile becomes the inseparable companion in people's life. Ford invented the assembly line production mode, which greatly increased the production of cars and improved the production efficiency. Since then, cars are no longer "luxury goods", and began to walk into the homes of ordinary people. The automobile promotes the communication between people, speeds up people's production and life rhythm. At the same time, automobile development has also brought profound social changes. Based on the analysis of the current marketing situation, existing problems and development trend of Kaihang Automobile Trading Company in Anguo City, this paper puts forward some suggestions on marketing strategy and service strategy to meet the demand of rural automobile market. It can provide more rural automobile enterprises and dealers with accurate market information and scientific decision basis, thus contributing a strength to the construction of new countryside. The results show that Anguo has great potential in automobile sales market and is about to enter a period of development of automobile consumption. Future user base will be further expanded: wage earners, small operators / owners. In the future, industrial transfer will lead to the increase of local industrial workers, which is the basis of the future expansion of the scale of users, and with the increase of industrial workers, the service industry of small operators / owners will also develop rapidly. In view of the higher willingness to buy cars, there is a long distance between living and working, and there is also a need to visit relatives and friends on New year's Day, which leads to a higher willingness to buy cars. Demand features to the main independent car system, more preference for "model large", "low price" car. At present, Kaihang Auto Trade takes market-oriented marketing as the concept, fully considers the customer needs of Anguo market, especially rural customers' needs, and constantly improves the product structure, publicity methods and channels, and so on. However, due to the factors of late start and less capital, there are many problems in the management mode, especially in the marketing mode. The company should adapt to the consumption demand of the county automobile, adjust the marketing strategy gradually, actively explore and develop the after-sales service, and serve the farmers.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F274

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