南车石家庄公司定制化营销策略研究

发布时间：2018-09-08 11:44

【摘要】：铁路货车行业依托于国民经济和铁路运输事业的发展,长期以来一直是计划性、政策性较强的产业之一,铁路货车制造企业普遍缺少市场运作的经验和人才,没有明确的市场定位,缺乏系统的营销模式和营销策略研究。随着铁路系统改革的推进和铁路市场化运作的不断深入,铁路货车行业正处于重大的变革时期。一方面制造企业间市场竞争日益激烈、产品营销压力增大;另一方面市场细分更加清晰、客户构成及需求多样化。整个行业已经具备了将现代营销理论知识运用到了铁路货车营销工作中并进行相关研究的基本条件。本文以南车石家庄公司为例,采用文献研究、调查、定性和定量分析等研究方法,在对铁路货车行业的现状和公司的实际情况进行分析的基础上,对铁路货车国内市场营销工作进行探讨和研究。论文针对铁路货车这种特殊工业品营销的特点,通过运用战略群组分析方法、钻石图定位法、定制化营销理论、顾客让渡价值理论等理论方法和研究工具,发挥公司的比较优势,确定公司目标市场及定位,明确南车石家庄公司定制化营销策略的研究方向,并展开研究。论文核心内容主要从三个层次进行阐述,首先,采用钻石图定位法,按照找位、选位、到位的步骤对客户进行需求和价值的深入分析,实现市场细分和目标市场的选择,从而找出定制化营销的目标市场,并确定公司的市场定位,得出南车石家庄公司的钻石定位模型;然后针对目标市场定位,引入定制化营销理论和4Cs组合理论对营销的四个关键要素分析和设计,以客户为中心、通过优化流程和整合服务,为用户提供完整的用车解决方案,设计出南车石家庄公司的定制化营销策略;最后,为保证定制化营销策略的有效实施,根据新的业务流程制定出具体的实施措施和保障方案。本文旨在通过科学的研究方法和合理的理论工具为南车石家庄公司制定出适合企业发展的营销策略,并为同行业相关工作和研究提供借鉴和参考。
[Abstract]:The railway freight car industry relies on the development of the national economy and railway transportation, and has been one of the planned and policy-oriented industries for a long time. The railway freight car manufacturing enterprises generally lack the market operation experience and talents. No clear market positioning, lack of systematic marketing model and marketing strategy research. With the reform of railway system and the deepening of railway market operation, railway freight car industry is in a period of great change. On the one hand, the market competition among manufacturing enterprises is increasingly fierce, and the pressure of product marketing is increasing; on the other hand, the market segmentation is more clear, and the customer composition and demand are diversified. The whole industry already has the basic condition of applying the modern marketing theory knowledge to the railway freight car marketing work and carrying on the related research. This paper takes Shijiazhuang Corporation as an example, adopts the methods of literature research, investigation, qualitative and quantitative analysis, on the basis of analyzing the present situation of railway freight car industry and the actual situation of the company. This paper discusses and studies the domestic marketing work of railway freight cars. According to the marketing characteristics of railway freight cars, this paper uses the strategic group analysis method, the diamond map positioning method, the customized marketing theory, the customer transfer value theory and other theoretical methods and research tools. Give full play to the company's comparative advantages, determine the company's target market and positioning, clarify the research direction of the customized marketing strategy of Shijiazhuang company, and carry out the research. The core content of the paper is mainly described from three levels. Firstly, the diamond map positioning method is used to analyze the customer's demand and value according to the steps of locating, selecting and putting in place to realize the market segmentation and the choice of the target market. In order to find out the target market of customized marketing, and determine the market positioning of the company, we can get the diamond positioning model of Shijiazhuang company, and then aim at the target market positioning, This paper introduces the customized marketing theory and 4Cs combination theory to analyze and design the four key elements of marketing. It takes the customer as the center and provides the complete vehicle solution by optimizing the process and integrating the service. Finally, in order to ensure the effective implementation of the customized marketing strategy, according to the new business process to formulate specific implementation measures and protection programs. The purpose of this paper is to establish a suitable marketing strategy for Shijiazhuang Corporation through scientific research methods and reasonable theoretical tools, and to provide reference and reference for the related work and research in the same industry.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F532.6

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