福田牵引车云川渝地区市场营销策略研究
发布时间：2018-09-13 16:37
【摘要】：云川渝地区最近几年牵引车的发展很迅速,销量连年攀升,加上西部大开发项目的积极开展,使得牵引车的需求量进一步增加。许多企业在云川渝地区争夺市场,其中东风和解放是占领市场份额最多的两大品牌。云川渝地区本来就不是福田牵引车的主销市场,而在这一市场福田汽车还存在很多问题：品牌知名度不高、产品认知度不高、销售网络不完善、售后服务水平低下、经销商能力和积极性不高。这些不利因素都阻碍福田汽车在云川渝地区的销售情况,需要整改。福田牵引车在云川渝地区的营销情况是独一无二的、具有自己特点,因此在云川渝地区福田牵引车应该有其特有的营销策略。另外,福田牵引车云川渝地区的营销策略制定后还需要动态地根据市场环境发生的变化做出调整。因此本文将福田牵引车在云川渝地区的营销策略的制定看成一个项目,针对其特点,根据相关的理论和营销策略制定方法进行。本文首先通过市场调查,了解云川渝地区牵引车市场、福田牵引车欧曼产品的特点和主要竞争品、竞争环境；同时通过对消费者的购买动机和需求偏好,寻找到福田牵引车欧曼品牌与其他主要竞争对手之间的差距,分析其原因,明确福田牵引车产品竞争力的优劣势,为福田牵引车云川渝地区未来产品竞争力提升提供支持。然后通过分析产品竞争方向,为福田牵引车欧曼GTL产品在云川渝地区的营销推广提供依据,并以4Ps理论为基础对福田牵引车制定专门的策略,致力于实现福田牵引车云川渝地区市场占有率提高这一目标。除此之外还制定了一系列的推广保障策略,保证推广方案的顺利实施。云川渝地区市场是福田牵引车弱势区域的一个缩影,还有很多区域和地区面临类似的情况,本人对云川渝地区市场的营销策略的研究可以为其它区域市场提供一些借鉴作用。
[Abstract]:In recent years, the development of tractor in Yunchuan and Chongqing has been very rapid, the sales volume has been rising year after year, and the active development of western development project has made the demand of tractor further increase. Many companies compete for the market in Yunchuan and Chongqing, with Dongfeng and Jiefang being the top two brands to occupy market share. Originally, Yunchuan and Chongqing areas are not the main market for Futian tractor, but there are still many problems in this market: brand awareness is not high, product awareness is not high, sales network is not perfect, and after-sales service level is low. Dealer ability and enthusiasm is not high. These unfavorable factors hinder the sales of Futian cars in Yunchuan-Chongqing area and need to be rectified. The marketing situation of Futian Tractor in Yunchuan and Chongqing area is unique and has its own characteristics, so Futian Tractor in Yunchuan and Chongqing area should have its own marketing strategy. In addition, the marketing strategy of Futian tractor Yunchuan-Chongqing area needs to be adjusted dynamically according to the changes of market environment. Therefore, this paper regards the formulation of marketing strategy of Futian tractor in Yunchuan and Chongqing as a project, according to its characteristics, according to the relevant theory and marketing strategy formulation method. Firstly, through the market research, this paper finds out the market of tractor in Yunchuan and Chongqing area, the characteristics of Oman products of Fukuda tractor, the competitive environment, and the purchasing motivation and demand preference of consumers. This paper finds out the gap between the Oman brand of Fukuda tractor and other main competitors, analyzes its reasons, clarifies the advantages and disadvantages of the competitiveness of Fukuda tractor products, and provides support for the future product competitiveness enhancement in Yunchuan and Chongqing areas of Fukuda tractor. Then through the analysis of the direction of product competition, it provides the basis for the marketing and promotion of GTL products of Fukuda tractor in Yunchuan and Chongqing, and makes a special strategy for Futian tractor on the basis of 4Ps theory. Committed to the Futian tractor Yunchuan-Chongqing area market share to improve this goal. In addition, a series of popularizing guarantee strategies have been formulated to ensure the smooth implementation of the extension scheme. Yunchuan Chongqing regional market is a microcosm of the weak area of Fukuda tractor, and many regions and regions face similar situation. My research on the marketing strategy of Yunchuan Chongqing region can provide some reference for other regional markets.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471
本文编号：2241733
[Abstract]:In recent years, the development of tractor in Yunchuan and Chongqing has been very rapid, the sales volume has been rising year after year, and the active development of western development project has made the demand of tractor further increase. Many companies compete for the market in Yunchuan and Chongqing, with Dongfeng and Jiefang being the top two brands to occupy market share. Originally, Yunchuan and Chongqing areas are not the main market for Futian tractor, but there are still many problems in this market: brand awareness is not high, product awareness is not high, sales network is not perfect, and after-sales service level is low. Dealer ability and enthusiasm is not high. These unfavorable factors hinder the sales of Futian cars in Yunchuan-Chongqing area and need to be rectified. The marketing situation of Futian Tractor in Yunchuan and Chongqing area is unique and has its own characteristics, so Futian Tractor in Yunchuan and Chongqing area should have its own marketing strategy. In addition, the marketing strategy of Futian tractor Yunchuan-Chongqing area needs to be adjusted dynamically according to the changes of market environment. Therefore, this paper regards the formulation of marketing strategy of Futian tractor in Yunchuan and Chongqing as a project, according to its characteristics, according to the relevant theory and marketing strategy formulation method. Firstly, through the market research, this paper finds out the market of tractor in Yunchuan and Chongqing area, the characteristics of Oman products of Fukuda tractor, the competitive environment, and the purchasing motivation and demand preference of consumers. This paper finds out the gap between the Oman brand of Fukuda tractor and other main competitors, analyzes its reasons, clarifies the advantages and disadvantages of the competitiveness of Fukuda tractor products, and provides support for the future product competitiveness enhancement in Yunchuan and Chongqing areas of Fukuda tractor. Then through the analysis of the direction of product competition, it provides the basis for the marketing and promotion of GTL products of Fukuda tractor in Yunchuan and Chongqing, and makes a special strategy for Futian tractor on the basis of 4Ps theory. Committed to the Futian tractor Yunchuan-Chongqing area market share to improve this goal. In addition, a series of popularizing guarantee strategies have been formulated to ensure the smooth implementation of the extension scheme. Yunchuan Chongqing regional market is a microcosm of the weak area of Fukuda tractor, and many regions and regions face similar situation. My research on the marketing strategy of Yunchuan Chongqing region can provide some reference for other regional markets.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471
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