诺莱集团公司市场营销策略研究

发布时间：2018-10-10 09:54

【摘要】：石油能源危机与环境恶化是当前人类所面临的两项巨大挑战。在此严峻形势下,人类必需及时并积极地制定出一系列的解决策略；据《全球碳预算》的数据显示,世界排放的二氧化碳排总量在2013年将刷新历史记录,达到360亿吨。而其中交通运输中所使用的作为动力来源的化石燃料的燃烧占二氧化碳排放总量的百分之二十三,即：约83亿吨。二氧化碳排放的不断增加带来了大气污染,也加快了温室效应及全球变暖的步伐,也在一定程度上为极端天气的产生埋下了祸根。作为环保减排的重要途径,天然气汽车扮演着十分重要的角色；与此同时,储量丰富的天然气也为以石油能源为依赖的汽车提供了难能可贵的替代能源解决方案。天然气汽车及其控制系统的出现距今已有近30年的历史,经过多轮的技术更替与综合发展,其市场已经变得较为成熟,前景也愈加明朗。在天然气汽车蓬勃发展的情况下,诺莱集团公司选择进入了燃气发动机电控系统的生产与供应领域,但也在其自身的发展过程中遇到了一系列的问题。本论文在分析和研究诺莱集团公司市场营销策略的过程中,运用了市场营销的相关理论知识,同时分析了天然气汽车及发动机管理系统产品的国内外市场现状与竞争格局,联系和结合了诺莱集团公司的实际情况进行了研究,旨在为诺莱集团公司在其目前的市场营销中所面临的一些关键问题,提出了一系列的建议方案和策略重组的参考。论文共由五个章节组成：第一章简要论述了本论文的选题背景、研究方法、内容与思路、以及研究之目的与意义；第二章介绍了支撑并纵贯本论文的相关理论基础,包括了市场营销策略的理论基础、天然气汽车的相关理论基础,同时通过本章分析了天然气汽车市场的发展及其市场现状；第三章分析了诺莱集团公司的竞争力及其当下所面临的外部市场需求、宏观环境和竞争格局；论文的第四章与第五章分别阐述了诺莱集团公司的市场营销现状以及所面临的一系列关键问题,同时运用了4P理论对其提供了对应的建议方案与营销策略的重新构建参考。本论文取材广泛,只表达个人观点,仅供参考。
[Abstract]:Oil energy crisis and environmental deterioration are two great challenges facing mankind. In such a severe situation, human beings must work out a series of strategies in time and actively. According to the data of Global carbon Budget, the total amount of carbon dioxide emitted by the world will break the historical record in 2013, reaching 36 billion tons. The burning of fossil fuels, which are used as power sources in transportation, accounts for 23% of the total carbon dioxide emissions, that is, about 8.3 billion tons. Rising carbon dioxide emissions have contributed to air pollution, accelerated the pace of Greenhouse Effect and global warming and, to some extent, laid the blame for extreme weather. As an important approach to environmental protection and emission reduction, natural gas vehicles play a very important role. At the same time, the rich natural gas also provides a valuable alternative energy solution for petroleum-dependent vehicles. The appearance of natural gas vehicle and its control system has a history of nearly 30 years. After many rounds of technology replacement and comprehensive development, its market has become more mature, and the prospects are becoming clearer. With the rapid development of natural gas vehicles, Norley Group Company chose to enter the field of production and supply of electric control system of gas engine, but it also encountered a series of problems in its own development process. In the process of analyzing and studying the marketing strategy of Nolai Group, this paper applies the relevant theory of marketing, and analyzes the domestic and international market situation and competition pattern of natural gas vehicle and engine management system products. Connecting with and combining the actual situation of Norley Group Company, this paper aims to put forward a series of suggestions and strategic recombination references for some key problems faced by Norley Group Company in its current marketing. The thesis consists of five chapters: the first chapter briefly discusses the background, research methods, contents and ideas of this paper, as well as the purpose and significance of the research; the second chapter introduces the theoretical basis of supporting and running this paper. Including the theoretical basis of marketing strategy, natural gas vehicle related theoretical basis, at the same time through this chapter to analyze the development of natural gas vehicle market and the current market situation; The third chapter analyzes the competitiveness of Nolay Group and the external market demand, macro environment and competition pattern. The fourth and fifth chapters of the thesis respectively explain the marketing situation and a series of key problems faced by Norley Group Company. At the same time, we use the 4P theory to provide the corresponding suggestions and marketing strategies for the reconstruction of reference. This paper draws a wide range of materials, only express personal views, only for reference.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274

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