中国重汽台湾市场营销策略研究
发布时间：2018-10-21 20:13
【摘要】：在产业经济高度全球化的今天,制造业一直扮演着不可忽视的角色,其中重型卡车制造业随着全球化的进程也得到了长足的发展。中国重卡行业在经历了半个多世纪的发展并取得显著成就的同时,国际市场营销能力,特别是海外高端市场的营销能力却与世界先进的重卡企业相去甚远。在国际领先的重卡企业中,国际市场营销是维持企业生存和发展的第一大支柱,而高端市场一直是检验一个品牌国际市场营销能力的试金石,同时也是提升一个品牌国际市场营销能力的炼金石。随着全球经济一体化进程的加快和国内重卡制造技术的日益提升,海外高端市场的开拓对中国重卡企业显得越来越重要,高端市场营销正逐渐成为各企业提升民族品牌实力,促进技术革新产业升级,打造国际级名企的核心竞争力。本文主要应用文献研究法、文献资料法、实地调研法、深度访谈法、理论分析法、系统分析法,以中国重汽集团为研究对象,主要研究中国重汽集团的营销策略。本文重点分析了中国重汽集团所在市场外部环境和内部环境特点以及公司自身所具备的优势和分析公司的劣势后,对其营销市场、竞争对手和目标客户进行分析,并运用市场营销理论提出解决方案,试图找出适合中国重汽集团发展的最佳营销策略。研究发现,中国重汽集团产品在台湾市场的优势在于产品专为台湾需求研发设计,具有较强的针对性符合当地偏好,秉承德制工艺,产品价格优势明显并拥有专业团队保障等;劣势主要有市场对大陆制造的担忧,新品牌进入市场缺乏知名度,受众群体还未形成规模难以形成口碑营销,内部人才流失等显著问题。对此,研究提出了适合中国重汽集团的营销策略,并建议中国重汽集团可以采取产品创新策略、独特定价策略、品牌提升策略、公共关系策略、渠道畅通策略等促进中国重汽集团台湾市场营销水平,实现公司产品营销长久利益目标。中国作为目前世界制作工厂,主要输出劳动密集型产品,对高端产品出口高端市场的理论研究和实际案例相对较少。在两岸汽车领域的合作,目前主要集中在于乘用车,而商用车方面的合作较少,且鲜有成功者,因此基本没有成功案例可寻。本文将在对目标市场进行充分调研的基础上,获取第一手数据资料,以中国重汽实际的业务实物为研究对象,结合对国内外相关文献资料的整理学习,理论结合实际,在实物操作中不断探索、归纳出理论经验。
[Abstract]:With the high globalization of industrial economy, manufacturing industry has been playing an important role, among which the heavy truck manufacturing industry has developed rapidly with the process of globalization. After more than half a century's development and remarkable achievements, China's heavy truck industry is far from the world's advanced heavy card enterprises in terms of international marketing capability, especially the overseas high-end market's marketing ability. Among the leading international heavy-card enterprises, international marketing is the first pillar to maintain the survival and development of enterprises, while the high-end market has always been the touchstone for testing a brand's international marketing ability. At the same time is also to enhance a brand of international marketing capabilities of the alchemy. With the acceleration of the process of global economic integration and the increasing upgrading of domestic heavy card manufacturing technology, the development of overseas high-end market is becoming more and more important to Chinese heavy card enterprises, and high-end marketing is gradually becoming the enterprises to enhance the national brand strength. Promote the upgrading of technological innovation industry, and create the core competitiveness of international famous enterprises. This article mainly applies the literature research method, the literature material method, the field investigation method, the depth interview method, the theory analysis method, the system analysis method, takes the China heavy Auto Group as the research object, mainly studies the China heavy Auto Group's marketing strategy. This paper focuses on the analysis of the external and internal environment characteristics of the market in which China heavy Auto Group is located, as well as the advantages and disadvantages of the company itself, and then analyzes its marketing market, competitors and target customers. Using the marketing theory, the author puts forward the solution and tries to find out the best marketing strategy suitable for the development of China heavy Auto Group. The research found that the advantage of the products of China heavy Auto Group in Taiwan market is that the products are specially designed for the demand of Taiwan, have strong pertinence and accord with the local preference, inherit the technology of German system, the price advantage of the products is obvious and have the professional team guarantee and so on. The main disadvantages are the market worry about the mainland manufacturing, the lack of popularity of the new brand entering the market, the lack of audience groups to form the scale of word-of-mouth marketing, internal brain drain and other significant problems. In view of this, the paper puts forward the marketing strategy suitable for China heavy Auto Group, and suggests that China heavy Auto Group can adopt product innovation strategy, unique pricing strategy, brand promotion strategy, public relations strategy. The channel unblocked strategy promotes the marketing level of China heavy Auto Group in Taiwan and realizes the long-term benefit target of the company's product marketing. As a production factory in the world at present, China mainly exports labor-intensive products, and there are few theoretical studies and practical cases of high-end products exporting to the high-end market. At present, the cooperation in the field of cross-Strait automobile is mainly focused on passenger car, but the cooperation in commercial vehicle is less, and there are few successful ones, so there is basically no successful case to be found. Based on the full investigation of the target market, this paper will obtain the first-hand data, take the actual business object of China heavy Auto as the research object, combine the domestic and foreign related literature and study, combine the theory with the practice. In the physical operation of continuous exploration, summed up the theoretical experience.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471
本文编号：2286239
[Abstract]:With the high globalization of industrial economy, manufacturing industry has been playing an important role, among which the heavy truck manufacturing industry has developed rapidly with the process of globalization. After more than half a century's development and remarkable achievements, China's heavy truck industry is far from the world's advanced heavy card enterprises in terms of international marketing capability, especially the overseas high-end market's marketing ability. Among the leading international heavy-card enterprises, international marketing is the first pillar to maintain the survival and development of enterprises, while the high-end market has always been the touchstone for testing a brand's international marketing ability. At the same time is also to enhance a brand of international marketing capabilities of the alchemy. With the acceleration of the process of global economic integration and the increasing upgrading of domestic heavy card manufacturing technology, the development of overseas high-end market is becoming more and more important to Chinese heavy card enterprises, and high-end marketing is gradually becoming the enterprises to enhance the national brand strength. Promote the upgrading of technological innovation industry, and create the core competitiveness of international famous enterprises. This article mainly applies the literature research method, the literature material method, the field investigation method, the depth interview method, the theory analysis method, the system analysis method, takes the China heavy Auto Group as the research object, mainly studies the China heavy Auto Group's marketing strategy. This paper focuses on the analysis of the external and internal environment characteristics of the market in which China heavy Auto Group is located, as well as the advantages and disadvantages of the company itself, and then analyzes its marketing market, competitors and target customers. Using the marketing theory, the author puts forward the solution and tries to find out the best marketing strategy suitable for the development of China heavy Auto Group. The research found that the advantage of the products of China heavy Auto Group in Taiwan market is that the products are specially designed for the demand of Taiwan, have strong pertinence and accord with the local preference, inherit the technology of German system, the price advantage of the products is obvious and have the professional team guarantee and so on. The main disadvantages are the market worry about the mainland manufacturing, the lack of popularity of the new brand entering the market, the lack of audience groups to form the scale of word-of-mouth marketing, internal brain drain and other significant problems. In view of this, the paper puts forward the marketing strategy suitable for China heavy Auto Group, and suggests that China heavy Auto Group can adopt product innovation strategy, unique pricing strategy, brand promotion strategy, public relations strategy. The channel unblocked strategy promotes the marketing level of China heavy Auto Group in Taiwan and realizes the long-term benefit target of the company's product marketing. As a production factory in the world at present, China mainly exports labor-intensive products, and there are few theoretical studies and practical cases of high-end products exporting to the high-end market. At present, the cooperation in the field of cross-Strait automobile is mainly focused on passenger car, but the cooperation in commercial vehicle is less, and there are few successful ones, so there is basically no successful case to be found. Based on the full investigation of the target market, this paper will obtain the first-hand data, take the actual business object of China heavy Auto as the research object, combine the domestic and foreign related literature and study, combine the theory with the practice. In the physical operation of continuous exploration, summed up the theoretical experience.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471
【参考文献】
相关硕士学位论文 前1条
1 赵承军;陕西重型汽车有限公司营销策略研究[D];西安理工大学;2008年
，本文编号：2286239
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