美鹰汽车服务公司营销策略研究

发布时间：2017-12-30 22:25

本文关键词：美鹰汽车服务公司营销策略研究　出处：《大连海事大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着近年来我国汽车工业的快速发展,我国的汽车保有量一直保持快速增长的势头,而为汽车服务的汽车服务行业也获得了新的发展机遇。因为中国汽车服务行业的广阔的市场前景以及较低的进入门槛,同时我国在发布相关行业规范也存在滞后的现象,这就导致一大批缺乏品牌意识、专业技术和雄厚资金的个人或是商家涌入这个行业,使得整个汽车服务市场进入了一个毫无秩序的竞争状态。一批批汽车服务企业争相进入市场,而很多汽车服务企业却惨淡经营,因为各种原因倒闭或转让。在这样的背景下,致力于在国内做大做强的已有一定知名度的美鹰汽车服务公司近两年越来越感到市场竞争的冲击,出现了利润率下降、客户流失严重等问题,针对这一问题,美鹰汽车服务公司开始对自己的市场定位以及营销策略进行反思。本文以美鹰汽车服务公司的经营现状和营销实践为例,运用市场定位、4C营销、整合营销、体验营销、口碑营销等营销理论,来探索研究美鹰汽车服务公司如何合理定位中国市场,并对市场营销战略组合进行深入细致地研究分析。本文的的研究成果为汽车服务企业稳定发展、壮大规模提供理论参考,同时为我国规范、发展汽车服务业添砖加瓦,最终的受益者仍是我国汽车消费者。
[Abstract]:With the rapid development of China's automobile industry in recent years, China's automobile ownership has been maintaining a rapid growth momentum. But the automobile service industry for the automobile also obtained the new development opportunity, because of the broad market prospect and the lower entry threshold of the Chinese automobile service industry. At the same time, the issue of related industry norms in China also lags behind, which leads to a large number of lack of brand awareness, professional technology and strong funds of individuals or businesses into this industry. The whole auto service market has entered into a state of disorderly competition. A lot of auto service enterprises are competing to enter the market, while many auto service enterprises are in dire need of operation because of the closure or transfer for various reasons. Against this background, the American Eagle Motor Service Company, which is committed to becoming bigger and stronger in China, has been more and more aware of the impact of market competition in the past two years, resulting in a decline in profit margins. In view of this problem, American Eagle Motor Service Company began to reflect on its market positioning and marketing strategy. This paper takes the current situation and marketing practice of American Eagle Automobile Service Company as an example, and applies marketing theories such as marketing orientation, integrated marketing, experience marketing, word-of-mouth marketing and so on. To explore how the American Eagle Auto Service Company to locate the Chinese market, and to carry out a thorough and detailed study and analysis of the marketing strategy combination. The research results of this paper provide a theoretical reference for the steady development of automobile service enterprises and the expansion of the scale. At the same time, the final beneficiaries are the automobile consumers in our country.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471

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