JAC乘用车甘青市场营销策略研究

发布时间：2018-01-06 19:22

本文关键词：JAC乘用车甘青市场营销策略研究　出处：《兰州交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着近些年中国汽车产业的迅猛发展,汽车已逐渐进入普通家庭并且需求量逐年增长。2011年,中国汽车市场销售量已经超过美国,成为全球最大的汽车供应和消费市场。需求的增加引发了各汽车品牌激烈的竞争,JAC乘用车也成为竞争浪潮中的一员,在艰难中前行着。本文从一线营销人员的视角,遵循寻找问题---分析问题---解决问题的逻辑思维,采用理论联系实际的方法,以自主品牌汽车中的JAC乘用车甘青市场营销策略为研究对象。首先,基于自主品牌汽车国内外市场营销策略的理论和方法,以JAC汽车及JAC乘用车在甘肃、青海市场的市场环境和营销为例,研究JAC乘用车在甘肃、青海市场的营销环境现状。其次,利用具体分析工具和方法,从企业营销现状、面临的威胁、内外部环境、目标群体需求变化和竞争产品等方面,进行JAC乘用车甘青市场系列产品STP分析,找出JAC乘用车在甘肃、青海市场存在的问题。再次,重点对JAC乘用车系列产品甘青市场选择的营销组合策略进行研究,从产品、价格、渠道、促销等方面,分析目前JAC乘用车的营销组合策略。最后,针对JAC乘用车产品甘青市场营销策略中存在的不足,提出解决与改善的方案,即根据JAC乘用车甘青市场的定位和目标市场选择,以及如何实施和改进营销策略,保障新营销组合的落地执行,以期达成甘青市场预期的销售目标。以JAC乘用车为载体的研究对自主品牌汽车中的JAC乘用车甘青市场的营销工作具有实际的参考意义,同时希望对JAC乘用车全国市场都能提供参考借鉴。
[Abstract]:With the rapid development of China's automobile industry in recent years, cars have gradually entered ordinary households and the demand has increased year by year. In 2011, the sales volume of China's auto market has surpassed that of the United States. JAC passenger cars have become the largest automobile supply and consumption market in the world, and the increasing demand has caused the fierce competition of JAC passenger cars. From the perspective of front-line marketers, this paper follows the logical thinking of finding problem-analysis-problem-solving, and adopts the method of integrating theory with practice. Firstly, based on the theory and method of domestic and foreign marketing strategy of autonomous brand automobile, the paper takes the JAC passenger vehicle as the research object. Taking the market environment and marketing of JAC and JAC passenger cars in Gansu and Qinghai as an example, this paper studies the current situation of marketing environment of JAC passenger cars in Gansu and Qinghai. Using specific analysis tools and methods, from the enterprise marketing status, facing threats, internal and external environment, changes in the needs of target groups and competitive products and so on. JAC passenger car Gan Qing market series of products STP analysis to find out the JAC passenger car in Gansu, Qinghai market problems. Again. Focus on the JAC passenger car series products Ganqing market choice of marketing mix strategy, from the product, price, channel, promotion and other aspects, analysis of the current JAC passenger car marketing mix strategy. Finally. In view of the shortcomings in the marketing strategy of JAC passenger car products, the paper puts forward the solution and improvement scheme, that is, according to the positioning of JAC passenger car market and the choice of target market. And how to implement and improve the marketing strategy to ensure the landing implementation of the new marketing mix. In order to achieve the desired sales target of Ganqing market. The study of JAC passenger vehicle as the carrier has practical reference significance for the marketing of JAC passenger car in the independent brand car. At the same time, I hope to provide reference to the JAC passenger car market all over the country.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

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