业乔集团精品业务营销策略研究

发布时间：2018-04-25 21:03

本文选题：精品业务 + SWOT分析　；参考：《东北大学》2014年硕士论文

【摘要】：业乔集团经过十几年的艰苦创业,已发展成为拥有梅赛德斯-奔驰、奥迪、宝马、雪佛兰等多家知名汽车品牌4S店的集团公司,占踞了辽沈地区高端汽车品牌销售服务的领先地位。但随着中国汽车行业的发展供求关系已经发生变化,市场竞争日趋激烈。2012年集团各店总计亏损7136万元,2013年经过战略调整盈利3475万元,但盈利能力与2011年以前相比已不可同日而语。在这样特定的历史时期下,精品业务就显现出了空前的重要性。本文以业乔集团精品业务营销策略为研究对象,针对集团精品业务营销体系存在的问题提出新的营销策略方案。基于PEST分析；SWOT分析；STP战略；7Ps组合策略的营销理论与方法,采用文献研究方法、规范性理论分析方法、实证调查与分析方法和案例研究方法等方法,对集团精品业务营销策略进行研究。主要研究内容有包括以下3个方面：(1)业乔集团精品业务营销策略的现状与存在问题分析。这部分内容主要通过对业乔集团精品业务营销体系中人员问题、营销模式、流程管控和绩效体制等目前的现状分析找出存在的问题,并对业乔集团现阶段精品业务的发展分别作了内、外部环境分析以及SWOT分析,找出了业乔集团自身的优势以及所面临的机遇和挑战。(2)对集团精品业务的营销策略进行了详细的分析,包括市场细分、产品的定位、目标市场的确定以及针对业乔集团自身制定出正确的产品策略、定价策略、促销策略、分销策略、展示策略人员策略以及流程管理策略,提出了新的营销策略方案,明确了集团精品业务的发展方向。(3)给出了业乔集团精品业务营销策略的实施方案与保障措施。包括采购管理、库存管理、销售管理等、营销环境分析制订出相应的营销策略是工作的前提,但更重要的是通过一系列行之有效的措施使营销策略能够落地执行。本文主要采用文献法和调查法对业乔集团精品业务的营销策略进行研究,以市场营销经典理论为理论基础,结合精品业务在业乔集团的实际情况,提出对业乔集团精品业务的看法和见解,希望对集团内部4S店及行业从业者提供有益的借鉴。
[Abstract]:After more than ten years of hard work, Yiqiao Group has developed into a group company with Mercedes-Benz, Audi, BMW, Chevrolet and other well-known automobile brands 4S store. It occupies the leading position of high-end automobile brand sales service in Liaoning and Shenyang area. However, as the supply and demand relationship of China's auto industry has changed, the market competition has become increasingly fierce. In 2012, the group's stores lost a total of 71.36 million yuan, and made a profit of 34.75 million yuan after strategic adjustment in 2013. But profitability is not comparable to 2011. In such a specific historical period, boutique business has shown unprecedented importance. In this paper, the marketing strategy of the boutique business of Yiqiao Group is taken as the research object, and a new marketing strategy scheme is put forward in view of the problems existing in the marketing system of the Group's boutique business. Based on PEST analysis, the marketing theory and method of STP-7Ps combination strategy are analyzed, and the methods of literature research, normative theory analysis, empirical investigation and analysis and case study are adopted. Research on the marketing strategy of group boutique business. The main research contents include the following three aspects: 1) the present situation and the existing problems of the marketing strategy of the boutique business of Yiqiao Group. This part is mainly through the analysis of the current situation of the personnel problem, marketing mode, process management and control system and performance system of Yiqiao Group boutique business marketing system to find out the existing problems. At the same time, we have made internal, external environment analysis and SWOT analysis on the development of boutique business of Yiqiao Group at this stage. Find out the advantages of Yiqiao Group and the opportunities and challenges it faces. (2) analyze the marketing strategy of the Group's boutique business in detail, including market segmentation, product positioning, The target market is determined and the correct product strategy, pricing strategy, promotion strategy, distribution strategy, display strategy and process management strategy are put forward, and a new marketing strategy scheme is put forward. This paper makes clear the developing direction of the Group's boutique business, and gives the implementing scheme and the safeguard measures of the marketing strategy of the Group's boutique business. Including purchasing management, inventory management, sales management, marketing environment analysis to formulate the corresponding marketing strategy is the premise of the work, but more importantly, through a series of effective measures to enable the marketing strategy can be implemented. This article mainly uses the literature method and the investigation method to carry on the research to the Yiqiao group fine goods business marketing strategy, takes the marketing classical theory as the theoretical foundation, unifies the fine goods business in the industry Joe group's actual situation, This paper puts forward the views and opinions on the boutique business of Yiqiao Group, hoping to provide useful reference for the 4S shops and industry practitioners within the Group.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471

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