江淮乘用车营销策略研究

发布时间：2018-04-29 06:04

本文选题：江淮乘用车 + 营销策略　；参考：《安徽大学》2014年硕士论文

【摘要】：随着中国汽车产业模式的转变,江淮汽车品牌塑造以及市场营销转型已成为江淮汽车能否获得长远发展必须解决的重大难题。江淮乘用车营销体系的构建直接影响到江淮汽车生存和发展的重要环节,营销策略的策划是整个营销体系的最核心的内容。因此,对江淮汽车企业而言,如何策划合理有效的营销策略是江淮汽车必须要顺利解决的难题。江淮汽车公司只有制定合理的营销策略,这样才能在未来竞争中占据主动权。因此如何平衡国内市场和海外市场,如何顺利实施营销策略,都是江淮汽车公司需要解决好的问题。为了使江淮乘用车在市场竞争中能够通过运用有效的营销策略而立于不败之地,本文基于公司战略和市场营销相关理论,如STP理论、4P和4C营销组合理论等,以及PEST、SWOT分析工具,运用案例分析的方法,结合中国当今的中国汽车和世界汽车市场的发展现状,分析江淮乘用车目前的营销现状和存在问题,并分析其原因；进而为了给江淮乘用车制定有效且针对性的营销策略提供依据,本文对作为中国民族品牌汽车代表之一的江淮汽车所面临的复杂和严峻的国内外市场宏观和微观环境加以分析；基于此,最后提出可供江淮乘用车参考的市场营销策略的建议,其中主要有树立以消费者为核心的营销理念,市场定位和目标群体调整,加大创新力度,加强品牌运营等。期望本文的研究既能为江淮乘用车制定市场营销策略提供一定的参考,也能为深化中国民族品牌汽车的研究有所借鉴。
[Abstract]:With the transformation of China's automobile industry, the shaping of Jianghuai automobile brand and the transformation of marketing have become the major problems that must be solved for the long-term development of Jianghuai Automobile. The construction of JAC passenger car marketing system has a direct impact on the survival and development of Jianghuai vehicle. The planning of marketing strategy is the core of the whole marketing system. Therefore, for Jianghuai automobile enterprises, how to plan reasonable and effective marketing strategy is a difficult problem that must be solved smoothly. Jianghuai Automobile Company must formulate a reasonable marketing strategy so that it can occupy the initiative in the future competition. Therefore, how to balance the domestic market and overseas market, how to implement the marketing strategy smoothly, are all the problems that need to be solved by Jianghuai Automobile Company. In order to make Jianghuai passenger car in the market competition to be able to use effective marketing strategies and invincible position, this paper based on the company strategy and marketing related theories, such as STP theory, 4P and 4C marketing combination theory, as well as PEST-SWOT analysis tools, By using the method of case study, combined with the development of Chinese automobile and world automobile market, this paper analyzes the present marketing situation and existing problems of Jianghuai passenger vehicle, and analyzes the reasons for it. In order to provide the basis for the JAC passenger cars to formulate effective and targeted marketing strategies, this paper analyzes the complex and severe macro and micro environment of the domestic and international market as one of the representatives of the Chinese national brand cars. Based on this, the paper puts forward some suggestions on the marketing strategy for Jianghuai passenger vehicle, including establishing the marketing concept with consumers as the core, market orientation and target group adjustment, increasing innovation, strengthening brand operation and so on. It is hoped that the research in this paper can not only provide a certain reference for the development of the marketing strategy of Jianghuai passenger car, but also can be used for reference for deepening the research of Chinese national brand car.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

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