北京现代汽车营销战略研究

发布时间：2018-05-03 06:29

本文选题：营销战略 + 营销环境　；参考：《河北工业大学》2014年硕士论文

【摘要】：近年来，随着中国经济的不断发展，汽车产业逐步规范，进入缓增长阶段，市场营销竞争变得越来越激烈。作为合资企业中增速最快的汽车厂商，北京现代也在不断调整营销思路，以期占领更大的市场。目前，经过10余年的发展，北京现代从一个默默无闻的小企业，成功进入到国内汽车销售的前五名，但我们还应该看到与其他汽车巨头相比我们还存在一定的差距。在此基础上，本文通过研究北京现代公司经营销售战略，希望能为北京现代公司的营销发展提供助力。本文分为一下四个部分：第一部分：主要介绍北京现代公司的企业概况、发展理念、经营范围、企业目标等，从而对北京现代公司有一个整体的了解。接着从营销现状、员工现状、业绩状况等方面介绍了北京现代公司的营销现状，最后分析了北京现代营销执行情况。第二部分：首先介绍北京现代所处的微观环境及宏观环境两个方面，以SWOT分析法从优势、劣势、机会、威胁等充分剖析了北京现代的营销环境。第三部分：制定与实施北京现代营销战略，通过对目标市场及目标客户群的定位北京现代目标市场进行重新定位，构建可持续营销经营战略，最后我们分四个方面：产品、价格、促销、渠道等方面说明如何实施北京现代的营销战略。第四部分：重点提出了如何顺利实施北京现代经营战略的保障措施。从营销组织、人员培训、资金保障、企业文化等几个方面提出有力的保障措施。
[Abstract]:In recent years, with the continuous development of China's economy, the automobile industry has gradually standardized, entered the stage of slow growth, marketing competition has become more and more fierce. Beijing Hyundai, the fastest growing automaker in a joint venture, is also adjusting its marketing thinking to capture a larger market. At present, after more than 10 years of development, Beijing Hyundai has successfully entered the top five domestic auto sales from a small unknown enterprise, but we should also see that compared with other automobile giants, we still have a certain gap. On this basis, this paper studies the management and sales strategy of Beijing Hyundai Company, hoping to provide help for the development of Beijing Modern Company. This article is divided into four parts: The first part mainly introduces the general situation of Beijing Hyundai Company, development concept, business scope, enterprise goal and so on, so as to have an overall understanding of Beijing Hyundai Company. Then it introduces the marketing status of Beijing Modern Company from the aspects of marketing status, staff status and performance status, and finally analyzes the implementation of modern marketing in Beijing. The second part: firstly introduces the micro and macro environment of modern Beijing, and analyzes the modern marketing environment of Beijing from the advantages, disadvantages, opportunities and threats by SWOT analysis. The third part: make and implement Beijing modern marketing strategy, through the target market and target customer group positioning Beijing modern target market, construct sustainable marketing management strategy. Finally, we have four aspects: products, Price, sales promotion, channels and other aspects explain how to implement Beijing's modern marketing strategy. The fourth part: put forward how to carry out the modern management strategy of Beijing smoothly. From the marketing organization, personnel training, financial security, corporate culture and other aspects of effective safeguards.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471

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