长城哈弗汽车自主品牌营销策略研究

发布时间：2018-07-03 21:42

本文选题：长城哈弗 + 汽车企业　；参考：《兰州交通大学》2014年硕士论文

【摘要】：在当前世界经济增速放缓、增长乏力,进入经济发展“新常态”的时期,汽车产业格局重新划分的趋势更加明显。同时,从国内看,近年来我国国内汽车企业间的竞争压力也不断增大,细分化与专业化已成为汽车营销的重要趋势。在我国的自主汽车品牌的生存环境日益严峻、利润骤减的形势下,加强自主品牌汽车企业营销已成为当务之急。长城汽车公司成立于1984年,是我国最大的民营汽车制造企业。公司经过十余年的发展,已连续5年入选中国企业500强、中国机械500强、中国民营企业上市公司十强,被誉为“河北省民营企业百强之首”,已成为我国重要的民族汽车品牌。本文以“发现问题、提出问题、分析问题、解决问题”的思路为主线,以长城哈弗汽车为研究对象,利用文献综述法、比较法、访谈法,首先,对市场营销、品牌、自主品牌、我国汽车企业营销、汽车企业自主品牌等国内外相关文献进行了综述,对营销环境分析、市场目标定位(STP)、营销组合4P策略、顾客满意等相关理论基础进行了探讨;其次,阐述了长城汽车股份有限公司概况,对哈弗SUV产品进行了介绍,从政策环境、经济环境、技术环境等方面对长城哈弗汽车宏观营销环境进行了分析,即:从政策环境看,国家出台了《汽车产业调整和振兴规划》,为汽车产业的发展带来了新的契机,但是与此同时国家在金融、税收、行业管理等方面不断趋紧,也为长城哈弗带来了融资、缴税、行业规范等压力;从经济环境上看,我国GDP保持着7.5%以上的速度增长,全国新型城镇化正在推进,为汽车消费带来了巨大的空间,但是与此同时也存在交通配套设施薄弱,燃油价格上涨等问题;从技术环境上看,虽然国内自主品牌汽车的技术水平得到了很大的改进,但是与其它合资、独资车企在技术上还有很大的差距。从哈弗的竞争对手、SUV消费群体等方面对长城哈弗汽车宏观营销竞争环境进行了分析。即:从竞争环境上看,长城哈弗在《2011-2013年全国SUV汽车销量排行榜》仅为第3位,除了“大众途观、本田CRV、现代IX35、日产萧客、丰田RAV、奥迪Q5、比亚迪、丰田汉兰达、起亚智跑”等三年销量排名“前十”的汽车品牌外,还有“凯美瑞、帕萨特、东风标致、天籁、雅阁、迈腾、索纳塔、蒙迪、锐志”等多个汽车品牌在瓜分市场,竞争环境非常激烈。第三,从产品、定价、渠道、促销等方面对长城哈弗SUV市场营销策略进行了探究,找出了长城哈弗汽车在营销过程中突出的突出问题,即:产品的多元化定位,使得自身营销特色不突出;定价“大而全、小而全”,偏离了“经济型SUV”的轨道;营销渠道单一,为“总部-经销商”的“一层渠道”,同时投资规模过大、规划不合理、售后维修品质不高、4S店运作体制不健全;促销手段单一,影响力有限。最后,提出了长城哈弗汽车营销策略的完善建议。即:在产品策略方面,要进行差异化的产品开发、强调产品的个性化应用;在价格策略方面,要推进价格要与产品定位相结合、做好价格的调整与监管;在渠道策略方面,要做好渠道规划与布局、理顺与经销商的渠道关系、进一步创新营销渠道;在促销策略方面,要做好广告宣传促销、做好营业推广促销、做好借势促销、做好公关促销。
[Abstract]:At the time of the slowdown of the world economy, the lack of growth and the "new normality" of the economic development, the trend of the re division of the auto industry pattern is more obvious. At the same time, in recent years, the pressure of competition among the domestic automobile enterprises in China has been increasing in recent years, and the fine differentiation and specialization have become an important trend of automobile marketing. The survival environment of the independent automobile brand is becoming increasingly severe and the profit has plummeted. It has become an urgent task to strengthen the marketing of independent brand auto enterprises. In 1984, Great Wall Motor Co was the largest private automobile manufacturing enterprise in China. After more than ten years' development, the company has been selected as the top 500 of Chinese enterprises for 5 years, and the Chinese machinery is the top 500. The ten top listed companies of private enterprises, known as "the top 100 of the top 100 private enterprises in Hebei province", have become an important national automobile brand in our country. This paper takes the thought of "finding problems, putting forward problems, analyzing problems and solving problems" as the main line, taking the the Great Wall Haversian automobile as the research object, using literature review method, comparison method, interview method, first, The relevant literature at home and abroad, such as marketing, brand, independent brand, Chinese automobile enterprise marketing and auto enterprise independent brand are reviewed, and the related theoretical basis of marketing environment analysis, market target positioning (STP), marketing combination 4P strategy and customer satisfaction are discussed. Secondly, the general situation of Great Wall Motor Company is expounded. The hover SUV product is introduced. From the policy environment, the economic environment, the technical environment and other aspects, the macro marketing environment of the Haff car in the Great Wall is analyzed. That is, from the policy environment, the state has promulgated the adjustment and revitalization plan of the automobile industry, which brings new opportunities for the development of the automobile industry, but at the same time the country is in finance and tax, Industry management and other aspects continue to tighten, and also bring the pressure of financing, tax, and industry standard for the Great Wall Haff. From the economic environment, China's GDP has maintained a growth of more than 7.5%. The new urbanization in China is pushing forward, bringing huge space for automobile consumption, but at the same time, there are also weak transportation facilities and fuel price. In terms of technical environment, the technical level of domestic independent brand cars has been greatly improved, but there is a big gap in technology with other joint venture and sole proprietorship enterprises. From the competitors of Haff and the SUV consumer group, the macro marketing competition environment of the the Great Wall hover automobile is analyzed. For the environment, the Great Wall hover in the <2011-2013 national SUV car sales list is only third, in addition to the "popular idea, Honda CRV, modern IX35, Nissan, Audi Q5, BYD, TOYOTA Landa, KIA Zhi ran" and other three year sales of the top ten car brands, as well as "Camry, PASAT, Dongfeng Peugeot," Third, the marketing strategy of the Great Wall Haff SUV is explored from the aspects of products, pricing, channel and promotion, and the prominent problems in the marketing process of the Great Wall Haff car are found out, that is, the diversification of the products. Position, make its own marketing characteristics not outstanding; the pricing "big and full, small and full", deviated from the "economic SUV" track; marketing channel is single, "headquarters - dealer" "one channel", at the same time the investment scale is too large, the planning is unreasonable, the after-sale maintenance quality is not high, the operation system of the 4S shop is not sound; the promotion means is single and the influence has influence. At the end of this paper, we put forward the suggestions for improving the marketing strategy of the the Great Wall Haversian automobile. That is, in the product strategy, we should develop the differentiated products and emphasize the individualized application of the products; in the price strategy, we should promote the combination of price and product positioning, make the adjustment and supervision of the price well; in the channel strategy, we should do well the channel planning and the channel planning. Layout, straighten out the channel relationship with the distributors, and further innovate marketing channels; in the promotion strategy, we should do a good job in advertising promotion, business promotion and promotion, good promotion and promotion of public relations.
【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】：F274;F426.471

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