宝创公司MINI品牌营销策略研究

发布时间：2018-10-14 13:42

【摘要】：随着我国国民收入的持续增加,人们对汽车消费品的消费需求和观念发生了巨大的转变,同时,随着中国逐渐扩大对外开放的广度和深度,汽车生产商、经销商、消费者,甚至产品本身的相互关系和相互作用也在发生着变化,而这些变化正对中国汽车市场的现在和未来的发展产生着深远的影响。在这一背景下,对国内汽车市场的解读和研究尤为重要。尤其在国内汽车市场特殊的代理机制没有国外的成熟模式可以借鉴的情况下,经销商只能依靠自身的摸索经营来获得发展机会。因此,对很多国际汽车品牌经销商而言,对如何制定和实施一个有效合理的营销策略的研究是比较具有实际意义的。本文以宝马MINI品牌的经销商—宝创公司为研究对象,通过对宝创公司所处的宏观与微观营销环境进行分析,对公司发展的外部与内部环境通过运用SWOT分析做出了总结,得出宝创公司目前最适合的营销战略为增长型战略的结论,从而将营销目标确认为提升MINI销量和提升满意度两个可量化的指标,在这一营销战略的方向,以传统营销理论的实践为依据,制定对现有的两个产品导向和顾客导向的策略,包括改进方法和实践结果,同时结合最新的营销理论知识,对这两个策略加以补充和实践,介绍了这些策略之间的相互协同关系,并在这一基础上,进一步介绍整个营销策略实施全过程中的前期和后期的保障措施环节,对于策略的前期计划和后续的反馈与控制是如何建立并互为作用的加以详细的介绍,其中对宝创公司现有营销组织的建立过程和完善也做了研究。本文旨在通过对宝创公司整个营销策略制定的前后动态管理过程进行了完整的分析和研究,以期对想进入中国一线城市的国际汽车品牌经销商如何通过有效的营销策略打开市场,加速品牌本土化进程提供一些有益的借鉴和启示。
[Abstract]:With the continuous increase of China's national income, people's consumer demand and concept of automobile consumer goods have undergone a huge change. At the same time, as China gradually expands the scope and depth of opening to the outside world, automobile manufacturers, dealers, consumers, Even the interrelationship and interaction of the products themselves are changing, and these changes are having a profound impact on the present and future development of China's auto market. In this context, the interpretation and study of the domestic auto market is particularly important. Especially in the domestic automobile market special agency mechanism has no foreign mature mode to draw lessons from the situation, dealers can only rely on their own groping to obtain development opportunities. Therefore, for many international automobile brand dealers, the research on how to formulate and implement an effective and reasonable marketing strategy is of practical significance. In this paper, the distributor of BMW MINI brand-Baotong Company as the research object, through the analysis of the macro and micro marketing environment, the external and internal environment of the development of the company through the use of SWOT analysis to make a summary. The conclusion that the most suitable marketing strategy of Baochong Company is a growth strategy is concluded that the marketing target is to increase MINI sales volume and enhance satisfaction degree two quantifiable indicators, in the direction of this marketing strategy, Based on the practice of traditional marketing theory, this paper formulates two existing product-oriented and customer-oriented strategies, including improving methods and practical results, and at the same time complements and practices the two strategies with the latest knowledge of marketing theory. This paper introduces the synergistic relationship between these strategies, and on this basis, further introduces the guarantee measures in the whole process of the implementation of the marketing strategy. This paper introduces in detail how to set up and act on each other in the early planning of strategy and the feedback and control in the follow-up, among which, the establishment process and perfection of existing marketing organization of Baochong Company are also studied. The purpose of this paper is to make a complete analysis and research on the dynamic management process before and after the whole marketing strategy formulation of Baochong Company. In order to provide some useful reference and inspiration to the international automobile brand dealers who want to enter the first-tier cities in China how to open the market through effective marketing strategies and accelerate the process of brand localization.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471

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