青年汽车集团的营销模式研究
发布时间：2018-10-29 08:29
【摘要】：随着我国经济的飞速发展,汽车销量也随之飞速增长。青年汽车集团是一家本部位于浙江金华的综合型汽车集团,青年汽车集团的商用车尤其是豪华客车是国内首屈一指的品牌,是2008年北京奥运会的官方合作企业,但是自从2006年青年汽车集团和英国莲花集团合作进入乘用车领域后,经过将近十年时间的发展,至今青年汽车集团在乘用车领域所占的市场份额仍然较少。本文试图找出目前该公司乘用车营销模式存在的问题,提出相应的改进对策与建议,从而使该公司乘用车依靠商用车领域的优势,能够进一步提升品牌知名度和市场份额。本论文在阐述了研究背景与意义、国内外研究现状之后,首先介绍了青年汽车集团商用车和乘用车营销模式的现状,然后采用PEST分析法分析了青年汽车乘用车营销面临的政治法律环境、经济环境、社会文化环境、科技环境和自然环境。紧接着,又采用SWOT分析法详细剖析了青年汽车集团乘用车在中国市场上销售的优势、劣势、机会和威胁。在此基础之上,论文找出了青年汽车集团乘用车业务在营销理念、产品、价格、营销组织、营销技术等方面存在的问题。最后,针对这些问题,论文从产品、价格、渠道、促销、服务五个方面提出了如何改进青年汽车集团营销模式的对策建议,希望能对青年汽车集团的乘用车营销具有一定的参考价值。
[Abstract]:With the rapid development of China's economy, car sales are also increasing rapidly. Youth Automobile Group is a comprehensive automobile group with its headquarters in Jinhua, Zhejiang Province. Its commercial vehicle, especially luxury passenger cars, is the leading brand in China, and it is the official cooperative enterprise of the 2008 Beijing Olympic Games. However, since 2006, when youth automobile group and lotus group entered the field of passenger car, after nearly ten years' development, the market share of youth automobile group in the field of passenger car is still relatively small. This paper tries to find out the problems existing in the passenger car marketing mode of the company at present, and put forward the corresponding improvement countermeasures and suggestions, so that the passenger car can rely on the advantages of the commercial vehicle field, and can further enhance the brand awareness and market share. After expounding the background and significance of the research and the current research situation at home and abroad, this paper first introduces the current situation of the commercial vehicle and passenger car marketing mode of the youth automobile group. Then PEST analysis method is used to analyze the political and legal environment, economic environment, social and cultural environment, scientific and technological environment and natural environment in the marketing of young automobile passenger cars. Then, the SWOT analysis method is used to analyze the advantages, disadvantages, opportunities and threats of the sales of passenger cars in China. On this basis, the paper finds out the problems in the aspects of marketing concept, product, price, marketing organization, marketing technology and so on. Finally, aiming at these problems, the paper puts forward the countermeasures and suggestions on how to improve the marketing mode of youth automobile group from five aspects: product, price, channel, promotion and service. It is hoped that it will have certain reference value to the passenger car marketing of youth automobile group.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274
本文编号：2297164
[Abstract]:With the rapid development of China's economy, car sales are also increasing rapidly. Youth Automobile Group is a comprehensive automobile group with its headquarters in Jinhua, Zhejiang Province. Its commercial vehicle, especially luxury passenger cars, is the leading brand in China, and it is the official cooperative enterprise of the 2008 Beijing Olympic Games. However, since 2006, when youth automobile group and lotus group entered the field of passenger car, after nearly ten years' development, the market share of youth automobile group in the field of passenger car is still relatively small. This paper tries to find out the problems existing in the passenger car marketing mode of the company at present, and put forward the corresponding improvement countermeasures and suggestions, so that the passenger car can rely on the advantages of the commercial vehicle field, and can further enhance the brand awareness and market share. After expounding the background and significance of the research and the current research situation at home and abroad, this paper first introduces the current situation of the commercial vehicle and passenger car marketing mode of the youth automobile group. Then PEST analysis method is used to analyze the political and legal environment, economic environment, social and cultural environment, scientific and technological environment and natural environment in the marketing of young automobile passenger cars. Then, the SWOT analysis method is used to analyze the advantages, disadvantages, opportunities and threats of the sales of passenger cars in China. On this basis, the paper finds out the problems in the aspects of marketing concept, product, price, marketing organization, marketing technology and so on. Finally, aiming at these problems, the paper puts forward the countermeasures and suggestions on how to improve the marketing mode of youth automobile group from five aspects: product, price, channel, promotion and service. It is hoped that it will have certain reference value to the passenger car marketing of youth automobile group.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274
【参考文献】
相关期刊论文 前2条
1 宋宝珍;;浅析网络购车模式的利弊[J];黑龙江科技信息;2011年17期
2 张利雯;张玉泉;杨朝英;;现代汽车车轮定位分析[J];科技信息;2011年22期
，本文编号：2297164
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