CF汽车华北区域营销策略研究

发布时间：2018-06-02 01:25

本文选题：CF + 华北　；参考：《重庆理工大学》2014年硕士论文

【摘要】：近几年我国的经济有了很大的进步，人均国民收入有了很大的提高，汽车被广大家庭所使用，面对这样的形势，各个汽车厂家为了获取利益，增加产量。F作为北美三大汽车品牌之一，是最早的汽车品牌，，在北美的销量排名第一。于2001年进入中国，与C汽车合资成立了CF汽车有限公司，到目前为止引进了六大品牌，销量和份额排名中国汽车市场前十位。目前，全国汽车市场分为六大区，网点数量与各区域的经济发展成正比关系，北区是继东区之后网点数量最大的销售区域，CF销售公司网点设置也正是这样。华北区域在市场容量相当大，在六大区中排在第二位，而CF汽车在华北大区的市场占有率却非常低，在六大区中排在倒数第二，顾客满意度下降，竞争力不够。这意味着目前CF在华北地区的营销策略仍存在较大的问题。本文对CF销售分公司华北大区的营销现状、存在的问题，以及市场营销环境进行分析与总结，通过五大组合营销策略的制定，从而分别针对中高、低级市场提出适合CF汽车区域发展的营销策略方案。本文的研究成果将对CF汽车的营销工作具有实际参考意义，也为今后类似的汽车企业的发展提供借鉴。
[Abstract]:In recent years, the economy of our country has made great progress, the per capita national income has been greatly increased, and cars are used by a large number of families. In the face of such a situation, in order to obtain benefits, Increased production. F, one of the three largest car brands in North America, was the first car brand in North America and ranked first in sales. CF Automobile Co., Ltd. was established in China in 2001. So far, six brands have been introduced, and its sales volume and share rank in the top 10 of China's auto market. At present, the national automobile market is divided into six regions, and the number of outlets is proportional to the economic development of each region, and the North District is the largest selling area after the Eastern District. North China has a very large market capacity, ranking second among the six regions, but CF cars occupy a very low market share in North China, ranking second to the bottom in the six regions, the customer satisfaction is declining, and the competitiveness is not enough. This means that CF marketing strategy in North China still has greater problems. This paper analyzes and summarizes the marketing status, existing problems and marketing environment of the North China region of CF sales Branch. Through the formulation of five combined marketing strategies, it aims at Zhonggao, respectively. The low-level market puts forward the marketing strategy plan suitable for CF automobile area development. The research results of this paper will have practical reference significance for CF automobile marketing work, and also provide reference for the development of similar automobile enterprises in the future.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.471;F274

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