东风柳汽重型卡车市场营销策略研究

发布时间：2018-01-31 13:05

本文关键词： 东风柳汽重卡市场营销策略　出处：《湖南大学》2016年硕士论文　论文类型：学位论文

【摘要】：重型卡车是汽车运输市场发展的主流,与国家宏观经济发展紧密相关。2015年,国家宏观经济增速放缓,进入下行通道。国内重卡市场也下滑25%,市场总量缩减到55万台,预测未来几年内市场容量将会维持在50万台左右。重卡市场下滑,直接导致重卡行业产能过剩,国内重型卡车市场进入白热化竞争的新时期,东风柳汽面临着前所未有的压力和挑战。在这种情况下,对东风柳汽重型卡车的市场营销策略进行研究具备重要的现实指导意义。东风柳汽要想在激烈的市场竞争中提升市场份额,就必须制定适合自己的营销策略。首先,通过内部资源和能力分析,得出公司的优劣势,运用PEST分析法和波特五力模型对东风柳汽的外部环境和行业环境进行分析,得出公司所面临的机会和威胁。然后,采用SWOT分析法,对东风柳汽的自身优势和劣势、外部机遇与威胁进行系统分析。在此基础上,利用STP理论将国内重卡市场进行细分,选择东风柳汽的目标市场,并对东风柳汽的重卡产品进行定位。同时,根据目标市场特征,制定相应的产品、价格、渠道和促销策略。最后,为确保营销策略的实施,从组织结构、人力资源和危机管理等几个方面制定了相应的保障措施。对东风柳汽重型卡车市场营销策略的研究,旨在为东风柳汽扩大市场份额,提高企业竞争力做出理论依据和技术指导。同时,能够帮助其它重卡企业认清行业发展状况,分析出影响企业发展的内外部环境因素,抓住机遇,快速调整市场战略,制定合理有效的市场营销策略。希望本文能对国内其它重卡企业起到借鉴作用。
[Abstract]:Heavy truck is the mainstream of the development of automobile transportation market, closely related to the national macroeconomic development. In 2015, the national macroeconomic growth rate slowed down into the downward channel, and the domestic heavy truck market fell by 25%. The market volume has shrunk to 550,000 units, and the market capacity is expected to remain around 500,000 units in the next few years. The decline in the heavy truck market has directly led to overcapacity in the heavy truck industry. Domestic heavy truck market has entered a new period of intense competition, Dongfeng Liuqi is facing unprecedented pressure and challenge. In this case. The research on the marketing strategy of Dongfeng Liuqi heavy truck has important practical significance. Dongfeng Liuqi wants to enhance the market share in the fierce market competition. First of all, through the analysis of internal resources and capabilities, we can find out the advantages and disadvantages of the company. Using PEST analysis method and Porter five force model to analyze the external environment and industry environment of Dongfeng Liuqi, the opportunities and threats faced by the company are obtained. Then, the SWOT analysis method is adopted. Based on the systematic analysis of Dongfeng Liuqi's own advantages and disadvantages, external opportunities and threats, the domestic heavy truck market is subdivided by using STP theory, and the target market of Dongfeng Liuqi is selected. At the same time, according to the characteristics of the target market, formulate the corresponding products, prices, channels and promotion strategies. Finally, in order to ensure the implementation of marketing strategy, from the organizational structure. In order to expand the market share of Dongfeng Liuqi heavy truck, the research on the marketing strategy of Dongfeng Liuqi heavy truck is carried out in the aspects of human resources and crisis management. To improve the competitiveness of enterprises to make theoretical basis and technical guidance. At the same time, it can help other heavy card enterprises to recognize the development of the industry, analyze the internal and external environmental factors that affect the development of enterprises, seize the opportunity. It is hoped that this paper can be used as a reference for other heavy card enterprises in China.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.471

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