M公司基于车联网的终端产品的营销研究

发布时间：2018-02-24 01:30

本文关键词： 车联网终端产品营销研究　出处：《广西大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国的经济日益增长,全球信息的扁平化,互联网时代让人们的生活发生颠覆性的变化。对比国外的智能生活概念,国人已有了自己的诉求,老百姓追求生活的品质,不仅仅是停留在温饱问题上。“吃、穿、住、用、行”中,“行”的质量提出了更高的衡量标准。虽然汽车的销量每年都创新高,但是各个厂商的竞争也是日趋激烈。在这样的背景下,相关企业开始寻找新的突破口,力争在这瞬息万变的市场中抢占自己的份额。企业需要持续的竞争优势才能在立于不败之地。本文是笔者把营销策略运用到企业管理中。使用一系列的营销分析方法包括PEST分析方法、波特五力分析法、以及SWOT分析方法,最后用4Ps营销组合为企业提供一套行之有效的营销方案。本文的结论是：在车联网发展初期,实现以服务获取利润的商务模式不现实,所以需要不断开拓用户使用终端产品并提高用户量。因此,至少两年内,如何抢占车联网入口是要重视的问题。
[Abstract]:With the growing economy of our country and the flattening of global information, the Internet era has made people's lives subversive. Compared with the concept of intelligent life abroad, Chinese people have their own aspirations, and ordinary people pursue the quality of life. It's not just about food and clothing. "eat, wear, live, use, go," and the quality of "yes" sets a higher standard, although car sales hit new highs every year. However, the competition among various manufacturers is also becoming increasingly fierce. Under such a background, the relevant enterprises begin to look for new breakthroughs. Strive to seize their share in this rapidly changing market. Enterprises need a sustained competitive advantage in order to remain invincible. This paper applies marketing strategies to business management and uses a series of marketing analysis. Methods include PEST analysis, Porter's five-force analysis method, and SWOT analysis method, finally use 4Ps marketing combination to provide a set of effective marketing plan for enterprises. The conclusion of this paper is: in the early stage of the development of car networking, it is not realistic to realize the business model of obtaining profit by service. Therefore, it is necessary to continuously expand the use of end-products and increase the number of users. Therefore, how to seize the access to the network is a problem to be paid attention to in at least two years.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471

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