轻型卡车市场营销策略研究

发布时间：2018-07-04 20:54

本文选题：市场营销 + 轻型卡车企业　；参考：《山东理工大学》2011年硕士论文

【摘要】：随着中国汽车市场的迅速发展,轻型卡车制造企业间的市场竞争日趋激烈。传统营销策略及其制定,一般使用定性分析,围绕4Ps展开。随着营销理论的发展和竞争的日益激烈,传统的营销策略制定方法已不能满足需要,轻型卡车制造企业亟需应用新的营销理论来指导其营销实践。本文以市场营销经典4Ps理论为基础,结合营销工程,使用定性分析与定量分析相结合的研究方法和手段,对轻型卡车制造企业市场营销策略进行了研究。在对我国轻型卡车产业概况进行介绍之后,应用PEST模型对轻型卡车市场的宏观环境进行了分析,并应用波特五力模型对轻型卡车行业竞争环境进行了分析研究,进而构建了轻型卡车企业营销工程体系。针对轻卡市场需求预测动态、多因素、离散和并发等特点,利用Petri网良好的离散事件动态表达和并行计算能力,基于Petri网建立了轻卡市场需求量预测模型,并应用所建系统模型对轻卡市场需求量进行了预测,为制定轻型卡车市场营销策略奠定基础。从轻卡制造企业的实际出发,结合轻型卡车消费市场的特殊性,根据品牌具体发展阶段确定相关指标体系,构建轻卡品牌竞争力测评模型。从轻型卡车企业价格竞争博弈论“囚徒困境”模型分析得出轻型卡车市场的过度竞争将导致ARPU值迅速减小,不利于轻型卡车行业的长远发展；通过Bertran模型对轻型卡车业价格策略进行分析,得出轻型卡车企业应围绕产品差异化制定价格策略,可以有效避开价格战。对轻型卡车企业营销渠道现状及存在的问题进行了分析研究,提出了渠道整体解决方案。并对轻型卡车分销渠道模式、管理体系、分销渠道的激励与控制体系进行了设计。针对轻型卡车促销策略存在的问题,结合ADBUDG模型和ADVISOR模型研究成果构建了轻型卡车企业广告促销预算决策模型,并建立了轻型卡车广告效果评价DEA模型。最后,基于上述研究结果对A公司轻卡市场的营销策略进行了实例研讨,从4Ps角度提出了企业营销方面的基本思路,为相关企业的营销策略改进提供借鉴。
[Abstract]:With the rapid development of China's automobile market, the market competition among light truck manufacturers is becoming increasingly fierce. Traditional marketing strategy and its formulation, generally using qualitative analysis, around 4 Ps. With the development of marketing theory and the increasingly fierce competition, the traditional marketing strategy formulation method can not meet the needs. The light truck manufacturing enterprises need to apply the new marketing theory to guide their marketing practice. Based on the classical 4Ps theory of marketing, combined with marketing engineering, this paper studies the marketing strategies of light truck manufacturing enterprises by using the research methods and means of combining qualitative analysis with quantitative analysis. After introducing the general situation of light truck industry in China, this paper analyzes the macro environment of light truck market by pest model, and analyzes the competitive environment of light truck industry by using Porter's five-force model. Then the light truck enterprise marketing engineering system is constructed. Aiming at the dynamic, multi-factor, discretization and concurrency characteristics of light truck market demand forecasting, a forecasting model of light truck market demand is established based on Petri net by using Petri net's good discrete event dynamic expression and parallel computing ability. The system model is used to forecast the market demand of light truck, which lays a foundation for the development of light truck marketing strategy. Based on the reality of light truck manufacturing enterprises and the particularity of light truck consumption market, the relevant index system is determined according to the specific stage of brand development, and the evaluation model of light truck brand competitiveness is constructed. Based on the game theory of "Prisoner's Dilemma" model of price competition in light truck enterprises, it is concluded that excessive competition in light truck market will lead to the rapid decrease of ARPU value, which is not conducive to the long-term development of light truck industry. This paper analyzes the price strategy of light truck industry by Bertran model, and draws a conclusion that light truck enterprise should make price strategy around product differentiation, which can avoid price war effectively. This paper analyzes the present situation and existing problems of the marketing channel of light truck enterprise, and puts forward the overall solution of the channel. And the light truck distribution channel mode, management system, distribution channel incentive and control system are designed. Aiming at the problems of light truck promotion strategy, combining the research results of ADBUDG model and ADVISOR model, this paper constructs a budget decision model for advertising promotion of light truck enterprises, and establishes a DEA model for evaluating the effect of light truck advertising. Finally, based on the above research results, the marketing strategy of light truck market of company A is discussed, and the basic ideas of enterprise marketing are put forward from the angle of 4Ps, which can be used for reference for the improvement of marketing strategy of related enterprises.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F426.471

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