金龙客车广东部分区域市场的营销策略研究
发布时间：2019-05-29 18:04
【摘要】： 中国客车市场竞争非常激烈,金龙已由原来的市场领先者转变为市场挑战者,客户的需求趋向多元化和多变性的市场环境下,研究金龙客车广东部分区域的市场营销问题具有非常现实的意义。 本文正是以此为研究背景,运用现代市场营销理论以及定性与定量相结合的分析方法,来研究金龙客车广东部分区域的市场营销策略。 首先,在进行大量调查研究的基础上,对客车的市场环境进行了全面的SWOT分析。认为广州2010年举办的亚运会带来广州的客车市场总量的增加将是金龙主要的市场机会,而激烈的市场竞争会是最大的威胁;认为金龙在品牌、产品工艺、做工以及经销商实力方面具备一定的比较优势,而产品价格、车辆的可靠性、稳定性及售后服务存在相对劣势。 其次,选择金龙客车的目标市场并进行了市场定位。将金龙客车广东部分区域的目标市场定位在中高端客车市场;市场按照地域细分为:广州佛山、中山珠海及粤西北三大片区,各片区中行业市场细分为:公交、客运、旅游和团体。采取差异化的产品定位策略,满足不同市场客户的需求,将金龙定位于市场挑战者。 最后,确定了营销组合策略,要求全面转变营销观念,采取进攻战。在产品策略中,提出要在产品规划、设计阶段就要充分考虑客户需求,为客户提供可以持续盈利的客车产品。在价格策略中,提出采取跟随市场领导者定价法,部分细分市场采取差异化定价争夺市场份额。在渠道策略中,提出仍然要直经销并重,并抓紧建设网上销售渠道,进行销售创新。对目前高油价背景下的客车营销策略进行了分析探讨。在促销策略中,以报纸为主进行广告宣传,在人员推销中遵循诚信原则,讲究推销技巧,重点关注客户的价值。
[Abstract]:The competition in China's bus market is very fierce. Jinlong has changed from the original market leader to the market Challenger, and the demand of customers tends to be diversified and changeable in the market environment. It is of great practical significance to study the marketing problems of Jinlong bus in Guangdong. This paper is based on this research background, using modern marketing theory and qualitative and quantitative analysis methods to study the marketing strategy of some areas of Jinlong bus in Guangdong. First of all, on the basis of a large number of investigations and studies, a comprehensive SWOT analysis of the bus market environment is carried out. It is considered that the increase of the total amount of bus market in Guangzhou brought about by the Asian Games held in Guangzhou in 2010 will be the main market opportunity for Jinlong, and the fierce market competition will be the biggest threat. It is considered that Jinlong has certain comparative advantages in brand, product technology, workmanship and dealer strength, while product price, vehicle reliability, stability and after-sales service have relative disadvantages. Secondly, the target market of Jinlong bus is selected and the market positioning is carried out. The target market of Jinlong bus in Guangdong is positioned in the middle and high end bus market. According to the region, the market is divided into three areas: Guangzhou Foshan, Zhongshan Zhuhai and northwest Guangdong. The industry market in each area is divided into: public transport, passenger transport, tourism and groups. Adopt differentiated product positioning strategy to meet the needs of different market customers, Jinlong positioning in the market Challenger. Finally, the marketing combination strategy is determined, and the marketing concept is changed in an all-round way and the offensive war is adopted. In the product strategy, it is proposed that in the product planning, the design stage should fully consider the customer needs, and provide customers with sustainable and profitable bus products. In the price strategy, it is proposed to follow the market leader pricing method, and some market segments adopt differential pricing to compete for market share. In the channel strategy, it is put forward that we should still pay equal attention to direct distribution and sales, and pay close attention to the construction of online sales channels and carry out sales innovation. The marketing strategy of bus under the background of high oil price is analyzed and discussed. In the promotion strategy, the newspaper mainly carries on the advertisement propaganda, follows the good faith principle in the personnel promotion, pays attention to the marketing skill, pays attention to the customer value.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.471
本文编号：2488109
[Abstract]:The competition in China's bus market is very fierce. Jinlong has changed from the original market leader to the market Challenger, and the demand of customers tends to be diversified and changeable in the market environment. It is of great practical significance to study the marketing problems of Jinlong bus in Guangdong. This paper is based on this research background, using modern marketing theory and qualitative and quantitative analysis methods to study the marketing strategy of some areas of Jinlong bus in Guangdong. First of all, on the basis of a large number of investigations and studies, a comprehensive SWOT analysis of the bus market environment is carried out. It is considered that the increase of the total amount of bus market in Guangzhou brought about by the Asian Games held in Guangzhou in 2010 will be the main market opportunity for Jinlong, and the fierce market competition will be the biggest threat. It is considered that Jinlong has certain comparative advantages in brand, product technology, workmanship and dealer strength, while product price, vehicle reliability, stability and after-sales service have relative disadvantages. Secondly, the target market of Jinlong bus is selected and the market positioning is carried out. The target market of Jinlong bus in Guangdong is positioned in the middle and high end bus market. According to the region, the market is divided into three areas: Guangzhou Foshan, Zhongshan Zhuhai and northwest Guangdong. The industry market in each area is divided into: public transport, passenger transport, tourism and groups. Adopt differentiated product positioning strategy to meet the needs of different market customers, Jinlong positioning in the market Challenger. Finally, the marketing combination strategy is determined, and the marketing concept is changed in an all-round way and the offensive war is adopted. In the product strategy, it is proposed that in the product planning, the design stage should fully consider the customer needs, and provide customers with sustainable and profitable bus products. In the price strategy, it is proposed to follow the market leader pricing method, and some market segments adopt differential pricing to compete for market share. In the channel strategy, it is put forward that we should still pay equal attention to direct distribution and sales, and pay close attention to the construction of online sales channels and carry out sales innovation. The marketing strategy of bus under the background of high oil price is analyzed and discussed. In the promotion strategy, the newspaper mainly carries on the advertisement propaganda, follows the good faith principle in the personnel promotion, pays attention to the marketing skill, pays attention to the customer value.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.471
【引证文献】
相关硕士学位论文 前1条
1 陈军;厦门金龙专用校车市场营销策略研究[D];西南交通大学;2012年
，本文编号：2488109
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