本文關(guān)鍵詞： PEST分析 競(jìng)爭(zhēng)態(tài)勢(shì) 營(yíng)銷(xiāo)策略 保障措施　出處：《青島科技大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：2016年以后,隨著GDP增速趨于放緩,汽車(chē)市場(chǎng)也呈現(xiàn)出緩慢增長(zhǎng)態(tài)勢(shì)�？v觀全球,汽車(chē)市場(chǎng)品牌數(shù)量眾多,競(jìng)爭(zhēng)態(tài)勢(shì)激烈。對(duì)我國(guó)自主汽車(chē)品牌而言,機(jī)遇與挑戰(zhàn)并存,壓力前所未有。從競(jìng)爭(zhēng)表現(xiàn)看,由于產(chǎn)品同質(zhì)化現(xiàn)象嚴(yán)重,汽車(chē)品牌除了在車(chē)輛操控、外觀、內(nèi)飾、材料等方面進(jìn)行創(chuàng)新?lián)Q代外,品牌與營(yíng)銷(xiāo)方式探索創(chuàng)新的競(jìng)爭(zhēng)也在進(jìn)行,企業(yè)希望通過(guò)品牌效應(yīng)和營(yíng)銷(xiāo)方式的轉(zhuǎn)變迎合消費(fèi)者,進(jìn)而占領(lǐng)更多市場(chǎng)份額。本文用PEST分析全面分析公司的市場(chǎng)營(yíng)銷(xiāo)狀況,研究和分析目前營(yíng)銷(xiāo)策略上存在的問(wèn)題,提出自己在營(yíng)銷(xiāo)策略方面的改進(jìn)措施。將現(xiàn)代營(yíng)銷(xiāo)理論與企業(yè)營(yíng)銷(xiāo)實(shí)踐相結(jié)合,制定出有效的區(qū)域營(yíng)銷(xiāo)策略,通過(guò)創(chuàng)新?tīng)I(yíng)銷(xiāo)理論,能夠?yàn)槠?chē)行業(yè)更好的開(kāi)拓新市場(chǎng),提升市場(chǎng)占有率提供依據(jù)。本文首先對(duì)一汽解放青島汽車(chē)有限公司的微觀環(huán)境進(jìn)行分析,對(duì)遼寧市場(chǎng)進(jìn)行細(xì)分,同時(shí)研究區(qū)域市場(chǎng)結(jié)構(gòu);然后利用層次分析法構(gòu)建評(píng)價(jià)指標(biāo)體系,在此基礎(chǔ)上構(gòu)建競(jìng)爭(zhēng)態(tài)勢(shì)矩陣對(duì)一汽解放青島汽車(chē)有限公司遼寧區(qū)域的競(jìng)爭(zhēng)態(tài)勢(shì)進(jìn)行分析。進(jìn)而提出一汽解放青島汽車(chē)有限公司遼寧區(qū)域的價(jià)格策略、渠道策略、促銷(xiāo)策略、客戶(hù)滿(mǎn)意度策略、客戶(hù)忠誠(chéng)度策略、價(jià)值關(guān)系策略等;同時(shí)為了進(jìn)一步推進(jìn)以上策略的順利實(shí)施,提出了完善客戶(hù)關(guān)系、劃定責(zé)任區(qū)域、加強(qiáng)內(nèi)訓(xùn)工作以及制定積分獎(jiǎng)勵(lì)的保障措施。
[Abstract]:Since 2016, with the GDP growth rate slowing down, the automobile market is also showing a slow growth trend. Throughout the world, the number of automobile market brands is numerous, the competition situation is fierce. For our own automobile brands. Opportunities and challenges coexist, pressure unprecedented. From the competition performance, due to the product homogenization phenomenon is serious, car brands in addition to vehicle control, appearance, interior, materials and other aspects of innovation and replacement. Brand and marketing mode exploration innovation competition is also under way, enterprises hope to cater to consumers through the brand effect and the change of marketing mode. Then occupy more market share. This paper uses PEST analysis to analyze the marketing situation of the company, research and analysis of the current problems in marketing strategy. Put forward their own improvement measures in marketing strategy. Combine modern marketing theory with enterprise marketing practice, formulate effective regional marketing strategy, through innovative marketing theory. This paper first analyzes the micro environment of FAW liberation Qingdao Automobile Co., Ltd., and subdivides the market of Liaoning Province. At the same time, study the regional market structure; Then the AHP is used to construct the evaluation index system. On this basis, this paper constructs a competitive situation matrix to analyze the regional competition situation of FAW liberation Qingdao Automobile Co., Ltd., and then puts forward the price strategy of FAW Liberation Qingdao Automobile Co., Ltd. Channel strategy, promotion strategy, customer satisfaction strategy, customer loyalty strategy, value relationship strategy, etc. At the same time, in order to further promote the smooth implementation of the above strategy, this paper puts forward the measures of perfecting customer relationship, delimiting the responsibility area, strengthening the internal training work and making the integral reward.
【學(xué)位授予單位】：青島科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.471

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