本文選題：鄭州宇通客車(chē) + 營(yíng)銷(xiāo)策略　； 參考：《武漢工程大學(xué)》2013年碩士論文

【摘要】：客車(chē)在我國(guó)整個(gè)汽車(chē)行業(yè)中來(lái)說(shuō)的位置越發(fā)重要和關(guān)鍵�？蛙�(chē)行業(yè)的好壞關(guān)系到整個(gè)汽車(chē)行業(yè)的發(fā)展，也與我國(guó)經(jīng)濟(jì)發(fā)展息息相關(guān)。而對(duì)于客車(chē)行業(yè)的發(fā)展來(lái)說(shuō)，采用什么樣的營(yíng)銷(xiāo)策略是非常關(guān)鍵的。如今，在我國(guó)客車(chē)市場(chǎng)中鄭州宇通客車(chē)可謂是嶄露頭角，并且穩(wěn)居行業(yè)第一，鄭州宇通客車(chē)究竟為什么能夠在市場(chǎng)競(jìng)爭(zhēng)如此激烈的情況還能穩(wěn)居行業(yè)第一，這是值得我們深入研究和分析的問(wèn)題。因此，本文選擇以鄭州宇通客車(chē)為例，對(duì)其進(jìn)行營(yíng)銷(xiāo)策略的分析、研究。本文研究的主要內(nèi)容是在分析營(yíng)銷(xiāo)策略理論體系的基礎(chǔ)上，，結(jié)合國(guó)內(nèi)外客車(chē)市場(chǎng)發(fā)展歷程、現(xiàn)狀及未來(lái)方向，結(jié)合鄭州宇通客車(chē)的發(fā)展現(xiàn)狀和現(xiàn)有的營(yíng)銷(xiāo)策略提出建議。通過(guò)對(duì)宇通客車(chē)自身發(fā)展歷程、宏觀和微觀環(huán)境、現(xiàn)有營(yíng)銷(xiāo)策略的分析，發(fā)現(xiàn)其問(wèn)題所在，提出建議。 本文共分為七個(gè)章節(jié)：第一章是引言。在這一章當(dāng)中，主要介紹本文選題的理論意義和實(shí)際意義、研究?jī)?nèi)容、研究方法、技術(shù)路線以及創(chuàng)新點(diǎn)；第二章為理論綜述。理論綜述是每篇文章研究的基礎(chǔ)，筆者在動(dòng)筆之前閱讀了大量的文獻(xiàn)資料，通過(guò)對(duì)國(guó)內(nèi)外文獻(xiàn)的研讀，對(duì)營(yíng)銷(xiāo)策略中的理論進(jìn)行系統(tǒng)性的梳理，將文獻(xiàn)歸納為營(yíng)銷(xiāo)理論及戰(zhàn)略綜述、汽車(chē)營(yíng)銷(xiāo)策略研究、客車(chē)營(yíng)銷(xiāo)策略研究三個(gè)部分，簡(jiǎn)明、扼要地將文獻(xiàn)進(jìn)行總結(jié)歸納，形成一定的理論體系，為下文的分析奠定理論基礎(chǔ)；第三章是國(guó)內(nèi)外客車(chē)市場(chǎng)現(xiàn)狀分析，主要分為客車(chē)市場(chǎng)概述、國(guó)內(nèi)客車(chē)市場(chǎng)發(fā)展現(xiàn)狀、國(guó)外客車(chē)市場(chǎng)發(fā)展現(xiàn)狀、國(guó)內(nèi)外客車(chē)市場(chǎng)對(duì)比研究五個(gè)部分，主要包括對(duì)國(guó)內(nèi)外客車(chē)市場(chǎng)的發(fā)展歷程、發(fā)展現(xiàn)狀以及未來(lái)發(fā)展方向的分析，并作以比較性分析。其中，筆者運(yùn)用最新的數(shù)據(jù)和圖形來(lái)分析客車(chē)行業(yè)在汽車(chē)行業(yè)乃至于經(jīng)濟(jì)發(fā)展過(guò)程中的重要性；第四章是對(duì)鄭州宇通客車(chē)營(yíng)銷(xiāo)現(xiàn)狀分析。在這一章當(dāng)中，主要包括宇通客車(chē)概述、PEST分析、SWOT分析和營(yíng)銷(xiāo)策略四個(gè)部分。其中，第一部分是對(duì)鄭州宇通客車(chē)的基本情況、發(fā)展歷程和行業(yè)地位進(jìn)行分析；第二部分是對(duì)鄭州宇通客車(chē)進(jìn)行的PEST分析。在PEST分析中，主要從政治要素、經(jīng)濟(jì)各要素、社會(huì)要素和技術(shù)要素四個(gè)要素進(jìn)行研究；第三部分是對(duì)鄭州宇通客車(chē)進(jìn)行的SWOT分析。在SWOT、PEST分析中，主要從宇通客車(chē)的優(yōu)勢(shì)、宇通客車(chē)的劣勢(shì)、宇通客車(chē)的機(jī)會(huì)和宇通客車(chē)的威脅四個(gè)視角進(jìn)行研究。第四部分是對(duì)鄭州宇通客車(chē)在營(yíng)銷(xiāo)中所采取的策略進(jìn)行研究。本文從全新的視角出發(fā)，產(chǎn)品營(yíng)銷(xiāo)策略、體驗(yàn)式營(yíng)銷(xiāo)策略、TSM營(yíng)銷(xiāo)策略、在線營(yíng)銷(xiāo)策略、感情營(yíng)銷(xiāo)策略、訂單營(yíng)銷(xiāo)策略、服務(wù)營(yíng)銷(xiāo)策略七個(gè)方面對(duì)宇通客車(chē)的營(yíng)銷(xiāo)策略進(jìn)行分析；第五章是對(duì)宇通可測(cè)營(yíng)銷(xiāo)策略上存在的問(wèn)題進(jìn)行分析；第六章是提出改進(jìn)建議；第七章是對(duì)全文的總結(jié)。
[Abstract]:The position of bus in the whole automobile industry of our country is more and more important and key. The quality of bus industry relates to the development of the whole automobile industry, and is closely related to the economic development of our country. And for the development of bus industry, what kind of marketing strategy is very critical. At present, Zhengzhou Yutong bus is emerging in the passenger car market of our country, and it ranks first in the industry. Why is Zhengzhou Yutong bus able to occupy the first place in the industry when the market competition is so fierce? This is worthy of our in-depth study and analysis of the problem. Therefore, this article chooses Zhengzhou Yutong bus as an example, carries on the marketing strategy analysis, the research. The main content of this paper is based on the analysis of the marketing strategy theory system, combined with the domestic and foreign bus market development process, current situation and future direction, combined with Zhengzhou Yutong bus development status and existing marketing strategies put forward suggestions. Based on the analysis of Yutong bus's own development course, macro and micro environment, and existing marketing strategy, the problems are found and some suggestions are put forward. This paper is divided into seven chapters: the first chapter is the introduction. In this chapter, mainly introduces the theoretical and practical significance of this topic, research content, research methods, technical routes and innovation; the second chapter is a theoretical review. Theoretical review is the basis of each article, the author read a lot of literature before starting writing, through the study of domestic and foreign literature, the theory of marketing strategy is systematically combed. The literature is summarized into three parts: marketing theory and strategy review, automobile marketing strategy research and bus marketing strategy research. The literature is summarized concisely and a certain theoretical system is formed, which lays a theoretical foundation for the analysis below. The third chapter is the domestic and foreign passenger car market present situation analysis, mainly divides into the passenger car market outline, the domestic passenger car market development present situation, the foreign passenger car market development present situation, domestic and foreign passenger car market contrast research five parts, It mainly includes the analysis of the development course, the present situation and the future development direction of the domestic and foreign bus market, and makes a comparative analysis. Among them, the author uses the latest data and graphics to analyze the importance of the bus industry in the automobile industry and even in the process of economic development; the fourth chapter is to analyze the current situation of Zhengzhou Yutong bus marketing. In this chapter, it mainly includes four parts: Yutong bus overview, pest analysis, SWOT analysis and marketing strategy. Among them, the first part is the basic situation of Zhengzhou Yutong bus, the development process and the position of the industry; the second part is the pest analysis of Zhengzhou Yutong bus. In pest analysis, the author mainly studies four factors: political factor, economic factor, social factor and technical factor. The third part is SWOT analysis of Zhengzhou Yutong bus. In the analysis of SWOTT-PEST, the author mainly studies the advantages of Yutong bus, the disadvantage of Yutong bus, the opportunity of Yutong bus and the threat of Yutong bus. The fourth part is the research on the strategy of Zhengzhou Yutong bus marketing. This article from a new perspective, product marketing strategy, experience marketing strategy TSM marketing strategy, online marketing strategy, emotional marketing strategy, order marketing strategy, service marketing strategy seven aspects of Yutong bus marketing strategy analysis; The fifth chapter is to analyze the problems existing in Yutong measurable marketing strategy; the sixth chapter is to put forward suggestions for improvement; the seventh chapter is a summary of the full text.
【學(xué)位授予單位】：武漢工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.471

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