本文關鍵詞：JR公司智能交通產品營銷策略研究　出處：《山東大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 智能交通 信號控制 營銷策略

【摘要】：20世紀60年代,美國智能交通學會(ITS America)首次提出了智能交通系統(tǒng)(ITS)的概念,并逐步在全世界發(fā)展。美國、歐洲、日本等國家和地區(qū)經(jīng)過多年的研究和實踐,已經(jīng)成為世界智能交通領域的"三巨頭"。截至2016年,全國小汽車已超過1.94億輛,全國汽車保有量超過100萬輛的城市有49個,且每年保持10%以上的增長速度,汽車時代的突然到來對道路資源造成了巨大的沖擊,中國智能交通起步較晚,但隨著近年來智慧城市的推廣和城市交通事故、交通擁堵以及環(huán)境污染問題的嚴重,智能交通在國內各地越來越被重視。"十二五"以來,城市智能交通政策利好,2015年智能交通行業(yè)市場規(guī)模達到300.1億,行業(yè)飛速發(fā)展,市場前景廣闊。近年來大數(shù)據(jù)、云計算、物聯(lián)網(wǎng)、4G移動網(wǎng)絡等技術的發(fā)展使得智能交通企業(yè)解決城市交通問題的能力大大提升,行業(yè)發(fā)展更加注重安全、暢通和系統(tǒng)化三個因素。在智能交通行業(yè),機遇與挑戰(zhàn)并存,由于行業(yè)標準體系不完善,進入壁壘較低,近年來大量企業(yè)進入智能交通行業(yè),2015年市場參與者近3000家,市場競爭日漸激烈。對智能交通行業(yè)發(fā)展的核心理念更加趨向于通過合理調節(jié)交通需求與供給,打造安全、高效、環(huán)保的城市交通運輸體系,因此注重社會責任對行業(yè)發(fā)展至關重要。本文以智能交通行業(yè)中的JR公司為研究對象,主要使用了 PEST宏觀環(huán)境分析法、產業(yè)鏈分析法、SWOT分析法等分析工具,使用面談訪問、文獻查閱等方法,總結智能交通行業(yè)的發(fā)展現(xiàn)狀和發(fā)展趨勢,并分析了國內外宏觀環(huán)境,產業(yè)鏈智能交通行業(yè)的情況和行業(yè)競爭情況。JR公司是專業(yè)從事軍民用電子器件、部件、設備及系統(tǒng)研發(fā)、生產、銷售和系統(tǒng)集成的國家級高新技術企業(yè),在智能交通領域擁有獨特的競爭優(yōu)勢。通過分析企業(yè)所屬的環(huán)境以及自身的優(yōu)勢、劣勢得出JR公司營銷策略的選擇方案,有針對性的定位目標市場,并以此提出了營銷策略以及保障措施。
[Abstract]:In 1960s, the American Institute of Intelligent Transportation (its) first put forward the concept of Intelligent Transportation system (its), and gradually developed in the world. The United States, Europe. After many years of research and practice, Japan and other countries and regions have become the "Big three" in the field of intelligent transportation in the world. As of 2016, there are more than 194 million cars in China. There are 49 cities with more than 1 million cars in China, and the annual growth rate is more than 10%. The sudden arrival of the automobile age has caused a huge impact on road resources. China's intelligent transportation started late, but with the promotion of intelligent cities and urban traffic accidents, traffic congestion and serious environmental pollution in recent years. Intelligent Transportation (its) has been paid more and more attention in China. Since the 12th Five-Year Plan, the urban intelligent transportation policy has been favorable. In 2015, the scale of the intelligent transportation industry reached 30.01 billion, and the industry developed rapidly. In recent years, with the development of big data, cloud computing, 4G mobile network and other technologies, the ability of intelligent transportation enterprises to solve urban traffic problems has been greatly improved, and the development of the industry pays more attention to security. In the intelligent transportation industry, opportunities and challenges coexist. Due to the imperfect system of industry standards and low barriers to entry, a large number of enterprises have entered the industry of intelligent transportation in recent years. In 2015, there were nearly 3, 000 participants in the market, and the market competition was increasingly fierce. The core idea of the development of intelligent transportation industry is to adjust traffic demand and supply rationally to create safety and efficiency. Environmental protection of urban transportation system, so the focus on social responsibility for the development of the industry is very important. In this paper, the intelligent transportation industry in the Jr company as the research object, mainly using the PEST macro environmental analysis method. Industrial chain analysis method SWOT analysis and other analytical tools, using interview, literature review and other methods, summed up the development of intelligent transportation industry and development trends, and analyzed the macro-environment at home and abroad. Industrial chain Intelligent Transportation Industry and Industry Competition. Jr is a state-level high-tech enterprise specializing in the R & D, production, sales and system integration of military and civilian electronic devices, components, equipment and systems. In the field of intelligent transportation has a unique competitive advantage. Through the analysis of the enterprise's environment and its own advantages and disadvantages, the selection of marketing strategy of Jr company, targeted target market. And put forward the marketing strategy and safeguard measures.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274

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