發(fā)布時間：2018-03-26 16:25

  本文選題：一汽紅塔　切入點：皮卡車　出處：《吉林大學(xué)》2017年碩士論文

【摘要】：一汽紅塔公司一直以生產(chǎn)輕卡車為主,本次借助國家放開皮卡進(jìn)城限制之機(jī),推出新的皮卡車產(chǎn)品,將有效拓寬產(chǎn)品線,增加利潤增長點。但由于一汽紅塔公司銷售皮卡車型的經(jīng)驗并不豐富,需深入了解市場并制定針對性的營銷策略。本文將營銷理論與實際經(jīng)驗相結(jié)合,首先針對獲取的銷售數(shù)據(jù),從競爭態(tài)勢、區(qū)域特點、技術(shù)特點等維度,分析中國皮卡車市場現(xiàn)狀,然后研究國家經(jīng)濟(jì)形勢和法規(guī)政策對于皮卡車市場的影響,明確了中高端皮卡市場在國家政策的拉動下,伴隨著消費者需求升級、產(chǎn)品技術(shù)升級,在未來幾年將高速發(fā)展。同時對一汽紅塔公司經(jīng)營情況及營銷現(xiàn)狀進(jìn)行綜合分析,明確其皮卡產(chǎn)品精準(zhǔn)定位西南,逐步擴(kuò)展全國的發(fā)展戰(zhàn)略。在此戰(zhàn)略指引下,結(jié)合實際,進(jìn)一步聚焦云南皮卡車市場,分析云南皮卡車市場與全國市場的異同點,為驗證相關(guān)結(jié)論,獲取更多市場信息,深入一線進(jìn)行市場調(diào)查和客戶訪談,從客戶需求角度出發(fā),依據(jù)STP理論,將云南省的皮卡市場進(jìn)行細(xì)分,結(jié)合產(chǎn)品特征,采用市場專門化的策略,用差異化的營銷方式應(yīng)對差異化的客戶需求。在此基礎(chǔ)上,明確其皮卡車型的中高端市場定位。并通過對競品經(jīng)銷商的訪談?wù){(diào)研,了解競爭對手的營銷政策與運營情況,然后基于對市場、客戶、競爭者的綜合研究,利用SWOT分析方法,研究得出一汽紅塔公司皮針對云南市場的理性、務(wù)實的營銷方向。在整體的戰(zhàn)略方向清晰后,緊緊圍繞客戶需求,以品牌為主線,依據(jù)基礎(chǔ)的4Ps理論,參考4E理論,展開制定營銷組合策略,從云南市場的現(xiàn)狀出發(fā),設(shè)定了以銷量較大的柴油車型為主、汽油車型為輔的產(chǎn)品組合,通過理論性的成本加成方法與客戶感知價值法,結(jié)合實踐性的價格鏈加成法,分層次設(shè)定了產(chǎn)品的基礎(chǔ)價格、配置價格、批量價格。以貼身方式規(guī)劃銷售服務(wù)網(wǎng)絡(luò),更好地服務(wù)于深處縣鄉(xiāng)級市場的皮卡車客戶,同時結(jié)合客戶的消費習(xí)慣,針對家庭客戶、企業(yè)客戶、事業(yè)單位客戶,分別以線下市場活動為主、上門推銷為主、客戶關(guān)系維系為主,采用不同形式展開市場推廣。最后根據(jù)上述營銷策略與計劃的要求,考慮執(zhí)行中的風(fēng)險,從人、財、物、流程與制度等四個方面對所需保障進(jìn)行了說明,并提出了初步的預(yù)案,以確保本此研究的結(jié)果不僅僅是理論,而是一個可以應(yīng)用的方案。通過上述研究可以得出,一汽紅塔公司的皮卡車,憑借較高的品質(zhì)和價格競爭力,定位于中高端市場。并結(jié)合皮卡車消費者更多集中于縣鄉(xiāng)市場的特點,將銷售渠道和服務(wù)網(wǎng)絡(luò)下沉至縣級城市,同時優(yōu)化店面要求,降低經(jīng)銷商投入成本,保證經(jīng)銷商盈利。充分適應(yīng)當(dāng)?shù)匚幕?選擇合適的時間節(jié)點,利用一汽紅塔公司的品牌與服務(wù)優(yōu)勢,開展宣傳與促銷活動,增強與顧客的接觸機(jī)會,進(jìn)而獲得銷量。期望本文內(nèi)容能夠為一汽紅塔公司的皮卡車營銷工作提供具有建設(shè)性和操作性的參考,為其皮卡車有效開展?fàn)I銷工作并成功上市做出貢獻(xiàn)。
[Abstract]:FAW Hongta company has always been based on the production of light trucks, this time with the national release restriction City pickup machine, the launch of the new pickup truck products, will effectively expand the product line, increase profit growth. But because the FAW Hongta sales pickup experience is not rich, requires in-depth understanding of the market and to develop targeted marketing strategies. The marketing theory combined with the actual experience, according to sales data obtained from the competition situation, regional characteristics, technical features, dimensions, analysis of the current situation of Chinese pickup truck market, and then study the influence of the national economic situation and policy for the pickup truck market, the high-end pickup market in the national policy, driven by along with the consumer demand upgrading, technological upgrading of products, in the next few years will be rapid development. At the same time make a comprehensive analysis of the status quo of Hongta FAW company business and marketing, The precise positioning of pickup products southwest, gradually expand the development strategy. This strategy under the guidance, combined with the practice, further focus on Yunnan pickup truck market analysis, Yunnan pickup truck market and the national market, the similarities and differences, in order to verify the relevant conclusions, to obtain more market information, in-depth market research and customer interviews, starting from the customer the angle of demand, based on the STP theory, the Yunnan province of the pickup market segmentation, combined with the product characteristics, the market strategy of specialization, with differences in the way of dealing with differences in marketing customer demand. On this basis, a clear market positioning in the high-end models. The pickup and through the competing products dealer interviews to understand the marketing policy and operation situation, competitors, and then on the market, the customer based on the comprehensive study of competitors, using SWOT analysis method of FAW Hongta company The skin for the Yunnan market rational, pragmatic marketing direction. In the overall strategic direction is clear, focus on customer needs, to brand as the main line, on the basis of the 4Ps theory, 4E theory reference, expand marketing mix strategy, starting from the current situation of the Yunnan market, to set up sales of large diesel cars, gasoline models supplemented by product portfolio, through the theory of cost plus method and customer perceived value method, combined with the practice of the price chain plus method, hierarchical set of price, product price based allocation, the bulk price. To close the mode of planning sales service network, to better serve the township County markets in the pickup truck customers at the same time, according to the customer's spending habits, for home customers, corporate customers, institutions and customers respectively by offline marketing activities, door-to-door sales, customer relationship, the The market with the promotion form. According to the marketing strategy and planning requirements, considering the risk, in the execution from the people, money, material, process and system four aspects to illustrate the need to guarantee, and puts forward the preliminary plan, to ensure that the results of this study is not only a theory, but a program can be applied. The above results can be drawn, FAW Hongta's pickup truck, with high quality and competitive price, positioning in the high-end market. And then according to the characteristics of the pickup truck consumers more focus on the county market, sales and service network sink to the county-level city, and optimize the store requirements, reduce the dealer cost, to ensure that dealers profit. Fully adapt to the local culture, choose the right time, using the brand and service advantages of FAW Hongta company, to carry out publicity and promotion activities, and enhance the Gu We hope that the content of this article can provide constructive and operational reference for Pico car marketing of FAW Hongta, contributing to the effective marketing and successful listing of pickup trucks.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.471

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 凌航;紅塔 管理和技術(shù)支撐高質(zhì)量[J];質(zhì)量指南;2003年Z2期

2 李云春;紅塔滇西水泥公司獲“國家環(huán)境保護(hù)百佳工程”稱號[J];建材工業(yè)信息;2003年11期

3 ;一汽紅塔汽車04年度銷售突破10000輛[J];青年與社會;2005年02期

4 李云春;加強黨的建設(shè) 促進(jìn)企業(yè)發(fā)展——紅塔滇西水泥公司黨建工作紀(jì)實[J];散裝水泥;2001年05期

5 段燦輝;;把握發(fā)展主旋律 邁上發(fā)展新臺階——記紅塔滇西水泥公司投產(chǎn)10周年[J];建材發(fā)展導(dǎo)向;2006年01期

6 王一民;煙車巨頭聯(lián)手兼并藍(lán)箭汽車──一汽紅塔汽車公司在云南曲靖掛牌[J];中國機(jī)電工業(yè);1997年09期

7 李云春;構(gòu)筑企業(yè)強勢——紅塔滇西水泥股份有限公司發(fā)展紀(jì)實[J];中國建材;2002年07期

8 ;高郵縣紅塔大隊修水利注意節(jié)約土地[J];中國水利;1964年08期

9 李云春;圍繞市場練內(nèi)功“三手”并舉創(chuàng)輝煌——紅塔滇西水泥公司管理與發(fā)展紀(jì)略[J];散裝水泥信息;2000年04期

10 張建華;;以技能比賽為切入點 打造高素質(zhì)人才隊伍——紅塔滇西水泥股份有限公司職工技能比賽紀(jì)實[J];建材發(fā)展導(dǎo)向;2006年02期

相關(guān)會議論文 前2條

1 章曉宏;;海南紅塔公司發(fā)展外向型經(jīng)濟(jì)的幾點思考[A];中國煙草學(xué)會2006年學(xué)術(shù)年會論文集[C];2007年

2 朱禮好;王大慶;;農(nóng)用車逼近輕卡[A];拖拉機(jī)、農(nóng)用運輸車、農(nóng)用發(fā)動機(jī)行業(yè)背景資料（第一集）[C];2004年

相關(guān)重要報紙文章 前10條

1 岳戰(zhàn)野;紅塔多元化 相中房地產(chǎn)[N];經(jīng)濟(jì)觀察報;2003年

2 本報記者 周斌 萬建民 張曙紅;跳出來的紅塔[N];經(jīng)濟(jì)日報;2001年

3 特約記者 張云 鄧地;紅塔的經(jīng)營哲學(xué)[N];中國經(jīng)濟(jì)時報;2003年

4 本報記者 孫國民 王斐林;制度革命催動紅塔復(fù)蘇[N];中國經(jīng)濟(jì)時報;2003年

5 本報記者 許珂;戚務(wù)生正式留任紅塔[N];中國體育報;2002年

6 云南記者站 劉栗;紅塔工業(yè)旅游區(qū)開放[N];中國旅游報;2006年

7 本報記者田硯君;紅塔改革拉開序幕　[N];中華工商時報;2002年

8 本報記者 周海芬;紅塔文化凝聚企業(yè)新活力[N];云南日報;2009年

9 周海芬;紅塔文化凝聚企業(yè)新活力[N];玉溪日報;2009年

10 熊九蒙;紅塔換帥[N];廠長經(jīng)理日報;2002年

相關(guān)碩士學(xué)位論文 前5條

1 張青松;一汽紅塔公司皮卡車云南市場營銷策略研究[D];吉林大學(xué);2017年

2 任成文;孝義市紅塔煤焦有限公司營銷策略研究[D];西安理工大學(xué);2010年

3 何俊偉;“紅塔山”卷煙九江市場目標(biāo)市場營銷戰(zhàn)略研究[D];昆明理工大學(xué);2008年

4 李林春;紅塔ERP配件數(shù)據(jù)準(zhǔn)備的研究[D];重慶大學(xué);2003年

5 沈恒宇;紅塔房地產(chǎn)項目質(zhì)量保證體系試點研究[D];云南大學(xué);2012年

，

本文編號：1668631