本文選題：歐曼重卡 + 營(yíng)銷策略　； 參考：《北京化工大學(xué)》2015年碩士論文

【摘要】：經(jīng)過(guò)不斷探索和發(fā)展,現(xiàn)階段我國(guó)的經(jīng)濟(jì)發(fā)展形勢(shì)已經(jīng)趨于良好,穩(wěn)定的經(jīng)濟(jì)發(fā)展環(huán)境以及巨大的市場(chǎng)影響力帶動(dòng)了我國(guó)各行各業(yè)的迅速前進(jìn)。重型卡車作為其中一個(gè),目前在國(guó)內(nèi)市場(chǎng)發(fā)展迅猛,市場(chǎng)需求不斷的擴(kuò)大,我國(guó)已成為世界重型卡車市場(chǎng)第二大市場(chǎng)。龐大的市場(chǎng)需求刺激著企業(yè)規(guī)模的不斷壯大,產(chǎn)品種類越來(lái)越豐富,企業(yè)的發(fā)展步伐更快,企業(yè)間不斷爭(zhēng)奪市場(chǎng)地位和市場(chǎng)份額。作為重卡行業(yè)的后起之秀,歐曼重型卡車憑借著雄厚的背景支撐和先進(jìn)的技術(shù)支持,目前在重卡行業(yè)發(fā)展步伐迅速,經(jīng)過(guò)短暫的十多年發(fā)展,在重卡行業(yè),歐曼重卡已經(jīng)占據(jù)一定的市場(chǎng)地位,位居行業(yè)第四。那么,在這樣的市場(chǎng)環(huán)境下,實(shí)施什么樣的發(fā)展戰(zhàn)略和以及此戰(zhàn)略下采取怎樣的營(yíng)銷策略,是本文的主要研究目的及重點(diǎn)。本文首先通過(guò)對(duì)重型卡車行業(yè)背景及其發(fā)展進(jìn)行綜述,分析我國(guó)重卡行業(yè)的發(fā)展歷程及其特征。同時(shí),了解基本的營(yíng)銷理論和廣泛采取的營(yíng)銷方法,其中的通用的營(yíng)銷理論如4P理論、4C理論、4R理論以及基本的方法,運(yùn)用行業(yè)內(nèi)普遍采取的市場(chǎng)營(yíng)銷分析工具,如SWOT模型分析分析、PEST模型分析分析、波特五力模型構(gòu)建等,從宏觀環(huán)境,微觀環(huán)境以及行業(yè)視角分析重卡行業(yè)所處的現(xiàn)狀,尤其是歐曼重卡所處的行業(yè)內(nèi)外部環(huán)境和行業(yè)地位。在此基礎(chǔ)上對(duì)歐曼重卡的發(fā)展提出了符合國(guó)內(nèi)市場(chǎng)發(fā)展規(guī)律的營(yíng)銷策略。企業(yè)所采取的營(yíng)銷策略是否符合企業(yè)的發(fā)展,是否符合市場(chǎng)的發(fā)展規(guī)律,對(duì)于企業(yè)的長(zhǎng)遠(yuǎn)發(fā)展至關(guān)重要。本文在背景的研究與理論分析上,重點(diǎn)進(jìn)行歐曼重卡的戰(zhàn)略選擇和營(yíng)銷策略制定。從重卡的市場(chǎng)細(xì)分到目標(biāo)市場(chǎng)的定位,給出歐曼重卡的營(yíng)銷戰(zhàn)略,即技術(shù)領(lǐng)先戰(zhàn)略和高質(zhì)量高環(huán)保戰(zhàn)略。對(duì)于營(yíng)銷策略,主要以4P理論為基礎(chǔ),從產(chǎn)品的生命周期、創(chuàng)新、品牌等方面,產(chǎn)品的價(jià)格,促銷以及渠道的選擇四個(gè)方面給出歐曼重型卡車的營(yíng)銷策略。以期能夠給歐曼重卡在國(guó)內(nèi)市場(chǎng)上的發(fā)展提供思路上的支持和策略上的指引。
[Abstract]:After continuous exploration and development, the current situation of economic development in China has tended to be good, the stable economic development environment and huge market influence have driven the rapid progress of various industries in our country. As one of them, heavy truck is developing rapidly in the domestic market at present, and the market demand is expanding constantly. China has become the second largest market of heavy truck market in the world. The huge market demand stimulates the enterprise scale to expand unceasingly, the product variety is more and more abundant, the enterprise's development step is faster, the enterprise unceasingly competes for the market position and the market share. As a rising star in the heavy truck industry, Oeman heavy truck, with strong background support and advanced technical support, is developing rapidly in the heavy truck industry. After a short period of more than 10 years of development, it has been in the heavy truck industry. Orman heavy card has occupied a certain market position, ranked fourth in the industry. So, in such a market environment, what kind of development strategy and what kind of marketing strategy should be adopted is the main purpose and emphasis of this paper. Firstly, this paper summarizes the background and development of heavy truck industry, and analyzes the development process and characteristics of heavy truck industry in China. At the same time, we should understand the basic marketing theory and the widely adopted marketing methods. Among them, the general marketing theory, such as 4P theory, 4C theory, 4R theory, and basic methods, use the marketing analysis tools that are generally adopted in the industry. Such as SWOT model analysis, Porter five force model analysis, etc., from the macro environment, micro environment and industry perspective to analyze the current situation of the heavy card industry, especially the internal and external environment and industry status of Ohm heavy card industry. On the basis of this, the author puts forward the marketing strategy in line with the law of domestic market development for the development of Osman heavy card. Whether the marketing strategy adopted by the enterprise accords with the development of the enterprise and the law of the market is very important for the long-term development of the enterprise. In the research and theoretical analysis of the background, this paper focuses on the strategy selection and marketing strategy formulation of Oman heavy card. From the market segmentation of heavy card to the positioning of target market, the marketing strategy of Osman heavy card is given, that is, technology leading strategy and high quality and high environmental protection strategy. On the basis of 4P theory, the marketing strategy of Ohm heavy truck is given from the aspects of product life cycle, innovation, brand, product price, promotion and channel selection. In order to give the development of Omane heavy card in the domestic market to provide ideas support and strategic guidance.
【學(xué)位授予單位】：北京化工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.47

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