本文選題：SN汽車 + SWOT分析�。� 參考：《廣東財經(jīng)大學(xué)》2015年碩士論文

【摘要】：近年來,中國汽車市場表現(xiàn)不斷攀升,汽車銷量連年增長,這也使得眾多國際品牌與國內(nèi)自主品牌紛紛加大力度,競爭日益白熱化,SN汽車經(jīng)過多年的經(jīng)營發(fā)展,積累了較強(qiáng)的技術(shù)實(shí)力,也有了一定的品牌知名度,在眼下激烈的市場競爭中,需要再營銷方面更進(jìn)一步,提高產(chǎn)品的市場占有率。目前,國內(nèi)專家學(xué)者對汽車營銷的研究主要是從整個行業(yè)的角度,對汽車營銷模式選擇和營銷策略等方面進(jìn)行探討,較為籠統(tǒng),對具體的汽車品牌整體營銷策略的研究尤為缺乏,尤其針對SN汽車品牌,僅僅在SN汽車的歷史發(fā)展和SN汽車產(chǎn)品的介紹這兩方面做了一定的研究。所以,這篇文章主要針對SN汽車的營銷策略,將定量分析和定性分析結(jié)合起來,在這基礎(chǔ)上全面的研究了SN汽車的營銷策略和營銷環(huán)境。在分析過程中,運(yùn)用了較為成熟和科學(xué)的分析工具,包括:PEST、波特五力、SWOT、內(nèi)外部矩陣這幾個,對SN汽車的經(jīng)營環(huán)境進(jìn)行了分析,研究了SN汽車內(nèi)外部發(fā)展的優(yōu)勢和劣勢。通過研究看到,SN汽車具有較強(qiáng)的競爭優(yōu)勢,但是由于營銷戰(zhàn)略不明晰,沒有完全發(fā)揮出這種優(yōu)勢,特別是在二三級目標(biāo)市場,通過再次對目標(biāo)市場進(jìn)行選擇和評價,運(yùn)用多種營銷手段,例如差異化和目標(biāo)集中等,在此基礎(chǔ)上,提高企業(yè)的綜合實(shí)力和營銷水平,以在競爭中國占據(jù)更有利的地位。本文針對中國汽車市場的實(shí)際情況和SN汽車目前的發(fā)展情況,通過重新定位其目標(biāo)市場,以4P營銷理論為支撐,對SN汽車在細(xì)分市場上的營銷策略和營銷方式提出建議,如在品牌策略上注重品牌培養(yǎng)和推廣,產(chǎn)品策略上注重增強(qiáng)企業(yè)的研發(fā)能力和產(chǎn)品線的豐富,價格策略上注重顧客購買成本與采購成本,渠道策略上注重渠道深化和發(fā)展經(jīng)銷商,以及促銷策略上注重品牌推廣和活動溝通等,對SN汽車營銷方面的行動提出相應(yīng)的策略。
[Abstract]:In recent years, the performance of China's auto market has been rising and auto sales increased year by year. This has made many international brands and domestic independent brands increasing, and the competition is becoming increasingly hot. After years of operation and development, SN cars have accumulated strong technical strength, and also have a certain brand awareness, in the fierce market competition, At present, the domestic experts and scholars study the automobile marketing mainly from the point of view of the whole industry, and discuss the choice of automobile marketing mode and marketing strategy and so on. It is more general, especially the research on the specific marketing strategy of the automobile brand. The SN car brand is only studied in the two aspects of the historical development of SN automobile and the introduction of SN automobile products. Therefore, this article mainly aims at the marketing strategy of SN automobile, combining the quantitative analysis and qualitative analysis. On this basis, the marketing strategy and marketing environment of SN car are comprehensively studied. In the analysis process, Using the more mature and scientific analysis tools, including: PEST, Potter five force, SWOT, internal and external matrix, this paper analyzes the operating environment of SN cars, and studies the advantages and disadvantages of the internal and external development of SN cars. Through the study, the SN car has a strong competitive advantage, but because the marketing strategy is not clear, it is not completely issued. With this advantage, especially in the two or three level target market, by choosing and evaluating the target market again, using a variety of marketing means, such as difference and target concentration, we can improve the comprehensive strength and marketing level of the enterprise on this basis, so as to be more favorable to the competition in China. The situation and the current development of SN car, by repositioning its target market and taking 4P marketing theory as the support, put forward suggestions for the marketing strategy and marketing mode of SN cars in the subdivision market, such as brand strategy and brand training and promotion, and the product strategy pays more attention to enhancing the R & D capability and the rich product line of the enterprise. The grid strategy pays attention to the purchase cost and the purchase cost. The channel strategy pays attention to the channel deepening and the development of the dealers, and the promotion strategy pays attention to the brand promotion and the activity communication and so on, and puts forward the corresponding strategy for the action of the SN automobile marketing.

【學(xué)位授予單位】：廣東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.471

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本文編號：1834109