發(fā)布時(shí)間：2018-05-26 06:09

  本文選題：神州租車 + STP理論��； 參考：《吉林財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：隨著消費(fèi)升級(jí)、互聯(lián)網(wǎng)滲透率提升、以及在“本本族”和公車改革的驅(qū)動(dòng)下,國(guó)內(nèi)租車市場(chǎng)處于加速擴(kuò)張期,其中,由“自駕游”興起所帶動(dòng)的旅游度假區(qū)短租市場(chǎng)前景尤為廣闊。作為中國(guó)汽車租賃行業(yè)的領(lǐng)跑者,神州租車公司正積極進(jìn)行戰(zhàn)略謀劃,大規(guī)模布局旅游城市,先后在武夷山、大理等旅游城市設(shè)置服務(wù)網(wǎng)點(diǎn),“自駕游”汽車租賃服務(wù)覆蓋全國(guó)30余個(gè)重點(diǎn)旅游城市。面對(duì)長(zhǎng)白山旅游度假區(qū)這一旅游資源豐富、旅游人口眾多、自駕游條件成熟的巨大市場(chǎng),多家全國(guó)性連鎖租車正摩拳擦掌、躍躍欲試,雖然前期神州租車在長(zhǎng)白山旅游度假區(qū)已經(jīng)初步建立了網(wǎng)點(diǎn)及相關(guān)規(guī)劃,但是,如何讓神州租車在長(zhǎng)白山旅游度假區(qū)進(jìn)一步拓寬市場(chǎng),讓“自駕游”游客有更好的用戶體驗(yàn),在激烈的市場(chǎng)競(jìng)爭(zhēng)中決戰(zhàn)群雄,真正樹立“自駕游”租車領(lǐng)域的領(lǐng)軍品牌,仍是市場(chǎng)營(yíng)銷的研究者和企業(yè)的經(jīng)營(yíng)者值得深入研究的課題。本文基于這一目標(biāo),以神州租車公司在長(zhǎng)白山旅游度假區(qū)的市場(chǎng)拓展為研究對(duì)象,首先,簡(jiǎn)要梳理STP理論、營(yíng)銷策略理論等與本文的研究相關(guān)的市場(chǎng)營(yíng)銷基本理論;其次,結(jié)合神州租車公司概況和業(yè)務(wù)結(jié)構(gòu),從宏觀和微觀兩個(gè)層面分析神州租車的市場(chǎng)營(yíng)銷環(huán)境,通過(guò)了解我國(guó)汽車租賃市場(chǎng)的基本競(jìng)爭(zhēng)格局及長(zhǎng)白山旅游度假區(qū)的實(shí)際情況,構(gòu)造神州租車公司的SWOT矩陣,分析神州租車公司在長(zhǎng)白山旅游度假區(qū)的開展汽車租賃業(yè)務(wù)的優(yōu)勢(shì)與劣勢(shì)、機(jī)遇與威脅;再次,應(yīng)用STP理論,對(duì)神州租車公司在長(zhǎng)白山旅游度假區(qū)進(jìn)行市場(chǎng)拓展可能采取的營(yíng)銷措施進(jìn)行分析,包括長(zhǎng)白山旅游度假區(qū)“自駕游”市場(chǎng)的市場(chǎng)細(xì)分和神州租車公司在長(zhǎng)白山旅游度假區(qū)的目標(biāo)市場(chǎng)選擇、目標(biāo)市場(chǎng)定位,并對(duì)神州租車公司在長(zhǎng)白山旅游度假區(qū)市場(chǎng)的營(yíng)銷策略給出措施建議。本論文認(rèn)為:神州公司應(yīng)根據(jù)STP理論從長(zhǎng)白山旅游度假區(qū)游客市場(chǎng)細(xì)分入手,在選擇目標(biāo)市場(chǎng)、明確市場(chǎng)定位的前提下,建立進(jìn)取的新產(chǎn)品開發(fā)戰(zhàn)略,及時(shí)更新租車產(chǎn)品,在條件成熟時(shí),找準(zhǔn)時(shí)機(jī)推行定制化、個(gè)性化的租車服務(wù),增加產(chǎn)品多樣性;綜合利用傳統(tǒng)營(yíng)銷渠道與網(wǎng)絡(luò)營(yíng)銷渠道;從低價(jià)博弈向價(jià)格管理轉(zhuǎn)變;以人員營(yíng)銷促銷和網(wǎng)絡(luò)營(yíng)銷促銷為重點(diǎn),綜合運(yùn)用產(chǎn)品策略、渠道策略、價(jià)格策略和促銷策略四種營(yíng)銷策略,同時(shí)整合線上、線下的營(yíng)銷資源,加強(qiáng)互聯(lián)網(wǎng)渠道建設(shè),培育高素質(zhì)營(yíng)銷團(tuán)隊(duì),在崗位職能匹配與重組、營(yíng)銷人員培訓(xùn)與考核、業(yè)務(wù)流程規(guī)范與再造、客戶關(guān)系管理等方面加大管理力度,通過(guò)繼續(xù)提升運(yùn)營(yíng)效率,發(fā)揮規(guī)模效應(yīng),提高市場(chǎng)拓展的力度,積極迎合目標(biāo)客戶需求,努力提高企業(yè)自身競(jìng)爭(zhēng)力,必將有效拓展市場(chǎng)份額,實(shí)現(xiàn)營(yíng)銷目標(biāo)。最后,結(jié)合對(duì)四種營(yíng)銷策略的保障措施,展望神州租車公司在長(zhǎng)白山旅游度假區(qū)未來(lái)市場(chǎng)前景。
[Abstract]:With rising consumption, increased Internet penetration, and driven by the "native race" and bus reform, the domestic car rental market is in a period of accelerated expansion. Driven by the rise of self-driving tourism resorts short-rent market prospects are particularly broad. As the leader in the car rental industry in China, Shenzhou car Rental Company is actively engaged in strategic planning, large-scale distribution of tourist cities, successively in Wuyishan, Dali and other tourist cities to set up service outlets. Auto rental service covers more than 30 key tourist cities in China. Facing the huge market of Changbai Mountain tourist Resort, which is rich in tourist resources, with a large tourist population and well-developed conditions for self-driving travel, many national chain rental cars are in full swing and eager to try. Although the early days of Shenzhou car rental in Changbai Mountain tourist Resort has initially established a network and related planning, but how to let Shenzhou Rental car in Changbai Mountain Tourism Resort to further broaden the market, so that "self-driving" tourists have a better user experience, In the fierce market competition, the decisive battle and the establishment of the leading brand in the field of "self-driving tour" are still worthy of further study by the marketing researchers and the managers of enterprises. Based on this goal, this paper takes the market expansion of Shenzhou car Rental Company in Changbai Mountain tourist Resort as the research object. First, briefly combing the STP theory, marketing strategy theory and other basic marketing theories related to this study; secondly, Combined with the general situation and business structure of Shenzhou car rental company, this paper analyzes the marketing environment of car rental in Shenzhou from macro and micro levels, and through understanding the basic competitive pattern of car rental market in China and the actual situation of Changbai Mountain tourist Resort, Construct the SWOT matrix of Shenzhou car rental company, analyze the advantages and disadvantages, opportunities and threats of Shenzhou car rental company in Changbai Mountain tourist Resort. Thirdly, apply STP theory, This paper analyzes the marketing measures that may be taken by the Shenzhou car rental company to expand its market in Changbai Mountain tourist Resort. Including the market segmentation of the "self-driving" market of Changbai Mountain tourist Resort and the target market selection and target market orientation of Shenzhou car Rental Company in Changbai Mountain tourist Resort. The marketing strategy of Shenzhou car Rental Company in Changbai Mountain tourist Resort area is suggested. This paper holds that: according to STP theory, Shenzhou Company should start with the segmentation of tourist market in Changbai Mountain tourist Resort area, establish enterprising new product development strategy under the premise of choosing target market and clear market positioning, and update the rental car product in time. When the conditions are ripe, we should find the right time to implement customization, individualized car rental service, increase product diversity, make comprehensive use of traditional marketing channels and network marketing channels, change from low price game to price management; Focusing on personnel marketing promotion and network marketing promotion, this paper synthetically applies four marketing strategies: product strategy, channel strategy, price strategy and promotion strategy, and at the same time integrates online and offline marketing resources to strengthen the construction of Internet channels. Cultivate high quality marketing team, strengthen management in the aspects of post function matching and reengineering, marketing personnel training and examination, business process standardization and reengineering, customer relationship management, etc., through continue to improve operation efficiency, bring into play scale effect, To improve the market expansion, actively meet the needs of the target customers, and strive to improve the competitiveness of enterprises, will effectively expand the market share and achieve the marketing objectives. Finally, the future market prospect of Shenzhou car Rental Company in Changbai Mountain tourist Resort area is prospected.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F721;F274

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