本文選題：北汽幻速 + 小型SUV��； 參考：《對外經(jīng)濟貿(mào)易大學(xué)》2015年碩士論文

【摘要】：隨著國內(nèi)經(jīng)濟水平的提高,汽車已經(jīng)成為人們生活的重要工具。中國汽車工業(yè)雖然起步晚,但發(fā)展迅速,特別是小型SUV產(chǎn)品正在以高速增長成為國內(nèi)乘用車市場的新增長點。近幾年來,國家出臺一系列政策利好自主品牌的發(fā)展,而國家提倡的“節(jié)能減排”理念和出臺的限行、限號政策更為小型SUV市場帶來了發(fā)展機遇,使得自主品牌集中的小型SUV市場競爭更加激烈。在機遇與挑戰(zhàn)并存的情況下,汽車營銷策略成為汽車生產(chǎn)者和經(jīng)銷商關(guān)心的重要內(nèi)容。如何把握機遇,實行有效的營銷策略,贏得更多消費者的認可并爭取更大的市場份額,成為自主品牌SUV廠商需要面對的課題。北汽幻速是北汽集團聯(lián)合重慶銀翔實業(yè)集團于2014年3月31日正式推出的全新品牌,旗下有兩款小型SUV產(chǎn)品——北汽幻速S2和S3。在小型SUV市場前景大好的情況下,如何制定適應(yīng)市場的營銷策略,是北汽幻速能否快速實現(xiàn)市場占位的關(guān)鍵,也是北汽幻速實現(xiàn)其戰(zhàn)略目標(biāo)所需研究的課題。本文從國內(nèi)SUV市場發(fā)展?fàn)顩r和北汽幻速自身情況入手,研究北汽幻速SUV產(chǎn)品營銷的背景和意義;隨后通過PEST分析、波特五力模型、SWOT分析和STP分析法對北汽幻速SUV產(chǎn)品的營銷環(huán)境進行了系統(tǒng)分析,并總結(jié)了北汽幻速的優(yōu)勢和不足,以及產(chǎn)品所面對的目標(biāo)用戶群特點;在此基礎(chǔ)上,提出了以品牌營銷、產(chǎn)品營銷、價格營銷、渠道營銷和服務(wù)營銷為核心的北汽幻速SUV產(chǎn)品營銷策略以及實施保障。本文在研究過程中,運用了定量與定性分析相結(jié)合的方法,引用了大量的行業(yè)數(shù)據(jù)、企業(yè)市場調(diào)研結(jié)果和經(jīng)銷商訪談觀點,使結(jié)論盡可能貼合實際并有現(xiàn)實可借鑒意義。
[Abstract]:With the improvement of domestic economic level, automobile has become an important tool in people's life. Although China's automobile industry started late, it is developing rapidly, especially small SUV products are becoming the new growth point of domestic passenger car market with high speed growth. In recent years, the state has issued a series of policies to promote the development of its own brands. However, the concept of "energy saving and emission reduction" advocated by the state and the restrictions on the implementation of these policies have brought opportunities for the development of a smaller SUV market. Make independent brand concentration small SUV market competition is more intense. Under the circumstances of both opportunities and challenges, automobile marketing strategy has become an important concern of automobile producers and dealers. How to grasp the opportunity, implement effective marketing strategy, win more consumer recognition and strive for a greater market share, become the independent brand SUV manufacturers need to face the subject. BAIC Fantasy Speed is a brand new brand launched by BAIC Group in conjunction with Chongqing Yinxiang Industrial Group on March 31, 2014. It has two small SUV products, BAIC Fantasy Speed S2 and S3. Under the favorable market prospect of small SUV, how to formulate marketing strategy to adapt to the market is the key to whether BAIC can quickly realize the market occupation, and is also the research topic for BAIC to achieve its strategic goal. In this paper, the background and significance of BAIC SUV product marketing are studied from the domestic SUV market development situation and BAIC fantasy speed itself, and then through the PEST analysis, The marketing environment of BAIC SUV products is systematically analyzed by Porter's five-force model and STP analysis, and the advantages and disadvantages of BAIC's magic speed are summarized, and the characteristics of the target user groups are summarized. Based on brand marketing, product marketing, price marketing, channel marketing and service marketing, this paper puts forward the product marketing strategy and implementation guarantee of BAIC SUV with the core of brand marketing, product marketing, price marketing, channel marketing and service marketing. In the course of the research, this paper uses the method of combining quantitative and qualitative analysis, quoting a large number of industry data, enterprise market research results and dealer interviews, so that the conclusion can be used for reference as much as possible.
【學(xué)位授予單位】：對外經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.471;F274

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1 劉靖宇;北汽幻速SUV產(chǎn)品的營銷策略分析[D];對外經(jīng)濟貿(mào)易大學(xué);2015年

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