本文選題：宇通校車 + 運(yùn)營模式��； 參考：《西北農(nóng)林科技大學(xué)》2015年碩士論文

【摘要】：汽車工業(yè)的蓬勃發(fā)展是人類工業(yè)文明成果的集中體現(xiàn),客車在我國整個(gè)汽車行業(yè)中來說的位置越發(fā)重要和關(guān)鍵�？蛙囆袠I(yè)的好壞關(guān)系到整個(gè)汽車行業(yè)的發(fā)展,也與我國經(jīng)濟(jì)發(fā)展息息相關(guān)。在國內(nèi)客車行業(yè),以宇通客車為代表的民族品牌多年來取得了高速發(fā)展,占市場主導(dǎo)地位。宇通客車為什么能夠在激勵的市場競爭條件下穩(wěn)居行業(yè)第一,而其采用怎樣的營銷策略起著非常關(guān)鍵的作用,因此,對該問題的深入研究和分析至關(guān)重要。近年來,各地校車事故頻發(fā),引起了公眾大量關(guān)注及政府的重視,車安全持續(xù)成為社會熱點(diǎn)。宇通公司從2009年開始跟蹤美國校車的安全運(yùn)營管理,進(jìn)行技術(shù)研究,設(shè)計(jì)開發(fā)出國內(nèi)第一輛專業(yè)校車,并為國內(nèi)專業(yè)校車的標(biāo)準(zhǔn)制定及推廣做出了積極貢獻(xiàn)。隨著各方面形勢發(fā)展,在2012年,宇通公司把校車從團(tuán)體市場中拿出來進(jìn)行了單列,首次明確了校車細(xì)分市場,在校車營銷方面進(jìn)行了積極的探索,取得了較好的成績。因此,本論文通過研究宇通校車的銷售案例、市場推廣方法、經(jīng)營市場的方法、管理經(jīng)營市場的方法等方面,進(jìn)行系統(tǒng)的探討研究,嘗試總結(jié)宇通校車營銷方法論,總結(jié)概念營銷的應(yīng)用并進(jìn)行分析。另外,本文通過對國內(nèi)校車運(yùn)營模式的研究,匯總出四種運(yùn)營模式,針對這四種運(yùn)營模式分別出具有區(qū)別的營銷方案,其中有共性也有個(gè)性細(xì)化。涉及營銷隊(duì)伍管控日常行為管控、經(jīng)銷渠道管理、車輛巡展、暑期樣車支持、銷售隊(duì)伍激勵等多維度的深入解讀,是宇通客車在運(yùn)作過程中精華的總結(jié),結(jié)合理論和實(shí)操是可以指導(dǎo)實(shí)際生產(chǎn)的營銷模式研究與匯總。研究找出了宇通校車的市場營銷業(yè)務(wù)工作方法,形成了校車市場的閉環(huán)管理方案。在具體實(shí)踐中宇通校車應(yīng)通過信息搜索、立體化掃樓方式持續(xù)拓展?fàn)I銷信息來源渠道,通過整合資源、充分開拓各類銷售渠道為己所用,并且宇通校車還需主動開展市場巡展活動。
[Abstract]:The vigorous development of automobile industry is the concentrated embodiment of the achievements of human industrial civilization, and the position of passenger cars in the whole automobile industry of our country is more and more important and key. The quality of bus industry relates to the development of the whole automobile industry, and is closely related to the economic development of our country. In domestic bus industry, the national brand represented by Yutong bus has developed rapidly for many years and occupied the leading position in the market. Why Yutong bus is able to occupy the first place in the market competition, and how to use the marketing strategy plays a very important role, therefore, the in-depth study and analysis of this problem is very important. In recent years, school bus accidents occur frequently in various places, which has attracted a lot of attention from the public and the government. Since 2009, Yutong has been tracking the safety management of American school buses, carrying out technical research, designing and developing the first professional school buses in China, and making positive contributions to the establishment and promotion of standards for professional school buses in China. With the development of various aspects, in 2012, Yutong Company took the school bus out of the group market for a separate list, for the first time defined the school bus subdivision market, in the school bus marketing has carried on the active exploration, has obtained the good result. Therefore, through the study of the Yutong school bus sales cases, marketing methods, management of the market, and other aspects of the research, try to summarize the Yutong school bus marketing methodology. Summarize and analyze the application of conceptual marketing. In addition, through the research of the domestic school bus operation mode, this paper summarizes four operation modes, aiming at these four operation modes, the different marketing plan, which has the common character and the individuality refinement. It is a summary of the essence of Yutong bus in the process of operation, which involves the management of daily behavior of marketing team, the management of distribution channel, the vehicle tour, the support of summer car, the motivation of sales team, and so on. The combination of theory and practice is the research and summary of marketing mode which can guide actual production. The research finds out the working method of Yutong school bus's marketing business and forms the closed loop management scheme of the school bus market. In the concrete practice, Yutong school bus should continuously expand the marketing information source channels through information search, three-dimensional sweep, and fully develop all kinds of sales channels for its own use through the integration of resources. And Yutong school bus also needs to take the initiative to carry out market tour activities.
【學(xué)位授予單位】：西北農(nóng)林科技大學(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：2108817