【摘要】：汽車是“改變世界的機器”,隨著社會的進步,汽車成為人們生活中形影不離的伴侶。而福特發(fā)明的流水線生產(chǎn)方式,使汽車的產(chǎn)量大幅度增加、生產(chǎn)效率空前提高。汽車從此不再是“奢侈品”,開始走入普通百姓家。汽車促進了人與人之間的溝通,加快了人們的生產(chǎn)、生活節(jié)奏。與此同時,汽車發(fā)展也帶來了深刻的社會變革。本論文通過對安國市凱航汽車貿(mào)易公司營銷的現(xiàn)狀,存在問題、發(fā)展趨勢等問題分析的基礎上,提出面向農(nóng)村汽車市場需求的營銷策略、服務策略等建議,可以為更多面向農(nóng)村的汽車企業(yè)和經(jīng)銷商提供準確的市場信息及科學的決策依據(jù),從而為新農(nóng)村建設貢獻一份力量。研究結果表明:安國市汽車銷售市場潛力較大,即將進入一個汽車消費的發(fā)展期。未來用戶群基礎會進一步擴大:工薪階層收入者、小經(jīng)營者/業(yè)主。未來靠產(chǎn)業(yè)轉移帶動當?shù)氐漠a(chǎn)業(yè)工人增多,這是未來用戶規(guī)模擴大的基礎,并且伴隨產(chǎn)業(yè)工人增多,小經(jīng)營者/業(yè)主這種服務性行業(yè)也會迅速發(fā)展。用戶購車意愿較高用戶的生活形態(tài)看,存在用戶居住和工作距離較遠,也存在過年過節(jié)探親訪友的需求,種種這些需求導致用戶的購車意愿還是比較高的。需求特征以自主車系為主,更為偏好“車型大”、“價位低”的車。目前,凱航汽貿(mào)以市場導向營銷為理念,充分考慮安國市場的客戶需求尤其是農(nóng)村客戶需求,不斷改善產(chǎn)品結構、宣傳方式及途徑等。但由于起步晚、資金少等因素,企業(yè)在經(jīng)營方式,特別是營銷方式上存在不少問題。公司應適應縣域汽車消費需求,逐漸調(diào)整營銷策略,積極探索開展售后服務,為廣大農(nóng)民服務。
[Abstract]:The automobile is the machine that changes the world. With the progress of society, the automobile becomes the inseparable companion in people's life. Ford invented the assembly line production mode, which greatly increased the production of cars and improved the production efficiency. Since then, cars are no longer "luxury goods", and began to walk into the homes of ordinary people. The automobile promotes the communication between people, speeds up people's production and life rhythm. At the same time, automobile development has also brought profound social changes. Based on the analysis of the current marketing situation, existing problems and development trend of Kaihang Automobile Trading Company in Anguo City, this paper puts forward some suggestions on marketing strategy and service strategy to meet the demand of rural automobile market. It can provide more rural automobile enterprises and dealers with accurate market information and scientific decision basis, thus contributing a strength to the construction of new countryside. The results show that Anguo has great potential in automobile sales market and is about to enter a period of development of automobile consumption. Future user base will be further expanded: wage earners, small operators / owners. In the future, industrial transfer will lead to the increase of local industrial workers, which is the basis of the future expansion of the scale of users, and with the increase of industrial workers, the service industry of small operators / owners will also develop rapidly. In view of the higher willingness to buy cars, there is a long distance between living and working, and there is also a need to visit relatives and friends on New year's Day, which leads to a higher willingness to buy cars. Demand features to the main independent car system, more preference for "model large", "low price" car. At present, Kaihang Auto Trade takes market-oriented marketing as the concept, fully considers the customer needs of Anguo market, especially rural customers' needs, and constantly improves the product structure, publicity methods and channels, and so on. However, due to the factors of late start and less capital, there are many problems in the management mode, especially in the marketing mode. The company should adapt to the consumption demand of the county automobile, adjust the marketing strategy gradually, actively explore and develop the after-sales service, and serve the farmers.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.471;F274

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