【摘要】：石油能源危機(jī)與環(huán)境惡化是當(dāng)前人類所面臨的兩項(xiàng)巨大挑戰(zhàn)。在此嚴(yán)峻形勢(shì)下,人類必需及時(shí)并積極地制定出一系列的解決策略；據(jù)《全球碳預(yù)算》的數(shù)據(jù)顯示,世界排放的二氧化碳排總量在2013年將刷新歷史記錄,達(dá)到360億噸。而其中交通運(yùn)輸中所使用的作為動(dòng)力來(lái)源的化石燃料的燃燒占二氧化碳排放總量的百分之二十三,即：約83億噸。二氧化碳排放的不斷增加帶來(lái)了大氣污染,也加快了溫室效應(yīng)及全球變暖的步伐,也在一定程度上為極端天氣的產(chǎn)生埋下了禍根。作為環(huán)保減排的重要途徑,天然氣汽車扮演著十分重要的角色；與此同時(shí),儲(chǔ)量豐富的天然氣也為以石油能源為依賴的汽車提供了難能可貴的替代能源解決方案。天然氣汽車及其控制系統(tǒng)的出現(xiàn)距今已有近30年的歷史,經(jīng)過(guò)多輪的技術(shù)更替與綜合發(fā)展,其市場(chǎng)已經(jīng)變得較為成熟,前景也愈加明朗。在天然氣汽車蓬勃發(fā)展的情況下,諾萊集團(tuán)公司選擇進(jìn)入了燃?xì)獍l(fā)動(dòng)機(jī)電控系統(tǒng)的生產(chǎn)與供應(yīng)領(lǐng)域,但也在其自身的發(fā)展過(guò)程中遇到了一系列的問(wèn)題。本論文在分析和研究諾萊集團(tuán)公司市場(chǎng)營(yíng)銷策略的過(guò)程中,運(yùn)用了市場(chǎng)營(yíng)銷的相關(guān)理論知識(shí),同時(shí)分析了天然氣汽車及發(fā)動(dòng)機(jī)管理系統(tǒng)產(chǎn)品的國(guó)內(nèi)外市場(chǎng)現(xiàn)狀與競(jìng)爭(zhēng)格局,聯(lián)系和結(jié)合了諾萊集團(tuán)公司的實(shí)際情況進(jìn)行了研究,旨在為諾萊集團(tuán)公司在其目前的市場(chǎng)營(yíng)銷中所面臨的一些關(guān)鍵問(wèn)題,提出了一系列的建議方案和策略重組的參考。論文共由五個(gè)章節(jié)組成：第一章簡(jiǎn)要論述了本論文的選題背景、研究方法、內(nèi)容與思路、以及研究之目的與意義；第二章介紹了支撐并縱貫本論文的相關(guān)理論基礎(chǔ),包括了市場(chǎng)營(yíng)銷策略的理論基礎(chǔ)、天然氣汽車的相關(guān)理論基礎(chǔ),同時(shí)通過(guò)本章分析了天然氣汽車市場(chǎng)的發(fā)展及其市場(chǎng)現(xiàn)狀；第三章分析了諾萊集團(tuán)公司的競(jìng)爭(zhēng)力及其當(dāng)下所面臨的外部市場(chǎng)需求、宏觀環(huán)境和競(jìng)爭(zhēng)格局；論文的第四章與第五章分別闡述了諾萊集團(tuán)公司的市場(chǎng)營(yíng)銷現(xiàn)狀以及所面臨的一系列關(guān)鍵問(wèn)題,同時(shí)運(yùn)用了4P理論對(duì)其提供了對(duì)應(yīng)的建議方案與營(yíng)銷策略的重新構(gòu)建參考。本論文取材廣泛,只表達(dá)個(gè)人觀點(diǎn),僅供參考。
[Abstract]:Oil energy crisis and environmental deterioration are two great challenges facing mankind. In such a severe situation, human beings must work out a series of strategies in time and actively. According to the data of Global carbon Budget, the total amount of carbon dioxide emitted by the world will break the historical record in 2013, reaching 36 billion tons. The burning of fossil fuels, which are used as power sources in transportation, accounts for 23% of the total carbon dioxide emissions, that is, about 8.3 billion tons. Rising carbon dioxide emissions have contributed to air pollution, accelerated the pace of Greenhouse Effect and global warming and, to some extent, laid the blame for extreme weather. As an important approach to environmental protection and emission reduction, natural gas vehicles play a very important role. At the same time, the rich natural gas also provides a valuable alternative energy solution for petroleum-dependent vehicles. The appearance of natural gas vehicle and its control system has a history of nearly 30 years. After many rounds of technology replacement and comprehensive development, its market has become more mature, and the prospects are becoming clearer. With the rapid development of natural gas vehicles, Norley Group Company chose to enter the field of production and supply of electric control system of gas engine, but it also encountered a series of problems in its own development process. In the process of analyzing and studying the marketing strategy of Nolai Group, this paper applies the relevant theory of marketing, and analyzes the domestic and international market situation and competition pattern of natural gas vehicle and engine management system products. Connecting with and combining the actual situation of Norley Group Company, this paper aims to put forward a series of suggestions and strategic recombination references for some key problems faced by Norley Group Company in its current marketing. The thesis consists of five chapters: the first chapter briefly discusses the background, research methods, contents and ideas of this paper, as well as the purpose and significance of the research; the second chapter introduces the theoretical basis of supporting and running this paper. Including the theoretical basis of marketing strategy, natural gas vehicle related theoretical basis, at the same time through this chapter to analyze the development of natural gas vehicle market and the current market situation; The third chapter analyzes the competitiveness of Nolay Group and the external market demand, macro environment and competition pattern. The fourth and fifth chapters of the thesis respectively explain the marketing situation and a series of key problems faced by Norley Group Company. At the same time, we use the 4P theory to provide the corresponding suggestions and marketing strategies for the reconstruction of reference. This paper draws a wide range of materials, only express personal views, only for reference.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.6;F274

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