中國重汽臺灣市場營銷策略研究
發(fā)布時間：2018-10-21 20:13
【摘要】：在產(chǎn)業(yè)經(jīng)濟(jì)高度全球化的今天,制造業(yè)一直扮演著不可忽視的角色,其中重型卡車制造業(yè)隨著全球化的進(jìn)程也得到了長足的發(fā)展。中國重卡行業(yè)在經(jīng)歷了半個多世紀(jì)的發(fā)展并取得顯著成就的同時,國際市場營銷能力,特別是海外高端市場的營銷能力卻與世界先進(jìn)的重卡企業(yè)相去甚遠(yuǎn)。在國際領(lǐng)先的重卡企業(yè)中,國際市場營銷是維持企業(yè)生存和發(fā)展的第一大支柱,而高端市場一直是檢驗一個品牌國際市場營銷能力的試金石,同時也是提升一個品牌國際市場營銷能力的煉金石。隨著全球經(jīng)濟(jì)一體化進(jìn)程的加快和國內(nèi)重卡制造技術(shù)的日益提升,海外高端市場的開拓對中國重卡企業(yè)顯得越來越重要,高端市場營銷正逐漸成為各企業(yè)提升民族品牌實力,促進(jìn)技術(shù)革新產(chǎn)業(yè)升級,打造國際級名企的核心競爭力。本文主要應(yīng)用文獻(xiàn)研究法、文獻(xiàn)資料法、實地調(diào)研法、深度訪談法、理論分析法、系統(tǒng)分析法,以中國重汽集團(tuán)為研究對象,主要研究中國重汽集團(tuán)的營銷策略。本文重點分析了中國重汽集團(tuán)所在市場外部環(huán)境和內(nèi)部環(huán)境特點以及公司自身所具備的優(yōu)勢和分析公司的劣勢后,對其營銷市場、競爭對手和目標(biāo)客戶進(jìn)行分析,并運用市場營銷理論提出解決方案,試圖找出適合中國重汽集團(tuán)發(fā)展的最佳營銷策略。研究發(fā)現(xiàn),中國重汽集團(tuán)產(chǎn)品在臺灣市場的優(yōu)勢在于產(chǎn)品專為臺灣需求研發(fā)設(shè)計,具有較強(qiáng)的針對性符合當(dāng)?shù)仄?秉承德制工藝,產(chǎn)品價格優(yōu)勢明顯并擁有專業(yè)團(tuán)隊保障等;劣勢主要有市場對大陸制造的擔(dān)憂,新品牌進(jìn)入市場缺乏知名度,受眾群體還未形成規(guī)模難以形成口碑營銷,內(nèi)部人才流失等顯著問題。對此,研究提出了適合中國重汽集團(tuán)的營銷策略,并建議中國重汽集團(tuán)可以采取產(chǎn)品創(chuàng)新策略、獨特定價策略、品牌提升策略、公共關(guān)系策略、渠道暢通策略等促進(jìn)中國重汽集團(tuán)臺灣市場營銷水平,實現(xiàn)公司產(chǎn)品營銷長久利益目標(biāo)。中國作為目前世界制作工廠,主要輸出勞動密集型產(chǎn)品,對高端產(chǎn)品出口高端市場的理論研究和實際案例相對較少。在兩岸汽車領(lǐng)域的合作,目前主要集中在于乘用車,而商用車方面的合作較少,且鮮有成功者,因此基本沒有成功案例可尋。本文將在對目標(biāo)市場進(jìn)行充分調(diào)研的基礎(chǔ)上,獲取第一手?jǐn)?shù)據(jù)資料,以中國重汽實際的業(yè)務(wù)實物為研究對象,結(jié)合對國內(nèi)外相關(guān)文獻(xiàn)資料的整理學(xué)習(xí),理論結(jié)合實際,在實物操作中不斷探索、歸納出理論經(jīng)驗。
[Abstract]:With the high globalization of industrial economy, manufacturing industry has been playing an important role, among which the heavy truck manufacturing industry has developed rapidly with the process of globalization. After more than half a century's development and remarkable achievements, China's heavy truck industry is far from the world's advanced heavy card enterprises in terms of international marketing capability, especially the overseas high-end market's marketing ability. Among the leading international heavy-card enterprises, international marketing is the first pillar to maintain the survival and development of enterprises, while the high-end market has always been the touchstone for testing a brand's international marketing ability. At the same time is also to enhance a brand of international marketing capabilities of the alchemy. With the acceleration of the process of global economic integration and the increasing upgrading of domestic heavy card manufacturing technology, the development of overseas high-end market is becoming more and more important to Chinese heavy card enterprises, and high-end marketing is gradually becoming the enterprises to enhance the national brand strength. Promote the upgrading of technological innovation industry, and create the core competitiveness of international famous enterprises. This article mainly applies the literature research method, the literature material method, the field investigation method, the depth interview method, the theory analysis method, the system analysis method, takes the China heavy Auto Group as the research object, mainly studies the China heavy Auto Group's marketing strategy. This paper focuses on the analysis of the external and internal environment characteristics of the market in which China heavy Auto Group is located, as well as the advantages and disadvantages of the company itself, and then analyzes its marketing market, competitors and target customers. Using the marketing theory, the author puts forward the solution and tries to find out the best marketing strategy suitable for the development of China heavy Auto Group. The research found that the advantage of the products of China heavy Auto Group in Taiwan market is that the products are specially designed for the demand of Taiwan, have strong pertinence and accord with the local preference, inherit the technology of German system, the price advantage of the products is obvious and have the professional team guarantee and so on. The main disadvantages are the market worry about the mainland manufacturing, the lack of popularity of the new brand entering the market, the lack of audience groups to form the scale of word-of-mouth marketing, internal brain drain and other significant problems. In view of this, the paper puts forward the marketing strategy suitable for China heavy Auto Group, and suggests that China heavy Auto Group can adopt product innovation strategy, unique pricing strategy, brand promotion strategy, public relations strategy. The channel unblocked strategy promotes the marketing level of China heavy Auto Group in Taiwan and realizes the long-term benefit target of the company's product marketing. As a production factory in the world at present, China mainly exports labor-intensive products, and there are few theoretical studies and practical cases of high-end products exporting to the high-end market. At present, the cooperation in the field of cross-Strait automobile is mainly focused on passenger car, but the cooperation in commercial vehicle is less, and there are few successful ones, so there is basically no successful case to be found. Based on the full investigation of the target market, this paper will obtain the first-hand data, take the actual business object of China heavy Auto as the research object, combine the domestic and foreign related literature and study, combine the theory with the practice. In the physical operation of continuous exploration, summed up the theoretical experience.
【學(xué)位授予單位】：山東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.471
本文編號：2286239
[Abstract]:With the high globalization of industrial economy, manufacturing industry has been playing an important role, among which the heavy truck manufacturing industry has developed rapidly with the process of globalization. After more than half a century's development and remarkable achievements, China's heavy truck industry is far from the world's advanced heavy card enterprises in terms of international marketing capability, especially the overseas high-end market's marketing ability. Among the leading international heavy-card enterprises, international marketing is the first pillar to maintain the survival and development of enterprises, while the high-end market has always been the touchstone for testing a brand's international marketing ability. At the same time is also to enhance a brand of international marketing capabilities of the alchemy. With the acceleration of the process of global economic integration and the increasing upgrading of domestic heavy card manufacturing technology, the development of overseas high-end market is becoming more and more important to Chinese heavy card enterprises, and high-end marketing is gradually becoming the enterprises to enhance the national brand strength. Promote the upgrading of technological innovation industry, and create the core competitiveness of international famous enterprises. This article mainly applies the literature research method, the literature material method, the field investigation method, the depth interview method, the theory analysis method, the system analysis method, takes the China heavy Auto Group as the research object, mainly studies the China heavy Auto Group's marketing strategy. This paper focuses on the analysis of the external and internal environment characteristics of the market in which China heavy Auto Group is located, as well as the advantages and disadvantages of the company itself, and then analyzes its marketing market, competitors and target customers. Using the marketing theory, the author puts forward the solution and tries to find out the best marketing strategy suitable for the development of China heavy Auto Group. The research found that the advantage of the products of China heavy Auto Group in Taiwan market is that the products are specially designed for the demand of Taiwan, have strong pertinence and accord with the local preference, inherit the technology of German system, the price advantage of the products is obvious and have the professional team guarantee and so on. The main disadvantages are the market worry about the mainland manufacturing, the lack of popularity of the new brand entering the market, the lack of audience groups to form the scale of word-of-mouth marketing, internal brain drain and other significant problems. In view of this, the paper puts forward the marketing strategy suitable for China heavy Auto Group, and suggests that China heavy Auto Group can adopt product innovation strategy, unique pricing strategy, brand promotion strategy, public relations strategy. The channel unblocked strategy promotes the marketing level of China heavy Auto Group in Taiwan and realizes the long-term benefit target of the company's product marketing. As a production factory in the world at present, China mainly exports labor-intensive products, and there are few theoretical studies and practical cases of high-end products exporting to the high-end market. At present, the cooperation in the field of cross-Strait automobile is mainly focused on passenger car, but the cooperation in commercial vehicle is less, and there are few successful ones, so there is basically no successful case to be found. Based on the full investigation of the target market, this paper will obtain the first-hand data, take the actual business object of China heavy Auto as the research object, combine the domestic and foreign related literature and study, combine the theory with the practice. In the physical operation of continuous exploration, summed up the theoretical experience.
【學(xué)位授予單位】：山東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.471
【參考文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 趙承軍;陜西重型汽車有限公司營銷策略研究[D];西安理工大學(xué);2008年
，本文編號：2286239
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