本文關(guān)鍵詞：美鷹汽車服務(wù)公司營銷策略研究　出處：《大連海事大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 汽車服務(wù)行業(yè) 市場定位 營銷策略

【摘要】：隨著近年來我國汽車工業(yè)的快速發(fā)展,我國的汽車保有量一直保持快速增長的勢頭,而為汽車服務(wù)的汽車服務(wù)行業(yè)也獲得了新的發(fā)展機(jī)遇。因?yàn)橹袊嚪⻊?wù)行業(yè)的廣闊的市場前景以及較低的進(jìn)入門檻,同時(shí)我國在發(fā)布相關(guān)行業(yè)規(guī)范也存在滯后的現(xiàn)象,這就導(dǎo)致一大批缺乏品牌意識、專業(yè)技術(shù)和雄厚資金的個(gè)人或是商家涌入這個(gè)行業(yè),使得整個(gè)汽車服務(wù)市場進(jìn)入了一個(gè)毫無秩序的競爭狀態(tài)。一批批汽車服務(wù)企業(yè)爭相進(jìn)入市場,而很多汽車服務(wù)企業(yè)卻慘淡經(jīng)營,因?yàn)楦鞣N原因倒閉或轉(zhuǎn)讓。 在這樣的背景下,致力于在國內(nèi)做大做強(qiáng)的已有一定知名度的美鷹汽車服務(wù)公司近兩年越來越感到市場競爭的沖擊,出現(xiàn)了利潤率下降、客戶流失嚴(yán)重等問題,針對這一問題,美鷹汽車服務(wù)公司開始對自己的市場定位以及營銷策略進(jìn)行反思。 本文以美鷹汽車服務(wù)公司的經(jīng)營現(xiàn)狀和營銷實(shí)踐為例,運(yùn)用市場定位、4C營銷、整合營銷、體驗(yàn)營銷、口碑營銷等營銷理論,來探索研究美鷹汽車服務(wù)公司如何合理定位中國市場,并對市場營銷戰(zhàn)略組合進(jìn)行深入細(xì)致地研究分析。 本文的的研究成果為汽車服務(wù)企業(yè)穩(wěn)定發(fā)展、壯大規(guī)模提供理論參考,同時(shí)為我國規(guī)范、發(fā)展汽車服務(wù)業(yè)添磚加瓦,最終的受益者仍是我國汽車消費(fèi)者。
[Abstract]:With the rapid development of China's automobile industry in recent years, China's automobile ownership has been maintaining a rapid growth momentum. But the automobile service industry for the automobile also obtained the new development opportunity, because of the broad market prospect and the lower entry threshold of the Chinese automobile service industry. At the same time, the issue of related industry norms in China also lags behind, which leads to a large number of lack of brand awareness, professional technology and strong funds of individuals or businesses into this industry. The whole auto service market has entered into a state of disorderly competition. A lot of auto service enterprises are competing to enter the market, while many auto service enterprises are in dire need of operation because of the closure or transfer for various reasons. Against this background, the American Eagle Motor Service Company, which is committed to becoming bigger and stronger in China, has been more and more aware of the impact of market competition in the past two years, resulting in a decline in profit margins. In view of this problem, American Eagle Motor Service Company began to reflect on its market positioning and marketing strategy. This paper takes the current situation and marketing practice of American Eagle Automobile Service Company as an example, and applies marketing theories such as marketing orientation, integrated marketing, experience marketing, word-of-mouth marketing and so on. To explore how the American Eagle Auto Service Company to locate the Chinese market, and to carry out a thorough and detailed study and analysis of the marketing strategy combination. The research results of this paper provide a theoretical reference for the steady development of automobile service enterprises and the expansion of the scale. At the same time, the final beneficiaries are the automobile consumers in our country.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.471

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