發(fā)布時(shí)間：2018-04-29 06:04

  本文選題：江淮乘用車 + 營銷策略��； 參考：《安徽大學(xué)》2014年碩士論文

【摘要】：隨著中國汽車產(chǎn)業(yè)模式的轉(zhuǎn)變,江淮汽車品牌塑造以及市場營銷轉(zhuǎn)型已成為江淮汽車能否獲得長遠(yuǎn)發(fā)展必須解決的重大難題。江淮乘用車營銷體系的構(gòu)建直接影響到江淮汽車生存和發(fā)展的重要環(huán)節(jié),營銷策略的策劃是整個(gè)營銷體系的最核心的內(nèi)容。因此,對江淮汽車企業(yè)而言,如何策劃合理有效的營銷策略是江淮汽車必須要順利解決的難題。江淮汽車公司只有制定合理的營銷策略,這樣才能在未來競爭中占據(jù)主動(dòng)權(quán)。因此如何平衡國內(nèi)市場和海外市場,如何順利實(shí)施營銷策略,都是江淮汽車公司需要解決好的問題。 為了使江淮乘用車在市場競爭中能夠通過運(yùn)用有效的營銷策略而立于不敗之地,本文基于公司戰(zhàn)略和市場營銷相關(guān)理論,如STP理論、4P和4C營銷組合理論等,以及PEST、SWOT分析工具,運(yùn)用案例分析的方法,結(jié)合中國當(dāng)今的中國汽車和世界汽車市場的發(fā)展現(xiàn)狀,分析江淮乘用車目前的營銷現(xiàn)狀和存在問題,并分析其原因；進(jìn)而為了給江淮乘用車制定有效且針對性的營銷策略提供依據(jù),本文對作為中國民族品牌汽車代表之一的江淮汽車所面臨的復(fù)雜和嚴(yán)峻的國內(nèi)外市場宏觀和微觀環(huán)境加以分析；基于此,最后提出可供江淮乘用車參考的市場營銷策略的建議,其中主要有樹立以消費(fèi)者為核心的營銷理念,市場定位和目標(biāo)群體調(diào)整,加大創(chuàng)新力度,加強(qiáng)品牌運(yùn)營等。期望本文的研究既能為江淮乘用車制定市場營銷策略提供一定的參考,也能為深化中國民族品牌汽車的研究有所借鑒。
[Abstract]:With the transformation of China's automobile industry, the shaping of Jianghuai automobile brand and the transformation of marketing have become the major problems that must be solved for the long-term development of Jianghuai Automobile. The construction of JAC passenger car marketing system has a direct impact on the survival and development of Jianghuai vehicle. The planning of marketing strategy is the core of the whole marketing system. Therefore, for Jianghuai automobile enterprises, how to plan reasonable and effective marketing strategy is a difficult problem that must be solved smoothly. Jianghuai Automobile Company must formulate a reasonable marketing strategy so that it can occupy the initiative in the future competition. Therefore, how to balance the domestic market and overseas market, how to implement the marketing strategy smoothly, are all the problems that need to be solved by Jianghuai Automobile Company. In order to make Jianghuai passenger car in the market competition to be able to use effective marketing strategies and invincible position, this paper based on the company strategy and marketing related theories, such as STP theory, 4P and 4C marketing combination theory, as well as PEST-SWOT analysis tools, By using the method of case study, combined with the development of Chinese automobile and world automobile market, this paper analyzes the present marketing situation and existing problems of Jianghuai passenger vehicle, and analyzes the reasons for it. In order to provide the basis for the JAC passenger cars to formulate effective and targeted marketing strategies, this paper analyzes the complex and severe macro and micro environment of the domestic and international market as one of the representatives of the Chinese national brand cars. Based on this, the paper puts forward some suggestions on the marketing strategy for Jianghuai passenger vehicle, including establishing the marketing concept with consumers as the core, market orientation and target group adjustment, increasing innovation, strengthening brand operation and so on. It is hoped that the research in this paper can not only provide a certain reference for the development of the marketing strategy of Jianghuai passenger car, but also can be used for reference for deepening the research of Chinese national brand car.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.471;F274

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