本文選題：營銷戰(zhàn)略 + 營銷環(huán)境　； 參考：《河北工業(yè)大學(xué)》2014年碩士論文

【摘要】：近年來，隨著中國經(jīng)濟(jì)的不斷發(fā)展，汽車產(chǎn)業(yè)逐步規(guī)范，進(jìn)入緩增長階段，市場營銷競爭變得越來越激烈。作為合資企業(yè)中增速最快的汽車廠商，北京現(xiàn)代也在不斷調(diào)整營銷思路，以期占領(lǐng)更大的市場。目前，經(jīng)過10余年的發(fā)展，北京現(xiàn)代從一個默默無聞的小企業(yè)，成功進(jìn)入到國內(nèi)汽車銷售的前五名，但我們還應(yīng)該看到與其他汽車巨頭相比我們還存在一定的差距。在此基礎(chǔ)上，本文通過研究北京現(xiàn)代公司經(jīng)營銷售戰(zhàn)略，希望能為北京現(xiàn)代公司的營銷發(fā)展提供助力。 本文分為一下四個部分： 第一部分：主要介紹北京現(xiàn)代公司的企業(yè)概況、發(fā)展理念、經(jīng)營范圍、企業(yè)目標(biāo)等，從而對北京現(xiàn)代公司有一個整體的了解。接著從營銷現(xiàn)狀、員工現(xiàn)狀、業(yè)績狀況等方面介紹了北京現(xiàn)代公司的營銷現(xiàn)狀，最后分析了北京現(xiàn)代營銷執(zhí)行情況。 第二部分：首先介紹北京現(xiàn)代所處的微觀環(huán)境及宏觀環(huán)境兩個方面，以SWOT分析法從優(yōu)勢、劣勢、機(jī)會、威脅等充分剖析了北京現(xiàn)代的營銷環(huán)境。 第三部分：制定與實施北京現(xiàn)代營銷戰(zhàn)略，通過對目標(biāo)市場及目標(biāo)客戶群的定位北京現(xiàn)代目標(biāo)市場進(jìn)行重新定位，構(gòu)建可持續(xù)營銷經(jīng)營戰(zhàn)略，最后我們分四個方面：產(chǎn)品、價格、促銷、渠道等方面說明如何實施北京現(xiàn)代的營銷戰(zhàn)略。 第四部分：重點提出了如何順利實施北京現(xiàn)代經(jīng)營戰(zhàn)略的保障措施。從營銷組織、人員培訓(xùn)、資金保障、企業(yè)文化等幾個方面提出有力的保障措施。
[Abstract]:In recent years, with the continuous development of China's economy, the automobile industry has gradually standardized, entered the stage of slow growth, marketing competition has become more and more fierce. Beijing Hyundai, the fastest growing automaker in a joint venture, is also adjusting its marketing thinking to capture a larger market. At present, after more than 10 years of development, Beijing Hyundai has successfully entered the top five domestic auto sales from a small unknown enterprise, but we should also see that compared with other automobile giants, we still have a certain gap. On this basis, this paper studies the management and sales strategy of Beijing Hyundai Company, hoping to provide help for the development of Beijing Modern Company. This article is divided into four parts: The first part mainly introduces the general situation of Beijing Hyundai Company, development concept, business scope, enterprise goal and so on, so as to have an overall understanding of Beijing Hyundai Company. Then it introduces the marketing status of Beijing Modern Company from the aspects of marketing status, staff status and performance status, and finally analyzes the implementation of modern marketing in Beijing. The second part: firstly introduces the micro and macro environment of modern Beijing, and analyzes the modern marketing environment of Beijing from the advantages, disadvantages, opportunities and threats by SWOT analysis. The third part: make and implement Beijing modern marketing strategy, through the target market and target customer group positioning Beijing modern target market, construct sustainable marketing management strategy. Finally, we have four aspects: products, Price, sales promotion, channels and other aspects explain how to implement Beijing's modern marketing strategy. The fourth part: put forward how to carry out the modern management strategy of Beijing smoothly. From the marketing organization, personnel training, financial security, corporate culture and other aspects of effective safeguards.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.471

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本文編號：1837402