本文選題：長(zhǎng)城哈弗 + 汽車(chē)企業(yè)��； 參考：《蘭州交通大學(xué)》2014年碩士論文

【摘要】：在當(dāng)前世界經(jīng)濟(jì)增速放緩、增長(zhǎng)乏力,進(jìn)入經(jīng)濟(jì)發(fā)展“新常態(tài)”的時(shí)期,汽車(chē)產(chǎn)業(yè)格局重新劃分的趨勢(shì)更加明顯。同時(shí),從國(guó)內(nèi)看,近年來(lái)我國(guó)國(guó)內(nèi)汽車(chē)企業(yè)間的競(jìng)爭(zhēng)壓力也不斷增大,細(xì)分化與專業(yè)化已成為汽車(chē)營(yíng)銷(xiāo)的重要趨勢(shì)。在我國(guó)的自主汽車(chē)品牌的生存環(huán)境日益嚴(yán)峻、利潤(rùn)驟減的形勢(shì)下,加強(qiáng)自主品牌汽車(chē)企業(yè)營(yíng)銷(xiāo)已成為當(dāng)務(wù)之急。長(zhǎng)城汽車(chē)公司成立于1984年,是我國(guó)最大的民營(yíng)汽車(chē)制造企業(yè)。公司經(jīng)過(guò)十余年的發(fā)展,已連續(xù)5年入選中國(guó)企業(yè)500強(qiáng)、中國(guó)機(jī)械500強(qiáng)、中國(guó)民營(yíng)企業(yè)上市公司十強(qiáng),被譽(yù)為“河北省民營(yíng)企業(yè)百?gòu)?qiáng)之首”,已成為我國(guó)重要的民族汽車(chē)品牌。本文以“發(fā)現(xiàn)問(wèn)題、提出問(wèn)題、分析問(wèn)題、解決問(wèn)題”的思路為主線,以長(zhǎng)城哈弗汽車(chē)為研究對(duì)象,利用文獻(xiàn)綜述法、比較法、訪談法,首先,對(duì)市場(chǎng)營(yíng)銷(xiāo)、品牌、自主品牌、我國(guó)汽車(chē)企業(yè)營(yíng)銷(xiāo)、汽車(chē)企業(yè)自主品牌等國(guó)內(nèi)外相關(guān)文獻(xiàn)進(jìn)行了綜述,對(duì)營(yíng)銷(xiāo)環(huán)境分析、市場(chǎng)目標(biāo)定位(STP)、營(yíng)銷(xiāo)組合4P策略、顧客滿意等相關(guān)理論基礎(chǔ)進(jìn)行了探討;其次,闡述了長(zhǎng)城汽車(chē)股份有限公司概況,對(duì)哈弗SUV產(chǎn)品進(jìn)行了介紹,從政策環(huán)境、經(jīng)濟(jì)環(huán)境、技術(shù)環(huán)境等方面對(duì)長(zhǎng)城哈弗汽車(chē)宏觀營(yíng)銷(xiāo)環(huán)境進(jìn)行了分析,即:從政策環(huán)境看,國(guó)家出臺(tái)了《汽車(chē)產(chǎn)業(yè)調(diào)整和振興規(guī)劃》,為汽車(chē)產(chǎn)業(yè)的發(fā)展帶來(lái)了新的契機(jī),但是與此同時(shí)國(guó)家在金融、稅收、行業(yè)管理等方面不斷趨緊,也為長(zhǎng)城哈弗帶來(lái)了融資、繳稅、行業(yè)規(guī)范等壓力;從經(jīng)濟(jì)環(huán)境上看,我國(guó)GDP保持著7.5%以上的速度增長(zhǎng),全國(guó)新型城鎮(zhèn)化正在推進(jìn),為汽車(chē)消費(fèi)帶來(lái)了巨大的空間,但是與此同時(shí)也存在交通配套設(shè)施薄弱,燃油價(jià)格上漲等問(wèn)題;從技術(shù)環(huán)境上看,雖然國(guó)內(nèi)自主品牌汽車(chē)的技術(shù)水平得到了很大的改進(jìn),但是與其它合資、獨(dú)資車(chē)企在技術(shù)上還有很大的差距。從哈弗的競(jìng)爭(zhēng)對(duì)手、SUV消費(fèi)群體等方面對(duì)長(zhǎng)城哈弗汽車(chē)宏觀營(yíng)銷(xiāo)競(jìng)爭(zhēng)環(huán)境進(jìn)行了分析。即:從競(jìng)爭(zhēng)環(huán)境上看,長(zhǎng)城哈弗在《2011-2013年全國(guó)SUV汽車(chē)銷(xiāo)量排行榜》僅為第3位,除了“大眾途觀、本田CRV、現(xiàn)代IX35、日產(chǎn)蕭客、豐田RAV、奧迪Q5、比亞迪、豐田漢蘭達(dá)、起亞智跑”等三年銷(xiāo)量排名“前十”的汽車(chē)品牌外,還有“凱美瑞、帕薩特、東風(fēng)標(biāo)致、天籟、雅閣、邁騰、索納塔、蒙迪、銳志”等多個(gè)汽車(chē)品牌在瓜分市場(chǎng),競(jìng)爭(zhēng)環(huán)境非常激烈。第三,從產(chǎn)品、定價(jià)、渠道、促銷(xiāo)等方面對(duì)長(zhǎng)城哈弗SUV市場(chǎng)營(yíng)銷(xiāo)策略進(jìn)行了探究,找出了長(zhǎng)城哈弗汽車(chē)在營(yíng)銷(xiāo)過(guò)程中突出的突出問(wèn)題,即:產(chǎn)品的多元化定位,使得自身營(yíng)銷(xiāo)特色不突出;定價(jià)“大而全、小而全”,偏離了“經(jīng)濟(jì)型SUV”的軌道;營(yíng)銷(xiāo)渠道單一,為“總部-經(jīng)銷(xiāo)商”的“一層渠道”,同時(shí)投資規(guī)模過(guò)大、規(guī)劃不合理、售后維修品質(zhì)不高、4S店運(yùn)作體制不健全;促銷(xiāo)手段單一,影響力有限。最后,提出了長(zhǎng)城哈弗汽車(chē)營(yíng)銷(xiāo)策略的完善建議。即:在產(chǎn)品策略方面,要進(jìn)行差異化的產(chǎn)品開(kāi)發(fā)、強(qiáng)調(diào)產(chǎn)品的個(gè)性化應(yīng)用;在價(jià)格策略方面,要推進(jìn)價(jià)格要與產(chǎn)品定位相結(jié)合、做好價(jià)格的調(diào)整與監(jiān)管;在渠道策略方面,要做好渠道規(guī)劃與布局、理順與經(jīng)銷(xiāo)商的渠道關(guān)系、進(jìn)一步創(chuàng)新?tīng)I(yíng)銷(xiāo)渠道;在促銷(xiāo)策略方面,要做好廣告宣傳促銷(xiāo)、做好營(yíng)業(yè)推廣促銷(xiāo)、做好借勢(shì)促銷(xiāo)、做好公關(guān)促銷(xiāo)。
[Abstract]:At the time of the slowdown of the world economy, the lack of growth and the "new normality" of the economic development, the trend of the re division of the auto industry pattern is more obvious. At the same time, in recent years, the pressure of competition among the domestic automobile enterprises in China has been increasing in recent years, and the fine differentiation and specialization have become an important trend of automobile marketing. The survival environment of the independent automobile brand is becoming increasingly severe and the profit has plummeted. It has become an urgent task to strengthen the marketing of independent brand auto enterprises. In 1984, Great Wall Motor Co was the largest private automobile manufacturing enterprise in China. After more than ten years' development, the company has been selected as the top 500 of Chinese enterprises for 5 years, and the Chinese machinery is the top 500. The ten top listed companies of private enterprises, known as "the top 100 of the top 100 private enterprises in Hebei province", have become an important national automobile brand in our country. This paper takes the thought of "finding problems, putting forward problems, analyzing problems and solving problems" as the main line, taking the the Great Wall Haversian automobile as the research object, using literature review method, comparison method, interview method, first, The relevant literature at home and abroad, such as marketing, brand, independent brand, Chinese automobile enterprise marketing and auto enterprise independent brand are reviewed, and the related theoretical basis of marketing environment analysis, market target positioning (STP), marketing combination 4P strategy and customer satisfaction are discussed. Secondly, the general situation of Great Wall Motor Company is expounded. The hover SUV product is introduced. From the policy environment, the economic environment, the technical environment and other aspects, the macro marketing environment of the Haff car in the Great Wall is analyzed. That is, from the policy environment, the state has promulgated the adjustment and revitalization plan of the automobile industry, which brings new opportunities for the development of the automobile industry, but at the same time the country is in finance and tax, Industry management and other aspects continue to tighten, and also bring the pressure of financing, tax, and industry standard for the Great Wall Haff. From the economic environment, China's GDP has maintained a growth of more than 7.5%. The new urbanization in China is pushing forward, bringing huge space for automobile consumption, but at the same time, there are also weak transportation facilities and fuel price. In terms of technical environment, the technical level of domestic independent brand cars has been greatly improved, but there is a big gap in technology with other joint venture and sole proprietorship enterprises. From the competitors of Haff and the SUV consumer group, the macro marketing competition environment of the the Great Wall hover automobile is analyzed. For the environment, the Great Wall hover in the <2011-2013 national SUV car sales list is only third, in addition to the "popular idea, Honda CRV, modern IX35, Nissan, Audi Q5, BYD, TOYOTA Landa, KIA Zhi ran" and other three year sales of the top ten car brands, as well as "Camry, PASAT, Dongfeng Peugeot," Third, the marketing strategy of the Great Wall Haff SUV is explored from the aspects of products, pricing, channel and promotion, and the prominent problems in the marketing process of the Great Wall Haff car are found out, that is, the diversification of the products. Position, make its own marketing characteristics not outstanding; the pricing "big and full, small and full", deviated from the "economic SUV" track; marketing channel is single, "headquarters - dealer" "one channel", at the same time the investment scale is too large, the planning is unreasonable, the after-sale maintenance quality is not high, the operation system of the 4S shop is not sound; the promotion means is single and the influence has influence. At the end of this paper, we put forward the suggestions for improving the marketing strategy of the the Great Wall Haversian automobile. That is, in the product strategy, we should develop the differentiated products and emphasize the individualized application of the products; in the price strategy, we should promote the combination of price and product positioning, make the adjustment and supervision of the price well; in the channel strategy, we should do well the channel planning and the channel planning. Layout, straighten out the channel relationship with the distributors, and further innovate marketing channels; in the promotion strategy, we should do a good job in advertising promotion, business promotion and promotion, good promotion and promotion of public relations.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.471

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