【摘要】：隨著我國經(jīng)濟的飛速發(fā)展,汽車銷量也隨之飛速增長。青年汽車集團是一家本部位于浙江金華的綜合型汽車集團,青年汽車集團的商用車尤其是豪華客車是國內(nèi)首屈一指的品牌,是2008年北京奧運會的官方合作企業(yè),但是自從2006年青年汽車集團和英國蓮花集團合作進入乘用車領(lǐng)域后,經(jīng)過將近十年時間的發(fā)展,至今青年汽車集團在乘用車領(lǐng)域所占的市場份額仍然較少。本文試圖找出目前該公司乘用車營銷模式存在的問題,提出相應(yīng)的改進對策與建議,從而使該公司乘用車依靠商用車領(lǐng)域的優(yōu)勢,能夠進一步提升品牌知名度和市場份額。本論文在闡述了研究背景與意義、國內(nèi)外研究現(xiàn)狀之后,首先介紹了青年汽車集團商用車和乘用車營銷模式的現(xiàn)狀,然后采用PEST分析法分析了青年汽車乘用車營銷面臨的政治法律環(huán)境、經(jīng)濟環(huán)境、社會文化環(huán)境、科技環(huán)境和自然環(huán)境。緊接著,又采用SWOT分析法詳細剖析了青年汽車集團乘用車在中國市場上銷售的優(yōu)勢、劣勢、機會和威脅。在此基礎(chǔ)之上,論文找出了青年汽車集團乘用車業(yè)務(wù)在營銷理念、產(chǎn)品、價格、營銷組織、營銷技術(shù)等方面存在的問題。最后,針對這些問題,論文從產(chǎn)品、價格、渠道、促銷、服務(wù)五個方面提出了如何改進青年汽車集團營銷模式的對策建議,希望能對青年汽車集團的乘用車營銷具有一定的參考價值。
[Abstract]:With the rapid development of China's economy, car sales are also increasing rapidly. Youth Automobile Group is a comprehensive automobile group with its headquarters in Jinhua, Zhejiang Province. Its commercial vehicle, especially luxury passenger cars, is the leading brand in China, and it is the official cooperative enterprise of the 2008 Beijing Olympic Games. However, since 2006, when youth automobile group and lotus group entered the field of passenger car, after nearly ten years' development, the market share of youth automobile group in the field of passenger car is still relatively small. This paper tries to find out the problems existing in the passenger car marketing mode of the company at present, and put forward the corresponding improvement countermeasures and suggestions, so that the passenger car can rely on the advantages of the commercial vehicle field, and can further enhance the brand awareness and market share. After expounding the background and significance of the research and the current research situation at home and abroad, this paper first introduces the current situation of the commercial vehicle and passenger car marketing mode of the youth automobile group. Then PEST analysis method is used to analyze the political and legal environment, economic environment, social and cultural environment, scientific and technological environment and natural environment in the marketing of young automobile passenger cars. Then, the SWOT analysis method is used to analyze the advantages, disadvantages, opportunities and threats of the sales of passenger cars in China. On this basis, the paper finds out the problems in the aspects of marketing concept, product, price, marketing organization, marketing technology and so on. Finally, aiming at these problems, the paper puts forward the countermeasures and suggestions on how to improve the marketing mode of youth automobile group from five aspects: product, price, channel, promotion and service. It is hoped that it will have certain reference value to the passenger car marketing of youth automobile group.
【學(xué)位授予單位】：西南科技大學(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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本文編號：2297164