【摘要】：隨著我國(guó)經(jīng)濟(jì)的飛速發(fā)展,汽車銷量也隨之飛速增長(zhǎng)。青年汽車集團(tuán)是一家本部位于浙江金華的綜合型汽車集團(tuán),青年汽車集團(tuán)的商用車尤其是豪華客車是國(guó)內(nèi)首屈一指的品牌,是2008年北京奧運(yùn)會(huì)的官方合作企業(yè),但是自從2006年青年汽車集團(tuán)和英國(guó)蓮花集團(tuán)合作進(jìn)入乘用車領(lǐng)域后,經(jīng)過(guò)將近十年時(shí)間的發(fā)展,至今青年汽車集團(tuán)在乘用車領(lǐng)域所占的市場(chǎng)份額仍然較少。本文試圖找出目前該公司乘用車營(yíng)銷模式存在的問(wèn)題,提出相應(yīng)的改進(jìn)對(duì)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(shì),能夠進(jìn)一步提升品牌知名度和市場(chǎng)份額。本論文在闡述了研究背景與意義、國(guó)內(nèi)外研究現(xiàn)狀之后,首先介紹了青年汽車集團(tuán)商用車和乘用車營(yíng)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(yíng)銷面臨的政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)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(xì)剖析了青年汽車集團(tuán)乘用車在中國(guó)市場(chǎng)上銷售的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅。在此基礎(chǔ)之上,論文找出了青年汽車集團(tuán)乘用車業(yè)務(wù)在營(yíng)銷理念、產(chǎn)品、價(jià)格、營(yíng)銷組織、營(yíng)銷技術(shù)等方面存在的問(wèn)題。最后,針對(duì)這些問(wèn)題,論文從產(chǎn)品、價(jià)格、渠道、促銷、服務(wù)五個(gè)方面提出了如何改進(jìn)青年汽車集團(tuán)營(yíng)銷模式的對(duì)策建議,希望能對(duì)青年汽車集團(tuán)的乘用車營(yíng)銷具有一定的參考價(jià)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(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.471;F274

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本文編號(hào)：2297165