發(fā)布時間：2018-01-29 15:02

  本文關(guān)鍵詞： 一汽品牌 微型車 營銷策略 秘魯市場 國際貿(mào)易　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

【摘要】：微型車市場在當今的汽車市場中占比并不大,但是其擁有穩(wěn)定的客戶群,而且很多國家和地區(qū)對這款車型也有不可替代的需求,在日韓等品牌傳統(tǒng)微型車產(chǎn)品逐漸升級換代、向高端產(chǎn)品過渡的時期,中國品牌微型車產(chǎn)品逐漸占據(jù)了中低端微型車產(chǎn)品市場,一汽品牌微型車就是其中一員。一汽品牌微型車產(chǎn)品在2008年正式進入秘魯市場,初期依靠低端產(chǎn)品打開市場,宣傳品牌知名度,隨后由于業(yè)務(wù)整合,目前與新進口商已經(jīng)締結(jié)代理關(guān)系并正式開展業(yè)務(wù),但是面對秘魯微型車市場的新形勢、新變化,一汽品牌正在尋找一套適合自己的營銷策略。本文通過搜集、整理并列舉秘魯微型車市場和中國品牌微型車產(chǎn)品的客觀數(shù)據(jù),全面、清晰的展示出目前秘魯微型車市場格局,以及一汽品牌微型車產(chǎn)品在秘魯市場中的營銷現(xiàn)狀,總結(jié)出一汽品牌微型車產(chǎn)品價格高、銷量低、定位不清、業(yè)務(wù)磨合、渠道少、營銷資金使用方式單一等存在的營銷問題。在此基礎(chǔ)上,利用宏觀環(huán)境PEST分析方法,從政治、經(jīng)濟、社會文化和技術(shù)層面上分析了秘魯乘用車市場的獨特性,利用微觀環(huán)境波特五力模型分析,窺探市場中影響微型車產(chǎn)品營銷的因素,并結(jié)合一汽品牌微型車自身特點,進一步分析了產(chǎn)品的優(yōu)勢、劣勢、機遇和威脅,全面的剖析了一汽品牌微型車產(chǎn)品市場營銷表現(xiàn)。其次,通過細分一汽品牌微型車產(chǎn)品的對應(yīng)市場,找到7座和8座微型車產(chǎn)品是一汽品牌微型車的銷售主力,也是每年銷量的基本保證,再以需求和銷量兩個緯度的數(shù)據(jù)為基礎(chǔ)確定應(yīng)該鎖定的目標市場是8座微型車-家用市場,以及9(11)座微型車-通勤車市場,然后為一汽全系微型車產(chǎn)品進行精確的市場定位,從不同的定位角度落實了產(chǎn)品的市場歸屬。最后,針對以上一系列的分析結(jié)果,制定出能夠解決一汽品牌微型車產(chǎn)品在秘魯市場中存在的營銷問題的一整套營銷組合策略,即在產(chǎn)品層面上,增加符合秘魯市場需求的本地化配置,減少低需求車型的供貨種類,增加常用備件的儲備;在價格層面上,按照車輛的不同級別分層定價,給予批量訂單優(yōu)惠定價政策,增加營銷資金對價格的影響;在渠道層面上,積極追隨、借鑒行業(yè)內(nèi)優(yōu)勢競品的渠道建設(shè)路線,強化對進口商和經(jīng)銷商團隊的培訓,執(zhí)行標準化操作;在促銷層面上,精準投放每款產(chǎn)品的廣宣活動,完善消費者到店購車的消費體驗,延長現(xiàn)有的售后服務(wù)政策。為了保證這套組合策略的順利實施,還建議一汽方面和進口商方面從各自角度出發(fā),協(xié)同工作,在人、財、物等方面全力支持營銷策略的制定和實施,保障策略的一致性和連貫性。
[Abstract]:The small car market in today's car market is not large, but it has a stable customer base, and many countries and regions have irreplaceable demand for this model. In Japan, Korea and other brands of traditional micro-car products gradually upgraded to high-end products transition period, Chinese brand micro-car products gradually occupied the low-end micro-car product market. FAW brand mini car is one of them. In 2008, FAW brand mini car products formally entered the Peruvian market, initially relying on low-end products to open the market, promote brand awareness, and then due to business integration. At present, the agency relationship has been concluded with the new importer, but in the face of the new situation and new changes in the small car market in Peru, FAW brand is looking for a suitable marketing strategy. Sorting out and enumerating the objective data of Peruvian microcar market and Chinese brand microcar products, comprehensively and clearly showing the current situation of Peruvian microcar market. As well as FAW brand mini car products in Peru market marketing situation, summed up FAW brand mini car products high price, low sales, unclear positioning, business running-in, less channels. On the basis of this, the use of macro-environment PEST analysis method, from the political, economic. On the social, cultural and technical level, this paper analyzes the uniqueness of the passenger car market in Peru, and analyzes the factors that affect the marketing of the mini car products by using the five forces model of the micro environment. And combined with the characteristics of FAW brand mini car, further analysis of the product strengths, weaknesses, opportunities and threats, the overall analysis of FAW brand mini car product marketing performance. Secondly. By subdividing the corresponding market of FAW brand mini car products, finding 7 and 8 mini car products is the main selling force of FAW brand mini car, and it is also the basic guarantee of the annual sales volume. Based on demand and sales data from two latitudes, the target market is the 8-seat minicar-home market, and the 9 / 11) minicar-commuter market. Then for FAW the entire series of micro-car products for accurate market positioning, from different positioning perspective to implement the product market attribution. Finally, in view of the above series of analysis results. To develop a set of marketing mix strategies that can solve the marketing problems of FAW brand microcar products in Peru market, that is, to increase the localization configuration in line with the needs of Peru market at the product level. Reduce the supply types of low-demand models, increase the reserve of common spare parts; At the price level, according to the different levels of vehicle pricing, give volume orders preferential pricing policy, increase the impact of marketing funds on the price; In the channel level, actively follow, learn from the industry competitive channel construction line, strengthen the importer and dealer team training, implement standardized operation; In the promotion level, the accurate delivery of each product wide publicity activities, improve the consumer to shop car consumption experience, extend the existing after-sales service policy. In order to ensure the smooth implementation of this combination strategy. It is also suggested that FAW and the importer should work together from their respective perspectives to support the formulation and implementation of marketing strategies in terms of people, money and goods, and to ensure consistency and consistency of the strategies.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.471;F752.6;F274
，

本文編號：1473691