本文關(guān)鍵詞：海馬汽車(chē)營(yíng)銷(xiāo)策略研究，由筆耕文化傳播整理發(fā)布。

海馬汽車(chē)營(yíng)銷(xiāo)策略分析

摘要：中國(guó)汽車(chē)市場(chǎng)呈現(xiàn)持續(xù)繁榮的趨勢(shì)，國(guó)內(nèi)外汽車(chē)品牌的競(jìng)爭(zhēng)更加激烈，海馬汽車(chē)作為自主品牌的杰出代表，對(duì)營(yíng)銷(xiāo)理論方面的需求円趨強(qiáng)烈。本文對(duì)海馬汽車(chē)的營(yíng)銷(xiāo)策略進(jìn)行了研究，通過(guò)對(duì)中國(guó)汽車(chē)市場(chǎng)發(fā)展概況和海馬汽車(chē)營(yíng)銷(xiāo)環(huán)境的分析，制定了符合海馬汽車(chē)發(fā)展?fàn)顩r和匹配目標(biāo)市場(chǎng)的營(yíng)銷(xiāo)策略，為完善整個(gè)汽車(chē)營(yíng)銷(xiāo)理論體系做出探索。

關(guān)鍵詞：海馬汽車(chē)；營(yíng)銷(xiāo)策略；營(yíng)銷(xiāo)；

Abstract ：

The car market of China has been prosperous for a long period，and competition in thedomestic and foreign car brands has been more fierce, Haima ,an outstanding autonomousbrand of China，has been increasingly eager for Marketing Theory. However, Automotivemarketing research from Chinese scholars mainly concentrates on selections of marketingmode and marketing strategies, studies on overall marketing strategy of single car brand arerare, in particular, studies on Haima are limited to the developmental history and introductionsof the products of the brand itself. Therefore, this article will have a study on the marketingstrategy of Haima. by analyzing the development situation of China's auto market andautomotive marketing environment of Haima, this article draws a conclusion on marketingstrategies

Keywords :Haima Automobilc;Marketing strategy;Marketing

1緒論 ................................................................................................................................................. 1

1.1研究背景.............................................................................................................................. 1

1.2研究意義.............................................................................................................................. 1

1.3研究思路與方法 .................................................................................................................. 1

1.3.1研究思路 .................................................................................................................. 1

1.3.2研究方法 .................................................................................................................. 1

1.4本文的不足之處 .................................................................................................................. 2

2理論基礎(chǔ)和文獻(xiàn)綜述 ...................................................................................................................... 2

2.1市場(chǎng)營(yíng)銷(xiāo)的定義與發(fā)展 ...................................................................................................... 2

2.2現(xiàn)代市場(chǎng)營(yíng)銷(xiāo)的主要理論 .................................................................................................. 2

2.3市場(chǎng)營(yíng)銷(xiāo)研究的主要工具 .................................................................................................. 2

3中國(guó)汽車(chē)行業(yè)和海馬汽車(chē)概況 ...................................................................................................... 3

3.1中國(guó)汽車(chē)工業(yè)的概況 .......................................................................................................... 3

3.1.1中國(guó)汽車(chē)工業(yè)的發(fā)展歷程 ...................................................................................... 3

3.1.2中國(guó)汽車(chē)工業(yè)的發(fā)展現(xiàn)狀 ...................................................................................... 3

3.2海馬汽車(chē)概況 ...................................................................................................................... 4

4.海馬汽車(chē)營(yíng)銷(xiāo)環(huán)境分析 ................................................................................................................. 4

4.1海馬汽車(chē)公司宏觀營(yíng)銷(xiāo)環(huán)境分析 ...................................................................................... 4

4.1.1政治環(huán)境分析 .......................................................................................................... 4

4.1.2經(jīng)濟(jì)環(huán)境分析 .......................................................................................................... 4

4.1.3社會(huì)環(huán)境分析 .......................................................................................................... 4

4.1.4技術(shù)環(huán)境分析 .......................................................................................................... 5

4.2行業(yè)環(huán)境分析 ...................................................................................................................... 5

4.2.1供應(yīng)商議價(jià)能力 ...................................................................................................... 5

4.2.2購(gòu)買(mǎi)者議價(jià)能力 ...................................................................................................... 5

4.2.3新進(jìn)入者的威脅 ...................................................................................................... 5

4.2.4替代品的威脅 .......................................................................................................... 5

4.2.5現(xiàn)有行業(yè)競(jìng)爭(zhēng) .......................................................................................................... 6

4.3海馬汽車(chē)SWOT的分析 ........................................................................................................ 6

4.3.1海馬汽車(chē)SWOT分析要點(diǎn) ........................................................................................ 7

4.3.2海馬汽車(chē)的戰(zhàn)略選擇 .............................................................................................. 7

5海馬汽車(chē)營(yíng)銷(xiāo)STP戰(zhàn)略分析 .......................................................................................................... 8

5.1市場(chǎng)細(xì)分.............................................................................................................................. 8

5.1.1近年中國(guó)汽車(chē)市場(chǎng)狀況 ........................................................ 錯(cuò)誤！未定義書(shū)簽。

5.2選擇目標(biāo)市場(chǎng) ...................................................................................................................... 9

6海馬汽車(chē)營(yíng)銷(xiāo)策略.......................................................................................................................... 9

6.1海馬汽車(chē)的品牌策略 .......................................................................................................... 9

6.2海馬汽車(chē)的產(chǎn)品策略 ........................................................................................................ 10

6.3海馬汽車(chē)的價(jià)格策略 ........................................................................................................ 11

6.4海馬汽車(chē)的渠道策略 ........................................................................................................ 12

6.5海馬汽車(chē)的促銷(xiāo)策略 ........................................................................................................ 12

7結(jié)束語(yǔ) ........................................................................................................................................... 13

參考文獻(xiàn) .................................................................................................................................. 13

1緒論

1.1研究背景

據(jù)中國(guó)汽車(chē)工業(yè)協(xié)會(huì)統(tǒng)計(jì)，2012年全國(guó)汽車(chē)產(chǎn)銷(xiāo)1927.18萬(wàn)輛和1930.64萬(wàn)輛，同比分別增長(zhǎng)4.6%和4.3%，比上年同期分別提高3.8和1.9個(gè)百分點(diǎn)。近年來(lái)，中國(guó)汽車(chē)工業(yè)經(jīng)濟(jì)運(yùn)行良好，產(chǎn)量屢創(chuàng)新高，增速穩(wěn)中有進(jìn)；乘用車(chē)產(chǎn)銷(xiāo)量增長(zhǎng)明顯，行業(yè)經(jīng)濟(jì)效益保持增長(zhǎng)。據(jù)預(yù)測(cè)，未來(lái)十余年中國(guó)汽車(chē)的增速將超過(guò)15%以上，迅速擴(kuò)大的市場(chǎng)空間為中國(guó)汽車(chē)行業(yè)帶來(lái)了巨大的機(jī)遇和挑戰(zhàn)。

海馬汽車(chē)集團(tuán)股份有限公司（以下簡(jiǎn)稱“海馬汽車(chē)）是國(guó)內(nèi)成立較早的汽車(chē)企業(yè)之一，自主發(fā)展以后，，海馬汽車(chē)緊隨國(guó)家汽車(chē)產(chǎn)業(yè)發(fā)展趨勢(shì)，貼近中國(guó)汽車(chē)消費(fèi)市場(chǎng)，生產(chǎn)經(jīng)營(yíng)布局逐漸完善。海馬汽車(chē)堅(jiān)持自主創(chuàng)新、合作多贏的發(fā)展思路，依靠產(chǎn)品精益求精、企業(yè)求強(qiáng)求穩(wěn)的經(jīng)營(yíng)觀念，在管理機(jī)制改良和資產(chǎn)結(jié)構(gòu)優(yōu)化方面取得了較好成績(jī)。海馬汽車(chē)依靠在中國(guó)汽車(chē)市場(chǎng)的優(yōu)異表現(xiàn)，為中國(guó)汽車(chē)工業(yè)的發(fā)展做出了重要貢獻(xiàn)。面對(duì)中國(guó)汽車(chē)市場(chǎng)蓬勃發(fā)展的形勢(shì)和嚴(yán)峻的競(jìng)爭(zhēng)態(tài)勢(shì)，海馬汽車(chē)奮起直追。

1.2研究意義

中國(guó)汽車(chē)工業(yè)起步晚發(fā)展快，汽車(chē)已經(jīng)成為人們生活的重要工具。隨著汽車(chē)行業(yè)競(jìng)爭(zhēng)的加劇，汽車(chē)營(yíng)銷(xiāo)策略成為汽車(chē)生產(chǎn)者和經(jīng)銷(xiāo)商關(guān)心的重要內(nèi)容，完善的汽車(chē)營(yíng)銷(xiāo)策略將對(duì)汽車(chē)企業(yè)的發(fā)展產(chǎn)生巨大影響。因此，研究海馬汽車(chē)的營(yíng)銷(xiāo)策略，是對(duì)營(yíng)銷(xiāo)理論與汽車(chē)工業(yè)營(yíng)銷(xiāo)實(shí)踐結(jié)合的重要探索，有利于中國(guó)汽車(chē)營(yíng)銷(xiāo)理論的發(fā)展和完善，對(duì)中國(guó)汽車(chē)企業(yè)的健康發(fā)展多有裨益。

1.3研究思路與方法

1.3.1研究思路

文章對(duì)海馬汽車(chē)營(yíng)銷(xiāo)策略的研究首先從當(dāng)下汽車(chē)市場(chǎng)的發(fā)展?fàn)顩r開(kāi)始，第一步研究海馬汽車(chē)營(yíng)銷(xiāo)的背景和意義；第二步隨后對(duì)國(guó)內(nèi)外對(duì)汽車(chē)營(yíng)銷(xiāo)方面的理論和方法進(jìn)行研讀；第三步開(kāi)始論文相關(guān)營(yíng)銷(xiāo)理論和方法的闡述；第四步分析中國(guó)當(dāng)下汽車(chē)市場(chǎng)的發(fā)展?fàn)顩r以及海馬汽車(chē)的營(yíng)銷(xiāo)現(xiàn)狀；第五步對(duì)海馬汽車(chē)營(yíng)銷(xiāo)的宏觀環(huán)境、行業(yè)環(huán)境和自身狀況進(jìn)行分析；第六步進(jìn)行對(duì)海馬營(yíng)銷(xiāo)戰(zhàn)略的設(shè)計(jì)；第七步設(shè)計(jì)海馬汽車(chē)營(yíng)銷(xiāo)的具體策略。整片文章將以海馬營(yíng)銷(xiāo)策略的設(shè)計(jì)為核心，對(duì)海馬汽車(chē)的市場(chǎng)營(yíng)銷(xiāo)活動(dòng)進(jìn)行系統(tǒng)性分析。

1.3.2研究方法

第一，文獻(xiàn)分析方法。作者首先搜索了相關(guān)的書(shū)籍和文獻(xiàn)，研讀了對(duì)中國(guó)汽車(chē)市場(chǎng)以及汽車(chē)營(yíng)銷(xiāo)方面的論述，瀏覽了因特網(wǎng)上關(guān)于海馬汽車(chē)的理論和實(shí)踐的報(bào)道，尤其對(duì)營(yíng)銷(xiāo)專家對(duì)中國(guó)汽車(chē)市場(chǎng)的的觀點(diǎn)進(jìn)行了深刻思考，了解了中國(guó)汽車(chē)市場(chǎng)現(xiàn)狀和未來(lái)發(fā)展趨勢(shì)，為文章的寫(xiě)作奠定了理論基礎(chǔ)。

第二，模型分析法。作者研究海馬汽車(chē)汽車(chē)發(fā)展現(xiàn)狀和營(yíng)銷(xiāo)管理現(xiàn)狀，通過(guò)PEST分析、SWOT分析、波特五力分析和內(nèi)外部環(huán)境分析等營(yíng)銷(xiāo)分析模型來(lái)分析海馬汽車(chē)營(yíng)銷(xiāo)在各個(gè)方面的優(yōu)勢(shì)和不足，為提升海馬汽車(chē)營(yíng)銷(xiāo)力提供參考。

第三，調(diào)查分析法：作者通過(guò)對(duì)海馬汽車(chē)本部和營(yíng)銷(xiāo)網(wǎng)點(diǎn)的實(shí)地調(diào)查，了解各個(gè)

  本文關(guān)鍵詞：海馬汽車(chē)營(yíng)銷(xiāo)策略研究，由筆耕文化傳播整理發(fā)布。