本文關(guān)鍵詞： 車聯(lián)網(wǎng) 終端產(chǎn)品 營銷 研究　出處：《廣西大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國的經(jīng)濟(jì)日益增長,全球信息的扁平化,互聯(lián)網(wǎng)時(shí)代讓人們的生活發(fā)生顛覆性的變化。對比國外的智能生活概念,國人已有了自己的訴求,老百姓追求生活的品質(zhì),不僅僅是停留在溫飽問題上�！俺�、穿、住、用、行”中,“行”的質(zhì)量提出了更高的衡量標(biāo)準(zhǔn)。雖然汽車的銷量每年都創(chuàng)新高,但是各個(gè)廠商的競爭也是日趨激烈。在這樣的背景下,相關(guān)企業(yè)開始尋找新的突破口,力爭在這瞬息萬變的市場中搶占自己的份額。企業(yè)需要持續(xù)的競爭優(yōu)勢才能在立于不敗之地。本文是筆者把營銷策略運(yùn)用到企業(yè)管理中。使用一系列的營銷分析方法包括PEST分析方法、波特五力分析法、以及SWOT分析方法,最后用4Ps營銷組合為企業(yè)提供一套行之有效的營銷方案。本文的結(jié)論是：在車聯(lián)網(wǎng)發(fā)展初期,實(shí)現(xiàn)以服務(wù)獲取利潤的商務(wù)模式不現(xiàn)實(shí),所以需要不斷開拓用戶使用終端產(chǎn)品并提高用戶量。因此,至少兩年內(nèi),如何搶占車聯(lián)網(wǎng)入口是要重視的問題。
[Abstract]:With the growing economy of our country and the flattening of global information, the Internet era has made people's lives subversive. Compared with the concept of intelligent life abroad, Chinese people have their own aspirations, and ordinary people pursue the quality of life. It's not just about food and clothing. "eat, wear, live, use, go," and the quality of "yes" sets a higher standard, although car sales hit new highs every year. However, the competition among various manufacturers is also becoming increasingly fierce. Under such a background, the relevant enterprises begin to look for new breakthroughs. Strive to seize their share in this rapidly changing market. Enterprises need a sustained competitive advantage in order to remain invincible. This paper applies marketing strategies to business management and uses a series of marketing analysis. Methods include PEST analysis, Porter's five-force analysis method, and SWOT analysis method, finally use 4Ps marketing combination to provide a set of effective marketing plan for enterprises. The conclusion of this paper is: in the early stage of the development of car networking, it is not realistic to realize the business model of obtaining profit by service. Therefore, it is necessary to continuously expand the use of end-products and increase the number of users. Therefore, how to seize the access to the network is a problem to be paid attention to in at least two years.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.471

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