本文選題：市場(chǎng)營(yíng)銷 + 輕型卡車企業(yè)��； 參考：《山東理工大學(xué)》2011年碩士論文

【摘要】：隨著中國(guó)汽車市場(chǎng)的迅速發(fā)展,輕型卡車制造企業(yè)間的市場(chǎng)競(jìng)爭(zhēng)日趨激烈。傳統(tǒng)營(yíng)銷策略及其制定,一般使用定性分析,圍繞4Ps展開。隨著營(yíng)銷理論的發(fā)展和競(jìng)爭(zhēng)的日益激烈,傳統(tǒng)的營(yíng)銷策略制定方法已不能滿足需要,輕型卡車制造企業(yè)亟需應(yīng)用新的營(yíng)銷理論來指導(dǎo)其營(yíng)銷實(shí)踐。 本文以市場(chǎng)營(yíng)銷經(jīng)典4Ps理論為基礎(chǔ),結(jié)合營(yíng)銷工程,使用定性分析與定量分析相結(jié)合的研究方法和手段,對(duì)輕型卡車制造企業(yè)市場(chǎng)營(yíng)銷策略進(jìn)行了研究。 在對(duì)我國(guó)輕型卡車產(chǎn)業(yè)概況進(jìn)行介紹之后,應(yīng)用PEST模型對(duì)輕型卡車市場(chǎng)的宏觀環(huán)境進(jìn)行了分析,并應(yīng)用波特五力模型對(duì)輕型卡車行業(yè)競(jìng)爭(zhēng)環(huán)境進(jìn)行了分析研究,進(jìn)而構(gòu)建了輕型卡車企業(yè)營(yíng)銷工程體系。 針對(duì)輕卡市場(chǎng)需求預(yù)測(cè)動(dòng)態(tài)、多因素、離散和并發(fā)等特點(diǎn),利用Petri網(wǎng)良好的離散事件動(dòng)態(tài)表達(dá)和并行計(jì)算能力,基于Petri網(wǎng)建立了輕卡市場(chǎng)需求量預(yù)測(cè)模型,并應(yīng)用所建系統(tǒng)模型對(duì)輕卡市場(chǎng)需求量進(jìn)行了預(yù)測(cè),為制定輕型卡車市場(chǎng)營(yíng)銷策略奠定基礎(chǔ)。 從輕卡制造企業(yè)的實(shí)際出發(fā),結(jié)合輕型卡車消費(fèi)市場(chǎng)的特殊性,根據(jù)品牌具體發(fā)展階段確定相關(guān)指標(biāo)體系,構(gòu)建輕卡品牌競(jìng)爭(zhēng)力測(cè)評(píng)模型。從輕型卡車企業(yè)價(jià)格競(jìng)爭(zhēng)博弈論“囚徒困境”模型分析得出輕型卡車市場(chǎng)的過度競(jìng)爭(zhēng)將導(dǎo)致ARPU值迅速減小,不利于輕型卡車行業(yè)的長(zhǎng)遠(yuǎn)發(fā)展；通過Bertran模型對(duì)輕型卡車業(yè)價(jià)格策略進(jìn)行分析,得出輕型卡車企業(yè)應(yīng)圍繞產(chǎn)品差異化制定價(jià)格策略,可以有效避開價(jià)格戰(zhàn)。 對(duì)輕型卡車企業(yè)營(yíng)銷渠道現(xiàn)狀及存在的問題進(jìn)行了分析研究,提出了渠道整體解決方案。并對(duì)輕型卡車分銷渠道模式、管理體系、分銷渠道的激勵(lì)與控制體系進(jìn)行了設(shè)計(jì)。 針對(duì)輕型卡車促銷策略存在的問題,結(jié)合ADBUDG模型和ADVISOR模型研究成果構(gòu)建了輕型卡車企業(yè)廣告促銷預(yù)算決策模型,并建立了輕型卡車廣告效果評(píng)價(jià)DEA模型。 最后,基于上述研究結(jié)果對(duì)A公司輕卡市場(chǎng)的營(yíng)銷策略進(jìn)行了實(shí)例研討,從4Ps角度提出了企業(yè)營(yíng)銷方面的基本思路,為相關(guān)企業(yè)的營(yíng)銷策略改進(jìn)提供借鑒。
[Abstract]:With the rapid development of China's automobile market, the market competition among light truck manufacturers is becoming increasingly fierce. Traditional marketing strategy and its formulation, generally using qualitative analysis, around 4 Ps. With the development of marketing theory and the increasingly fierce competition, the traditional marketing strategy formulation method can not meet the needs. The light truck manufacturing enterprises need to apply the new marketing theory to guide their marketing practice. Based on the classical 4Ps theory of marketing, combined with marketing engineering, this paper studies the marketing strategies of light truck manufacturing enterprises by using the research methods and means of combining qualitative analysis with quantitative analysis. After introducing the general situation of light truck industry in China, this paper analyzes the macro environment of light truck market by pest model, and analyzes the competitive environment of light truck industry by using Porter's five-force model. Then the light truck enterprise marketing engineering system is constructed. Aiming at the dynamic, multi-factor, discretization and concurrency characteristics of light truck market demand forecasting, a forecasting model of light truck market demand is established based on Petri net by using Petri net's good discrete event dynamic expression and parallel computing ability. The system model is used to forecast the market demand of light truck, which lays a foundation for the development of light truck marketing strategy. Based on the reality of light truck manufacturing enterprises and the particularity of light truck consumption market, the relevant index system is determined according to the specific stage of brand development, and the evaluation model of light truck brand competitiveness is constructed. Based on the game theory of "Prisoner's Dilemma" model of price competition in light truck enterprises, it is concluded that excessive competition in light truck market will lead to the rapid decrease of ARPU value, which is not conducive to the long-term development of light truck industry. This paper analyzes the price strategy of light truck industry by Bertran model, and draws a conclusion that light truck enterprise should make price strategy around product differentiation, which can avoid price war effectively. This paper analyzes the present situation and existing problems of the marketing channel of light truck enterprise, and puts forward the overall solution of the channel. And the light truck distribution channel mode, management system, distribution channel incentive and control system are designed. Aiming at the problems of light truck promotion strategy, combining the research results of ADBUDG model and ADVISOR model, this paper constructs a budget decision model for advertising promotion of light truck enterprises, and establishes a DEA model for evaluating the effect of light truck advertising. Finally, based on the above research results, the marketing strategy of light truck market of company A is discussed, and the basic ideas of enterprise marketing are put forward from the angle of 4Ps, which can be used for reference for the improvement of marketing strategy of related enterprises.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F426.471

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 韓福榮;趙紅;趙宇彤;;品牌競(jìng)爭(zhēng)力測(cè)評(píng)指標(biāo)體系研究[J];北京工業(yè)大學(xué)學(xué)報(bào);2008年06期

2 趙富強(qiáng),陳耘;我國(guó)輕型車市場(chǎng)分析以及各大汽車集團(tuán)的競(jìng)爭(zhēng)策略[J];北京汽車;2002年01期

3 秦遠(yuǎn)建;趙艷;;汽車服務(wù)營(yíng)銷的影響因素與應(yīng)對(duì)策略研究[J];汽車工業(yè)研究;2008年05期

4 張躍先,康錦江,陳璐;營(yíng)銷決策模型的研究及其應(yīng)用[J];科技和產(chǎn)業(yè);2005年01期

5 程成;李桂鋒;何永貴;;基于伯川德模型的發(fā)電企業(yè)價(jià)格博弈分析[J];華北電力大學(xué)學(xué)報(bào);2007年04期

6 馬超群;趙海龍;;汽車市場(chǎng)需求預(yù)測(cè)建模及其應(yīng)用研究[J];湖南大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2009年04期

7 馬雪文;;東風(fēng)輕卡營(yíng)銷問題解決方案[J];中國(guó)商界(上半月);2009年12期

8 鄭吉昌;經(jīng)濟(jì)全球化條件下市場(chǎng)特征和國(guó)際營(yíng)銷渠道趨勢(shì)的分析[J];技術(shù)經(jīng)濟(jì)與管理研究;2002年04期

9 孟力;于守洵;王s，

本文編號(hào)：2097398