【摘要】： 中國客車市場競爭非常激烈,金龍已由原來的市場領先者轉(zhuǎn)變?yōu)槭袌鎏魬?zhàn)者,客戶的需求趨向多元化和多變性的市場環(huán)境下,研究金龍客車廣東部分區(qū)域的市場營銷問題具有非常現(xiàn)實的意義。 本文正是以此為研究背景,運用現(xiàn)代市場營銷理論以及定性與定量相結(jié)合的分析方法,來研究金龍客車廣東部分區(qū)域的市場營銷策略。 首先,在進行大量調(diào)查研究的基礎上,對客車的市場環(huán)境進行了全面的SWOT分析。認為廣州2010年舉辦的亞運會帶來廣州的客車市場總量的增加將是金龍主要的市場機會,而激烈的市場競爭會是最大的威脅;認為金龍在品牌、產(chǎn)品工藝、做工以及經(jīng)銷商實力方面具備一定的比較優(yōu)勢,而產(chǎn)品價格、車輛的可靠性、穩(wěn)定性及售后服務存在相對劣勢。 其次,選擇金龍客車的目標市場并進行了市場定位。將金龍客車廣東部分區(qū)域的目標市場定位在中高端客車市場;市場按照地域細分為:廣州佛山、中山珠海及粵西北三大片區(qū),各片區(qū)中行業(yè)市場細分為:公交、客運、旅游和團體。采取差異化的產(chǎn)品定位策略,滿足不同市場客戶的需求,將金龍定位于市場挑戰(zhàn)者。 最后,確定了營銷組合策略,要求全面轉(zhuǎn)變營銷觀念,采取進攻戰(zhàn)。在產(chǎn)品策略中,提出要在產(chǎn)品規(guī)劃、設計階段就要充分考慮客戶需求,為客戶提供可以持續(xù)盈利的客車產(chǎn)品。在價格策略中,提出采取跟隨市場領導者定價法,部分細分市場采取差異化定價爭奪市場份額。在渠道策略中,提出仍然要直經(jīng)銷并重,并抓緊建設網(wǎng)上銷售渠道,進行銷售創(chuàng)新。對目前高油價背景下的客車營銷策略進行了分析探討。在促銷策略中,以報紙為主進行廣告宣傳,在人員推銷中遵循誠信原則,講究推銷技巧,重點關注客戶的價值。
[Abstract]:The competition in China's bus market is very fierce. Jinlong has changed from the original market leader to the market Challenger, and the demand of customers tends to be diversified and changeable in the market environment. It is of great practical significance to study the marketing problems of Jinlong bus in Guangdong. This paper is based on this research background, using modern marketing theory and qualitative and quantitative analysis methods to study the marketing strategy of some areas of Jinlong bus in Guangdong. First of all, on the basis of a large number of investigations and studies, a comprehensive SWOT analysis of the bus market environment is carried out. It is considered that the increase of the total amount of bus market in Guangzhou brought about by the Asian Games held in Guangzhou in 2010 will be the main market opportunity for Jinlong, and the fierce market competition will be the biggest threat. It is considered that Jinlong has certain comparative advantages in brand, product technology, workmanship and dealer strength, while product price, vehicle reliability, stability and after-sales service have relative disadvantages. Secondly, the target market of Jinlong bus is selected and the market positioning is carried out. The target market of Jinlong bus in Guangdong is positioned in the middle and high end bus market. According to the region, the market is divided into three areas: Guangzhou Foshan, Zhongshan Zhuhai and northwest Guangdong. The industry market in each area is divided into: public transport, passenger transport, tourism and groups. Adopt differentiated product positioning strategy to meet the needs of different market customers, Jinlong positioning in the market Challenger. Finally, the marketing combination strategy is determined, and the marketing concept is changed in an all-round way and the offensive war is adopted. In the product strategy, it is proposed that in the product planning, the design stage should fully consider the customer needs, and provide customers with sustainable and profitable bus products. In the price strategy, it is proposed to follow the market leader pricing method, and some market segments adopt differential pricing to compete for market share. In the channel strategy, it is put forward that we should still pay equal attention to direct distribution and sales, and pay close attention to the construction of online sales channels and carry out sales innovation. The marketing strategy of bus under the background of high oil price is analyzed and discussed. In the promotion strategy, the newspaper mainly carries on the advertisement propaganda, follows the good faith principle in the personnel promotion, pays attention to the marketing skill, pays attention to the customer value.
【學位授予單位】：廈門大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F274;F426.471

【引證文獻】

相關碩士學位論文 前1條

1 陳軍;廈門金龍專用校車市場營銷策略研究[D];西南交通大學;2012年

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本文編號：2488109