摘 要
随着中国汽车产业模式的转变,江淮汽车品牌塑造以及市场营销转型已成为江淮汽车能否获得长远发展必须解决的重大难题。江淮乘用车营销体系的构建直接影响到江淮汽车生存和发展的重要环节,营销策略的策划是整个营销体系的最核心的内容。因此,对江淮汽车企业而言,如何策划合理有效的营销策略是江淮汽车必须要顺利解决的难题。江淮汽车公司只有制定合理的营销策略,这样才能在未来竞争中占据主动权。因此如何平衡国内市场和海外市场,如何顺利实施营销策略,都是江淮汽车公司需要解决好的问题。
为了使江淮乘用车在市场竞争中能够通过运用有效的营销策略而立于不败之地,本文基于公司战略和市场营销相关理论,如STP理论、4P和4C营销组合理论等,以及PEST、SWOT分析工具,运用案例分析的方法,结合中国当今的中国汽车和世界汽车市场的发展现状,分析江淮乘用车目前的营销现状和存在问题,并分析其原因;进而为了给江淮乘用车制定有效且针对性的营铕策略提供依据,本文对作为中国民族品牌汽车代表之一的江淮汽车所面临的复杂和严峻的国内外市场宏观和微观环境加以分析;基于此,最后提出可供江淮乘用车参考的市场营销策略的建议,其中主要有树立以消费者为核心的营销理念,市场定位和目标群体调整,加大创新力度,加强品牌运营等。期望本文的研究既能为江淮乘用车制定市场营销策略提供一定的参考,也能为深化中国民族品牌汽车的研究有所借鉴。
关键词:江淮乘用车;营销策略;4C营销组合
ABSTRACT
With the transformation of China's auto industry pattern,JAC branding andmarketing transformation has become a major problem JAC ability to obtainlong-term development must be addressed. JAC passenger marketing system to builda direct impact on important aspects of JAC survival and development,marketingstrategy planning is the core contents of the entire marketing system ? Therefore, JACenterprises, how to plan effective marketing strategy is reasonable JAC must besuccessfully solved. Jianghuai Automobile Company only to develop a reasonablemarketing strategy , so as to take the initiative in the next competition . So how tobalance domestic and overseas markets,how to successfiilly implement marketingstrategies need to be addressed are the JAC good question .
JAC passenger cars in order to make the competition in the market through theuse of effective marketing strategies and invincible , we use the company's strategyand marketing theories,such as STP theory,PEST, SWOT analysis tools,4P and 4Cmarketing mix theory and other methods using case studies,the first binding status ofthe development of China and the world of today,s Chinese automobile automotivemarket analysis JAC passenger current marketing situation and existing problems,and analyze its causes. Further, in order to develop effective JAC passenger cars andtargeted marketing strategies provide the basis for this paper to analyze the complexas one of Chinafs national brand car JAC representatives faced tough domestic andinternational markets and the macro and micro environment Based on this, the finalrecommendations of marketing strategies available reference JAC passenger cars,which are mainly set up to consumers as the core marketing concepts, marketpositioning and adjustment of the target groups,increase innovation, strengthenbrand management and so on. In this paper, both expected to develop marketingstrategies for the JAC passenger cars to provide a reference,but also to have areference to deepen the study of Chinese national brand car.
Keywords: JAC Cars; Marketing Strategy ; 4C Marketing Mix
目录
第—章绪论
-一、研究背胃
二、研究现状
三、研究目的和研究意义
四、研究思路和研究方法
五、论文结构
六、可能创新点
第二章相关理论概述
一、STP目标营销
二、4P营销组合
三、4C营销组合
四、相关企业管理分析工具
第三章江淮乘用车营销现状和存在问题分析
一、江淮汽车公司简介
二、江淮乘用车营销现状
三、江淮乘用车营销存在问题及原因分析
第四章江淮乘用车营铕环境分析
—、宏观环境(PEST)分析
二、顾客需求分析
三、主要竞争者分析
四、公司内部能力分析
五、江淮乘用车SWOT分析
第五章江淮乘用车实施4C营销策略建议
—、树立以消费者为中心的营销理念
二、调整目标客户和市场定位
三、推进渠道建设以便利顾客
四、调整价格策略以降低客户成本
五、完善产品研发体系以满足客户需求
六、推行"敬客经营服务销车”以加强客户沟通
第六章研究总结与展望
—、研究总结
二、研究展望
参考文献
致谢
