山东摩托车市场状况及嘉陵营销对策研究.pdfVIP

摘 要 嘉陵是我国摩托车行业影响力非常强的知名品牌，产品销量多年来稳居行业 前三甲，但2000 年以来在山东市场却出现连年下滑态势。为扭转嘉陵在山东市场 的不利局面，同时为嘉陵在其它区域市场运作提供借鉴，必须客观分析山东摩托 车市场现状，拟订适合嘉陵企业的营销对策。 本文首先简要阐述了本项研究涉及的主要营销理论，包括环境分析理论、营 销调研方法、营销组合理论等；接着对山东摩托车市场的概况进行了简要叙述， 并总结了嘉陵在山东市场面临的主要问题；然后从外部环境（包括宏观和微观两 个层面）和嘉陵自身情况两个角度进行了深入分析，明确了外部环境带来的机遇 和威胁，认清了嘉陵在山东市场的营销症结和自身优劣势，为解决嘉陵山东市场 问题、制定有效的营销运作策略提供了充分依据；最后根据分析提出了解决嘉陵 山东问题，重振山东市场的营销对策。 本文以山东摩托车市场的实地调研为基础，强调理论与实际相结合。本文提 出的面向山东市场的营销对策建议对嘉陵公司走出市场困境具有重要指导价值； 同时，该分析思路、方法和结论对我国摩托车企业开展区域市场分析和运作也具 有一定的借签意义。 关键词：山东，摩托车市场，嘉陵，营销对策 Abstract As a powerful brand in motorcycle industry, Jialing shares a big piece of cake in the market. However, it has been encountered some sales problems in Shandong province since 2000. To solve the problem and provide the use of reference for the sale in other areas, we mwst do some research in Shandong motorcycle market and try to find several countermeasures for marketing. Firstly, the essay briefly lists some main marketing theory, including theory of circumstance analyze, theory of marketing research and theory of marketing combination etc. Secondly, the author states the outline of the motorcycle market of Shandong province and put forward the core problem which Jialing faces in Shandong province. Thirdly, the author analyzes circumstance from the outside and inside, confirm the opportunity and threaten which are brought in by the outside circumstance, find out the marketing resons of Jialing in Shandong province and the advantage and disadvantage of Jialing.Finally, based on the pre-analysis, the author bring forward the solution of the marketing problem in Shandong province and give several marketing countermeasures for Jialing. Based on actually investigation of Shandong market of motorcycle,t