市场营销毕业设计（论文）-陕汽重卡营销策略研究.doc

本科毕业论文 题目：院 （系）： 专 业： 班 级： 学 生： 学 号： 指导教师： 年 月 本科毕业论文 题目：院 （系）： 专 业： 班 级： 学 生： 学 号： 指导教师： 2012年 月西安工业大学毕业设计（论文）任务书 说明：1本表一式二份，一份由学生装订入附件册，一份教师自留。 2 带*项可根据学科特点选填。Research On Marketing Strategy Of Shaanxi Heavy Duty Automobile Co.,Ltd Abstract With the development of the economics,the transportation industry booms and stimulates the development of the heavy truck industry;meanwhile,the positive strategy of the public increases pay more attention to capital investment and introduction of high technologies from abroad,for another,multinational heavy truck cooperation comes into this market,the competition of heavy truck industry in China is heated and brings some changes of pattern in the market.Every heavy truck company has to think about how to make best use of their salesmarketing theories to survive in the market.Recently,Shaanxi Heavy Duty Automobile Co.,Ltd.heavy truck(the following clipping as ShanQiZhongKa) has a very good performance in the market,but,in order to develop better and faster among so many competitors,they must to improve the disadvantages of their marketing strategy as soon as possible,to make their marketing strategy adapt to the competition of the market.So,the integrate and innovate of their marketing strategy is the imminent problem for the company. This essay take Shaanxi Heavy Duty Automobile Co.,Ltd. as the background,analysis the different cases and linking theory whit practice, use the qualitative research and quantitative research method.After reading books and material of marketing strategy, on the base of marketing theory, combined with the domestic heavy truck industry situation analysis, using the SWOT analysis method to analyze the ShanQiZhongKa strengths and weaknesses, opportunities and threats, use Potters five forces model at the same time to analyze the internal and external environment of ShanQiZhongKa.Developed the marketing st