中通客车营销策略探析5.docVIP

中通客车营销策略探析 【摘 要】 中通客车公司作为国家定点生产公路客车的主要厂家之一，半个世纪以来，紧抓机遇、深化改革，在市场经济的浪潮中不断发展壮大，成为当今国内客车行业最具有竞争实力的厂家之一。快速发展的同时也面临着巨大的危机与挑战，“物竞天择，优胜劣汰”，在客车行业激烈的竞争中，竞争的焦点已不仅限于产品和价格，渠道、服务、品牌等也越来越成为竞争的重点。客车企业需要不断按照市场规律的要求，加大营销力度，不断调整营销策略组合，企业不仅要善于发现和了解顾客需求，并更好地满足这一要求，创造营销差异化，而且更要尽一切可能从产品、渠道、价格、促销等方面来寻找和建立一个实现这一要求的可控的系统和组合。本文就将针对当前我国客车行业市场状况，结合中通客车自身的资源条件，在分析中通客车内外环境的基础上，主要从营销组合4P（产品、渠道、价格、促销）分析企业在夺取市场的过程中所应注重和加强的环节。 Zhongtong company to take one of national fixed-point production road passenger trains main factories, since the half century, has stressed the opportunity, the deepened reform tightly, grows strong unceasingly in market economys tide, becomes the domestic passenger train profession most to have one of now competition strength factories. But fast developments at the same time is also facing the huge crisis and the challenge, “the natural selection, superior win and the inferior wash out”, in passenger train profession this kind of keen competition, the competition focal point has not only been restricted in the product and the price, the channel, the service, the brand and so on also more and more becomes the competition the key point. The passenger train enterprise needs to defer to the market rule unceasingly the request, increases the marketing dynamics, the continual readjustment marketing strategy combination, the enterprise not only needs to be good at discovering and understanding the customer demand, and satisfies this request well, the creation marketing variation, moreover must from aspects and so on product, channel, price, promotion seek for and establish one with utmost effort to realize this request controllable system and the combination. This article will aim at the current our country passenger train profession market condition, in the union passes the passenger train own resources condition, mainly combines 4P from the marketing (product, place, price, promotion) to analyze the enterprise to capture the link which the market in the process should pay great at