途歌公司营销策略改进研究-中国政法大学MBA教育中心.DOCVIP

论文编号： 途歌公司营销策略研究 中国政法大学研究生院 二○一七年三月途歌公司营销策略研究 改革开放三十年来的物质生活水平不断提高，显著的标志就是越来越多的人拥有了私人汽车，这给越来越多的人的生活带来便利，也了一些负面的，系统的负荷越来越大、频发；大量汽车对空气造成了严重污染、频发；各大城市的，虽然购置了私人汽车实际利用率却不高，个人资产浪费。汽车分时租赁的出现让上述问题找到了一个可行的解决之道通过汽车分时租赁，可以享受到近乎等同于私家车的出行体验，也就无需购买私家车，可以显著降低在交通费用上的；因为汽车可以被多人，的利用率会大大提高，的汽车需求数量也会减少，进一步也会在改善交通拥堵，空气质量等方面对全社会产生积极的影响。由于这种新型的交通方式有着上述诸多优点刚刚在中国兴起，亟需通过市场营销的手段来广大消费者进行传播，全社会对其的认知接纳程度。 本文旨在研究这一新兴市场的营销策略，期望能助力该行业的发展进而对全社会做一些。途歌公司作为该行业的一员，产品较为先进，提供服务接近该行业未来发展的终极形态，因此本文选取其研究对象，得出的研究结论对该行业具有更大的。 本文对该行业的基本发展情况和相关研究成果进行了，对其进行了行业综合，包含有行业前景预估、竞争环境分析等。以该行业的典型代表公司途歌为例，汇集整理了对用户调研所收集到的资料，运用营销研究中经典的4PS理论进行了营销，公司营销的现状目前存在的问题，提出了对应的营销策略改进建议。 关键词：市场营销 汽车分时租赁 营销4P 共享ABSTRACT Reform and opening up three decades of our material living standards continue to improve and improve, a significant sign is that more and more people have a private car. This brings convenience to more and more peoples lives, but it also brings some negative effects, Such as urban traffic system load is getting bigger and bigger, leading to frequent traffic jams; A large number of car exhaust on the air caused serious pollution, resulting in frequent haze; By the major cities of the restrictive policy, although the purchase of a private car but the actual utilization is not high, resulting in personal assets waste. The emergence of car sharing to the above problems to find a viable solution, through the car time-sharing leasing, individuals can enjoy almost the same as the private car travel experience, there is no need to buy a private car, which can significantly reduce the cost of transportation of expenditure; and because a car can be shared by many people, the utilization rate of the car will be greatly improved, the whole society will reduce the number of car demand, and further improve the traffic congestion, improve air quality and so on the whole society have a positive impact. Because of this new type of traffic has many advantages and just recently in China, so the need for marketing through the means to