哈雷摩托营销策略分析.pdf

哈雷摩托营销策略分析 摘 要 我国目前城市化发展迅猛，随之出现城市交通拥堵、停车难等问题，交通高 峰期的大城市主要干道成了缓慢移动的停车场。随之加快了消费者对摩托车的需 求，其省油、轻便、快捷的特点得到了消费者的青睐。而摩托车在满足了人们交 通出行的前提下，越来越多的人对其产生了浓厚的兴趣，随之出现了大量的摩托 玩家。 本文以美国“哈雷戴维森”摩托企业的百年发展之路和其成功的营销策略为 研究对象，先对我国摩托行业目前发展的现状进行了分析，在此基础上，研究哈 雷摩托在美国和中国的营销策略，找出“哈雷戴维森”摩托企业成功的关键，及 哈雷摩托在中国营销过程中出现的问题及应对策略，为我国摩托企业提供参考和 借鉴，为的是有一天我们的自主摩托品牌也能被全世界所熟知，成为摩托玩家口 中称赞的对象。 关键词：哈雷戴维森，摩托，营销策略 I 哈雷摩托营销策略分析 ABSTRACT China’s current urbanization develops rapidly, which creates many problems such as traffic jam, parking-difficulty. During the rushing hour in big cities, the major roads have become a slow-moving parking lot. Because of this reason, the consumers’ requirements of motorcycles have been accelerated quickly. It’s fuel, light and fast, and in the condition of having meted peoples’ travel requirements, the motor attracts more and more consumers to be a motor-driver. This article is based on the U.S Harley-Davidson motor company’s century development road and its successful marketing strategy. It analyzes the current situation of China’s motor industry and researches the marketing strategy of Harley-Davidson motor at U.S and China where we could find out its key to success. It also analyzes the problems and coping strategy during its marketing process in China which could provide references to China’s motorcycle enterprises. Based on this, hoping that one day, our self-owned motorcycle brand could be known all around the world. Key word: Harley-Davidson, Motorcycle, Marketing strategy II 哈雷摩托营销策略分析