【毕业论文】济南重卡汽车市场营销策略分析与探讨.docVIP

济南重卡汽车市场营销策略分析与探讨 摘要 社会和经济的持续发展，刺激了我国交通运输业的日益繁荣，带动了国内重型卡车行业的快速发展；利于该行业发展的国家政策的出台，刺激了重型卡车市场需求量的增加。随着国内重型卡车企业投资力度的增加和对国外先进技术的引进吸收，加之国际重型卡车巨头纷纷进入中国市场，中国重型卡车行业的竞争日益激烈，原有格局已被改变。各个重型卡车企业开始思考如何运用先进的市场营销理论在竞争中生存下去。中国重汽重型卡车最近几年的销量、市场占有率均有明显提高。 本文在阅读了相关的企业战略和营销策略的书籍和资料，结合市场营销理论的基础上,对中国重汽重型卡车的优势与劣势、机会与威胁和中国重汽重型卡车的市场营销战略进行简单分析。 关键词：重型卡车；中国重汽市场营销战略；市场营销策略 PAGE II Jinan heavy card car market marketing strategy analysis and discussion Abstract Social and economic sustainable development, spurred the transportation industry in Chinas increasing prosperity, drive the domestic heavy trucks, rapid development of the industry; The development of the industry for national policy appearing, stimulates the demand of market increase of heavy trucks. With domestic heavy trucks enterprise investment increase of foreign advanced technology and the introduction of absorption, together with international heavy trucks giant have to enter the Chinese market, China national heavy duty truck industry increasingly fierce competition, the original pattern has been changed. Each heavy trucks began to think about how to use advanced enterprise of the marketing theory in the competition to survive. CNHTCs heavy truck in recent years, the market share of the sales are obviously improved. In this paper the read relevant enterprise strategy and marketing strategy。 Keywords: heavy truck; CNHTCs marketing strategy; Marketing strategy 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc324845571 摘要 PAGEREF _Toc324845571 \h I HYPERLINK \l _Toc324845572 Abstract PAGEREF _Toc324845572 \h II HYPERLINK \l _Toc324845573 1绪论 PAGEREF _Toc324845573 \h 1 HYPERLINK \l _Toc324845574 1.1 论文研究背景 PAGEREF _Toc324845574 \h 1 HYPERLINK \l _Toc324845575 1.2 研究的目的与意义 PAGEREF _Toc324845575 \h 1 HYPERLINK \l _Toc324845576 1.3 论文研究的思路与方法 PAGEREF _Toc324845576 \h 2 HYPERLINK \l _Toc324845577 2济南重卡汽车公司现状 PAGEREF _Toc324845577 \h 3 HYPERLINK \l _Toc324845578 2.1我国重型汽车行业总体概况 PAGEREF _Toc324845578 \h 3 HYPERLINK \l _Toc324845579