【毕业论文】厦门金龙市场营销策略研究论文.doc

摘 要 厦门金龙联合汽车有限公司是一家国内知名度很高的大中型客车生产企业。在当前国内外大中型客车市场竞争日趋激烈的形势下，厦门金龙作为我国客车行业的龙头企业之一面临着来自国内海外的巨大的机遇与挑战。如何面对市场竞争，认清市场形势，发挥自身优势，明晰自身的营销中的问题与不足，制定相应的营销策略对该企业有重要意义。 本文以厦门金龙公司为研究背景，结合国内外大中型客车市场的现状和特点，运用市场营销理论，从营销观念的建立入手，通过对厦门金龙公司的营销环境、内外部资源、市场细分及市场定位的全面介绍，分析了厦门金龙公司在市场营销上的情况并且以4P及4C、4R营销理论为指导，针对厦门金龙的具体情况，对其国内外目标市场的产品、价格、渠道、促销、关系营销和海外市场营销等营销组合策略提出了建议。试图为厦门金龙公司提供一些比较客观又有一定可操作性的市场营销策略。 关键词：厦门金龙，营销策略，市场现状 ABSTRACT KINGLONG Bus Co.，Ltd. is a famous company producing full-sized and medium-sized buses in China. At present，competition is very keen in domestic or out seas large-sized and medium-sized bus market. KINGLONG Bus Co.，Ltd. is facing with enormous competitive stress and challenge.How to confront competition，recognize the situation，develop its own advantage，clear its own problem and deficiency in marketing and to make marketing strategy is very important to this company· The paper uses KINGLONG Bus Co.，Ltd. as the back ground.With an overall analysis of the marketing environment，interior and exterior resource，marketing segmenting，marketing positioning of KINGLONG Bus Co.，Ltd.as well as characteristics of its products，the paper points out marketing practice of KINGLONG Bus Co.，Ltd. in the domestic and out seas marketing area with the aid of the marketing theory and gives some marketing suggestions as to marketing mix such as Product，Price，Place，Promotion，relation marketing，out seas marketing based on 4Pmarketing theory and 4C、4R marketing theory. I hope that the paper may provide some good objective and operational marketing tactics. KEY WORDS: King Long,marketing strategy ,market status ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ 装 ┊ ┊ ┊ ┊ ┊ 订 ┊ ┊ ┊ ┊ ┊ 线 ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ 厦门金龙市场营销策略研究 共 三 页 第 PAGE III 页 目 录 第一章 绪论··················································1 1.1选题研究的背景及意义·······························1 1.2论文的主要内容与结构安排···························2 1.3“厦门金龙”基本情况介绍····························3 第二章 支持营销的理论基础·····································6 2.1战略理论·····················