（毕业学术论文设计）-屹峰电动车河南市场推广方案.doc

PAGE 26 l 存档编号 North China Institute of Water Conservancy and Hydroelectric Power 毕 业 论 文 题目 屹峰电动车河南市场推广方案 学 院 管理与经济学院 专 业 市场营销 姓 名 学 号 指导教师 完成时间 教务处制 l 屹峰电动车河南市场推广方案 摘要:电动自行车是一个方兴未艾、前途广阔的产业。在经历了20世纪80年代和90年代初期的两次起落后，我国的电动自行车行业正步入第三个发展阶段。作为自行车历史上具有革命性的交通工具，电动自行车正以其轻便省力、价格适中、环保节能的特点，伴随着城市规模的发展、城市的半径的扩大而扩大，上班族、工薪阶层已经逐渐将电动车作为首选的代步工具。在全国乃至河南电动自行车都有广阔的市场，目前中国市场上有几十种电动车品牌，该行业竞争激烈。如何能够在竞争如此激烈的市场中生存下来并成为行业老大将是所有电动车品牌将要面临的重要课题。所以屹峰下一步的目标就是集中精力搞研发促创新，把屹峰打造为河南省电动车首打品牌，并进一步进军全国市场。 本文首先介绍了屹峰集团的发展和品牌文化，进而对屹峰的市场环境进行SWOT分析，阐述了屹峰集团发展所面临的机遇与挑战。接下来是屹峰电动车市场定位及目标市场消费者行为的分析，从而确定了屹峰的主要消费群体为中低端收入人群和部分高收入人群，由于近来电动自行车的消费对象趋向农村化趋向年轻化，因此将农民和青年人、学生作为主要的目标消费群体。接着用传统的营销策略4P详细介绍了屹峰的产品、价格、渠道、促销策略。最后从广告、人员推销、营业推广、公共关系四个方面分析了屹峰集团的市场推广策略。 关键字：屹峰集团 电动自行车 营销策略 市场推广 The EFONG electric car Henan marketing programs Abstract:The electric bike is in the ascendant, the vast industry of the future. Backward twice since the 1980s and early 1990s, Chinas electric bicycle industry is entering the third stage of development. As revolutionary transport, electric bicycles, bicycle history with its labor-saving light, affordable, environmentally friendly energy-saving features, along with urban-scale development, the expansion of the radius of the city to expand, office workers, working-class has been gradually electric vehicles as the preferred means of transport. Has a broad market in the country and Henan electric bicycles, currently there are dozens of electric car brand in the Chinese market, the industry is highly competitive. How can survive in such a competitive market and become the industry leader will be all electric car brand will be faced with an important issue. EFONG next goal is to concentrate their efforts on research and development promote innovation, EFONG to build electric cars in Henan Province name brands, and further into the nationa