（毕业学术论文设计）-跃进轻卡市场细分及营销策略研究.docVIP

精品 PAGE 精品 郑州航空工业管理学院 毕 业 论 文（设 计） 2012 届 市场营销 专业 0802082 班级 题 目 跃进轻卡市场细分及营销策略研究 姓 名 学号 080208239 指导教师 职称 讲师 二О一二 年 五 月 二十 日 内 容 摘 要 从1958年中国第一辆轻型卡车—“跃进”下线，经过五十多年的发展，中国轻卡历经了风风雨雨，从无到有，从小到大，截止2008年我国轻型卡车年产量已达到94万辆，占到全世界轻卡170万总产量的55%，轻卡行业中的自主品牌占绝对优势，市场份额超过95%。但是我国轻卡产业的未来不容乐观，国内市场的扩大，新的轻卡品牌不断涌现，随着市场国际化程度的提高，外国轻卡企业开始进军中国市场等都给国内轻卡品牌带来严重威胁。作为中国轻卡第一品牌的跃进先融入南京依维柯，2007年又与上汽合作，迈向品牌复苏之路，但是，在人才创新、市场营销方面仍面临巨大的挑战。 本文认为，仅仅靠提高产品质量、产品技术含量很难在竞争中取胜，产品力加上营销力才能真正实现企业的竞争力。因此，跃进轻卡的营销策略选择是一个迫切需要研究的问题。本文针对跃进轻卡现状，运用所学专业知识，对跃进轻卡营销环境进行分析，在市场细分的基础上，浅谈自己对于跃进轻卡营销策略的看法与建议—符合发展趋势的产品差异化、双品牌策略、组合定价策略、网络营销以及新的销售渠道建设，也正是本文的创新之处，旨在为民族品牌出微薄之力。 关 键 词 跃进轻卡；市场分析；营销策略 Market Segmentation and Marketing Strategy of YueJin Lightweight Truck Author: Zhang Ya-jie Tutor: Sun Li Abstract From 1958, the first lightweight truck—YueJin off the assembly line in China. After 50 years’ development, the Chinese lightweight trucks have gone through ups and downs, from scratch, from small to large. At the end of 2008, the annual production of lightweight trucks in China reached 940000, accounting for 55% of the total 1.7 million outputs of the world lightweight trucks, national brands in the lightweight trucks industry dominant more than 95% share. But we can not be optimistic about the future of the lightweight trucks industry in China, the expansion of the domestic market, new lightweight trucks brands continue to emerge, with the improvement of the level of market internationalization, foreign lightweight trucks companies began to enter the Chinese market, which will constitute a threat to the domestic lightweight trucks brands. As the first brand of Chinese lightweight trucks integrated into the Nanjing IVECEO, YueJin cooperated with SAIC MOTOR in 2007，towards the roads to recovery the band. However，it is still facing huge challenges in talent innovation and marketing. This paper argues that only by improving the product quality and technological content of products