豪爵摩托车农村市场营销策略研究-工商管理专业论文.docxVIP

华 华 中 科 技 大 学 硕 士 学 位 论 文 II II Abstract As motorcycles are forbidden or limited to use in main cities, more and more motorcycle enterprises start to focus on wide rural market. A population of 800 million in rural areas means large market. Also market has some advantages such as low market threshold and easy to enter, these make more enterprises believe that they can succeed in the “wide rural market”. In the mean while rural market has some disadvantages such as lower consumption level, wide distribution market, widely scattered and poor transport infrastructure. Also rural consumption awareness and habits are different with those in cities. All these factors make many enterprises involved in rural market are in trouble. This paper takes Haojue motorcycle as research object, analyzing its internal and external environment along with the distinguishing features in rural market. Through the analysis and market theories, the strategies on developing rural market are discussed, also to make a theoretical guidance and operable develop strategies for rural market. In this paper Haojue’s rural market strategies include: product is the foundation, channel is the key in rural market for Haojue motorcycle, and it needs relevant marketing strategy. It’s the most effective way to enhance customer satisfaction through service. According to the product, this paper elaborate the importance for product positioning. The issue needs to solve, for the channel level is too higher and the market management is poor. For the service, Haojue tries to extending the content of service, and the service object of haojue is not only to the rural market, but also to all of the terminal users through hard work. In order to make the awareness to Haojue brand of the dealers and users from satisfaction to loyalty. The research of this paper is based on facts and adequate market research. It is detailed and provides a reference for Haojue motorcycle and other motorcycle enterprises developing rura