场细分和定位技术在长城公司应用赖科锦.PDFVIP

市场细分和定位技术在长城公司的应用 赖科锦 摘 要：随着我国城镇化和工业化进程的加快，我国乘用车市场经历了快速的发展，乘用车 销量从2003 年的220.5 万辆飘升至2015 年的2513 万辆。但由于中国汽车行业起步较晚， 中国汽车市场长期被外国品牌、合资品牌垄断，国内同行业之间竞争激烈。长城公司凭借着 自身的优势和敏锐眼光，推出了哈弗SUV 系列，从SUV 这一细分市场中杀出重围，从2013 年开始牢牢占据SUV 销量排行榜冠军宝座。 本文主要分析了中国SUV 市场的背景，并对长城公司的基本概况、发展现状进行简单介 绍。针对当前中国整体汽车市场的低迷和 SUV 市场的异军突起，探索长城公司在选择进军 SUV 市场时，如何利用市场细分和定位技术，找寻长城公司在汽车营销中出现的问题，并给 出相应的营销策略建议，为长城公司继续成为中国规模最大的自主品牌民营汽车制造企业提 供强有力的保障。 关键词：SUV；长城公司；市场细分和定位技术；营销策略建议 Abstract ： With the development of urbanization and industrialization of China, the market of passenger cars has a booming development and reaches a prosperity during recent years, with the sales number from 2.2 million in 2003 to 2.5 million in 2015. The market has been occupied by the brands of foreign or joint venture due to the late start of our nations industry which was highly competitive nowadays. With the superiority and sharp discrimination, the Great Wall released the product Hover, a new style of SUV which broke the tight encirclement and has taken the championship from 2013. This article mainly analyzes the background of the market of SUV in China and makes a brief introduction and analyzes the current development situation of the Great Wall Motor. Based on the current depress situation of cars market and the emergence in the field of SUV, exploring the secrets of the Great Wall that how to use the knowledge of segmenting and positioning when they were heading into this market ，analyzing the problems of marketing strategies then put forwarding some practical advice,it will help the Great Wall Motor keep being the largest privately-owned auto manufacturer with its own brand in China. Keywords ：SUV；Great Wall Motor ；STP；Marketing strategies advice 一、绪论 1.1 选题背景 随着中国经济的快速增长和我国