美的客车市场营销策略优化-工商管理专业毕业论文.docxVIP

摘要客车产业发展对于我国现阶段工业产业发展和结构优化、以及 摘要 客车产业发展对于我国现阶段工业产业发展和结构优化、以及 WTO框架下客车企业出口深化、参与国际竞争都有着十分重要的意 义。随着中国国民经济快速发展和出口形势日趋优良，公路基础设施 能力的明显增加，城市建设、公共交通以及旅游业的发展，客车市场 仍将保持着稳定增长势头。但能源的紧张、原材料的涨价和公路客运 与铁路、民航之间的竞争势必对客车市场产生不同程度的影响。客车 市场机遇与危机并存，如何在这样的市场环境中把握机遇快速发展是 每一个客车企业面临的重要抉择。 作者通过对客车行业的调查研究，在收集了大量行业信息和市场 信息的基础上，对美的客车集团的营销战略和经营策略进行了研究设 计。本文首先介绍了论文选题背景及由来、国内外研究现状以及研究 内容和方法等方面情况；随后论述了市场营销相关的理论；然后从国 家客车产业政策、国内外客车需求及发展、竞争对手和目前的竞争格 局等主要方面分析了美的客车面临的宏观环境和微观环境；第四章分 析了美的客车目前在产品、价格、渠道、促销策略方面存在的问题并 提出了美的客车的营销战略选择。主要涉及市场竞争战略、SWOT分 析以及STP战略，提出了差异化经营、专业化发展等营销战略；并在 上述研究成果的基础上优化企业相应的市场营销组合策略。 关键词 市场细分，营销策略，竞争态势，营销组合 AB AB STRACT The development of the bus industry is of vital significance in aspects of industrial industry development，structure optimization，intensifying the export of bus enterprises and the participation of international competition in WTO frame．Wim the fast development of national economy and increasingly fine export situation，the ability of road infrastructure has enhanced obviously．Urban construction，the development of public traffic and tourist industry lead to stable growth tendency in the bus market．Howeverthe intense energy’the increase in prices of raw materials and comPetition among road，railway and air transports of passenger inevitably bring about the varying influence．As the chance and crisis of the car market coexist，how to grasp the oppoRunity to realize quick development is an important choice every bus enterprise must face with． Through the investigation and research in the bus industry,based on a great deal of industry and market information collected，the writer has designed the marketing strategies and operation policies of Midea Bus Group．The paper firstly introduces the background and reasons of selected topic，the present situations of domestic and foreign research and approach，the content and methods．Then the paper elaborates the relative theories of marketing and analyzes the macro—environment and micro—environment that Midea Bus has confronted from the asp