龙腾快速汽车客运集团市场营销策略研究.docxVIP

摘要 本论文根据作者实地调查，运用市场营销理论，从客运市场角度，结合龙腾快速汽车客运集团的实 际情况，系统地探索了龙腾快速汽千的客运市场营销问题，对存在竞争的中短途班线进行分析，着重对 龙腾客运的市场竞争环境进行深入地分析。 木文以企业战略理论和市场营销理论为基础,系统地分析了龙腾客运市场面临的机会和威胁、优 势和劣势,重点分析了行业内部企业、铁路、民航客运的竞争实力及其对道路客运的影响，然后对龙腾 客运的市场竞争及营销策略进行重点研究，对龙腾客运的产品组合策略、差异化策略、生命周期策略、 品牌策略和新产品开发策略等，进行了系统分析和论述，提fllTnJ行的思路和方法，通过优化方案使公 司收益得到增加。 关键词：龙腾快速汽车；客运市场；营销；道路;竟争 Abstract This article ,according to this Actual investigation, the use of marketing theory, the perspective of the passenger market, combined with fast cai* passenger Dragon Groups actual situation, explored the Dragon fast passenger car marketing problems systematically, analyzed on the existence of competition in the short class lines ‘especially on the Dragon passenger markcl competition environment. In this paper, based on the theory of corporate strategy and marketing , analyzed on the opportunities and threats, strengths and weaknesses of Dragon passenger market, especially on the competitive strength and the impact on road passenger transport of within the industry, railways, civil aviation, then Dragon passenger market competition and marketing strategy to focus research on the passengers product portfolio strategy Dragon, differentiation strategy, lifecycle strategy, brand strategy and new product development strategies, conduct a systematic analysis and discussion of the feasible the ideas and methods, by optimizing solutions enable companies to increase revenue obtained Keywords: LongTeng Passenger； Passenger marketing； Road； Competition 目录 TOC \o 1-5 \h \z \o Current Document 绪论 5 \o Current Document 1」背景和意义 5 \o Current Document 国内外研究现状 5 \o Current Document 主耍研究内容 6 \o Current Document 鞍山龙腾快速汽车客运集团市场分析 6 \o Current Document 2」道路客运产品的特点 7 \o Current Document 2.2客运需求分析基本框架 7 \o Current Document 2.3经济发展 9 2.2.1经济持续增长 9 产业结构优化 10 2.2.3区域间社会经济联系 10 \o Current Document 2.4产业政策 11 \o Current Document 2.5 社会文化 11 \o Current Document 2.6消费趋势分析 11 2.6.1道路客运经营企业消费行?为变化趋势 12 旅客人员的构成分析 12 \o Current Document 鞍山龙腾快速汽