本文關(guān)鍵詞：JR公司智能交通產(chǎn)品營(yíng)銷策略研究　出處：《山東大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：20世紀(jì)60年代,美國(guó)智能交通學(xué)會(huì)(ITS America)首次提出了智能交通系統(tǒng)(ITS)的概念,并逐步在全世界發(fā)展。美國(guó)、歐洲、日本等國(guó)家和地區(qū)經(jīng)過(guò)多年的研究和實(shí)踐,已經(jīng)成為世界智能交通領(lǐng)域的"三巨頭"。截至2016年,全國(guó)小汽車已超過(guò)1.94億輛,全國(guó)汽車保有量超過(guò)100萬(wàn)輛的城市有49個(gè),且每年保持10%以上的增長(zhǎng)速度,汽車時(shí)代的突然到來(lái)對(duì)道路資源造成了巨大的沖擊,中國(guó)智能交通起步較晚,但隨著近年來(lái)智慧城市的推廣和城市交通事故、交通擁堵以及環(huán)境污染問(wèn)題的嚴(yán)重,智能交通在國(guó)內(nèi)各地越來(lái)越被重視。"十二五"以來(lái),城市智能交通政策利好,2015年智能交通行業(yè)市場(chǎng)規(guī)模達(dá)到300.1億,行業(yè)飛速發(fā)展,市場(chǎng)前景廣闊。近年來(lái)大數(shù)據(jù)、云計(jì)算、物聯(lián)網(wǎng)、4G移動(dòng)網(wǎng)絡(luò)等技術(shù)的發(fā)展使得智能交通企業(yè)解決城市交通問(wèn)題的能力大大提升,行業(yè)發(fā)展更加注重安全、暢通和系統(tǒng)化三個(gè)因素。在智能交通行業(yè),機(jī)遇與挑戰(zhàn)并存,由于行業(yè)標(biāo)準(zhǔn)體系不完善,進(jìn)入壁壘較低,近年來(lái)大量企業(yè)進(jìn)入智能交通行業(yè),2015年市場(chǎng)參與者近3000家,市場(chǎng)競(jìng)爭(zhēng)日漸激烈。對(duì)智能交通行業(yè)發(fā)展的核心理念更加趨向于通過(guò)合理調(diào)節(jié)交通需求與供給,打造安全、高效、環(huán)保的城市交通運(yùn)輸體系,因此注重社會(huì)責(zé)任對(duì)行業(yè)發(fā)展至關(guān)重要。本文以智能交通行業(yè)中的JR公司為研究對(duì)象,主要使用了 PEST宏觀環(huán)境分析法、產(chǎn)業(yè)鏈分析法、SWOT分析法等分析工具,使用面談訪問(wèn)、文獻(xiàn)查閱等方法,總結(jié)智能交通行業(yè)的發(fā)展現(xiàn)狀和發(fā)展趨勢(shì),并分析了國(guó)內(nèi)外宏觀環(huán)境,產(chǎn)業(yè)鏈智能交通行業(yè)的情況和行業(yè)競(jìng)爭(zhēng)情況。JR公司是專業(yè)從事軍民用電子器件、部件、設(shè)備及系統(tǒng)研發(fā)、生產(chǎn)、銷售和系統(tǒng)集成的國(guó)家級(jí)高新技術(shù)企業(yè),在智能交通領(lǐng)域擁有獨(dú)特的競(jìng)爭(zhēng)優(yōu)勢(shì)。通過(guò)分析企業(yè)所屬的環(huán)境以及自身的優(yōu)勢(shì)、劣勢(shì)得出JR公司營(yíng)銷策略的選擇方案,有針對(duì)性的定位目標(biāo)市場(chǎng),并以此提出了營(yíng)銷策略以及保障措施。
[Abstract]:In 1960s, the American Institute of Intelligent Transportation (its) first put forward the concept of Intelligent Transportation system (its), and gradually developed in the world. The United States, Europe. After many years of research and practice, Japan and other countries and regions have become the "Big three" in the field of intelligent transportation in the world. As of 2016, there are more than 194 million cars in China. There are 49 cities with more than 1 million cars in China, and the annual growth rate is more than 10%. The sudden arrival of the automobile age has caused a huge impact on road resources. China's intelligent transportation started late, but with the promotion of intelligent cities and urban traffic accidents, traffic congestion and serious environmental pollution in recent years. Intelligent Transportation (its) has been paid more and more attention in China. Since the 12th Five-Year Plan, the urban intelligent transportation policy has been favorable. In 2015, the scale of the intelligent transportation industry reached 30.01 billion, and the industry developed rapidly. In recent years, with the development of big data, cloud computing, 4G mobile network and other technologies, the ability of intelligent transportation enterprises to solve urban traffic problems has been greatly improved, and the development of the industry pays more attention to security. In the intelligent transportation industry, opportunities and challenges coexist. Due to the imperfect system of industry standards and low barriers to entry, a large number of enterprises have entered the industry of intelligent transportation in recent years. In 2015, there were nearly 3, 000 participants in the market, and the market competition was increasingly fierce. The core idea of the development of intelligent transportation industry is to adjust traffic demand and supply rationally to create safety and efficiency. Environmental protection of urban transportation system, so the focus on social responsibility for the development of the industry is very important. In this paper, the intelligent transportation industry in the Jr company as the research object, mainly using the PEST macro environmental analysis method. Industrial chain analysis method SWOT analysis and other analytical tools, using interview, literature review and other methods, summed up the development of intelligent transportation industry and development trends, and analyzed the macro-environment at home and abroad. Industrial chain Intelligent Transportation Industry and Industry Competition. Jr is a state-level high-tech enterprise specializing in the R & D, production, sales and system integration of military and civilian electronic devices, components, equipment and systems. In the field of intelligent transportation has a unique competitive advantage. Through the analysis of the enterprise's environment and its own advantages and disadvantages, the selection of marketing strategy of Jr company, targeted target market. And put forward the marketing strategy and safeguard measures.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274

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