【摘要】：云川渝地區(qū)最近幾年?duì)恳嚨陌l(fā)展很迅速,銷量連年攀升,加上西部大開發(fā)項(xiàng)目的積極開展,使得牽引車的需求量進(jìn)一步增加。許多企業(yè)在云川渝地區(qū)爭奪市場,其中東風(fēng)和解放是占領(lǐng)市場份額最多的兩大品牌。云川渝地區(qū)本來就不是福田牽引車的主銷市場,而在這一市場福田汽車還存在很多問題：品牌知名度不高、產(chǎn)品認(rèn)知度不高、銷售網(wǎng)絡(luò)不完善、售后服務(wù)水平低下、經(jīng)銷商能力和積極性不高。這些不利因素都阻礙福田汽車在云川渝地區(qū)的銷售情況,需要整改。福田牽引車在云川渝地區(qū)的營銷情況是獨(dú)一無二的、具有自己特點(diǎn),因此在云川渝地區(qū)福田牽引車應(yīng)該有其特有的營銷策略。另外,福田牽引車云川渝地區(qū)的營銷策略制定后還需要動態(tài)地根據(jù)市場環(huán)境發(fā)生的變化做出調(diào)整。因此本文將福田牽引車在云川渝地區(qū)的營銷策略的制定看成一個項(xiàng)目,針對其特點(diǎn),根據(jù)相關(guān)的理論和營銷策略制定方法進(jìn)行。本文首先通過市場調(diào)查,了解云川渝地區(qū)牽引車市場、福田牽引車歐曼產(chǎn)品的特點(diǎn)和主要競爭品、競爭環(huán)境；同時(shí)通過對消費(fèi)者的購買動機(jī)和需求偏好,尋找到福田牽引車歐曼品牌與其他主要競爭對手之間的差距,分析其原因,明確福田牽引車產(chǎn)品競爭力的優(yōu)劣勢,為福田牽引車云川渝地區(qū)未來產(chǎn)品競爭力提升提供支持。然后通過分析產(chǎn)品競爭方向,為福田牽引車歐曼GTL產(chǎn)品在云川渝地區(qū)的營銷推廣提供依據(jù),并以4Ps理論為基礎(chǔ)對福田牽引車制定專門的策略,致力于實(shí)現(xiàn)福田牽引車云川渝地區(qū)市場占有率提高這一目標(biāo)。除此之外還制定了一系列的推廣保障策略,保證推廣方案的順利實(shí)施。云川渝地區(qū)市場是福田牽引車弱勢區(qū)域的一個縮影,還有很多區(qū)域和地區(qū)面臨類似的情況,本人對云川渝地區(qū)市場的營銷策略的研究可以為其它區(qū)域市場提供一些借鑒作用。
[Abstract]:In recent years, the development of tractor in Yunchuan and Chongqing has been very rapid, the sales volume has been rising year after year, and the active development of western development project has made the demand of tractor further increase. Many companies compete for the market in Yunchuan and Chongqing, with Dongfeng and Jiefang being the top two brands to occupy market share. Originally, Yunchuan and Chongqing areas are not the main market for Futian tractor, but there are still many problems in this market: brand awareness is not high, product awareness is not high, sales network is not perfect, and after-sales service level is low. Dealer ability and enthusiasm is not high. These unfavorable factors hinder the sales of Futian cars in Yunchuan-Chongqing area and need to be rectified. The marketing situation of Futian Tractor in Yunchuan and Chongqing area is unique and has its own characteristics, so Futian Tractor in Yunchuan and Chongqing area should have its own marketing strategy. In addition, the marketing strategy of Futian tractor Yunchuan-Chongqing area needs to be adjusted dynamically according to the changes of market environment. Therefore, this paper regards the formulation of marketing strategy of Futian tractor in Yunchuan and Chongqing as a project, according to its characteristics, according to the relevant theory and marketing strategy formulation method. Firstly, through the market research, this paper finds out the market of tractor in Yunchuan and Chongqing area, the characteristics of Oman products of Fukuda tractor, the competitive environment, and the purchasing motivation and demand preference of consumers. This paper finds out the gap between the Oman brand of Fukuda tractor and other main competitors, analyzes its reasons, clarifies the advantages and disadvantages of the competitiveness of Fukuda tractor products, and provides support for the future product competitiveness enhancement in Yunchuan and Chongqing areas of Fukuda tractor. Then through the analysis of the direction of product competition, it provides the basis for the marketing and promotion of GTL products of Fukuda tractor in Yunchuan and Chongqing, and makes a special strategy for Futian tractor on the basis of 4Ps theory. Committed to the Futian tractor Yunchuan-Chongqing area market share to improve this goal. In addition, a series of popularizing guarantee strategies have been formulated to ensure the smooth implementation of the extension scheme. Yunchuan Chongqing regional market is a microcosm of the weak area of Fukuda tractor, and many regions and regions face similar situation. My research on the marketing strategy of Yunchuan Chongqing region can provide some reference for other regional markets.
【學(xué)位授予單位】：北京化工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.471

【參考文獻(xiàn)】

相關(guān)期刊論文 前3條

1 王仲建;消費(fèi)波動實(shí)證分析及擴(kuò)張途徑研究[J];當(dāng)代財(cái)經(jīng);2000年02期

2 崔燕;;我國汽車廣告與營銷[J];湖北廣播電視大學(xué)學(xué)報(bào);2008年01期

3 陳秋梅;;5E營銷:運(yùn)用4P組合理論的新視角[J];中國流通經(jīng)濟(jì);2011年02期

，

本文編號：2241733