中国专用汽车企业市场营销管理与战略研究
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摘要
我国专用汽车行业有着巨大的发展空间,目前,随着我国国民经济的发展和社会分工的进一步细化,市场对专用汽车的需求将更加多元化,对具有特殊功能的专用汽车的需求必将越来越多,在这种快速发展和竞争日益激烈的市场经济条件下,如何应用现代营销手段和策略去扩大产品市场占有率,提高经济效益,已成为所有企业所关注的主要问题。因此,从长远发展来看,市场营销策略研究在企业经营中将起着越来越重要的作用。
本论文是在对我国专用车行业发展现状的全面剖析,以及对市场的细分消费分析的基础上,提出未来专用车企业市场营销管理可行性战略,运用现代营销理论和方法,通过大量的市场调研和资料采集,详尽分析和预测了国内专用车产品市场及发展趋势,阐述了目标市场的规划方法,提出了适合专用汽车企业发展的营销战略规划。最后介绍了CRM(客户关系管理)软件在市场营销中的作用,进一步拓展到在专用车营销中的应用。
Our country special-purpose vehicle profession has the huge development space, at present, along with our country national economy development and the social division of labor is further thin, market to special-purpose vehicle demand even more multiplex, to has the special function the special-purpose vehicle demand to will certainly more and more.Under the market-oriented economic conditions which full of rapidly development and increasingly fierce competition, how to apply modern marketing methods and tactics to enlarge products' market possess rate and improve economic benefits, has become the main problem which brings to almost all entrepreneurs' attention. Therefore, in the long run, researching marketing tactics will play a more and more important role in enterprise managnent.
The article completely analyzed the present our country special-purpose vehicle dealership industry development situation, as well as subdivides the consumer analysis to the market in the foundation, proposed the future special-purpose vehicle enterprises market marketing management feasible strategy by using modern marketing theories and methods.Completely analyzed the present state and forecast the development of special purpose vehicle product-market at home with a great deal of market survey and data, elaborated the method of the goal market plan, proposed the plan of suits marketing strategy which the special-purpose vehicle enterprise developed. Finally introduced the function of CRM (Customer Relationship Management) software in market marketing, further develops in the special-purpose vehicle marketing application.
本论文是在对我国专用车行业发展现状的全面剖析,以及对市场的细分消费分析的基础上,提出未来专用车企业市场营销管理可行性战略,运用现代营销理论和方法,通过大量的市场调研和资料采集,详尽分析和预测了国内专用车产品市场及发展趋势,阐述了目标市场的规划方法,提出了适合专用汽车企业发展的营销战略规划。最后介绍了CRM(客户关系管理)软件在市场营销中的作用,进一步拓展到在专用车营销中的应用。
Our country special-purpose vehicle profession has the huge development space, at present, along with our country national economy development and the social division of labor is further thin, market to special-purpose vehicle demand even more multiplex, to has the special function the special-purpose vehicle demand to will certainly more and more.Under the market-oriented economic conditions which full of rapidly development and increasingly fierce competition, how to apply modern marketing methods and tactics to enlarge products' market possess rate and improve economic benefits, has become the main problem which brings to almost all entrepreneurs' attention. Therefore, in the long run, researching marketing tactics will play a more and more important role in enterprise managnent.
The article completely analyzed the present our country special-purpose vehicle dealership industry development situation, as well as subdivides the consumer analysis to the market in the foundation, proposed the future special-purpose vehicle enterprises market marketing management feasible strategy by using modern marketing theories and methods.Completely analyzed the present state and forecast the development of special purpose vehicle product-market at home with a great deal of market survey and data, elaborated the method of the goal market plan, proposed the plan of suits marketing strategy which the special-purpose vehicle enterprise developed. Finally introduced the function of CRM (Customer Relationship Management) software in market marketing, further develops in the special-purpose vehicle marketing application.
引文
[1]周勇江,贾永轩著.汽车品牌营销,北京:机械工业出版社,2006
[2][美]雷费克.卡尔潘.全球企业战略联盟模式与案例,吴刚译,北京:冶金工业出版社,2003
[3]杨琳.未来国际专用车市场中国力量不可低估.中国汽车报.2990期B8版
[4][美]菲利普.科特勒著.营销管理,上海:上海人民出版社,1997
[5]张向东.自主创新——老话题新思考.中国汽车报.3009期a7版
[6][英]保罗.斯图伯特编.品牌的力量,北京:中信出版社,2000
[7]乔岗著.网络化生成,北京:中国城市出版社,1997
[8]王书卿编译.国际名牌策划与实施,北京:中国广播电视出版社,1997
[9]韩林.综观我国专用汽车市场发展态势.汽车情报.2007
[10]劳动和社会保障部教材办公室编写.现代汽车营销技巧.北京:中国劳动社会保障出版社,2004
[11]朱立恩编著.企业形象的魅力,北京:北京经济学院出版社,1995
[12]樊志育著.促销策略,上海:上海人民出版社,1995
[13][美]大卫.爱格著.品牌经营法则——如何创建强势品牌.呼和浩特:内蒙古人民出版社,2000
[14]史占中.企业战略联盟,上海:上海财经大学出版社,2001
[15]赵光忠.核心竞争力与资源整合策划,北京:中国经济出版社,2003
[16].菲律普.科特勒.营销管理,上海:上海人民出版社,2003年版
[17]纪宝成.市场营销学教程,北京:中国人民大学出版,1989年.
[18]晃钢令.市场营销学,上海:上海财经出版社,2003年版
[19][美]约翰.科特,詹姆斯.赫斯克特著.企业文化与经营业绩.北京:华夏出版社,1997
[20]吴宪和.市场营销学,上海:上海财经大学出版社,2002年版
[21]宋小敏.市场营销案例实例与评析,武汉:武汉工业大学出版社,1992
[22]屈云波.营销战略策划,中国商业出版社,1994
[23]陈建平等.企划与企划书设计,北京:中国人民大学出版社,2002
[24]叶万春主编.企业形象战略策划——CIS导入,东北财经大学版社
[25]刘庆元主编.企业战略管理,中央广播电视大学出版社.
[26]蒋崇贤,何明辉.专用汽车设计.武汉:武汉工业大学出版社,1994
[27]刘哲义,何明辉。专用汽车构造.武汉:武汉工业大学出版社,1994
[28]崔靖.专用汽车设计.陕西:陕西科学技术出版社,1989
[29]徐达,路锦荣.专用汽车工作装置的原理与计算.北京:北京理工大学出版社,1997
[30]周三多主编.管理学原理,上海:复旦大学出版社,1993
[31]何佳讯编著.品牌形象策划——透视品牌经营.上海:复旦大学出版社,2000
[32]赵洪珊.Fila经营的启示——谈品牌定位与重新定位.市场与消费,2000,6:33
[33]兰苓主编.市场营销学,北京:中央广播电视大学出版社
[34]刘云柏著.管理哲学导论,天津:南开大学出版社,1987
[35]中国汽车工业协会,中国汽车工业年鉴,中国汽车工业协会.2006
[36]韦青,任海涛编著.营销延伸,深圳:海天出版社,1998
[37]马士华,林勇,陈志祥.供应链管理,北京:机械工业出版社,2000
[38][法]让.诺尔.卡菲勒著.战略性品牌管理,北京:商务印书馆,2000
[39]陈克然.专用车转型国产品牌时不我待.中国建设报.2007
[40]Tim Ambler and Demetrios Vakratsas,"The Pursuit of A dvertising Theory",Business strategy Review,spring1996
[41]Warmock Davies&Kathleen E.Brush,"High-Tech Industry Marketing:The Elements of a sophisticated Globalstrategy",Industrial Marketing Management 26 1997
[42]Tim Ambler,"Do Brands benefit consumers?",Advertising Association 1997
[43]Frederick E.Webstev,Jr,"The Changing Role of Marketing in the Corporation",Journal of Marketing Vol.56.oct.1992
[44]Morgan P.Miles,Linda S.Munilla,Gregory R.Russell,"Marketing and Environmental Registrational Certification What industrial Marketers Should understand About ISO 14000",Industrial Marketing Management 26.1997
[45]Susanl.Holak & Y.Edwin Tang,"Advertising's effect on the product Evolutionary cycle" Journal of Markating.July 1990
[46]Bernard J.Jaworski and Ajay K.Kohli,"Market Orientation:Antecedents and consequences" Journal of Markating Vol57.July 1993
[47]Staley F,slater & John C.Naner,"Does Competetive Environment Morderate the Markat Orientation-Performance Ralationship?",Journal of Markating,January 1994
[48]Ajay K.Kohli & BornardJ.Jaworski,"Markat Orientation:The construct Research Propositions,and Managerial Implications",Jounal of Marketing Vol 54.Aprill.1990
[49]N.Craig Smith & Elizabeth cooper-Martin,"Ethis and Target Marketing:The Role of Product Harm an consumer Vulnerability",Journal of Markating Vol.61.July.1997
[50]Ajay Menon & Anil menon,"Euviropreneurial Markets strategy:The Emergence of Corporaat Environmentalism as Market strategy" Journal of Marketing Vol-61.January.1997
[51]Subhash C.Jain,"The Evolution of strategic Marketing",Jounal of Business Research Vol.11,1983
[52]Warren J.Keegan,"Global Marketing Management",Prentice Hall 1989
[53]Philip Kotler & Gary Armstrong,"Princeples of Marketing",Prentice Hall,Inc 1996
[54]Elizabeth C.Hirschman.Humannistic Inquiry in Marketing Research:Philosophy Method and Criteria.Jounal of Marketing Research,1986,8:237-249
[55]Chan Su Park and V.Srinivasan.A Survey-Based Method for Measuring and Understanding Brand Equity and Extendability.Journal of Marketing Research,1994,31:271-288
[56]韩林,红宇专用汽车用营销策划拓展市场,中国汽车工业信息网,2007年3月
[57]盛太莲,2006年专用改装车市场分析及2007年预测,中国汽车工业信息网,2007年3月
[58]韩林,从美国厢式半挂车特点看我国厢式半挂车发展态势,中国汽车工业信息网,2007年6月
[59]城市物流专用车市场蕴涵商机。奥铃抢头彩,中国卡车网,2007
[60]王兰,专用车市场鱼龙混杂.中集车辆推行营销新模式,商用汽车周刊,2006年9月
[61]星马汽车(600375)2006年年度报告,2007
[62]《中华人民共和国国民经济和社会发展第十一个五年规划纲要》,2007
[63]东大阿尔派软件股份有限公司企业解决方案——CRM,2006
[2][美]雷费克.卡尔潘.全球企业战略联盟模式与案例,吴刚译,北京:冶金工业出版社,2003
[3]杨琳.未来国际专用车市场中国力量不可低估.中国汽车报.2990期B8版
[4][美]菲利普.科特勒著.营销管理,上海:上海人民出版社,1997
[5]张向东.自主创新——老话题新思考.中国汽车报.3009期a7版
[6][英]保罗.斯图伯特编.品牌的力量,北京:中信出版社,2000
[7]乔岗著.网络化生成,北京:中国城市出版社,1997
[8]王书卿编译.国际名牌策划与实施,北京:中国广播电视出版社,1997
[9]韩林.综观我国专用汽车市场发展态势.汽车情报.2007
[10]劳动和社会保障部教材办公室编写.现代汽车营销技巧.北京:中国劳动社会保障出版社,2004
[11]朱立恩编著.企业形象的魅力,北京:北京经济学院出版社,1995
[12]樊志育著.促销策略,上海:上海人民出版社,1995
[13][美]大卫.爱格著.品牌经营法则——如何创建强势品牌.呼和浩特:内蒙古人民出版社,2000
[14]史占中.企业战略联盟,上海:上海财经大学出版社,2001
[15]赵光忠.核心竞争力与资源整合策划,北京:中国经济出版社,2003
[16].菲律普.科特勒.营销管理,上海:上海人民出版社,2003年版
[17]纪宝成.市场营销学教程,北京:中国人民大学出版,1989年.
[18]晃钢令.市场营销学,上海:上海财经出版社,2003年版
[19][美]约翰.科特,詹姆斯.赫斯克特著.企业文化与经营业绩.北京:华夏出版社,1997
[20]吴宪和.市场营销学,上海:上海财经大学出版社,2002年版
[21]宋小敏.市场营销案例实例与评析,武汉:武汉工业大学出版社,1992
[22]屈云波.营销战略策划,中国商业出版社,1994
[23]陈建平等.企划与企划书设计,北京:中国人民大学出版社,2002
[24]叶万春主编.企业形象战略策划——CIS导入,东北财经大学版社
[25]刘庆元主编.企业战略管理,中央广播电视大学出版社.
[26]蒋崇贤,何明辉.专用汽车设计.武汉:武汉工业大学出版社,1994
[27]刘哲义,何明辉。专用汽车构造.武汉:武汉工业大学出版社,1994
[28]崔靖.专用汽车设计.陕西:陕西科学技术出版社,1989
[29]徐达,路锦荣.专用汽车工作装置的原理与计算.北京:北京理工大学出版社,1997
[30]周三多主编.管理学原理,上海:复旦大学出版社,1993
[31]何佳讯编著.品牌形象策划——透视品牌经营.上海:复旦大学出版社,2000
[32]赵洪珊.Fila经营的启示——谈品牌定位与重新定位.市场与消费,2000,6:33
[33]兰苓主编.市场营销学,北京:中央广播电视大学出版社
[34]刘云柏著.管理哲学导论,天津:南开大学出版社,1987
[35]中国汽车工业协会,中国汽车工业年鉴,中国汽车工业协会.2006
[36]韦青,任海涛编著.营销延伸,深圳:海天出版社,1998
[37]马士华,林勇,陈志祥.供应链管理,北京:机械工业出版社,2000
[38][法]让.诺尔.卡菲勒著.战略性品牌管理,北京:商务印书馆,2000
[39]陈克然.专用车转型国产品牌时不我待.中国建设报.2007
[40]Tim Ambler and Demetrios Vakratsas,"The Pursuit of A dvertising Theory",Business strategy Review,spring1996
[41]Warmock Davies&Kathleen E.Brush,"High-Tech Industry Marketing:The Elements of a sophisticated Globalstrategy",Industrial Marketing Management 26 1997
[42]Tim Ambler,"Do Brands benefit consumers?",Advertising Association 1997
[43]Frederick E.Webstev,Jr,"The Changing Role of Marketing in the Corporation",Journal of Marketing Vol.56.oct.1992
[44]Morgan P.Miles,Linda S.Munilla,Gregory R.Russell,"Marketing and Environmental Registrational Certification What industrial Marketers Should understand About ISO 14000",Industrial Marketing Management 26.1997
[45]Susanl.Holak & Y.Edwin Tang,"Advertising's effect on the product Evolutionary cycle" Journal of Markating.July 1990
[46]Bernard J.Jaworski and Ajay K.Kohli,"Market Orientation:Antecedents and consequences" Journal of Markating Vol57.July 1993
[47]Staley F,slater & John C.Naner,"Does Competetive Environment Morderate the Markat Orientation-Performance Ralationship?",Journal of Markating,January 1994
[48]Ajay K.Kohli & BornardJ.Jaworski,"Markat Orientation:The construct Research Propositions,and Managerial Implications",Jounal of Marketing Vol 54.Aprill.1990
[49]N.Craig Smith & Elizabeth cooper-Martin,"Ethis and Target Marketing:The Role of Product Harm an consumer Vulnerability",Journal of Markating Vol.61.July.1997
[50]Ajay Menon & Anil menon,"Euviropreneurial Markets strategy:The Emergence of Corporaat Environmentalism as Market strategy" Journal of Marketing Vol-61.January.1997
[51]Subhash C.Jain,"The Evolution of strategic Marketing",Jounal of Business Research Vol.11,1983
[52]Warren J.Keegan,"Global Marketing Management",Prentice Hall 1989
[53]Philip Kotler & Gary Armstrong,"Princeples of Marketing",Prentice Hall,Inc 1996
[54]Elizabeth C.Hirschman.Humannistic Inquiry in Marketing Research:Philosophy Method and Criteria.Jounal of Marketing Research,1986,8:237-249
[55]Chan Su Park and V.Srinivasan.A Survey-Based Method for Measuring and Understanding Brand Equity and Extendability.Journal of Marketing Research,1994,31:271-288
[56]韩林,红宇专用汽车用营销策划拓展市场,中国汽车工业信息网,2007年3月
[57]盛太莲,2006年专用改装车市场分析及2007年预测,中国汽车工业信息网,2007年3月
[58]韩林,从美国厢式半挂车特点看我国厢式半挂车发展态势,中国汽车工业信息网,2007年6月
[59]城市物流专用车市场蕴涵商机。奥铃抢头彩,中国卡车网,2007
[60]王兰,专用车市场鱼龙混杂.中集车辆推行营销新模式,商用汽车周刊,2006年9月
[61]星马汽车(600375)2006年年度报告,2007
[62]《中华人民共和国国民经济和社会发展第十一个五年规划纲要》,2007
[63]东大阿尔派软件股份有限公司企业解决方案——CRM,2006