双燕集团营销战略案例
摘要
21世纪是经济全球化的世纪，作为工业化社会的重要产业——汽车工业，其全球化步伐也会日趋加快。2001年11月11日，中国加入了WTO，它意味着中国将以更加开放的姿态融入世界经济，也必然给中国的汽车行业带来更大的挑战，随着全球汽车工业的发展，重组兼并势头进一步加强。本文正是基于这一背景，以国内某汽车集团为主体，结合国内外主要厂商的状况，从营销战略的角度进行了分析，将当前全新的汽车行业营销模式和营销理念融于案例之中。
本文从国内外汽车行业背景、双燕集团的竞争地位、现行销售体系和中国汽车市场分析四个方面真实地反映了中国汽车行业的发展现状和双燕集团的营销战略。第一章描述了中国加入WTO以后对汽车行业带来的冲击与影响，以及国内外汽车行业发展的最新动态，包括跨国汽车公司的战略重组，兼并和联盟。第二章描述了双燕集团的现状和在国内汽车行业中的竞争地位。第三、四章描述了双燕集团的现行营销体系和国内主要汽车制造商的营销体系，以及双燕象团拟采用的未来的营销战略。案例中既有战略层面的决策又有营销实务展开，既有国外汽车公司先进的营销模式介绍又有国内汽车市场开拓的尝试。文中绝大多数数据和信息均来自实际，并且所反映事件的时事性很强。作者撰写此文的目的是想为今后的MBA教学提供一个综合性的案例。
21ST century named economic globalization, the automobile industry that it is important in industrial times will more globalize than any past period. In November 11 2001, China entered into WTO certainly, it means China will participate the world economy with more opening policies, and will also make more large challenge with Chinese automobile industry. The thesis discuss the marketing strategy of a automobile group, according to the background that China enter into WTO and the factor of main automobile manufacturer in the global field, the case has included the new model and new idea of automobile marketing.
The thesis included four sectors: the automobile background of national and international; the competitive condition of Double Swallow
Group; the marketing model of Double Swallow Group and the analysis of China automobile market. The market situation of China and Double Swallow Group were appeared through the four sectors obviously. The chapter one is about the influence of China of automobile industry after China enter into WTO, and the new information of international automobile industry, it involved the strategy reorganization and the strategy alliance. The chapter two is about recent condition of Double Swallow Group and the competitive situation to compare with the main national automobile manufacturer. The chapters three and four are about
the marketing model of Double Swallow Group and the others group, the marketing plan of Double Swallow Group was design through the two chapters.
The case has involved the decision of corporation strategy and the detail of marketing model, also has involved the advanced marketing model of foreign motor companies and the discussible marketing model of inland motor companies. Moreover the data is true and from a real company, the events were stated is just now happening. The author hopes to offer a perfect and complex case for the future MBA program.
本文从国内外汽车行业背景、双燕集团的竞争地位、现行销售体系和中国汽车市场分析四个方面真实地反映了中国汽车行业的发展现状和双燕集团的营销战略。第一章描述了中国加入WTO以后对汽车行业带来的冲击与影响，以及国内外汽车行业发展的最新动态，包括跨国汽车公司的战略重组，兼并和联盟。第二章描述了双燕集团的现状和在国内汽车行业中的竞争地位。第三、四章描述了双燕集团的现行营销体系和国内主要汽车制造商的营销体系，以及双燕象团拟采用的未来的营销战略。案例中既有战略层面的决策又有营销实务展开，既有国外汽车公司先进的营销模式介绍又有国内汽车市场开拓的尝试。文中绝大多数数据和信息均来自实际，并且所反映事件的时事性很强。作者撰写此文的目的是想为今后的MBA教学提供一个综合性的案例。
21ST century named economic globalization, the automobile industry that it is important in industrial times will more globalize than any past period. In November 11 2001, China entered into WTO certainly, it means China will participate the world economy with more opening policies, and will also make more large challenge with Chinese automobile industry. The thesis discuss the marketing strategy of a automobile group, according to the background that China enter into WTO and the factor of main automobile manufacturer in the global field, the case has included the new model and new idea of automobile marketing.
The thesis included four sectors: the automobile background of national and international; the competitive condition of Double Swallow
Group; the marketing model of Double Swallow Group and the analysis of China automobile market. The market situation of China and Double Swallow Group were appeared through the four sectors obviously. The chapter one is about the influence of China of automobile industry after China enter into WTO, and the new information of international automobile industry, it involved the strategy reorganization and the strategy alliance. The chapter two is about recent condition of Double Swallow Group and the competitive situation to compare with the main national automobile manufacturer. The chapters three and four are about
the marketing model of Double Swallow Group and the others group, the marketing plan of Double Swallow Group was design through the two chapters.
The case has involved the decision of corporation strategy and the detail of marketing model, also has involved the advanced marketing model of foreign motor companies and the discussible marketing model of inland motor companies. Moreover the data is true and from a real company, the events were stated is just now happening. The author hopes to offer a perfect and complex case for the future MBA program.
引文
[01] 保罗．斯图伯特(英)．品牌的力量．中信出版社，1999
[02] 圣丁(美)．哈佛商学院MBA案例教程．经济日报出版社，1999
[03] 张小玄．中国企业发展报告1990～2000．社会科学文献出版社，2001
[04] 安娜蓓尔．碧莱尔(ANNABEL BEEREL)．领导与战略规划．机械工业出版社，2001
[06] 杜胜利．企业经营业绩评价．经济科学出版社，1999
[07] 申明．知识资本运营论．企业管理出版社，1998
[08] 林有成．无缘文化与市场营销．经济管理出版社，1997
[09] 罗国民．绿色营销．经济科学出版社，1997
[10] 刘凤军．略论企业营销与政府行为．中国流通经济，1998
[11] 迈克尔(澳)，阿尔玛(美)．环境营销．机械工业出版社，1999
[12] 刘正国．管理激励．上海财经大学出版社，1998年
[13] 经济白皮书---2000年中国经济预测与展望．中国经济出版社，2000
[14] 2000年中国汽车工业年鉴．中国汽车技术研究中心，2001
[15] 2000年中国汽车市场年鉴．中国商业出版社，2001
[16] 大卫．桑普斯福特，泽弗里斯，桑纳托斯．劳动经济学前沿问题．中国税务出版社，2000
[17] 杨卫东．国企改革必由之路—多元混合．武汉大学出版社，1999
[18] 王元庆．市场进入战略．企业管理出版社，1999
[19] 钟育赣．品牌策划与市场传播．中山大学出版社，1997
[20] 罗伯特．韦兰(美)．走进客户的心．经济日报出版社，1998
[21] 屈云波．工业品营销实务．企业管理出版社，1999
[22] 杜胜利．企业经营业绩评价．经济科学出版社，1999
[23] 申明．知识资本运营论．企业管理出版社，1998
[24] 刘正国．管理激励．上海财经大学出版社，1998
[25] 胡景北．工资增长的发展经济学导论．上海财经大学出版社，1997
[26] 宋承先．现代西方经济学(第二版)．复旦大学出版社。1997
[27] 傅家骥．技术创新学．清华大学出版社，1998
[28] 徐二明．企业战略管理．中国经济出版社，1998
[29] 陈章武．管理经济学．清华大学出版社，1996
[30] 李悦．产业经济学．中国人民大学出版社，1998
[31] 邓明然．公司理财．企业管理出版社，1999
[34] Alex Miller. Strategic Management. McGraw-hill, Inc. 1998
[35] Theodore Levitt. The Globalization of Markets. Harvard Business Review, May-June 1993
[36] Andrew Steer. Ten Principles of the New Environmentalism. Finance & Development, December 1996
[37] Blair W. Feltmate. Making Sustainable Development a Corporate Reality. CMA-the Management Accounting Magazine, March 1,1997
[38] Miguel de Madrid. National sovereignty and Globalization. Houston Journal of International Law, Spring 1997
[39] Matt Forney. Rule by Law. Far Eastern Economic Review, March 13． 1997
[40] Edmund Duffy. Business Law in China: Evolutionary Revolution. Journal of International Affairs, January 1996
[41] John Colmey. Market Segmentation. Far Eastern Economic Review, 1997
[42] Terry Cotter. All Consumers Aren't Alike. The Wall Street Journal, September 1996
[43] Katayama Osamu. Cheapest in the World. Look Japan, May 1997
[44] F. John Mathis. Export Payment Terms Adjust the Risk to Exporters and the Cost to Importers. Business America, October 1997
[45] Betty Jane Punnett. Towards Effective Management of Expatriate Spouses. Journal of World Business, 1997
[46] Nisha Gopalanun. Asia Dumps Cut-Price Luxury cars in HK. South China Morning Post, January 4,1998
[02] 圣丁(美)．哈佛商学院MBA案例教程．经济日报出版社，1999
[03] 张小玄．中国企业发展报告1990～2000．社会科学文献出版社，2001
[04] 安娜蓓尔．碧莱尔(ANNABEL BEEREL)．领导与战略规划．机械工业出版社，2001
[06] 杜胜利．企业经营业绩评价．经济科学出版社，1999
[07] 申明．知识资本运营论．企业管理出版社，1998
[08] 林有成．无缘文化与市场营销．经济管理出版社，1997
[09] 罗国民．绿色营销．经济科学出版社，1997
[10] 刘凤军．略论企业营销与政府行为．中国流通经济，1998
[11] 迈克尔(澳)，阿尔玛(美)．环境营销．机械工业出版社，1999
[12] 刘正国．管理激励．上海财经大学出版社，1998年
[13] 经济白皮书---2000年中国经济预测与展望．中国经济出版社，2000
[14] 2000年中国汽车工业年鉴．中国汽车技术研究中心，2001
[15] 2000年中国汽车市场年鉴．中国商业出版社，2001
[16] 大卫．桑普斯福特，泽弗里斯，桑纳托斯．劳动经济学前沿问题．中国税务出版社，2000
[17] 杨卫东．国企改革必由之路—多元混合．武汉大学出版社，1999
[18] 王元庆．市场进入战略．企业管理出版社，1999
[19] 钟育赣．品牌策划与市场传播．中山大学出版社，1997
[20] 罗伯特．韦兰(美)．走进客户的心．经济日报出版社，1998
[21] 屈云波．工业品营销实务．企业管理出版社，1999
[22] 杜胜利．企业经营业绩评价．经济科学出版社，1999
[23] 申明．知识资本运营论．企业管理出版社，1998
[24] 刘正国．管理激励．上海财经大学出版社，1998
[25] 胡景北．工资增长的发展经济学导论．上海财经大学出版社，1997
[26] 宋承先．现代西方经济学(第二版)．复旦大学出版社。1997
[27] 傅家骥．技术创新学．清华大学出版社，1998
[28] 徐二明．企业战略管理．中国经济出版社，1998
[29] 陈章武．管理经济学．清华大学出版社，1996
[30] 李悦．产业经济学．中国人民大学出版社，1998
[31] 邓明然．公司理财．企业管理出版社，1999
[34] Alex Miller. Strategic Management. McGraw-hill, Inc. 1998
[35] Theodore Levitt. The Globalization of Markets. Harvard Business Review, May-June 1993
[36] Andrew Steer. Ten Principles of the New Environmentalism. Finance & Development, December 1996
[37] Blair W. Feltmate. Making Sustainable Development a Corporate Reality. CMA-the Management Accounting Magazine, March 1,1997
[38] Miguel de Madrid. National sovereignty and Globalization. Houston Journal of International Law, Spring 1997
[39] Matt Forney. Rule by Law. Far Eastern Economic Review, March 13． 1997
[40] Edmund Duffy. Business Law in China: Evolutionary Revolution. Journal of International Affairs, January 1996
[41] John Colmey. Market Segmentation. Far Eastern Economic Review, 1997
[42] Terry Cotter. All Consumers Aren't Alike. The Wall Street Journal, September 1996
[43] Katayama Osamu. Cheapest in the World. Look Japan, May 1997
[44] F. John Mathis. Export Payment Terms Adjust the Risk to Exporters and the Cost to Importers. Business America, October 1997
[45] Betty Jane Punnett. Towards Effective Management of Expatriate Spouses. Journal of World Business, 1997
[46] Nisha Gopalanun. Asia Dumps Cut-Price Luxury cars in HK. South China Morning Post, January 4,1998