大连圣达汽车公司营销策略研究
摘要
蔓延全球的经济危机严重影响了全世界经济的发展,但是中国市场逆市而上,首超美国成为世界第一大汽车市场,成为全球汽车市场中一个难得的亮点。海外各大汽车品牌在中国市场的竞争也随之日趋激烈,加速布局中国市场,建立自己的营销网络。在竞争日益激烈同时,中国GDP的不断增长,人均收入的不断提高相应的对于进口汽车这种高档消费品的需求量也是越来越大。这就意味着对中国进口汽车经销商来说,威胁与机遇同在。但是,要想在品种繁多竞争激烈的进口汽车市场中站稳脚跟,仅依靠原有的以产品为中心的营销理念已经不能够适应市场竞争的要求。
本文以大连圣达汽车公司为背景,通过对公司的宏观环境和微观环境,以及消费者需求特征分析,找出企业自身的优势和劣势;在市场细分的基础上,利用市场营销理论,进行目标市场选择和产品定位,从而制定适合本企业的市场营销策略,实现公司以产品为中心向以顾客为中心的经营理念的转变,达到提高公司的销售业绩及创立公司的品牌形象的目的。
The spread of the global economic crisis has seriously affected the economic development of the world. However, as a rare highlight, the auto market in China went against the tide. It even overtook that in United States, and for the first time became the world's largest automobile market. Accordingly, the competition among the oversea auto companies in the Chinese market becomes increasingly fierce. All the companies have set up their own marketing networks, which speed up the birth of a new layout of the auto market in China. Meanwhile, the continuous growths of both our GDP and per capita incomes stimulate the demands for luxury goods such as imported cars. Consequently, all the auto dealers will face threats and opportunities simultaneously. To survive in the competing market, the auto dealers have to alter their outdated product centric marketing strategy accordingly.
This investigation is based on Dalian Shengda Motor Company. Both the strengths and weaknesses of this company are found by analyzing its macro and micro environments, as well as characteristics of consumer demands. To achieve the management transformation from product centric to customer centric, to boost company performances and to create brand image, we employ marketing theory to locate the target markets and products, as well as generate rational strategy on the basis of market segmentation.
本文以大连圣达汽车公司为背景,通过对公司的宏观环境和微观环境,以及消费者需求特征分析,找出企业自身的优势和劣势;在市场细分的基础上,利用市场营销理论,进行目标市场选择和产品定位,从而制定适合本企业的市场营销策略,实现公司以产品为中心向以顾客为中心的经营理念的转变,达到提高公司的销售业绩及创立公司的品牌形象的目的。
The spread of the global economic crisis has seriously affected the economic development of the world. However, as a rare highlight, the auto market in China went against the tide. It even overtook that in United States, and for the first time became the world's largest automobile market. Accordingly, the competition among the oversea auto companies in the Chinese market becomes increasingly fierce. All the companies have set up their own marketing networks, which speed up the birth of a new layout of the auto market in China. Meanwhile, the continuous growths of both our GDP and per capita incomes stimulate the demands for luxury goods such as imported cars. Consequently, all the auto dealers will face threats and opportunities simultaneously. To survive in the competing market, the auto dealers have to alter their outdated product centric marketing strategy accordingly.
This investigation is based on Dalian Shengda Motor Company. Both the strengths and weaknesses of this company are found by analyzing its macro and micro environments, as well as characteristics of consumer demands. To achieve the management transformation from product centric to customer centric, to boost company performances and to create brand image, we employ marketing theory to locate the target markets and products, as well as generate rational strategy on the basis of market segmentation.
引文
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[14]胡娟.销售渠道管理[M].北京:北京工业大学出版社,2004
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[16]张发明.汽车营销实务[M].北京:机械工业出版社,2009.5
[17]贾昌荣.汽车广告.公关战[M]北京:机械工业出版社2007.10.
[18]菲利普·科特勒.市场营销[M].北京:中华工商联合出版社,2000:3
[19]王丽敏.企业展会营销策略[J].企业活力.2007.3:57
[20]刘莹.浅析关系营销[J].现代商业.2009(9):25-29.
[21]佩恩著.郑薇译.服务营销精要[M]。北京:中信出版社,1998
[2]《中华人民共和国反垄断法》第十三条
[3]吴开诚.汽车营销革命[M].北京:机械工业出版社,2008
[4]裘瑜.吴霖生.汽车营销实务[M].上海:上海交通大学出版社,2002
[5]郑祖华.汽车消费需求与营销策略[J].商场现代化.2008,(05):35-36.
[6]李弘.董大海.市场营销学[M].大连:大连理工大学出版社,2006.6
[7]D.Besanko,D.Dranove,M.Shanley.Economics of Strategy,New York,Wiley,1996.
[8]C.W.L希尔.G.R.琼斯.战略管理[M].北京:中国市场出版社,2005.
[9]Al Ries.Jack Trout.Positioning:The Battle for Your Mind.New York:Warner Books 1982,p:11
[10]董藩总.房地产营销与管理[M].大连:东北财经大学出版社,2001:4
[11]克默尼.邵丹.邬金涛译.大师论营销[M].北京:华夏出版社,2005.1.
[12]焦新宇.现代市场营销新模式[J].现代商业.2009,(11):25
[13]Philip kotler,Ronald E.Turnet.Marketing M anagementi[M].Prentice2Hall Canada inc,1989
[14]胡娟.销售渠道管理[M].北京:北京工业大学出版社,2004
[15]文新.汽车营销的创新之路.水平营销.商场现代化.2008,(09):68-69.
[16]张发明.汽车营销实务[M].北京:机械工业出版社,2009.5
[17]贾昌荣.汽车广告.公关战[M]北京:机械工业出版社2007.10.
[18]菲利普·科特勒.市场营销[M].北京:中华工商联合出版社,2000:3
[19]王丽敏.企业展会营销策略[J].企业活力.2007.3:57
[20]刘莹.浅析关系营销[J].现代商业.2009(9):25-29.
[21]佩恩著.郑薇译.服务营销精要[M]。北京:中信出版社,1998