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论文编号：	10425
作者编号：	2220160683
上传时间：	2018/12/6 13:52:06
中文题目：	仁孚中国汽车公司营销策略研究
英文题目：	Research on Marketing Strategy of Zung Fu China Automobile Company
指导老师：	李桂华
中文关键字：	仁孚汽车；市场营销；目标市场；营销策略
英文关键字：	Zung Fu China Automobile；Marketing；Target Market；Marketing Strategy
中文摘要：	摘要 伴随着新中国的成立，我国经济发展也迎来了春天，工业化进程随之加快。作为工业的重要组成部门，汽车行业在新中国成立后发展迅猛。经过近四十年的发展，目前已建立起了较为完善的市场经济制度，充分激发了市场活力，与之相伴的是，企业的市场竞争也愈发激烈，汽车行业也不例外。伴随全球经济的一体化和中国的对外开放，更多的资本进入中国。造成很长一段时间以来，汽车市场竞争非常激烈，并且呈现出越来越激烈的态势。就当前我国汽车市场而言，呈现出三大格局：一是国外进口品牌；二是中外合资品牌；三是国内品牌。品牌汽车企业要想在激烈的市场竞争中占据一席之地，或者说是分得一杯羹，就必须不断提升企业的创新能力以及市场营销能力。虽然近年来仁孚中国汽车公司在产品研发、营销策略以及售后服务等方面取得了一定的发展，但是当前仁孚中国汽车公司在市场开发中遇到了一些困难，制约了仁孚中国汽车公司的进一步发展，提升企业的营销能力成为影响企业发展的一个障碍。 针对仁孚中国汽车公司的营销策略进行研究，本文从基础理论的研究出发，然后结合案例的实际问题进行展开，主要采用了文献阅读法、调查分析法、对比分析法等三种研究方法。根据本文研究思路设计的需要，本文主要分为七个章节来展开研究。第一章是本文的研究绪论。这一章主要概述全文的研究背景、研究意义，以及本文主要使用的研究方法，针对每一章的研究内容设计进行了简要概述，并将本文的研究架构进行了简要说明，对全文有了一个大致的概述。第二章是本文的理论基础。为了更好地探究仁孚中国汽车公司的营销策略，结合仁孚中国汽车公司所处的营销策略环境和自身存在营销策略问题，有针对性地提出解决策略，本文针对市场营销的相关理论进行了综述，通过对有关市场营销原理、工具和方法的综述，以及相关应用文献的综述，提供了论证依据。第三章是仁孚中国汽车公司市场营销策略的环境分析。在本章节中，作者首先对仁孚中国汽车公司的发展概况进行了阐述，然后再针对仁孚中国汽车公司的外部营销环境及内部资源及能力现状进行了分析，结合两个方面的现状，对案例公司有了深入的了解，为分析案例公司的存在问题提供了条件。第四章是仁孚中国汽车公司市场营销策略现状及存在问题分析。对仁孚中国汽车公司现行市场营销策略进行了详细分析，并指出了存在的问题。第五章是仁孚中国汽车公司目标市场及定位。对国内汽车市场进行细分，从中选择合适的细分市场作为目标市场，根据自身的需要进行市场定位。第六章是优化仁孚中国汽车公司市场营销策略的相关建议。针对前文中提及的存在问题及原因分析，针对性地提出了相关建议和应对性的措施策略。第七章是本文的结语部分。在这一章节中，作者对全文的研究成果进行了综合地提炼和概述，并总结了本文研究存在的不足及提出未来的研究建议。 通过本文的研究发现，仁孚中国汽车公司市场营销策略存在的问题包括：第一、产品存在同质化，风格不够个性；第二、产品缺乏监管性，定价不够科学；第三、服务品质不到位，机制不够健全；第四、促销方式太僵化，渠道不够丰富。本文主要针对仁孚中国汽车公司的Smart产品进行市场细分，在产品既定的前提下，进行市场细分，按照国内汽车行业的习惯准则，本文选择将消费人群、消费地域作为细分市场划分的维度指标，这些相对比较便于市场执行。从目标消费人群上看，由于仁孚中国汽车公司在市场定位上集中在15-25万，关于消费地域的选择，近期（3年内）以华南、华东、中南为主要的目标市场，中期（3-5年内）向华北、东北延伸，长期目标是覆盖全国。SMART采用的是“避强定位”方式，在汽车市场上肯定不是最好最昂贵的汽车，比它功能强大的汽车比比皆是，但是它把自己定位为绿色环保代表的小型都市用车。它是便捷、安全、时尚、性价比超高的城市小精灵。我国汽车细分市场中，SMART市场增长势头强劲，潜力巨大。在总体市场定位上，仁孚中国汽车公司选择中高端的市场定位策略。在市场中扮演引领者的角色，在盈利方面和竞争优势方面占据绝对的优势。从仁孚中国汽车公司SMART汽车的产品上看，仁孚中国汽车公司的产品选择高端品质，轻型+高端技术。从定价上看，仁孚中国汽车公司的定价在25万-50万之间。从渠道上看，仁孚中国汽车公司的渠道选择各地的高端代理，每个省区设置一个。从促销上看，仁孚中国汽车公司的促销以打造高端、品质的形象为主。据此，针对仁孚中国汽车公司市场营销策略提出改进建议，包括四个方面：第一，仁孚中国汽车公司产品营销策略改进建议，持续促进技术研发创新、突出产品功能个性价值。第二，仁孚中国汽车公司价格营销策略改进建议，科学设计产品价格机制、加强产品经营成本控制、优化产品组合价格定位。第三，仁孚中国汽车公司渠道营销策略改进建议，渠道下沉变革组织方式、探索创新区域承销模式。第四，仁孚中国汽车公司渠道营销策略改进建议，深入开展品牌文化宣传、大力丰富产品促销方式、积极开发线上推广模式。 通过本文的研究，对仁孚中国汽车公司的市场营销环境作出详细分析，并找出仁孚中国汽车公司在市场营销过程中存在的问题，提出针对性的意见和建议，以期为提高仁孚中国汽车公司的市场营销能力提供重要的借鉴和参考价值。
英文摘要：	Abstract Along with the founding of new China, China's economic development has also ushered in the spring, and the process of industrialization has accelerated. As an important sector of the industry, the automobile industry has been developing rapidly after the founding of new China. After nearly 40 years of development, a relatively perfect market economic system has been established, which has fully stimulated the vitality of the market. Accompanied by this, the market competition of enterprises has become increasingly fierce, and the automobile industry is no exception. With the integration of the global economy and China's opening to the outside world, more capital has entered China. As a result, for a long time, the automobile market competition is very fierce, and presents a more and more intense situation. As far as China's automobile market is concerned, there are three patterns: first, foreign imported brands; second, Sino-foreign joint venture brands; third, domestic brands. If brand automobile enterprises want to occupy a place in the fierce market competition, or to get a share of the market, they must constantly improve their innovation ability and marketing ability. Although Renfu China Automobile Company has made some progress in product research and development, marketing strategy and after-sales service in recent years, Renfu China Automobile Company has encountered some difficulties in market development, which restricts the further development of Renfu China Automobile Company, and promotes its marketing ability to become an influential enterprise. An obstacle to the development of the industry. In view of Renfu China Automobile Company's marketing strategy research, this article embarks from the basic theory research, then carries on the launching with the case actual question, mainly uses the literature reading method, the investigation and analysis method, the contrast analysis method and so on three kinds of research methods. According to the needs of this study, this paper is divided into seven chapters. The first chapter is the introduction of this paper. This chapter mainly outlines the research background, research significance, and the research methods used in this paper, for each chapter of the research content design is briefly summarized, and the research framework of this paper is briefly described, a general overview of the full text. The second chapter is the theoretical basis of this article. In order to better explore the marketing strategy of Renfu China Automobile Company, combining with the marketing strategy environment of Renfu China Automobile Company and its own marketing strategy problems, this paper puts forward the solution strategy. This paper summarizes the relevant marketing theories, through the relevant marketing principles, tools and methods. A summary of the law and a summary of the relevant application literature provide evidence for the argument. The third chapter is the environmental analysis of the marketing strategy of Ren Fu China automobile company. In this chapter, the author first describes the development of Renfu China Automobile Company, and then analyzes the external marketing environment and internal resources and capabilities of Renfu China Automobile Company. Combining the two aspects of the status quo, the author has a deep understanding of the case company, in order to analyze the existence of the case company. The problem provides conditions. The fourth chapter is the analysis of the marketing strategy and existing problems of Ren Fu China automobile company. The current marketing strategy of Renfu China Automobile Company is analyzed in detail, and the existing problems are pointed out. The fifth chapter is the target market and location of Ren Fu China automobile company. To subdivide the domestic automobile market, select the appropriate subdivision market as the target market, and position the market according to their own needs. The sixth chapter is the relevant suggestions to optimize the marketing strategy of Ren Fu China automobile company. In view of the problems mentioned in the previous article and the analysis of the causes, this paper puts forward relevant suggestions and countermeasures. The seventh chapter is the conclusion of this paper. In this chapter, the author comprehensively refines and summarizes the research results of the full text, and summarizes the shortcomings of this study and puts forward suggestions for future research. Through this study, we find that the problems of Renfu China Automobile Company's marketing strategy include: first, product homogeneity, style is not enough personality; second, product lack of supervision, pricing is not scientific; third, service quality is not in place, the mechanism is not perfect; fourth, promotion methods are too rigid, channels. Not rich enough. In this paper, the Smart products of Renfu China Automobile Company are subdivided into market segments. On the premise of the established products, the market is subdivided. According to the customary rules of the domestic automobile industry, this paper chooses the consumer group and the consumption area as the dimension index of the subdivision of the market. These are relatively easy for the market to implement. From the point of view of the target consumers, because Renfu China Automobile Co. is concentrated in the market positioning of 150-250,000, regarding the choice of consumption areas, in the near future (within three years) to South China, East China, South China as the main target market, the medium term (within 3-5 years) to North China, northeast extension, the long-term goal is to cover the whole country. SMART uses the "avoidance of strong positioning" approach, in the automotive market is certainly not the best and most expensive cars, more powerful cars everywhere, but it positioned itself as a green representative of small urban vehicles. It is a convenient, safe, fashionable, cost-effective City elf. In China's automobile segmentation market, the SMART market has strong growth momentum and huge potential. In the overall market positioning, Ren Fu China automobile company chooses the high-end market positioning strategy. Playing a leading role in the market is an absolute advantage in terms of profitability and competitive advantage. From Renfu China Automobile Company SMART products, Renfu China Automobile Company products choose high-end quality, light + high-end technology. From the pricing point of view, the price of Ren Fu China Automobile Company is between 250 thousand -50. From the channel point of view, Renfu China Automobile Company chooses high-end agents from all parts of the channel, one for each province. From the point of view of sales promotion, the promotion of Ren Fu China Automobile Company is mainly aimed at creating a high-end and quality image. Accordingly, the paper puts forward suggestions for the improvement of Renfu China Automobile Company's marketing strategy, including four aspects: First, Renfu China Automobile Company's product marketing strategy improvement suggestions, to continue to promote technological research and development innovation, highlight the value of product function and personality. Second, Renfu China Automobile Company price marketing strategy improvement proposals, scientific design of product price mechanism, strengthen product management cost control, optimize product mix price positioning. Thirdly, Renfu China Automobile Company channel marketing strategy improvement proposals, channel sinking change organizational style, explore innovative regional underwriting model. Fourth, Renfu China Automobile Company channel marketing strategy improvement proposals, in-depth brand culture publicity, vigorously enrich product promotion methods, actively develop online promotion model. Through the research of this paper, the marketing environment of Renfu China Automobile Company is analyzed in detail, and the problems existing in the marketing process of Renfu China Automobile Company are found out, and the corresponding opinions and suggestions are put forward to provide important reference and value for improving the marketing ability of Renfu China Automobile Company.
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