联系我们

论文查询结果	返回搜索

论文编号：	11239
作者编号：	2120172916
上传时间：	2019/12/9 22:45:39
中文题目：	中国重汽集团重型汽车苏丹地区市场营销策略研究
英文题目：	The Study of Strategies in SINOTRUK company Heavy duty truck marketing in Sudan Area
指导老师：	许晖
中文关键字：	中国重汽集团，重型汽车，苏丹市场，市场营销
英文关键字：	China Heavy duty Truck Group, Heavy Vehicle, Sudan Area, Marketing
中文摘要：	面对复杂多变的国际经济形势，中国重汽集团积极响应国家“一带一路”倡议，坚持实施“走出去”的国际化战略。中国重汽集团重型汽车在苏丹市场的市场份额约占40%，保有量约为5000辆。自2006年中国重汽集团进入苏丹市场，斯太尔车型深受苏丹市场的消费者喜欢，随着近年来HOWO车型的引进，已经形成了稳定的品牌效应，每年拥有固定销量。苏丹现有三家经销商，扬子江、Mondial和GIAD KD组装工厂，目前他们均有各自独立的销售与服务网络和固定终端客源。扬子江、Mondial主要接触散户，GIAD针对政府项目，三家不管从模式和销向都相辅相成。 苏丹待建项目较多，给自卸车、水罐车、油罐车、搅拌车等土建车型提供发展空间；另外，苏丹仅有一个港口且距离首都偏远，牵引车等运输车辆也有很大发展空间；由于天气炎热，冷藏车等专用车辆也有一定销售空间。所以苏丹仍是很具发展潜力的市场，如何运用有效的营销组合策略，来保持竞争力，是本文研究的核心。本文在对市场营销理论进行全面阐述的前提下，运用PEST、SWOT、波特五力模型等相关理论和方法，对重型汽车苏丹市场营销环境进行分析，深入研究中国重汽集团在该地区的营销环境，提出了中国重汽集团在该地区的营销组合选择及实施，以及相应的实施保障。 研究认为中国重汽集团需要进一步完善在苏丹市场的产品结构，在产品体系组合方面需要考虑当地自然环境。中国重汽集团可采用渗透价格法，并适当给予一定折扣的方式。在渠道方面，要依靠自身优势，进一步拓宽合作渠道，建立销售联盟。在促销方面，要加强在苏丹的广告投入，加强品牌宣传。最后，要加强质量保障、人员培训、客户关系管理和跨文化管理。
英文摘要：	According to the complex and changeable international economic situation, SINOTRUK has responded positively to the national "one belt and one way" initiative, bringing new opportunities for the development of the international market, changing development ideas, innovating marketing mode, striving to expand the international market, and achieving steady growth in product exports, and its products have been sold to more than 110 countries and regions around the world. For 14 consecutive years, it has maintained the top export position of domestic heavy duty truck industry. There are many projects to be built in Sudan, which provide development space for dump trucks, tanks, oil mixers and other civil vehicles. In addition, Sudan has only one port and is far away from the capital. There is also a lot of room for development for transport vehicles such as tractors. Because of the hot weather, special vehicles such as refrigerated trucks also have a certain sales space. So Sudan is still a market with great development potential. How to use effective marketing mix strategy to maintain competitiveness is the core of this paper. On the premise of a comprehensive exposition of the marketing theory, this paper uses the relevant theories and methods of PEST, SWOT and Porter's Five Forces Model to analyze the marketing environment of heavy truck Sudan, deeply studies the marketing environment of China Heavy Truck Group in this area, and puts forward the selection of marketing mix of China Heavy Truck Group in this area. Selection and implementation, and the corresponding implementation guarantee. It is concluded that China Heavy Truck Group needs to further improve its product structure in Sudan market and consider the local natural environment in terms of product mix. China Heavy Truck Group can adopt the penetration price method and give a certain discount appropriately. In terms of channels, we should rely on our own advantages to further broaden the channels of cooperation and establish sales alliances. In terms of promotion, it is necessary to strengthen advertising investment and brand promotion in Sudan. Finally, quality assurance, personnel training, customer relationship management and cross-cultural management should be strengthened.
查看全文：	预览  下载(下载需要进行登录)