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论文编号：	12304
作者编号：	2320180655
上传时间：	2021/3/4 17:11:29
中文题目：	北汽越野车营销策略研究
英文题目：	Research on Marketing Tactics of BAIC ORV
指导老师：	任星耀
中文关键字：	北汽越野车；SUV；营销策略
英文关键字：	BAICORV; SUV;Marketing stategy
中文摘要：	随着时代发展，消费者对乘用车的需求正在发生巨大的改变——从单一的产品功能满足上升至消费者自我价值的认同与实现。互联网技术的不断进步以及人民生活水平的不断提升使得人们的社交属性凸显，社交需求增加，互联网电商、社交电商等平台大肆发展，营销价值链正在不断进行横向拓展。北京汽车集团越野车有限公司（以下简称北汽越野车）作为北汽集团越野车业务的重要板块，近年来，一直致力于自主品牌越野车的研发和生产，并取得了一系列成果。凭借其出色的产品品质及历史积淀，北汽越野车已领跑国内硬派越野市场。但也正是由于北汽越野车硬派越野的形象在消费者的认知中比较根深蒂固，想扭转这一认知并非易事。越野车在整个汽车行业中只是一类小众市场，并非主流市场，虽然北汽越野车已在该领域拔得头筹但现有业务的发展规模无法支撑企业在未来长久发展，因此企业需要尽快就如何实现拓圈增量、如何拥抱新技术，顺应新模式及满足新需求出具切实可行的策略，以满足企业在未来取得长远的发展。 本文以北汽越野车作为案例，首先对乘用车行业的规模及潜力、行业竞争情况及消费者需求与行为进行分析。其次结合内外部环境，对北汽越野车进行深度SWOT分析。在此基础上，根据STP框架对行业进行细分、对北汽越野车的目标市场选择及市场定位进行规划；再围绕北汽越野车的目标市场定位和战略规划，从产品、定价、渠道及营销沟通等方面提出匹配北汽越野车未来拓圈增量战略发展的具体营销策略；最后提出了为有效保障策略的实施，需要从人力资源配备、消费者数据收集与分析以及合作伙伴选择与管理三个方面来提供相应的支撑。 本文得出的结论是：借助SUV向上发展趋势，加速北汽越野车由硬派越野向城市型SUV市场拓展进程，实现拓圈增量。首先，结合互联网发展，借助大数据分析对消费者行为进行精准预判。打造线上线下多渠道体验平台，优化体验内容，强化消费者认知，弱化北汽越野车与硬派越野强关联性，提升品牌城市SUV属性的市场接受度。其次，提升北汽越野车用户体验，将越野打造成一种生活态度，通过对产品功能属性、产品体验内容及后续服务内容的专属设计 实现生活模式的定制。一方面可以巩固产品优势，积极拓展产品多元化，满足消费者对产品需求，另一方面可以通过体验及服务定制与消费者的精神价值需求产生共鸣。最后，在产品规划、促销沟通、消费者服务、消费者关系管理等方面，要做好差异化优势的构建，同时做好运营的优化和提升，营造越野生态的概念对消费者心智进行影响，提升品牌价值，进而提升消费者忠诚度。
英文摘要：	With the time development, consumers' demand for automobiles is undergoing tremendous changes -- from a single product functional satisfaction to the recognition and realization of consumers' self-worth.With the continuous advancement of Internet technology and the continuous improvement of people's living standards, people's social attributes have become prominent and their social demand have increased. Internet e-commerce, social e-commerce and other platforms are developing wantonly.The marketing value chain is continuously expanding horizontally. Beijing Automotive Group Off-road Vehicle Co., Ltd. (hereinafter referred to as BAICORV), is an important part of the off-road vehicle business of BAIC Group.In recent years, it has been committed to the development and production of its own brand off-road vehicles and has achieved a series of results.With its excellent product quality and historical accumulation, BAICORV has led the China ORV market.But on the other hand,just because the image of BAICORV’s hardcore in customers’ cognition is so deep-rooted, it’s hard to reverse this. ORV is a kind of niche market in the whole field, not the mainstream market.Although it has scooped the top prize in the field, but it’s not enough to support the enterprise’s development in the future. So the company needs to catch up with some feasible strategies about how to expand the market,how to take a good advantage of new technology and howto adapt to the new model in order to meet the long-term development in the future. Taking the BAICORV as a case, this article first analyzes the scale and potential of the passenger vehicle industry, industry competition, and consumer demand and behavior.Secondly besides the internal and external environment analysis, it takes an in-depth SWOT analysis of BAICORV. On this basis, according to STP frameworkthe author makes a plan about BAICORV target market selection and market positioning.Centering on the target market and strategic planning of BAICORV, the authorsuggests specific marketing strategies in order to support the market expansion including products, pricingc, hannels and marketing communication. Finally, in order to effectively guarantee the implementation of the strategy, it is necessary to provide corresponding support from three aspects: human resource allocation, consumer data collection and analysis, partner selection and cooperation management. The conclusions of this paper are as follow: with the help of the upward development trend of SUV, the firm should accelerate the process of BAICORV from ORV to urban SUV, which is aimed to achieve the market expansion. First of all, combined with the development of the Internet, customers behavior are accurately predicted with the help of big data analysis. Furthermore, the firm builds online and offline multi-channel experience platforms, optimizes experience content, strengthens consumer cognition, reduces the strong correlation between BAICORV and ORV and improves the market acceptance of urban SUV ofit. Secondly, BAICORV will be built into an one-stop off-road life experience customization expert, turningit into a kind of life attitude, and realizing the customization of life mode through the exclusive design of product function attributes, product experience content and subsequent service content. On the one hand, it can consolidate product advantages and actively expand product diversification to meet customers' product demands; on the other hand, it can resonate with customers' spiritual values demands on experience and service customization. Finally, in terms of product planning, marketingcommunication, consumer services, consumer relationship management, etc., the firm must build differentiated advantages, and at the same time optimize and improve operations, so that the concept of creating an off-road ecology will affect minds of customers, thus enhancing brand value and consumer loyalty.
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