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论文编号：	14041
作者编号：	2320200478
上传时间：	2023/6/7 23:24:56
中文题目：	吉利品牌MPV产品营销策略研究
英文题目：	Research on marketing tactics of Geely brand’s MPV products
指导老师：	任星耀
中文关键字：	产品定位；营销组合策略；吉利品牌；MPV产品
英文关键字：	Product positioning; Marketing mix strategy; Geely brand; MPV products
中文摘要：	摘要 随着中国经济发展，人民生活水平日益提高，消费者对汽车的需求变得越来越多元化。其关注点也从单纯功能性转变为情感诉求或自我表达诉求，各车企很难向先前一样凭借单一产品占领大部分市场，而细分市场差异化策略逐渐成为中国汽车市场的主旋律。中国汽车行业多个细分市场呈现快速增长趋势，首先，中国车市2021年平均年龄为35.4岁，预计2025年将达到38岁，人口老龄化带来了汽车消费需求的变化，例如多人口大家庭的出行对大空间车型产生了更多的需求，自驾游、社交文化、个性化都是近年来客户快速增长的需求。其次，汽车本身就属于高价商品，客户口碑很重要，随着自媒体日趋壮大，口碑营销在客户最终决策上的影响力将越来越大。最后，伴随中国日益强大民族自信空前高涨，中国消费者不再盲目崇拜海外品牌，转为更加遵从自我需求，而国产品牌更懂中国消费者，为中国市场量身打造新产品成为企业优势。为中国人打造一款大空间多功能型汽车成为新的机遇。 本文采用文献分析法、市场研究法、案例分析法，以新营销环境下吉利品牌MPV产品为研究对象，研究吉利品牌在MPV细分市场现状、问题，提出未来发展的整体建议。首先，分析整体中国乘用车市场从增量变为存量市场的现状及消费者需求的变化。其次，对吉利品牌在MPV市场过往产品及竞品进行分析，通过大量用户研究锁定新的目标市场。最后，结合公司内部发展现状及可利用优势资源，得出MPV产品对吉利品牌的重要性以及产品营销策略及实施保障方案。本文采用SWOT分析、营销策略组合分析，结合数据及调研分析报告等，从把握市场机遇打造全新产品、优化定价策略、建立新渠道强化旧渠道、增强营销沟通四方面制定吉利品牌MPV产品营销策略提升方案。吉利品牌作为多年自主品牌销量冠军，如何在瞬息万变的汽车市场中寻找第二增长曲线，本文对吉利品牌自身发展提供思路和指导，对整个中国乘用车行业发展也有较好的指导和借鉴参考意义。
英文摘要：	Abstract With the development of China's economy and the improvement of people's living standards, consumers' demand for cars has become more and more diversified. Its focus has also changed from simple functionality to emotional appeal or self-expression appeal. It is difficult for automobile enterprises to occupy most of the market with a single product as before, and the differentiation strategy of market segmentation has gradually become the main theme of the Chinese automobile market. Many segments of the Chinese automobile industry show a trend of rapid growth. First, the average age of the Chinese automobile market in 2021 is 35.4 years old, and it is expected to reach 38 years old in 2025. The aging population has brought changes in automobile consumption demand. For example, the travel of large families with multiple populations has created more demands for large space models. Self driving travel, social culture and personalization are all the rapidly growing demands of customers in recent years. Secondly, the automobile itself is a high-priced commodity, and customer reputation is very important. With the growing of we media, the influence of word-of-mouth marketing on customers' final decisions will become greater and greater. Finally, with China's growing strength and unprecedented national self-confidence, Chinese consumers no longer blindly worship overseas brands, but more follow their own needs. Domestic brands know Chinese consumers better, and it has become an advantage for enterprises to tailor new products for the Chinese market. It has become a new opportunity to build a large space multi-functional car for the Chinese people. This paper adopts the methods of literature analysis, market research and case analysis, taking the Geely brand MPV products under the new marketing environment as the research object, studies the current situation and problems of Geely brand in the MPV segment market, and puts forward overall suggestions for future development. First of all, it analyzes the current situation that the overall Chinese passenger car market has changed from an incremental market to a stock market and the changes in consumer demand. Secondly, analyze the past products and competitive products of Geely brand in MPV market, and lock in new target markets through a large number of user research. Finally, the importance of MPV products to Geely brand, product marketing strategy and implementation guarantee scheme are obtained based on the company's internal development status and available advantageous resources. This paper adopts SWOT analysis, STP analysis, marketing strategy combination analysis, combined with data and research analysis reports, to formulate the marketing strategy improvement plan of Geely brand MPV products from four aspects: seizing market opportunities, creating new products, optimizing pricing strategies, establishing new channels, strengthening old channels, and enhancing marketing communication. As the sales champion of its own brand for many years, how to find the second growth curve in the rapidly changing automobile market provides ideas and guidance for the development of Geely brand itself, and also has good guidance and reference significance for the development of the whole Chinese passenger car industry.
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