联系我们

论文查询结果	返回搜索

论文编号：	15407
作者编号：	2320224080
上传时间：	2025/6/10 16:32:37
中文题目：	AM公司两轮电动车营销策略优化研究
英文题目：	Research on the Optimization of Marketing Strategies for AM Company''s Two-Wheeled Electric Vehicles
指导老师：	徐曼
中文关键字：	两轮电动车；STP营销定位战略；4P营销理论；SWOT分析法
英文关键字：	Two-Wheeled Electric Vehicles; STP Marketing Positioning Strategy; 4P Marketing Theory; SWOT Analysis
中文摘要：	在全球碳中和的大趋势下，两轮电动车作为绿色短交通出行的重要工具越来越被广泛关注。继2018年出台新的国家标准后，2024年新版国标进一步升级，放宽铅酸电池车型质量上限至63kg，取消强制脚踏装置，并引入动态安全监测功能，推动产品向轻量化、智能化转型。 AM公司成立于1999年，总部位于天津市。公司主营业务为电动自行车、电动轻便摩托车、电动摩托车等产品的研发、生产及销售[1]，于2021年6月在上海证券交易所主板首发上市。截止2024年底，AM公司终端门店数量超过3万个，两轮电动车年产销量超1000万辆。 本研究以AM公司为研究对象。该企业虽已实现上市并积累了一定行业竞争优势，但其发展瓶颈也日渐显现。本研究通过综合运用PEST分析模型（Political、 Economic、Social、Technological）与SWOT战略分析工具（Strengths、Weaknesses、Opportunities、Threats）对行业生态进行系统解构后；基于3C理论模型（Customer、Competitor、Company）与深度访谈法的交叉验证，发现该企业现有营销策略存在结构性矛盾。 基于诊断结论，本研究在战略规划层面，运用STP定位战略（Segmentation、Targeting、Positioning），通对消费市场精细化细分（Segmentation），结合该企业自身优势为AM公司制定了相应的目标市场（Targeting）选择及市场定位（Positioning）战略，完成了从市场洞察到战略决策的逻辑闭环。 在策略优化阶段，本研究依据营销组合4P理论（Product、Price、Place、Promotion）构建了对应的优化方案：产品策略聚焦价值重构，通过高端智能化与新轻奢主义产品实现高端化品牌认知重塑；价格策略采用需求导向的阶梯定价模型，建立价格、价值感知传导机制以突破市场接受度瓶颈；渠道策略依托大数据技术进行渠道网点优化，同时搭建智能中台实现全渠道数据贯通；促销策略创新性引入文化创新转化机制，通过品牌叙事重构艺术价值，激活高端客群情感共鸣。 在保障机制设计层面，规划四大支柱性支撑模块：其一，建立产品创新委员会主导的跨部门协作机制，通过轻奢设计工作室实现用户洞察与研发生产的闭环联动；其二，保障渗透定价成本可能性、对经销商进行赋能支持；其三，实施数据科学人才梯队培养计划，重点补足数据分析人才与内容把控人才；其四，通过绩效系统激活组织。 总之，本研究从实践层面，针对两轮电动车行业的消费升级趋势，构建"战略定位-策略优化-保障措施"三维优化模型，为AM公司突破增长困局提供可操作性路径；在理论层面，提炼出的"技术赋能+文化溢价"双轮驱动框架，为传统制造企业应对产业转型提供了管理实践启示。
英文摘要：	Under the global trend of carbon neutrality, two-wheeled electric vehicles (EVs), as essential green mobility solutions for short-distance transportation, have garnered increasing attention. Following the new national standards implemented in 2018, the 2024 revised national standards further upgrade regulations by increasing the maximum weight limit for lead-acid battery models to 63 kg, eliminating mandatory pedal requirements, and introducing dynamic safety monitoring functions. These changes drive product transformation toward lightweight and intelligent designs. AIMA Technology Group Co., Ltd. (hereafter "AM Company"), founded in 1999 and headquartered in Tianjin, specializes in research and development (R&D), production, and sales of electric bicycles, electric mopeds, and electric motorcycles. The company listed on the Shanghai Stock Exchange Main Board in June 2021. By the end of 2024, AM Company had established over 30,000 retail outlets and achieved annual production and sales exceeding 10 million two-wheeled EVs. This study focuses on AM Company as the research subject. While the enterprise has achieved public listing and accumulated certain industry competitive advantages, its developmental constraints have become increasingly evident. By integrating the PEST analytical framework (Political, Economic, Social, Technological) and SWOT strategic analysis tool (Strengths, Weaknesses, Opportunities, Threats) to systematically deconstruct the industry ecosystem, followed by cross-verification through the 3C theoretical model (Customer, Competitor, Company) and in-depth interview methodology, the research identifies structural contradictions within the company's existing marketing strategies. Based on diagnostic findings, this study applies the STP positioning strategy (Segmentation, Targeting, Positioning) at the strategic planning level, achieving a logical closed-loop framework from market insight to strategic decision-making through granular market segmentation, target market selection aligned with the company's inherent strengths, and differentiated positioning development. In the strategy optimization phase, this study developed corresponding optimization protocols based on the 4P marketing mix framework (Product, Price, Place, Promotion): product strategy focuses on value reconfiguration through premium smart technologies and neo-accessible luxury product lines to reshape upscale brand perception; pricing strategy implements a demand-driven tiered pricing model that establishes price-value perception transmission mechanisms to overcome market acceptance thresholds; channel strategy leverages big data analytics for network optimization while deploying intelligent middleware systems to achieve omnichannel data integration; promotional strategy innovatively incorporates cultural innovation conversion mechanisms that reconstruct brand narratives with artistic value propositions, activating emotional resonance among premium consumer cohorts. This study designs four pillar safeguard mechanisms: establishing a cross-departmental collaboration framework led by a Product Innovation Committee that achieves closed-loop integration of user insights and R&D-production through accessible luxury design studios; ensuring penetration pricing viability while providing empowerment support to distributors; implementing a data science talent pipeline development program to address critical shortages in data analytics professionals and content governance specialists; and activating organizational vitality through performance-driven incentive systems. In conclusion, from a practical perspective, this study develops a three-dimensional optimization model of "strategic positioning - tactical optimization - safeguard measures" tailored to the consumption upgrading trends in the two-wheeled electric vehicle industry, providing actionable pathways for AM Company to overcome growth stagnation. Theoretically, it proposes a dual-drive framework of "technological empowerment + cultural premiumization," offering managerial insights for traditional manufacturing enterprises navigating industrial transformation.
查看全文：	预览  下载(下载需要进行登录)