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论文编号：	2976
作者编号：	2220080966
上传时间：	2011/3/29 10:02:53
中文题目：	太原长安重型汽车有限公司营销环境与战略研究
英文题目：	Study on the Marketing Environment and Strategy of
指导老师：	白长虹
中文关键字：	关键词：营销环境 重车行业 营销战略
英文关键字：	Key words: Marketing Environment Heavy-Duty Truck Industry Marketing Strategy
中文摘要：	摘 要 进入21世纪，我国汽车工业得到了快速发展，国家相关政策的出台，经济的持续平稳增长，刺激了重型卡车市场需求量的增加。随着国内重型卡车企业投资力度的增加和对国外先进技术的引进吸收，加之国际重型卡车巨头相继进入中国市场，重卡行业的竞争日益激烈。各个重卡企业开始思考如何运用先进的市场营销理论在竞争中生存下去。太原长安重型汽车有限公司（以下简称：长安重汽）作为重卡行业的新进入者，对市场营销体系进行研究和设计是非常必要的，也是非常有意义的。 知己知彼，方能百战不殆，战略的制定过程是建立在对自身和竞争对手深入分析和了解的基础上。本文主要运用了市场营销理论，结合本人的工作，着重分析了重卡行业的发展现状、发展趋势、市场竞争特点以及企业自身的行业威胁、优劣势与机遇，为制定长安重汽的营销战略指导思想以及营销战略目标提供理论依据。在此基础上，根据营销环境与自身资源状况制定了相应的市场营销目标和目标市场，最后根据不同的目标市场制定了相应营销战略和策略，提出长安重汽营销战略实施的系列保障措施。 本文的论述是本人在营销理论学习的基础上，结合自身营销工作实际的经验总结，期望能给长安重汽的营销工作提供一种思路，以顺利实现公司的战略目标。本文有利于让企业认清所处的行业发展状况，认清目前的营销环境，以便快速制定科学合理的市场营销战略与策略。希望本文同时也能对国内其他重型卡车企业具有一定的借鉴意义。
英文摘要：	Abstract In the 21st century, China's automobile industry has been rapid developed. The introduction of relevant national policies, sustained and stable economic growth, which stimulates the demand for heavy-duty truck market. With the increase of investment to the domestic enterprises to in heavy-duty trucks, and the introduction of absorption of foreign advanced technology, the international giants have entered the Chinese heavy truck market in turns, to make this industry’s competition more sharply. All heavy truck companies start thinking about how to apply on the advanced marketing theory in the competition to survive. As a new comer in the heavy truck industry, it is very necessary and meaningful for Taiyuan Chana Heavy-Duty Truck Co., Ltd. (hereinafter referred to as: Chana Heavy Truck) to research and design the marketing system. Strategy-making process is based on the deep understanding and analysis to my own company and the competitors. In this paper, I use the marketing theory, combining with my working experience, to analyze the current development of heavy truck industry, trends, market competition, industry characteristics and their own threats, strengths and weaknesses and opportunities for the development of heavy truck Chang strategic direction of marketing thinking and strategic objectives provide the theoretical basis of marketing. On this basis, according to the marketing environment and their own resources to develop the corresponding state marketing objectives and target market, and finally developed according to different target markets corresponding marketing strategies and tactics, marketing strategy proposed by Chang Heavy Duty Truck series of security measures implemented. This paper is from the study on marketing theories and combining with my own practical experiences and conclusions. I hope it will inspire an idea of marketing to achieve the Chang Heavy Duty Truck strategic objectives successfully, at the same time it will be worth learning by the other domestic heavy-duty truck companies.
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