学生论文
|
论文查询结果 |
返回搜索 |
|
|
|
| 论文编号： | 7015 | |
| 作者编号： | 2120122685 | |
| 上传时间： | 2014/12/10 9:17:31 | |
| 中文题目： | 福田康明斯公司营销战略研究 | |
| 英文题目： | Research on Marketing Strategy of Foton Cummins Company | |
| 指导老师： | 刘立雁 | |
| 中文关键字： | 福田康明斯,市场竞争,营销战略 | |
| 英文关键字： | Foton Cummins,Market competition, Marketing strategy | |
| 中文摘要： | 中国经济近几年稳定快速的发展，带动了中国商用车市场的迅猛增长。同时，国家治理大气污染的力度逐步加大，汽车尾气排放标准升级加速。柴油发动机是商用车的核心战略资源，为满足客户对产品特性的需求和排放法规要求，整车和发动机企业都集中优质资源对其发动机进行技术升级和性能优化。福田康明斯做为新成立的发动机公司，如何在激烈的市场竞争环境中取得并保持行业领先地位，选择适合的营销战略尤为重要，成为福田康明斯当前面临的重要问题。因此,本论文具有现实意义。 本论文以营销战略为研究方向，运用相关营销战略理论及工具，以福田康明斯为研究对象。运用PEST剖析了公司的外部环境，分析出面对的宏观经济环境、行业发展环境和竞争变化环境；对于公司的内部环境，运用SWOT进行了分析，甄别出福田康明斯内部的优势和劣势，外部机会与挑战，同时进行了战略匹配。基于以上的分析，结合公司现状和战略目标，提出了营销战略原则和方案。本论文指出：产品策略上，福田康明斯应该扩大产品组合，形成多样化；定价策略上，应该采取数量折扣方式激励母公司；销售渠道策略上，以直接销售为主，逐渐开发经销商销售渠道；在促销策略上，通过各种市场活动方式强化与最终客户的沟通，同时开发电子商务营销。通过以上营销战略的实施将进一步巩固福田康明斯在柴油发动机行业的领先优势 | |
| 英文摘要： | With China economic steady and rapid development, China commercial vehicle market rapidly increases volume. At the same time, Government adds the weight on environment protection and so the automobile exhaust emission standards accelerated upgrade. Diesel engine as the core strategic resource of commercial vehicles, Engine Company and OEM are concentrated high quality resources to upgrade technology and optimize the performance to meet customer needed and new emission standard. Foton Cummins Engine Company (BFCEC) as the new engine company to keep the dominant position in competition environment, what is major problem that how to choose the suitable marketing strategy, Therefore, this thesis has significant practical implication. This thesis aim to research marketing management of BFCEC, it applies marketing theory and tools .PEST is to analyze the external environment which includes Marco-economic, industry and competition environment. SWOT is to analyze the internal environment which includes strengthen, weakness, opportunity and threaten and also take the strategic matching. Based on above analysis, the thesis proposes the marketing strategy and plan to hit strategic target and also fit for BFCEC current situation. The thesis proposes suitable strategy on each segment. On product strategy, BFCEC expand the product portfolio and format product diversification. On pricing strategy, BFCEC incentive each parent company to reach volume target by cost discount. On channel strategy, BFCEC focus on direction sales, then to develop distribution channel. On promotion strategy, BFCEC strength on communication with end-user by promotion activity, also to develop EC(electric commercial). Through the implementation of the above strategies will further consolidate the leading position in the diesel industry. | |
| 查看全文： | 预览 下载(下载需要进行登录) |