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论文编号：	8162
作者编号：	2220140579
上传时间：	2016/5/26 18:08:21
中文题目：	宇通公司二手车战略定位与营销策略研究
英文题目：	Research on strategic positioning and marketing strategy of the used bus for Yutong Company
指导老师：	许晖
中文关键字：	二手客车；战略定位；营销策略；实施保障
英文关键字：	Used bus；strategic positioning；marketing strategy；safeguards
中文摘要：	近年来国内的客车市场竞争进入了异常激烈的阶段，每个客车厂商都在竭力寻找新的发展策略。将二手客车市场作为新车市场的延伸和细分市场，开展二手客车营销业务，有助于客车企业扩大产品市场，提高客车销售的差异化竞争能力，从而寻求利润的增长点。随着客车市场的日益成熟以及客车保有数量的逐年增加，二手客车业务在客车市场中所占据的地位愈加重要。 宇通客车有着二十多年的发展历史，在客车生产、产品技术、运营、营销、市场份额、售后服务等方面有绝对的优势。早在2010年宇通客车就开始了解研究国内外二手客车市场发展情况、国家行业政策法规，提出宇通客车要发展二手客车业务的必要性，随着国内外市场发展基础已经具备二手客车业务良性开展的条件，2015年宇通客车正式成立了专门的二手客车事业部，负责国内及海外二手车的业务开展，是行业内第一家成立二手车事业部负责二手车业务的企业。 本文首先从宇通客车二手车业务发展的实际需要出发，通过详细分析目前国内二手客车市场发展的环境、特点、竞争格局及未来趋势，基本了解了我国二手客车市场的发展概况；其次对宇通客车二手车业务发展的竞争态势进行了SWOT分析，并明确了其二手客车业务发展的战略目标和市场定位，认为宇通客车未来几年的主要目标应该是建立和完善二手车销售体系，应在继续保持企业的品牌、技术、渠道、服务、资金、管理、出口以及人才等优势的基础上，重视二手客车产品和服务的优化；随后从产品、价格、渠道和促销四个角度确定了宇通客车国内市场的二手车营销策略，并阐述了应在流程制度、人员考核激励体系等方面为营销策略的实施提供支持和保障；最后提出了评估宇通客车二手车市场营销策略实施效果的方法。通过实施有效的二手客车营销策略，促进宇通公司新客车的销售，使之成为公司新的利润增长点，并为保障宇通客车未来二手客车业务的开展，从而实现二手客车业务发展的战略目标提供科学支撑。
英文摘要：	In recent years, the domestic bus market has entered a fierce competition stage, and each bus manufacturers are struggling to find new development strategies. The used buses market is regarded as an extension and segmentation of the new buses market. Bus companies carrying out marketing business of used buses, will help to expand markets and enhance competitive differentiation of bus sales, thus seeking profit growth. As the buses market has become more sophisticated and the number of bus ownership increased year by year, the status of used buses business in the buses market is more and more important. Yutong Bus has more than 20 years of development history, which has the absolute advantage in bus production, operations, marketing, market share and so on. As early as 2010, Yutong Bus began to study the developments of used buses market, the national industry policies and regulations, and proposed the need of Yutong Bus to develop used buses business. With the development of domestic and international market conditions had been healthy for developing the used buses business, used buses division of Yutong Bus was set up in 2015 formally, which was responsible for development of domestic and overseas used buses business. It is the first company of bus industry which set up used buses division for used buses business. Firstly, according to the actual needs of development of Yutong used buses business, the development situation of used buses market in China will be understood basicly by the detailed analysis of the current domestic environment, characteristics, competitive pattern and future trends of used buses market. Secondly, SWOT analysis is conducted on the competitive situation of Yutong used buses business. Meanwhile, strategic objectives and market positioning of Yutong used buses business is clear. We consider that establishing and improving the used buses sales system should be the main objective of Yutong Bus next few years. We should pay attention to the optimization of the products and services of used buses, on the basis of keeping the brand, technology, channels, services, capital, management, export, personnel and other advantages. Then Yutong used buses marketing strategy is determined on product, price, place and promotion. It should be explained in terms of the process system, staff evaluation and incentive system to provide support and protection for the implementation of marketing strategy. Finally, a method to assess the implementation effect of Yutong used buses marketing strategy is proposed. Through implementing effective marketing strategies of used buses, sales of Yutong new buses is promoted, which is the company's new profit growth point. It also can protect the future conduct of Yutong used buses business, and provide scientific support to achieve the strategic goals of used buses business.
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