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论文编号：	8676
作者编号：	2120142578
上传时间：	2016/12/7 9:35:42
中文题目：	中国重汽天津分公司营销战略研究
英文题目：	Sinotruk tianjin branch marketing strategy research
指导老师：	薛红志
中文关键字：	中国重汽；营销战略；市场定位
英文关键字：	Sinotruk; marketing strategy; market positioning
中文摘要：	随着中国经济转型，经济增长率的下滑，我国重型卡车（以下简称重卡）市场也出现了多年连续下滑的局面，天津市的重卡市场也不列外。2016年以来，随着公路物流市场的小幅增长和房地产固定资产投资的上扬，重卡市场逐渐呈现出复苏态势，加之国家治理超载超限的政策导向，物流行业也正在经历一个整合的过程，由此带来的换车潮对重卡行业起到了一定的有利刺激，但这种市场变化是暂时，换车潮过去以后会逐步恢复常态。预计随着未来经济结构调整到一定阶段，天津市作为港口城市，物流集散地，重卡市场有一定回升的可能性，但目前来看，市场增速会在相当长的一段时间内非常缓慢。通过对天津市重卡市场2013年以来上牌数据统计分析，剖析中国重型汽车集团有限公司（以下简称中国重汽）在天津地区的重卡市场销售现状，并对中国重型汽车集团有限公司天津销售分公司（以下简称中国重汽天津分公司）存在的问题进行分析，深入研究问题原因。通过STP目标市场营销策略研究，把天津市重卡市场进行细分，确定目标市场，准确进行市场定位，制定中国重汽天津分公司的营销战略。运用营销组合策略，将产品策略、价格策略、渠道策略以及促销策略有机组合，借助4C、5R营销策略的优势，同时运用基于市场定位的多元化创新型营销策略，改变传统营销方法，制定提出有效的营销战略实施保障方案。旨在提高天津分公司在天津地区重卡市场领域的市场占有率，改变现有不利的销售结构。通过调研分析，明确了中国重汽天津分公司在天津地区重点开发的干线物流运输牵引车市场和危化品运输车辆市场。通过中国重汽天津分公司与经销商的战略合作关系，与终端用户的有效沟通，以及中国重汽天津分公司的团队建设，确保营销战略得以有效实施。最终运用多元化营销组合策略，聚焦目标市场，为客户提供运营解决方案，逐步提高中国重汽在天津地区的市场占有率。中国重汽天津分公司将带领经销商引导广大客户，在物流运输目标市场提前进入高端重卡时代。随着天津地区重卡排放标准不断提高，中国重汽天津分公司借助曼技术大马力高端重卡的品牌优势，一定会赢得市场。
英文摘要：	With the Chinese of economic restructuring, economic growth rate decline, China's heavy truck market has years of continuous decline in the situation.Tianjin City, the heavy truck market is no exception. Since 2016, with the rise of highway logistics market growth and real estate investment in fixed assets, heavy truck market gradually showing a recovery trend, coupled with the national governance overload policy orientation, the logistics industry is also undergoing a process of integration.The resulting wave of change of a favorable stimulus to the heavy truck industry, but the changes in the market is temporary, to tide over the future will gradually return to normal. With the expected future economic structure adjustment to a certain stage, the city of Tianjin as a port city, logistics distribution center, the heavy truck market possibility must rise, but the present situation, market growth in quite a long period of time will be very slow. Based on the analysis of Tianjin heavy truck market since 2013 on data statistics, analysis Chinese Heavy Automobile Group Group Co. Ltd. (hereinafter referred to as the Chinese Sinotruk) status of heavy truck market sales in Tianjin area, and the branch of Chinese Sinotruk Tianjin sales (hereinafter referred to as ChineseSinotruk Tianjin branch) analyzed the existing problems and reasons deeply study on the problem. The STP study on the marketing strategy of the target market, the Tianjin heavy truck market subdivision, target market, market positioning accuracy for making Chinese Sinotruk Tianjin Branch Marketing strategy. Using the marketing combination strategy, product strategy, price strategy, channel strategy and marketing strategy combination with 4C, 5R marketing strategy, while the use of diversified innovative marketing strategy based on market orientation, change the traditional marketing methods, propose effective marketing strategies for the implementation of security scheme. This paper aims to improve Tianjin branch in the field of heavy truck market in Tianjin market share, and change the current unfavorable sales structure. Through the investigation and analysis, Chinese Sinotruk Tianjin Branch heavy tractor market and hazardous goods transport vehicles in the main market focus on the development of logistics transportation in Tianjin area. The Chinese Sinotruk Tianjin Branch strategic partnerships with dealers, effective communication with end users, andChinese Sinotruk Tianjin Branch team building, to ensure that the marketing strategy can be effectively implemented. The final use of diversified marketing strategy, focusing on the target market, provide operational solutions for customers, and gradually increase the Chinese heavy truck in the Tianjin area market share. Chinese Sinotruk Tianjin Branch will lead the dealer guide customers to enter the high-end heavy truck ahead of the times in the logistics market. With the increasing discharge standard of heavy truck in Tianjin, Chinese Sinotruk Tianjin Branch with Manchester technology high horsepower high-end heavy truck brand, will win the market.
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