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论文编号: | 8902 | |
作者编号: | 2120142549 | |
上传时间: | 2016/12/9 21:22:26 | |
中文题目: | 比亚迪新能源汽车营销策略研究 | |
英文题目: | Study on the Marketing Strategy of BYD green car | |
指导老师: | 韩德昌 | |
中文关键字: | 大数据;PEST分析;SWOT分析;4Cs营销理论 | |
英文关键字: | Big data; PEST; SWOT; 4Cs | |
中文摘要: | 伴随互联网的发展,人类社会进入了数据爆发性增长的时代,大数据时代已经来临。这一新的时代给人类社会带来了诸多具有革命性的变化,大量化、多样化的数据开始展现出无以伦比的商业价值,如何让大数据发出自己的声音,助力汽车这一既传统又有无限新发展方向的行业开展营销策略,构建企业核心竞争力,已经成为众多汽车企业面临的重要课题。同时伴随着能源危机以及国家对环境保护的日益重视,新能源汽车成为我国汽车发展的新方向。比亚迪作为我国新能源汽车行业的领头羊,对其进行营销策略的研究具有重要的指引意义。 本文首先以大数据时代为背景,以国内外营销相关理论为基础,运用PEST分析法和波特五力模型分析了大数据时代比亚迪新能源汽车的宏观、竞争环境,然后分析了比亚迪新能源汽车营销现状,剖析其问题及成因,并使用SWOT分析法分析了比亚迪新能源汽车优势、劣势以及机会与威胁,提出比亚迪新能源汽车目前营销存在的问题,以明确其营销方向。 最后,作者以大数据背景下的技术策略、价格策略、渠道策略、新型客户关系管理策略四个方面,相应制定了比亚迪新能源汽车企业营销实施策略,并建立了实施营销策略的保障。 | |
英文摘要: | With the development of Internet, human society has entered a data explosive growth era that indicates the large data era has come. As lots of revolutionary changes are brought to human society by such an era, massive and diversified data begins to show unparalleled commercial value. It becomes a crucial subject in automotive industry which is traditional and has infinite development direction that how to make the big data send out its own voice in marketing to establish core business competition. Due to energy crisis become increasingly serious, China government attaches more importance to environment protection, so there is no doubt that the orientation of China automotive industry development in future is green car. Consequently, the marketing strategy research of BYD, the leader of the new energy automotive industry in China is significantly important. Based on both domestic and foreign marketing-related theories, this paper starts with analyzing the macroscopic and competition environment of BYD green car in big data age by using PEST analysis method and Michael Porter's Five Forces Model. Then analyze the marketing strategy of BYD green car with an analysis of its problems and causes, and use SWOT analysis to make clear its advantages and disadvantages as well as opportunities and threats, so as to present its marketing problems and clarify its marketing direction. At last, the author puts forward the marketing strategy of automotive enterprise in four aspects: technical strategy, price strategy, channel strategy and new customer relationship management strategy under the background of big data. Furthermore, establish the guarantee of the marketing strategy implementation. | |
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