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论文编号：	8957
作者编号：	2120142889
上传时间：	2016/12/12 13:30:58
中文题目：	东沃卡车公司营销战略研究——以酷腾产品为例
英文题目：	Research on Marketing Strategy of Dongvo Truck (Hangzhou) Co., Ltd. —— ke Quester as an example
指导老师：	刘建华
中文关键字：	重卡，东沃卡车，营销策略，定位
英文关键字：	heavy trucks; Dongvo truck; marketing strategies; position
中文摘要：	2000年以来，伴随中国宏观经济跨越式的发展，中国重卡行业得到了长足的进步，成为国内商用车市场成长最快的车型市场。富有吸引力的市场前景吸引了外资重卡企业对于中国市场更多的关注，他们或通过合资合作的方式介入中国市场，或通过调整战略加大对中国市场的投入，同时中国本土的重卡企业也开始逐渐向自主高端化靠近，以紧跟日益变化的客户需求，寻求更大的市场份额。面对这样的环境变化，中国的重卡企业应该如何一股应对？ 由此，本文以沃尔沃集团卡车和东风商用车集团共同出资控股的东沃卡车公司在沃尔沃取代日产成为其新股东之后，如何通过公司改革和研发新产品并投入市场以寻求市场空间的整个过程为例，从市场营销战略的角度，分析整个公司的营销状况。利用市场营销学的多种分析模型和理论知识，分别从整个重型卡车的宏观环境，东沃卡车公司面临的内外市场影响因素，竞争分析出发，从而分析其目标市场和定位的准确性，并从产品本身、产品价格、促销、流程、渠道建设，营销战略等各个方面全面分析东沃卡车公司的得与失、利与弊。 笔者作为沃尔沃集团业务咨询专家，亲身参与到东沃卡车公司的公司改革，以及新产品的投放市场的整个项目的实施过程，以此经验为基础，分析东沃卡车公司面临的内外环境和营销现状，利用PEST方法分析栏目的宏观环境，对东沃卡车公司在重卡合资公司和整个重卡市场上的行业特征和发展趋势进行分析，同时运用SWOT分析法，就东沃卡车公司所处的市场环境进行深入探讨，对东沃公司的改革以及新产品的投放市场的营销过程及结果进行分析。 本文通过东沃卡车公司的案例分析，旨在为中国重卡企业在新环境下的战略方向和行动策略提供借鉴，建议中国重卡企业要在产品品质保证的前提下，从渠道能力建设入手，全面提升品牌形象，增强顾客信赖，运用营销策略，最终稳健、全面的占领市场，为中国重型卡车产业的发展做出贡献。
英文摘要：	Since 2000, with the leaping development of China macro economy, China heavy truck industry has made great progress and become the fastest growing part in commercial vehicle market. The attractive market prospects attract foreign enterprises’ more attention to China heavy truck market. They get involved in Chinese market through joint ventures, or increase Chinese investment in the market by adjusting the strategy, meanwhile Chinese local heavy truck enterprises also began to gradually close to the high-end independent, to keep abreast of the changing needs of customers, to seek more large market share. In order to face the changes of environment, how should the heavy truck enterprises do? Therefore, this paper takes Dongvo Truck (Hangzhou) Co., Ltd. Which Volvo group trucks and Dongfeng commercial vehicle group jointly invested as an example to illustrate that after Volvo group replaced Nissan to become the new shareholders, how Dongvo Truck (Hangzhou) Co., Ltd. find its own place in the market by company reforming and new products development, and analysis the whole company’s marketing situation from marketing strategies point of view. The analysis is based on a variety of analytical models and theoretical knowledge of marketing. From the macro environment of the heavy truck, the internal and external market impact which Dongvo truck (Hangzhou) Co., Ltd. is facing, and competitive analysis, and thus the accuracy analysis of the target market and positioning, and from the construction of the products, price, promotion, channel and process the marketing strategy, and other aspects of a comprehensive, the conclusion comes out with what Dongvo Truck (Hangzhou) Co., Ltd. gains and losses, and what advantages and disadvantages are. As the Volvo group's business consulting experts and the stream leader for sales and marketing area, the author has experienced the whole Dongvo Truck Company reform, the implementation process as well as new products on the market of the project, this experience as the basis, analyze the internal and external environment and marketing situation facing Dow Truck Company, use PEST method to analyze the macro environment of the column, the characteristics and development trend of the heavy truck the joint venture company and the heavy truck market Dongvo Truck Company are analyzed, at the same time, the use of SWOT analysis, the East Wo Truck Company's market environment are discussed, the marketing process and results of the market reform of the Dongvo division and new product analysis. The Dongvo Truck (Hangzhou) Co., Ltd. case analysis is in order to provide reference for China heavy truck enterprises strategic direction in the new environment and action strategies. it suggested that based on providing qualified products, Chinese heavy truck enterprises should start from the channel capacity building, enhance brand image, enhance customer trust, using marketing strategy. Finally, robust and comprehensive market, contribute to the development of China heavy truck industry.
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