浅谈东风轻卡的营销策略(上传).doc

浅谈东风轻卡的营销策略（上传）*********** vh论文题目 浅谈和轻卡营销策略考生姓名考生院系学 号指导老师通讯地址邮政编码联系I I**************** 曰期杓年**月**内容摘耍改革开放以来以来，我国经济高速增长带来公路货运需求大幅增长, 从而促进货车的需求增长随着中国各行各业面临着各种调整、改革，中 国经济整体向前发展的趋势不可逆转性，整体经济的充分调整、发展，对 于高端物流用车來说，安全、环保和高效的物流用车是未來市场最主要的 车型，舒适、环保、经济、安全的城市高端物流用车，需求还远远没有释 放出来可以预见未来中国城市高端物流用车前景异常广阔，高端轻卡市 场冀槊经济的发展轻型卡车正逐步向多样化、专业化方向发展，轻卡用 户对车型的选择越来越理性随着信息时代的到来，当今时代经济飞速发展，产品更新换代的速度越来越快，为了能更好地满足消费者的耍求，营销也就成了是企业成功的 关键，一个企业牛产的产品只有销售出去时才会产生经济效益，也只有做 好销售才能控制好企业的经济命脉，销售策略乂决定着销售业绩，所以, 在卡车行业我们也要注重销售策略近年来，我国轻卡市场发展很快，探究其主耍原因,一是由于城市和城乡 物流业在我国的快速发展;二是我国农民减税减负，购买力大幅提高,增加了 对低端轻卡的需求。

三是国家对农用车的政策限制，部分农用车淘汰出局， 轻卡取而代Z杓汽车股份有限公司作为轻卡市场的三大巨头生产企业 之一,多年以来位居北京福田之后稳坐行业第二把交椅，但2004年江淮汽车 取而代之,*杓*屈居第三之后，虽然**杓做了很大的努力其市场销量始终 没有大的突破本文参考相关资料，对国内轻卡和杓轻卡的发展现状作 了分析，结合****前采用的营销策略，发现了营销策略中存在的问题， 最后根据存在的问题提出了解决方案立足我国国民经济发展的宏观环境 和轻卡市场的微观环境,一方面对轻卡市场环境进行深入细致而见解独到 的剖析，另一方面从产品策略、促销策略以及营销渠道对和杓的长处加以肯 定，品牌策略，沟通策略和服务策略三个方面对和轻卡的营销提出了策略 分析亲自深入杓**经销商和服务商工作一线，真正了解和轻卡用户的心声, 找出****轻卡营销策略的不足之处和解决之道关键词：促销策略渠道策略品牌营销沟通策略AbstractSince the reform and opening up, Chinas rapid economic growth in road freight dema nd growth, thereby contributi ng to growth in dema nd for trucks. With China facing a variety of industries to adjust and reform, The Chinese economic overall development trend of forward, the overall economy development is full of adjust!ng, For high-end logistics transport said, safety, environ merit and efficie nt logistics transport is the most main models future market, comfort, environmentai, economic, security, urban high-end logistics vehicles, dema nd still far from release ・ So we can foresee the future prospects of Chinas urban high・end logistics vehicles abnormal broad, high・end light truck market, the economic development aspirations. Light trucks are gradually diversified, IIprofessional direction, light truck users more and more rational choice models ・With the advent of the information age, the rapid development of economy in modern times, product update faster and faster, in order to better meet the requirement of consumer, marketing has become the key to business success is a enterprise product!on, the product of only sell will produce economic ben efits, also only making sales can con trol theenterprises economic lifeline, sales strategy also determines the sales achievement, so, in a truck industry we also want to pay attention to sales strategy.In recent years, our country qingqia market development soon, explores the main reasons, one is because the city and urban and rural the rapid development of the logistics industry in China; 2 it is China farmer burde n, tax cuts, in creased dramatically in crease purchasi ng power of low-e nd qingqia dema nd. Three is to limit the agricultural coun try, part of agricultural policy, light trucks out in stead ・ Dongfeng motor Co., LTD. As the three giantlight market, for years manufacturing enterprises of instability in Beijing foton remai ned no.2 after sit in dustry, but 2004 jian huai motor in stead, dongfe ng company came third・ After that, although dongfeng company has made great efforts, its market sales always no major breakthrough ・ This paper ref ere nee re leva nt materials, the domestic light trucks and dongfeng qingqia development present situation are analyzed, combined with dongfeng company currently USES marketing strategies, discovered the problems existi ng in the marketi ng strategies, fin ally, accordi ng to the existi ng problems, and put forward the solution. Based on the development of our national economy of the macro environment and the light trucks market for light trucks, on one hand, microcosmic environment thorough careful and market environment very originalanalysis, on the other hand from product strategy, promotion strategy and marketi ng cha nnel to don gfeng compa ny str en gths asserted, bra nd strategy, communication strategy and service strategies, three aspects of dongfeng qingqia marketi ng puts forward strategy an alysis ・ Pers on ally in・depth dongfeng company work agent&services supplier line, really understand dongfeng qingqia user voice, find out the marketing strategy of dongfeng company qingqia deficiency and solutionKey words: promotion strategy channel strategybrand marketing communication strategy strategy目录内容摘耍？？？？？？？？？？？？？？？？？？？？？？？？？？？|引言？？？？？？？？？？？？？？？？？？？？？？？？？？？？iv2 .轻型卡车的发展现状????????????????????IV2.1国内轻型卡车的发展现状???????????????????IV2.2轻卡销量快速增长的原因???????????????????V2.3** 轻卡的发展现状?????????????????????V3 **轻卡的营销策略????????????????????vi3.1 产品策略??????????????????????????VI3.2 促销策略？？？？？？？？？？？？？？？？？？？？？？？？？?VI3.3 渠道策略？？？？？？？？？？？？？？？？？？？？？？？？？?VII4 •存在 的问题？？？？？？？？？??？？？？？？？？？？？？?VII4.1 品牌营销营销沟通?????????????????????VIII•服务策略？??？？????？？？？？？？？？？？？？？？？?VIII•营 销策略?????????????????????????？IX品牌营销策略????????????????????????IX营销沟通策略????????????????????????IX服务策略??????????????????????????X6•参考文献??????????????????????????X 致谢？？？？？？？。