【摘要】：云川渝地區(qū)最近幾年?duì)恳嚨陌l(fā)展很迅速,銷量連年攀升,加上西部大開發(fā)項(xiàng)目的積極開展,使得牽引車的需求量進(jìn)一步增加。許多企業(yè)在云川渝地區(qū)爭(zhēng)奪市場(chǎng),其中東風(fēng)和解放是占領(lǐng)市場(chǎng)份額最多的兩大品牌。云川渝地區(qū)本來(lái)就不是福田牽引車的主銷市場(chǎng),而在這一市場(chǎng)福田汽車還存在很多問題：品牌知名度不高、產(chǎn)品認(rèn)知度不高、銷售網(wǎng)絡(luò)不完善、售后服務(wù)水平低下、經(jīng)銷商能力和積極性不高。這些不利因素都阻礙福田汽車在云川渝地區(qū)的銷售情況,需要整改。福田牽引車在云川渝地區(qū)的營(yíng)銷情況是獨(dú)一無(wú)二的、具有自己特點(diǎn),因此在云川渝地區(qū)福田牽引車應(yīng)該有其特有的營(yíng)銷策略。另外,福田牽引車云川渝地區(qū)的營(yíng)銷策略制定后還需要?jiǎng)討B(tài)地根據(jù)市場(chǎng)環(huán)境發(fā)生的變化做出調(diào)整。因此本文將福田牽引車在云川渝地區(qū)的營(yíng)銷策略的制定看成一個(gè)項(xiàng)目,針對(duì)其特點(diǎn),根據(jù)相關(guān)的理論和營(yíng)銷策略制定方法進(jìn)行。本文首先通過市場(chǎng)調(diào)查,了解云川渝地區(qū)牽引車市場(chǎng)、福田牽引車歐曼產(chǎn)品的特點(diǎn)和主要競(jìng)爭(zhēng)品、競(jìng)爭(zhēng)環(huán)境；同時(shí)通過對(duì)消費(fèi)者的購(gòu)買動(dòng)機(jī)和需求偏好,尋找到福田牽引車歐曼品牌與其他主要競(jìng)爭(zhēng)對(duì)手之間的差距,分析其原因,明確福田牽引車產(chǎn)品競(jìng)爭(zhēng)力的優(yōu)劣勢(shì),為福田牽引車云川渝地區(qū)未來(lái)產(chǎn)品競(jìng)爭(zhēng)力提升提供支持。然后通過分析產(chǎn)品競(jìng)爭(zhēng)方向,為福田牽引車歐曼GTL產(chǎn)品在云川渝地區(qū)的營(yíng)銷推廣提供依據(jù),并以4Ps理論為基礎(chǔ)對(duì)福田牽引車制定專門的策略,致力于實(shí)現(xiàn)福田牽引車云川渝地區(qū)市場(chǎng)占有率提高這一目標(biāo)。除此之外還制定了一系列的推廣保障策略,保證推廣方案的順利實(shí)施。云川渝地區(qū)市場(chǎng)是福田牽引車弱勢(shì)區(qū)域的一個(gè)縮影,還有很多區(qū)域和地區(qū)面臨類似的情況,本人對(duì)云川渝地區(qū)市場(chǎng)的營(yíng)銷策略的研究可以為其它區(qū)域市場(chǎng)提供一些借鑒作用。
[Abstract]:In recent years, the development of tractor in Yunchuan and Chongqing has been very rapid, the sales volume has been rising year after year, and the active development of western development project has made the demand of tractor further increase. Many companies compete for the market in Yunchuan and Chongqing, with Dongfeng and Jiefang being the top two brands to occupy market share. Originally, Yunchuan and Chongqing areas are not the main market for Futian tractor, but there are still many problems in this market: brand awareness is not high, product awareness is not high, sales network is not perfect, and after-sales service level is low. Dealer ability and enthusiasm is not high. These unfavorable factors hinder the sales of Futian cars in Yunchuan-Chongqing area and need to be rectified. The marketing situation of Futian Tractor in Yunchuan and Chongqing area is unique and has its own characteristics, so Futian Tractor in Yunchuan and Chongqing area should have its own marketing strategy. In addition, the marketing strategy of Futian tractor Yunchuan-Chongqing area needs to be adjusted dynamically according to the changes of market environment. Therefore, this paper regards the formulation of marketing strategy of Futian tractor in Yunchuan and Chongqing as a project, according to its characteristics, according to the relevant theory and marketing strategy formulation method. Firstly, through the market research, this paper finds out the market of tractor in Yunchuan and Chongqing area, the characteristics of Oman products of Fukuda tractor, the competitive environment, and the purchasing motivation and demand preference of consumers. This paper finds out the gap between the Oman brand of Fukuda tractor and other main competitors, analyzes its reasons, clarifies the advantages and disadvantages of the competitiveness of Fukuda tractor products, and provides support for the future product competitiveness enhancement in Yunchuan and Chongqing areas of Fukuda tractor. Then through the analysis of the direction of product competition, it provides the basis for the marketing and promotion of GTL products of Fukuda tractor in Yunchuan and Chongqing, and makes a special strategy for Futian tractor on the basis of 4Ps theory. Committed to the Futian tractor Yunchuan-Chongqing area market share to improve this goal. In addition, a series of popularizing guarantee strategies have been formulated to ensure the smooth implementation of the extension scheme. Yunchuan Chongqing regional market is a microcosm of the weak area of Fukuda tractor, and many regions and regions face similar situation. My research on the marketing strategy of Yunchuan Chongqing region can provide some reference for other regional markets.
【學(xué)位授予單位】：北京化工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.471

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本文編號(hào)：2241733