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美鹰汽车服务公司营销策略研究_MBA硕士论文(67页).rar

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更新时间:2015/1/20(发布于福建)

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文本描述
摘要

随着近年来我国汽车工业的快速发展,我国的汽车保有量一直保持快速增长

的势头,而为汽车服务的汽车服务行业也获得了新的发展机遇。因为中国汽车服

务行业的广阔的市场前景以及较低的进入门槛,同时我国在发布相关行业规范也

存在滞后的现象,这就导致一大批缺乏品牌意识、专业技术和雄厚资金的个人或

是商家涌入这个行业,使得整个汽车服务市场进入了一个毫无秩序的竞争状态。

一批批汽车服务企业争相进入市场,而很多汽车服务企业却惨淡经营,因为各种

原因倒闭或转让。

在这样的背景下,致力于在国内做大做强的已有一定知名度的美鹰汽车服务

公司近两年越来越感到市场竞争的冲击,出现了利润率下降、客户流失严重等问

题,针对这一问题,美鹰汽车服务公司开始对自己的市场定位以及营销策略进行

反思。

本文以美鹰汽车服务公司的经营现状和营销实践为例,运用市场定位、4C营

销、整合营销、体验营销、口碑营销等营销理论,来探索研究美鹰汽车服务公司

如何合理定位中国市场,并对市场营销战略组合进行深入细致地研究分析。

本文的的研究成果为汽车服务企业稳定发展、壮大规模提供理论参考,同时为

我国规范、发展汽车服务业添砖加瓦,最终的受益者仍是我国汽车消费者。

关键词:汽车服务行业;市场定位;营销策略

英文摘要

ABSTRACT

In recent years, with the rapid development of China automobile industry and the surge

in car ownership, as car after market auto service industry is facing an unprecedented

development opportunity. Because the broad market prospects for China's automotive

service industry, and lower barriers to entry, the introduction of the relevant industry

standards lag,regardless of whether the funds, the availability of technology, the

availability of branded businesses and even individuals have rushed to join the industry,

leading to the market competition into a state of extreme disorder. Batch of auto service

companies competing to enter the market, and many car service companies are

struggling to survive because of various reasons, closure or sale.

In this context, the bigger and stronger commitment to the country's Meiying

automobile service company has a certain reputation in recent years more and more car

companies feel the impact of competition in the market, there has been declining

margins, loss of customers and other serious problems, must profound reflection own

market positioning strategy and a matching response.

This article will combine the eagle auto service company management present situation

and the marketing practice, using the market positioning, 4 c marketing, integrated

marketing, experience marketing, relationship marketing, word of mouth marketing

classic and modern marketing theory,to explore the American eagle auto service

company in China's automobile service market of reasonable positioning, and the

corresponding specific marketing strategy combination research deeply and in detail

analyzed.

Results of this study will be a regular car service companies in the Chinese automotive

service market to break the siege, providing an important reference to grow and learn, to

regulate the domestic automotive service industry as soon as possible, and thus

contribute to a stable development, and ultimately for the majority of The Chinese auto

consumers benefit.

Key Words: Automotive service industry; Market positioning; Marketing strategy