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本文基于摩托车行业转型升级的背景下，以 JL 集团为研究对象，通过系统客观
地分析 JL 摩托车在中国市场目前的发展状况和主要存在的问题，运用战略管理 PEST
分析和五力模型分析方法，对摩托车产业外部宏观环境以及行业当期环境进行系统分
析，结合对 JL 集团自身内部的透彻剖析和根据 SWOT 模型分析结论，提出 JL 集团摩
托车产业营销战略以及详细的营销组合策略，并就产品策略中的厂商众筹新品开发模
式、渠道管理策略中的“操盘手”模式、促销策略中的俱乐部体验营销模式等进行了
深入研究和有益探索，最后提出了可实施的战略保障措施
期望本文对 JL 集团摩托车产业市场营销战略的研究，能为 JL 集团摩托车产业和
其它摩托车企业转型升级、调整发展提供借鉴和参考
关键词：JL 集团 摩托车产业 营销战略IIIII
Abstract
Chinese motorcycle industry has experienced more than 30 years of development, and
it enters a period of decline from the growth and maturity. Rapid decline of market capacity,
survival and development of enterprises have experienced an unprecedented bottleneck.
Because of a series of favorable factors, such as to revitalize the northeast old industrial
base and increase investment in the western development, to increase the non-standard
motor control management, to improve the urban traffic environment, especially the arrival
of the rural road conditions, and to stimulate the growth of urban and rural residents
consumption ability and so on, it makes a sustainable development of domestic motorcycle
market consumption. In the era of the opportunities and challenges, motorcycle industry
should be improved and inverted. And the competition is becoming intensively, domestic
motorcycle enterprises will face an unprecedented reshuffle. To research and analysis of
Chinese motorcycle market characteristics and trends, makes suitable developing
requirement and marketing strategy. In order to guarantee industry competition leading and
to maintain possible advantages, It has became a urgent subject for every motorcycle
enterprise to be solved.
The thesis is based on the motorcycle industry transformation and upgrading. To take
JL Group as an example, It systematically analyze the condition of JL products in the
Chinese market, and the main existing problems in the market, using PEST analysis and
five strategic management model analysis method, analysed the motorcycle industry
external macro environment and industry in the current environment with a system analysis.
Combined with analysis of the internal of JL group and according to the SWOT model
analysis conclusion, put forward JL group motorcycle industry marketing strategy and
marketing mix strategy in details, and propose the manufacturer of the product strategy in
new product development mode, channel management strategy “traders” model, and the
club of the strategy to promote the experience marketing model and so on, it put forward
that should studied and beneficial explore, actionable strategic safeguard measures at last.
Expectations the thesis of JL group motorcycle industry marketing strategy research,
it will be able to provide reference and consult to JL group motorcycle industry and other
motorcycle enterprise transformation and upgrading.
Key words: JL Group Motorcycle Industry Marketing StrategyIVV
目 录
摘 要 ....I
AbstractIII
1 绪言 ...1
1.1 研究背景 ... 1
1.2 研究目的与研究意义 ..... 2
1.3 研究内容与研究方法 ..... 2
1.4 研究路线 ... 3
2 相关理论基础 .......5
2.1 营销管理理论。 ......... 5
2.2 企业战略管理理论 ....... 5
2.3 营销战略理论 ........... 7
3 摩托车产业宏观环境分析 .........9
3.1 政治法律环境（P） ...... 9
3.2 经济环境（E） ......... 10
3.3 社会环境（S） ......... 10
3.4 技术环境（T） ......... 11
3.5 宏观环境分析小结 ...... 12
4 摩托车行业环境分析 13
4.1 中国摩托车市场及行业发展概况 ...... 13
4.2 五力模型分析 .......... 15
4.3 行业环境分析小结...... 22
5 JL 集团摩托产业内部环境分析....25
5.1JL 集团摩托车产业发展历史与现状 .... 25
5.2 产品分析 .. 25
5.2 渠道体系分析 .......... 28
5.3 品牌建设分析 .......... 30
5.4 生产管理分析 .......... 30
5.5 技术资源分析 .......... 30
5.6 人力资源分析 .......... 31VI
5.7 企业文化分析 .......... 33
5.8 JL 集团摩托车产业内部环境分析小结 . 33
6 JL 摩托中国市场营销战略........35
6.1 JL 集团摩托车产业 SWOT 分析 ........ 35
6.2 JL 摩托营销战略制定及选择 ......... 37
6.3 JL 摩托营销战略目标 ... 40
6.4 营销组合策略.......... 40
7 JL 摩托营销战略实施保障........47
7.1 组织保障.. 47
7.2 管理保障.. 47
7.3 资源保障.. 47
8 总结与展望 ........51
致 谢 ...53
参考文献 55
个人简历、在学期间发表的学术论文及取得的研究成果 ........571
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