摘要
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摘要
随着特种车在城市建设中的作用日益凸显，特种车种类不断扩大，市场
需求日益增加，加之政府对特种车发展的政策支持，极大地推动了客车企业
的发展。在此宏观环境下，作为大型国有客车企业的 SD 集团顺势推动特种
车深入发展，不断丰富产品种类，更好地满足用户需求，提高市场占有率，
创造更高的经济效益。基于此，论文围绕特种车营销策略相关问题进行深入
研究，在分析外部环境和内在优势、劣势的基础上，制定可行的营销组合策
略，旨在提高特种车的市场竞争力，提高企业经济效益

首先论文以 SD 客车集团特种车发展现状为背景，在综述相关国内外文
献的基础上，梳理了营销相关理论，作为论文研究的理论基础。其次，论文
重点对 SD 特种车营销中的问题进行分析，得出：产品种类不丰富，缺乏多
样性，产品线长度和宽度有待拓展；国内市场重点区域不突出，国外市场占
有率低；渠道单一、代理销售比例低、线上销售渠道待拓展；软硬件投入不
足、人员管理和配件管理缺失；品牌基础薄弱、品牌定位和品牌体系不清晰、
品牌没有体现客户诉求等。再次，对 SD 客车集团特种车营销环境分析，得
出：优势包括丰富的营销资源、强劲的企业内部能力；劣势包括营销管理缺
乏灵活性、企业融资能力不足、定制化服务能力差；机会包括政治法律环境
日益规范、市场需求潜力得到挖掘、政府良好的政策支持；威胁包括在现有
行业中宇通、江铃、迪马等竞争者。然后，对目标市场进行分析，得出：基
于地理区域划分，将山东作为主要市场并确定提升区域和突破区域；基于客
户采购额划分为 K、A、B、C、D 五类针对不同客户采取不同营销策略；基
于客户所处的行业，将农业、建筑房地产行业和市政建设作为主要目标市场，
确定专业化的市场定位，实施有针对性的营销策略。最后，基于以上分析，
提出了以产品策略、渠道策略、促销策略、服务策略和品牌策略为主的营销
组合策略和营销意识提高和保障机制的完善等保障措施

关键词：SWOT 分析；目标市场分析；营销组合策略Abstract
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ABSTRACT
As the development of special vehicles in the current city construction has
become increasingly prominent, the special vehicle types continued to expand and
the market demand increased, coupled with the government policy to support the
development of special vehicles, which factors greatly promoted the development
of bus companies. In the macro environment, SD bus group as a large state-owned
enterprise promoted the development of special vehicles, constantly enriched
variety of products to better meet customer needs, improved market share, and
created more economic benefits. Based on this context, the paper focused on
issues related to special vehicle marketing strategy in-depth study. It analyzed the
external environment and internal advantages and disadvantages and then made
the feasible marketing strategies in order to improve the special vehicle market
competitiveness and improve the economic efficiency of enterprises.
Firstly, based on the development status of SD bus group special vehicle, it
reviewed the related literature at home and abroad, combined the related
marketing theory, as the theoretical basis of the thesis. Secondly, the paper
focused on the problems, it concluded that the product was not rich and lacked the
diversity, the product lines the length and width should be enlarged; the domestic
market in key areas was not prominent, and the foreign market share was low;
single channel, low proportion of sales, online sales channels to expand; lack of
hardware and software investment, personnel management and spare parts
management deficiencies; brand weak foundation, brand positioning and brand
system was not clear, the brand did not reflect the demands of customers. Then, it
analyzed the marketing environment, it concluded that the advantages included
rich marketing resources, enterprise ability strong; the disadvantages included
lack of spirit of marketing management, the activity of enterprise financing ability
was insufficient, the customized service ability; the opportunities included the
political and legal environment increasingly standardized, market potential
demand for mining, government favorable policy support; the threats includedAbstract
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Yutong, Jiangling, Dimma and other competitors. Then, it analyzed the target
market, it concluded that the based on the geographic area, Shandong was the
main market and determined the promotion of regional and breakthrough areas;
based on the customer purchases, it divided into K, A, B, C, D for different
customers to adopt different marketing strategies; based on the real estate industry,
agriculture, construction and municipal construction was the main target market,
and determine the “professionalization” as the market positioning and
implemented the targeted marketing strategies. Finally, based on the above
analysis, it put forward to the product strategy, channel strategy, promotion
strategy, marketing strategy and service strategy of brand strategy based and
guarantee measures .
Key Words: SWOT Analysis; Target Market Analysis; Combined Marketing
Strategy目录
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目录
第 1 章 绪论.........1
1.1 研究背景及意义 ...1
1.1.1 研究背景 .....1
1.1.2 研究意义 .....2
1.2 国内外研究进展 ...2
1.2.1 国外研究进展 .........2
1.2.2 国内研究进展 .........3
1.3 研究方法及内容 ...7
1.3.1 研究方法 .....7
1.3.2 研究内容 .....7
第 2 章 营销战略相关理论基础.9
2.1 SWOT 分析法........9
2.2 五力竞争理论 .......9
2.3 STP 战略理论 ......10
2.3.1 市场细分 ...10
2.3.2 目标市场选择 ....... 11
2.3.3 市场定位 ...12
2.4 营销组合理论 .....13
2.4.1 4P 理论及扩展 .......13
2.4.2 4C 理论.......13
2.4.3 4R 理论....14
第 3 章 SD 客车集团特种车营销现状及问题分析.....15
3.1 SD 客车集团特种车营销现状分析 ........15
3.1.1 特种车发展情况 ...15
3.1.2 特种车营销规划 ...16
3.2 SD 客车集团特种车营销问题分析 .....19
3.2.1
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