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MBA硕士毕业论文_汽车公司的中国市场价格策略研究PDF

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第二次工业革命以来,不可再生资源储量急速下降,全球变暧加剧, 人类对于环境保护及 新能源应用越来越重视, 我国也在十三五规划中明确提出将 新能源汽车列入重点发展领域。 由于政府加大了对新能源汽车的补贴,近几年新能源汽车产量和销量增长迅速。一大批造车 新势力应运而生,与此同时一些传统车企也纷纷地加 入了进来,从而催生出了各种新能源车 型,消费者在买车时也有了更多的选择。 W汽车公司一直是新能源汽车市场焦点,从其成立至今仅仅过去了五年的时间,在这短 短的五年 中其已经推出了五款车型,量产了两款车型,并且已经成功上市,这确实是了不起 的成就。但同时也要看到, 自创始以来该公司已经亏了200多亿人民币。如何摆脱亏损,实 现 盈利是其当前首要问题。现在汽车行业的竞争受多重因素影响,最主要的因素当然离不开 价格、质量,续航能力,服务等。 本文首先介绍了W汽车公司的背景,接着对新电源电动 汽车做了简单介绍,然后分别对 W汽车公司的内部营销环境以及外部营销环境加以分析。这里首先运用了PEST分析法,接 着采用SWOT分析法,然后通过STP战略分析,找到其市场 价格定位问题。最后通过对目前 市场上在售车量的价格和及销量做聚类分析,找到一个合理的定价区间。这里主要采用聚类 分析中的K-means算法,首先通过SPSS软件做系统分析 ,然后用K-means算法做聚类分析, 最后通过编写python程序把聚类分析的结果在二维平面上打印出来,这样看起来更加直观。 通过对市场上在售车辆的销量和价格做聚类分析, 找到一个符合W汽车市场定位的合理 价格区间,这个区间里的汽车销量远高于W汽车公司的销量。通过这个结果可以得出定价和 销量之间存在一定的对应关系,进而给W汽车公司的 市场定价做一个参考。 关键词: 新能源汽车,市场营销,聚类分析,定价策略。 II Abstract Since the second industrial revolution, with the rapid decline of non- renewable resource reserves and climate change, human beings have paid more and more attention to environmental protection and the development of new energy. In the 13th Five-Year Plan, the state explicitly proposed to include new energy vehicles in key development areas. In addition to the government subsidies for new energy vehicles, the output and sales volume of new energy vehicles have doubled every year in recent years. A large number of new forces have emerged as the times require. At the same time, some traditional car companies have joined in, which has given birth to a variety of new energy vehicles. Consumers have more choices when buying new energy cars. W car company has always been the focus of the new energy vehicle market. It has only been five times since its establishment. In this short five years, it has launched five models, mass production of two models, and already successfully listing in Nasdaq, this is indeed a remarkable achievement, but at the same time, we must also see that it has lost more than 20 billion yuan since its founding. The competition in the modern automobile industry is affected by multiple factors. The most important factors are of course inseparable from price, quality, battery life and service. This paper first introduces the background of W car company, and introduces the new power electric car. Then it analyzes the internal marketing environment and external sales environment of W car company. The PEST analysis method is used here. SWOT analysis method, analyzes the market position of W car company, and then finds the problem of market price positioning through STP strategy analysis. Finally, through the cluster analysis of the price and sales volume of the current sales volume on the market, here I use the K-means analysis method in cluster analysis, first through a SPSS software to do a system analysis, and then do K-means analysis, Finally, by writing a python program, the results of the cluster analysis are printed on a two-dimensional plane, which makes it more intuitive. through the cluster analysis of the price and sales volume of the current sales volume on the market, I will give a reasonalble price space of cars produced by W car company , and in this price space, the volume of sale is more than the sales right now of W car company. It’s a good reference for W car company to make their car price in market. Key words: new energy vehicle, marketing, clustering analysis, pricing strategy. III 目录 绪论 ............................................................................................................................................................. 1 研究背景 .................................................................................................................................................... 1 理论基 础及研究方法 ................................................................................................................................ 2 本文主要工作 ............................................................................................................................................ 3 W汽车公司及电 动汽车简介 ..................................................................................................................... 5 W汽车公司背景 ......................................................................................................................................... 5 纯电动汽车发展状 况 ................................................................................................................................ 6 2.2.1 纯电动汽车简介 ............................................................................................................................. 6 2.2.2 纯电动汽车的优势 ......................................................................................................................... 7 2.2.3 国内纯电动汽车行业发展现 状...................................................................................................... 7 W汽车公司在中国市场营销环境分析 ..................................................................................................... 9 W汽车内部营销环境分析 ......................................................................................................................... 9 3.1.1 W汽车的品牌定位 .......................................................................................................................... 9 3.1.2 W汽车的核心技术 .........................................................................................................................11 3.1.3 W汽车的产品布局 ........................................................................................................................ 12 3.1.4 W汽车的经营状况 ........................................................................................................................ 13 W汽车外部营销环境分析 ....................................................................................................................... 14 3.2.1 政治-法律因素的影响 .................................................................................................................. 14 3.2.2 经济因素的影响 ........................................................................................................................... 15 3.2.3 社会-人文因素的影响 .................................................................................................................. 16 3.2.4 技术因素的影响 ........................................................................................................................... 17 基于W汽车营销环境的定价分析 ......................................................................................................... 18 W汽车公司在中国市场战略分析 ........................................................................................................... 20 W汽车公司的SWOT分析 ..................................................................................................................... 20 4.1.1 W汽车公司的优势 ........................................................................................................................ 20 4.1.2 W汽车公司的劣势 ...................................................................................................................