I 摘要 我国重型卡车市场由平头车主导，长头卡车仅属于细分市场的小众车型。2016 年工 信部组织修订了最新强制性国家标准 GB-1589，GB1589 新增了“长头牵引车”定义，这 一政策变动为长头卡车的发展创造了条件，为竞争激烈的重卡市场增添了新的市场机 会。A 汽车公司正在加紧筹划长头卡车产品开发立项，以化解因政策变化可能导致的来 自竞争对手的威胁，但尚未系统策划该产品的市场营销方案。本文在市场营销科学理论 的指导下，结合 A 汽车公司实际，为 A 汽车公司长头卡车产品设计制定了一套可操作 性的市场营销方案，不仅为 A 汽车公司长头卡车产品开发及上市推广提供参考，同时还 能为中国其他重卡制造商长头卡车市场营销形成借鉴。 本文首先对国内长头卡车市场及 A 汽车公司长头卡车市场营销基础进行梳理，认为 A 公司虽然没有长头卡车产品，但其作为主要重卡制造商的技术实力、市场营销以及经 营管理能力，为其在长头卡车市场营销方面的产品准备、销售以及售后等方面提供了良 好的条件和必要的基础。其次本文分别从宏观、竞争以及微观三个方面分析了 A 汽车公 司长头卡车市场营销环境，通过产品营销经济、自然、技术、社会及政策等宏观环境分 析，发现未来国内重卡技术将与将继续与欧美国际保持一致，向着低风阻、低油耗、低 排放及高效率方向发展，国内政策很可能进一步放松对长头卡车总长度限制，将对长头 卡车发展十分有利。通过波特五力模型对国内长头卡车竞争态势分析发现，当前国内市 场竞争者实力不强，竞争不激烈，供应商议价能力较弱，买家的议价能力虽在不断增强 中，但仍然较弱。但是市场正在不断出现新进入者，且产品存在替代产品。接着本文分 析了 A 公司营销中介、社会公众等利益相关方对长头卡车产品推出的可能反应，得出长 头卡车产品的推出对营销中介和社会公众有益，不会受到来自他们的阻力。在前面分析 的基础上，利用 SWOT 方法，将外部宏观、竞争、微观环境分析结果与 A 汽车公司长 头卡车市场营销基础进行 SWOT 总结分析，得出政策法规变动给市场带来机会的同时， 给 A 汽车公司带来了来自竞争对手的威胁，但是 A 公司存在推出长头卡车产品的优势 条件，建议 A 汽车公司需要采取增长型战略，利用优势，抓住政策变化可能带来的机会， 规避威胁。 根据环境分析的结论，结合 A 汽车公司的实际，本文提出了 A 汽车公司长头卡车 业务的总体营销思路、销售目标，目标市场及定位、市场营销组合策略。在获取长头卡西北大学硕士学位论文 II 车市场份额第一，市场占有率 30%总目标下，选择中高端定位的日用工业品、快递运 输、危化品运输三个牵引车细分市场作为 A 公司长头卡车目标市场。在此基础上，提 出了营销组合策略包括，（１）产品策略，包括整车选型配置思路。（２）价格策略， 围绕维护及提高 A 公司市场占有率的定价目标，采取基于成本及市场竞争结合的定价 策略。（３）渠道策略，包括对选择与建立渠道、渠道激励、渠道评估、渠道调整措施。 （４）促销策略，以 A 公司总部、区域及经销商为主体，分时段、分层次，全面整合优 化公司广告渠道做好产品营销。最后，依据 A 汽车公司的实际情况，本文提出了优化 研发与营销管理制度、建立价值营销的培训体系、优化售后服务模式等市场营销策略 实施保障措施。 关键词，市场营销策略，汽车公司，长头卡车Abstract III ABSTRACT China’s heavy truck market is dominated by flat trucks, nose trucks is only a niche market. In 2016, Chinese Ministry of Industry and Information Technology revised the latest mandatory national standard GB-1589, and GB1589 added the definition of nose tractor. The policy change created opportunities for development of nose trucks and added new market opportunities for the fiercely competitive heavy truck market in China. As one of the leading competitors in China’s heavy truck industry, Automobile Company A is planning to develop nose truck products to deal with the threat from competitors caused by the policy change. Under the guidance of marketing theory, taking full considerations of automobile company A’s actual conditions, this paper developed a practical marketing plan for nose truck products of automobile company A, which provides a reference not only for the development and marketing of nose truck products of automobile company A but also for the marketing of nose truck products of other heavy truck manufacturers in China. Firstly, this paper introduces China nose truck market and marketing pre-conditions of the nose truck of automobile company A. Secondly , this paper scanned the marco, competition and micro environgments of nose trucks marketing respectively.Through economy, nature, technology, society and policy macro elements analysis, it finds that future heavy truck technology in China will continue to follow that of E.U. and U.S. , which primarily promotes low wind resistance, low oil consumption, low emissions and high efficiency. It predicts the domestic policy is likely to further relax restrictions on the total length of truck, which is good for nose truck sales. Through the analysis of domestic nose truck market with Porter's Five Forces model, it is found that though the current domestic nose truck market is small and the competition is weak, yet new competitors is coming one after another and flat truck can be substitutes any time.Then this paper analyzes the reation of stakeholders,mainly includes agents and the social public, it is concluded that based on the advantages of nose trucks ,launch of nose truck products will not only benefits its agents ,but also the public. On the basis of analysis of automobile company A and the enviroment, using SWOT method, the external opportunities and threat, internal strength and weakness are summarized. It is concluded that the changes in policy and regulation bring opportunities for the whole market, and threat from its competitors for automobile company A. It is suggested that Automobile company A adopts a growth strategy, using its advantages to launch new products, to seize the西北大学硕士学位论文 IV opportunity and avoid threat. According to the conclusion of environmental analysis and the actual conditions of automobile company A, this paper gives the overall marketing plan and compound marketing tactics for automobile company A 's nose truck products. Under the general guidance of obtaining market share and realizing sales target, three major markets of daily industrial products delivery, express delivery and hazardous chemical products delivery are selected as the target markets, positioning as high-end products. And compound marketing tatics are adviced which include: 1) Product, including principals for vehicle selection and configuratioon; 2) Price, including the pricing strategy based on cost and competition, pricing range; 3) Place, including the selection and establishment of agents, agents incentives, agents evaluation and adjustment measures;4) Promotion, including promotion and marketing activities plan by sequence of time of product lauch . In the end, this paper proposed some measures to guarantee the implementation of marketing plan, such as optimizing the R&D and marketing management regulations, establishing customer value-oriented training system, and optimizing the after-sales service mode. Keywords: marketing strategy, automobile companies, nose trucks目 录 1 目 录 摘要..........................................................................................................................................................I ABSTRACT ................................................................................................................................................ III 目 录...............................................................................................................................................................1 第一章 导论...................................................................................................................................................4 1.1 选题背景与意义 .................................................................................................................................. 4 1.1.1 选题背景 ..................................................................................................................................... 4 1.1.2 选题意义 ..................................................................................................................................... 4 1.2 研究思路与框架 .................................................................................................................................. 5 1.2.1 研究思路 ...................................................................................................................................... 5 1.2.2 研究框架 ...................................................................................................................................... 5 1.3 研究内容与方法 .................................................................................................................................. 6 1.3.1 研究内容 ...................................................................................................................................... 6 1.3.2 研究方法 ...................................................................................................................................... 7 第二章 理论概述...........................................................................................................................................9 2.1 市场营销概述 ...................................................................................................................................... 9 2.1.1 市场营销的内涵........................................................................................................................... 9 2.1.2 市场营销观念演变历程............................................................................................................. 10 2.1.3 市场营销的发展趋势................................................................................................................. 11 2.2 市场营销环境分析 ............................................................................................................................ 12 2.2.1 市场营销宏观环境分析............................................................................................................. 12 2.2.2 市场营销竞争环境分析............................................................................................................. 13 2.2.3 市场营销微观环境分析............................................................................................................. 15 2.2.4 市场营销环境对企业营销的影响............................................................................................. 16 2.3 分析工具及方法 ................................................................................................................................ 16 2.3.1 SWOT 分析 ................................................................................................................................ 16 2.3.2 STP 战略..................................................................................................................................... 17 2.3.3 4P 市场营销组合 ....................................................................................................................... 18 第三章 国内长头卡车市场概况与 A 汽车公司长头卡车市场营销基础 ................................................19 3.1 中国长头卡车市场概况 .................................................................................................................... 19 3.1.1 长头卡车 .................................................................................................................................... 19西北大学硕士学位论文 2 3.1.2 中国长头卡车发展历程 .............................................................................................................21 3.1.3 中国长头卡车市场容量及分布 .................................................................................................22 3.2A 汽车公司长头卡车营销基础..........................................................................................................23 3.2.1 A 汽车公司概况 .........................................................................................................................23 3.2.2 A 汽车公司发展历程 .................................................................................................................24 3.2.3 A 汽车公司产品及销量 .............................................................................................................25 3.3A 汽车公司长头卡车营销基础..........................................................................................................26 第四章 A 汽车公司长头卡车市场营销环境 .............................................................................................29 4.1 宏观环境分析.....................................................................................................................................29 4.1.1 经济环境.....................................................................................................................................29 4.1.2 自然环境.....................................................................................................................................30 4.1.3 技术环境.....................................................................................................................................30 4.1.4 社会环境.....................................................................................................................................30 4.1.5 政策法规.....................................................................................................................................31 4.2 竞争环境分析.....................................................................................................................................33 4.2.1 现有产业竞争者之间的竞争 .....................................................................................................33 4.2.2 供应商议价能力.........................................................................................................................34 4.2.3 购买者议价能力.........................................................................................................................34 4.2.4 潜在的新进入者.........................................................................................................................36 4.2.5 替代品.........................................................................................................................................36 4.3 微观环境分析.....................................................................................................................................37 4.3.1 营销中介.....................................................................................................................................37 4.3.2 社会公众.....................................................................................................................................37 4.4 SWOT 分析 ........................................................................................................................................38 第五章 A 汽车公司长头卡车市场营销策略 .............................................................................................40 5.1 总体市场营销思路及目标.................................................................................................................40 5.1.1 总体思路.....................................................................................................................................40 5.1.2 销售目标.....................................................................................................................................40 5.2 目标市场及定位.................................................................................................................................41 5.2.1 市场细分.....................................................................................................................................41 5.2.2 目标市场.....................................................................................................................................43 5.2.3 市场定位.....................................................................................................................................44 5.3 产品策略.............................................................................................................................................45 5.4 价格策略.............................................................................................................................................45 5.4.1 定价目标.....................................................................................................................................46目 录 3 5.4.2 产品定价 .................................................................................................................................... 46 5.5 渠道策略 ............................................................................................................................................ 46 5.5.1 渠道分类与选择......................................................................................................................... 47 5.5.2 渠道激励 .................................................................................................................................... 48 5.5.3 渠道评估 .................................................................................................................................... 48 5.5.4 渠道调整 .................................................................................................................................... 48 5.6 促销策略 ............................................................................................................................................ 48 5.6.1 促销组合策略............................................................................................................................. 49 5.6.2 广告及管理................................................................................................................................. 49 5.6.3 公共关系 .................................................................................................................................... 50 第六章 A 汽车公司长头卡车市场营销策略实施保障措施 .....................................................................51 6.1 优化研发及销售管理制度 ................................................................................................................ 51 6.2 建立价值营销培训体系 .................................................................................................................... 51 6.3 创新售后服务模式 ............................................................................................................................ 52 第七章 总结与展望.....................................................................................................................................54 7.1 结论 .................................................................................................................................................... 54 7.2 展望 .................................................................................................................................................... 55