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MBA硕士毕业论文_J品牌新能源汽车精准营销策略研究PDF

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在国家加大环境保护力度和供给侧改革的背景下,降低碳排放、降低能源消耗成为 经济发展中的重要议题,特别是“十三五”以来,建设美丽中国已经成为企业发展的共 识。新能源汽车行业是新兴行业,新能源汽车的发展对汽车行业环境带来深刻影响,对 节能减排、改善空气污染、保护环境等有重要的意义。此外,互联网和智能手机的普及 使消费者购买行为发生改变,传统的营销模式已经无法满足消费者多样化的需求,市场 营销模式创新是企业管理的必然趋势。 引入精准营销理论,精准营销是当前创新性的理论。企业持续发展的动力与较高的 财务绩效密切相关,而企业的财务绩效源于企业的市场营销活动。市场营销是企业管理 中的重要问题,而精准营销是当前营销理论中前沿性的理论。企业在充分了解消费者购 买行为的基础上,以网络和信息技术为依托,精准定位目标客户群体,以有效的营销沟 通满足消费者的需求,实现精准营销。把精准营销理论引入新能源汽车行业领域,对新 能源汽车发展具有重要的作用。 本文结合精准营销理论、营销组合理论及消费者购买决策等理论背景,立足于BJ 品牌新能源汽车的营销环境和营销现状,采用问卷调查法、实地调研访谈、文献综述等 研究方法,深入地分析了BJ品牌新能源汽车在营销过程中存在的问题及可能的原因。 在研究分析的过程中以“精准营销”为切入点,深入分析BJ品牌新能源汽车的营销策 略模式。以研究消费者购买行为为基础,通过电子媒介、互联网等方式建立客户资料库, 追踪详细的客户特征来细分市场。将营销理论和具体的销售实践相结合,提出BJ品牌 新能源汽车的精准营销策略和实施保障措施。 本文的研究发现:BJ品牌新能源汽车当前的营销组合依然以传统的营销模式为主, 存在产品竞争力不足、价格缺乏弹性、渠道缺乏创新、促销策略存在盲目性和被动性等 问题,不能更好的适应营销环境的变化。基于此,本文在精准营销理论的基础上,提出 了BJ品牌新能源汽车精准营销的对策和建议,精准营销主要体现在提升产品竞争力、 调控产品价格、设计精准的营销渠道、精准定位促销策略、完善售后服务体系等方面. 最后分析了精准营销策略的实施保障,应从优化营销组织结构、加强营销队伍建设、健 全信息管理体系等方面做好精准营销的实施保障工作。 II 关键词:新能源汽车;精准营销;消费者购买意愿;营销组合策略 III ABSTRACT Under the background of strengthening environmental protection and supply-side reform, reducing carbon emissions and energy consumption has become an important issue in economic development. Especially since the 13th five-year plan, the construction of a beautiful China has become a consensus among enterprises.The new energy vehicle industry is an emerging industry. The development of new energy vehicles has brought a profound impact on the environment of the automobile industry, reducing the energy conservation and emissions, improving the air pollution, protecting the environment have important significance. In addition, the popularity of the Internet and smart phones change the development of consumers' purchasing behavior, and the traditional marketing mode has been unable to meet the diversified needs of consumers, so the innovation of marketing mode is an inevitable trend of enterprise management. Introduction of precision marketing theory, precision marketing is the current innovative theory.The motivation of enterprise's sustainable development is closely related to the higher financial performance, which is derived from the marketing activities of the enterprise.Marketing is an important issue in enterprise management, and precision marketing is the leading theory in the current marketing theory.On the basis of fully understanding consumers' purchasing behavior, enterprises accurately locate target customer groups by relying on network and information technology, and satisfy consumers' needs with effective marketing communication to achieve precision marketing.The introduction of precision marketing theory into the field of new energy vehicles plays an important role in the development of new energy vehicles. Combined with the background of precision marketing theory, marketing mix theory and the consumer purchase decision theory, based on the BJ brand marketing environment and status quo of new energy vehicles, adopts questionnaire survey, field interviews, the methods of literature review to analysis of the BJ brand new energy vehicles in the process of marketing problems and possible reasons.In the process of research and analysis, "precision marketing" is taken as the entry point to deeply analyze the marketing IV strategy mode of BJ brand new energy vehicles.Based on the study of consumers' purchasing behavior, a customer database is established through electronic media and the Internet to track detailed customer characteristics to segment the marketbining the marketing theory with the specific sales practice, this paper proposes the precision marketing strategy and implementation guarantee measures of BJ brand new energy automobile. The research of this paper finds that the current marketing mix of new energy vehicles of BJ brand is still dominated by the traditional marketing mode, and there are problems such as lack of product competitiveness, lack of price elasticity, lack of innovation in channels, and blindness and passivity of promotion strategies, which cannot better adapt to the changes of marketing environment.Based on this and the precision marketing theory, this paper proposes countermeasures and Suggestions for the precision marketing of BJ brand new energy vehicles. The precision marketing is mainly reflected in improving product competitiveness, regulating product prices, designing accurate marketing channels, positioning and promotion strategies, and improving the after-sales service system.Finally, the paper analyzes the implementation guarantee of precision marketing strategy, which should be done from the aspects of optimizing the marketing organization function, strengthening the construction of marketing team and improving the information management system. Key words: new energy vehicles; Precision marketing; Marketing mix;Consumer purchase intention V 目 录 摘要...............I ABSTRACT......III 目 录..............V 1 绪 论..........1 1.1 研究背景.............................1 1.2 研究意义.............................2 1.2.1 理论意义......................2 1.2.2 实践意义......................2 1.3 研究内容与方法.................3 1.3.1 研究内容......................3 1.3.2 研究方法......................3 1.4 创新之处.............................4 1.5 技术路线图.........................5 2 文献综述和理论基础...............7 2.1 文献综述.............................7 2.1.1 汽车营销研究..............7 2.1.2 新能源汽车营销研究..8 2.1.3 文献述评....................10 2.2 理论基础...........................11 2.2.1 精准营销理论............11 2.2.2 消费者购买决策理论12 2.2.3 营销组合理论............13 3 BJ品牌新能源汽车营销现状分析........................15 VI 3.1 BJ品牌新能源汽车简介..15 3.2 BJ品牌公司营销现状......16 3.2.1 新能源汽车营销环境16 3.2.2 当前BJ品牌的营销组合策略.................19 3.2.3 当前BJ品牌新能源汽车的几种营销模式............................21 4 BJ品牌新能源汽车营销存在问题分析................23 4.1 新能源汽车消费者问卷调查..........................23 4.1.1 调查目的....................23 4.1.2 调查问卷设计............23 4.1.3 问卷分析....................24 4.2 BJ品牌新能源汽车营销中存在的问题.........27 4.2.1 BJ新能源汽车产品核心竞争力不足.......27 4.2.2 BJ新能源汽车价格缺乏弹性...................29 4.2.3 BJ新能源汽车营销渠道缺乏创新...........30 4.2.4 BJ品牌新能源汽车促销策略存在盲目性与被动性..............30 4.2.5 BJ品牌新能源汽车售后服务体系不健全..............................32 5 基于精准营销的BJ品牌新能源汽车营销策略设计.........................35 5.1基于精准优化的产品策略..............................35 5.1.1 提升现有产品竞争力36 5.1.2 产品创新提升竞争力36 5.2 基于精准调控的价格策略..............................37 5.2.1 价值链成本差异化与定价策略...............38 5.2.2 产品差异化与定价策略...........................38 5.2.3 销售模式与定价策略40 5.3 基于精准设计的渠道策略..............................40 5.3.1 面向消费者的全渠道策略.......................41 5.3.2 缩短并拓宽营销渠道42 5.3.3 变革传统渠道治理模式...........................42 VII 5.4 基于精准定位的促销策略.............................