I 摘 要 M公司是一家从事交通产品研发销售的高科技公司，是全国智能驾考市场 的龙头企业，但由于智能驾考市场趋于稳定，面临行业天花板，所以M公司想 利用在智能驾考行业的技术与品牌优势，进军智能驾培市场。 由于智能驾考与智能驾培在产品与市场上有高度的关联，所以M公司高层 决定将这个新的产品交由原来的驾考产品团队来做,希望能再创一个行业龙头。 但是M公司的智能驾培产品在2年多的销售中成绩并不理想，远远低于预期。 通过宏观微观环境分析，SWOT分析，现状分析，分析出销售不理想的原因是智 能驾培产品营销策略出现了问题，存在产品策略过于激进、价格策略忽视变化、 促销策略捆绑驾考、员工策略激励缺陷的问题。进一步分析后，发现之所以采用 了错误的营销策略是因为前期过于乐观，对智能驾培市场没有做足够的分析，受 智能驾考产品的影响，选择了错误的目标市场，所以为了能够制定合适的营销策 略，M公司必须首先找到智能驾培合适的目标市场。 本文结合M公司实际，首先通过STP理论（市场细分、目标市场选择、市 场定位）确定M公司智能驾培产品合适的目标市场和市场定位，将资源集中到 目标市场的推广上以及定位后市场形象、品牌形象的营造上。在市场细分中，根 据行业特点，选择城市作为主要的细分标准，初选了50个城市作为目标市场的 待选城市。在目标市场的选择上，根据SWOT分析的结果，选择合适的指标， 通过模糊综合评价法计算出最佳的目标市场，最终选择了上海、成都等10个城 市作为目标市场。在市场定位中结合顾客、竞争者、企业自身等多方面因素，最 终确定了M公司要做能为目标市场客户提供中高端智能驾培产品的解决方案提 供商。根据选择的目标市场以及对过去营销策略问题的分析，最终确立了细化需 求、立足联系的产品策略，形式多样、服务转型的价格策略，线上线下、体验互 动的促销策略，职责明晰、结果导向的员工策略。 通过本文的研究，将为M公司的智能驾培产品提出切实有效的营销策略与 建议，从而使得M公司在智能驾培领域快速发展，成为行业的推动者和领头人。 关键词：智能驾培，目标市场选择，营销策略 Abstract II Abstract M company is a high-tech company engaged in R & D and sales of transportation products and is the leading enterprise in the national intelligent driving test market. However, as the intelligent driving test market tends to be stable, M company faces industry bottleneck.So M company wants to take advantage of its technology advantages and brand advantages in the intelligent driving test industry to enter the intelligent driving training market. As there is a high correlation between intelligent driving test and intelligent driving training in product and market, the senior management of M company decided to hand over the new product to the original intelligent driving test product team, hoping to create another industry leader. But sales performance of M company's intelligent driving training products in more than two years is not ideal, far below expectations.Through macro analysis and micro environment, SWOT analysis and current situation analysis, it is found that the reason of unsatisfactory sales is that the marketing strategy of intelligent driving training has problems, such as product strategy is too radical, price strategy ignores change, promotion strategy depends on intelligent driving test, and employee strategy lacks incentive.After further analysis, it is found that the wrong marketing strategy is because the early stage is too optimistic and there is not enough analysis on the intelligent driving training market. Influenced by the intelligent driving test products, it chooses the wrong target market. Therefore, in order to formulate the appropriate marketing strategy, M company must find the appropriate target market for intelligent driving training. In this paper, combined with the actual condition of M company, first of all, through STP theory (market segmentation, target market selection, market positioning) to determine the appropriate target market and market positioning of M company's intelligent driving training products, and concentrate resources on the promotion of the target market and the creation of market image and brand image after positioning. In the market segmentation, according to the characteristics of the industry, the city is selected as the main segmentation standard, and 50 cities are selected as the candidate cities of the target market. In the selection of the target market, according to the results of SWOT analysis, the appropriate indicators are selected, and the best target market is calculated by fuzzy comprehensive evaluation II Abstract III method. Finally, 10 cities such as Shanghai and Chengdu are selected as the target markets. In the market positioning, combined with many factors such as customers, competitors, enterprises themselves, etc., M company is finally determined to be a solution provider that can provide medium and high-end intelligent driving and training products for the target market customers. Finally, it establishes the product strategy of refining demand and based on connection, the price strategy of diversified forms and service transformation, the promotion strategy of online and offline and experience interaction, and the employee strategy of clear responsibility and result orientation. Through the research of this paper, we will put forward practical and effective marketing strategies and suggestions for the intelligent driving training products of M company, so as to make M company develop rapidly in the field of intelligent driving training, and become the promoter and leader of the industry. Key words: Intelligent driving training, target market selection, marketing strategy 目录 1 目录 摘要 ..................................................................I Abstract ...............................................................II 第1章 绪论 ............................................................4 1.1研究背景和研究意义 ...............................................4 1.1.1研究背景 ...................................................4 1.1.2 研究意义 ...................................................5 1.2研究目的和研究内容 ...............................................6 1.2.1研究目的 ...................................................6 1.2.2研究内容 ...................................................6 1.3研究方法和技术路线 ...............................................7 1.3.1研究方法 ...................................................7 1.3.2技术路线 ...................................................8 第2章国内外理论综述和相关理论基础 ......................................9 2.1国内外理论综述 ...................................................9 2.1.1国内外关于目标市场选择的研究综述 ...........................9 2.1.2国内外基于目标市场选择的营销策略的研究综述 ................11 2.1.3目标市场选择研究成果的评析 ................................12 2.2相关理论基础 ....................................................13 2.2.1 STP理论 ..................................................13 2.2.2 营销组合策略 ..............................................13 2.2.3模糊综合评价法 ............................................15 第3章 M公司智能驾培产品的营销环境分析 ................................16 3.1公司及部门简介 ..................................................16 3.1.1公司简介 ..................................................16 3.1.2部门简介 ..................................................17 3.2M公司智能驾培产品宏观营销环境分析 ...............................19 3.2.1政治与法律环境 ............................................19 3.2.2人口环境 ..................................................20 3.2.3经济环境 ..................................................21 3.2.4科技环境 ..................................................21 3.3M公司智能驾培产品微观营销环境分析 ...............................22 目录 2 3.3.1企业自身 ..................................................22 3.3.2营销中介 ..................................................23 3.3.3顾客 ......................................................23 3.3.4竞争者 ....................................................24 3.4M公司智能驾培产品营销的SWOT分析 ................................25 3.4.1机会 ......................................................25 3.4.2威胁 ......................................................25 3.4.3优势 .......