目
录
目录
摘要.........................I
英文摘要....................III
1引言.....................1
1.1研究背景...................1
1.2研究目的与意义....................2
1.2.1研究目的..................2
1.2.2研究的意义.....................2
1.3国内外文献综述....................2
1.3.1国外文献综述.................2
1.3.2国内文献综述.................4
1.3.3文献评述..................6
1.4研究内容和方法....................6
1.4.1研究内容..................6
1.4.2研究方法..................8
2相关概念界定与理论基础..................9
2.1相关概念界定..................9
2.1.1新能源汽车.....................9
2.1.2营销策略................10
2.2理论基础.................10
2.2.14P营销理论..................10
2.2.2PEST理论.....................11
2.2.3整合营销传播理论....................11
2.3本章小结.................12
3MG公司概况及新能源汽车营销策略现状.................13
3.1MG公司概况................13
3.2MG公司新能源汽车营销现状..............14
3.2.1市场定位................14
3.2.2营销人员................15
3.2.3销售业绩................16
3.3MG公司新能源汽车营销策略现状..............16
3.3.1产品策略................16
3.3.2价格策略................18
3.3.3营销渠道策略...............19
3.3.4促销策略................20
3.4本章小结.................20
I
东北农业大学工商管理硕士学位论文
4MG公司新能源汽车营销策略存在的问题.................22
4.1MG新能源汽车营销策略存在的问题................22
4.1.1产品丰富度及布局不完善...............22
4.1.2销售定价无优势.................23
4.1.3渠道能力不足...............23
4.1.4促销效果不明显.................24
4.2MG新能源汽车营销策略问题的成因................24
4.2.1产品体验感鸡肋.................24
4.2.2管理层营销定价固步自封...............25
4.2.3销售渠道竞争激烈..............25
4.2.4促销措施未完全落实................25
4.3本章小结.................26
5MG公司新能源汽车营销环境分析及营销策略优化建议.............27
5.1MG新能源汽车外部营销环境分析.............27
5.1.1政治环境分析...............27
5.1.2经济环境分析...............29
5.1.3社会环境分析...............29
5.1.4技术环境分析...............29
5.2消费者购买行为分析.................30
5.2.1购买新能源汽车目的的分析.................30
5.2.2购买新能源汽车预算分析...............31
5.2.3购买行为影响因素的分析...............32
5.3MG公司新能源汽车营销策略优化建议...........33
5.3.1差异化产品策略.................33
5.3.2低价格策略...................33
5.3.3多元化渠道策略.................34
5.4.4多样化促销策略.................35
5.4本章小结.................37
6MG公司新能源汽车营销策略实施的保障措施...............38
6.1制定营销策略实施计划...................38
6.2优化营销团队......................38
6.3加强营销激励机制建设....................39
6.4加强企业文化建设.....................39
6.5本章小结.................40
7结论.........................41
致谢......................42
参考文献....................43
附录......................45
II
CONTENTS
CONTENTS
AbstractinChinese.................Ⅰ
Abstract......................Ⅲ
1Preface.......................1
1.1Theresearchbackground..............1
1.2Purposeandsignificanceofthisstudy...........2
1.2.1Purposeofthestudy....................2
1.2.2Significanceofthestudy...................2
1.3Literaturereviewathomeandabroad............2
1.3.1Foreignliteraturereview.............2
1.3.2Domesticliteraturereview.................4
1.3.3Theliteraturereview....................6
1.4Researchcontentsandmethods................6
1.4.1Theresearchcontent..............6
1.4.2Theresearchmethods...................7
2Definitionofrelatedconceptsandtheoreticalbasis..........8
2.1Definitionofrelatedconcepts...................8
2.1.1Newenergyvehicles..............8
2.1.2Themarketingstrategy.................9
2.2Theoreticalbasis.....................9
2.2.1The4Pmarketingtheory..............9
2.2.2PESTanalysis...............10
2.2.3Integratedmarketingcommunicationtheory............10
2.3ChapterSummary...............12
3AnalysisonthecurrentsituationofnewenergyvehiclemarketingofMGCompany...12
3.1MGcompany'sprofile................12
3.2Marketingstatusofnewenergyvehicles...........13
3.2.1Marketingenvironment.............13
3.2.2Marketers................14
3.2.3Salesperformance...............14
3.3CurrentsituationofnewenergyvehiclemarketingstrategyofMGCompany..15
3.3.1Productstrategy....................15
3.3.2Pricingstrategy.....................17
3.3.3Marketingchannelstrategy..............17
3.3.4Salespromotionstrategy..................17
3.4ChapterSummary................20
4AnalysisontheproblemsofnewenergyvehiclemarketingstrategyofMGCompany.21
III