少林客车产品策略研究

发布时间：2018-04-15 09:13

本文选题：产品策略 + 少林公司　；参考：《长安大学》2014年硕士论文

【摘要】：随着国民收入的增加，人们对交通工具的需求越来越大，客车作为一种最常用的交通工具得到了快速发展。国家发展城乡一体化政策，大力推动农村“村村通”工程，加大对农村客运的财政补贴力度，为客车行业的发展提供了良好的机遇。处于中低档客车市场上的河南少林汽车股份有限公司，曾结合自身的成本优势和准确的市场定位，以6～8米中巴车占领了我国农村客车市场的巨大份额，2003年成为国内客车行业排名第五的企业。然而近年来，少林公司的客车产品销售量却逐年下滑，利润一路下跌。少林公司应当怎样利用当前我国客车行业的发展机遇和自身的优势，避开威胁以及自身的劣势，确定相应的产品策略成为限制其发展的主要问题。本文首先分析了国内外客车行业的发展状况，指出了我国客车行业目前存在的问题，预测了我国客车行业的发展趋势，为分析少林客车提供了一个大的行业环境基础。针对少林公司近年来销量下降的现象，对比分析了其产品策略为影响其发展的主要原因。根据少林公司所处的内外部环境及其竞争能力，运用SWOT分析法指出了少林所面对的机会、威胁、优势、劣势。同时，针对少林所处的环境，本着利用机遇和自身优势，，避开威胁及自身劣势的原则，选择了差异化产品策略。以中巴车作为其差异化产品，利用已经取得的市场地位及品牌、技术优势，谋求生存和发展的空间。少林公司通过差异化产品策略的实施，提高自己的品牌影响力，取得差异化产品竞争优势，形成自己的核心能力，提高客车销量，获得更多的利润。本文还着重讨论了选择中巴车之后具体的产品策略实施方法及保障措施，不但对于少林公司未来的发展具有重要的现实意义，而且对于我国像少林这样的中小型客车企业的产品策略选择也具有一定的参考价值。
[Abstract]:With the increase of the national income , the demand of the transportation vehicles is getting more and more , and the passenger car as one of the most common transportation vehicles has been developed rapidly . In recent years , the sales volume of the passenger car in China has been declining year by year , and the profit has fallen . However , in recent years , the company should use the development opportunity and its own advantages of the passenger car industry in China , avoid the threat and its own disadvantage , and determine the corresponding product strategy as the main problem to limit its development .

This paper first analyzes the development of passenger car industry at home and abroad , points out the existing problems in passenger car industry in China , forecasts the development trend of passenger car industry in China , and analyzes the main reasons for its development . According to the internal and external environment and competitive ability of Shaolin , this paper analyzes the opportunities , threats , advantages and disadvantages of Shaolin .

The article also discusses the concrete product strategy implementation method and safeguard measures after the selection of the medium - sized bus , not only has important practical significance for the future development of Shaolin company , but also has certain reference value to the selection of the product strategy of small and medium - sized passenger car enterprises like Shaolin .

【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F273.2

【参考文献】