一汽进出口公司微型车产品秘鲁市场营销策略研究

发布时间：2018-01-29 15:02

  本文关键词： 一汽品牌 微型车 营销策略 秘鲁市场 国际贸易　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：微型车市场在当今的汽车市场中占比并不大,但是其拥有稳定的客户群,而且很多国家和地区对这款车型也有不可替代的需求,在日韩等品牌传统微型车产品逐渐升级换代、向高端产品过渡的时期,中国品牌微型车产品逐渐占据了中低端微型车产品市场,一汽品牌微型车就是其中一员。一汽品牌微型车产品在2008年正式进入秘鲁市场,初期依靠低端产品打开市场,宣传品牌知名度,随后由于业务整合,目前与新进口商已经缔结代理关系并正式开展业务,但是面对秘鲁微型车市场的新形势、新变化,一汽品牌正在寻找一套适合自己的营销策略。本文通过搜集、整理并列举秘鲁微型车市场和中国品牌微型车产品的客观数据,全面、清晰的展示出目前秘鲁微型车市场格局,以及一汽品牌微型车产品在秘鲁市场中的营销现状,总结出一汽品牌微型车产品价格高、销量低、定位不清、业务磨合、渠道少、营销资金使用方式单一等存在的营销问题。在此基础上,利用宏观环境PEST分析方法,从政治、经济、社会文化和技术层面上分析了秘鲁乘用车市场的独特性,利用微观环境波特五力模型分析,窥探市场中影响微型车产品营销的因素,并结合一汽品牌微型车自身特点,进一步分析了产品的优势、劣势、机遇和威胁,全面的剖析了一汽品牌微型车产品市场营销表现。其次,通过细分一汽品牌微型车产品的对应市场,找到7座和8座微型车产品是一汽品牌微型车的销售主力,也是每年销量的基本保证,再以需求和销量两个纬度的数据为基础确定应该锁定的目标市场是8座微型车-家用市场,以及9(11)座微型车-通勤车市场,然后为一汽全系微型车产品进行精确的市场定位,从不同的定位角度落实了产品的市场归属。最后,针对以上一系列的分析结果,制定出能够解决一汽品牌微型车产品在秘鲁市场中存在的营销问题的一整套营销组合策略,即在产品层面上,增加符合秘鲁市场需求的本地化配置,减少低需求车型的供货种类,增加常用备件的储备;在价格层面上,按照车辆的不同级别分层定价,给予批量订单优惠定价政策,增加营销资金对价格的影响;在渠道层面上,积极追随、借鉴行业内优势竞品的渠道建设路线,强化对进口商和经销商团队的培训,执行标准化操作;在促销层面上,精准投放每款产品的广宣活动,完善消费者到店购车的消费体验,延长现有的售后服务政策。为了保证这套组合策略的顺利实施,还建议一汽方面和进口商方面从各自角度出发,协同工作,在人、财、物等方面全力支持营销策略的制定和实施,保障策略的一致性和连贯性。
[Abstract]:The small car market in today's car market is not large, but it has a stable customer base, and many countries and regions have irreplaceable demand for this model. In Japan, Korea and other brands of traditional micro-car products gradually upgraded to high-end products transition period, Chinese brand micro-car products gradually occupied the low-end micro-car product market. FAW brand mini car is one of them. In 2008, FAW brand mini car products formally entered the Peruvian market, initially relying on low-end products to open the market, promote brand awareness, and then due to business integration. At present, the agency relationship has been concluded with the new importer, but in the face of the new situation and new changes in the small car market in Peru, FAW brand is looking for a suitable marketing strategy. Sorting out and enumerating the objective data of Peruvian microcar market and Chinese brand microcar products, comprehensively and clearly showing the current situation of Peruvian microcar market. As well as FAW brand mini car products in Peru market marketing situation, summed up FAW brand mini car products high price, low sales, unclear positioning, business running-in, less channels. On the basis of this, the use of macro-environment PEST analysis method, from the political, economic. On the social, cultural and technical level, this paper analyzes the uniqueness of the passenger car market in Peru, and analyzes the factors that affect the marketing of the mini car products by using the five forces model of the micro environment. And combined with the characteristics of FAW brand mini car, further analysis of the product strengths, weaknesses, opportunities and threats, the overall analysis of FAW brand mini car product marketing performance. Secondly. By subdividing the corresponding market of FAW brand mini car products, finding 7 and 8 mini car products is the main selling force of FAW brand mini car, and it is also the basic guarantee of the annual sales volume. Based on demand and sales data from two latitudes, the target market is the 8-seat minicar-home market, and the 9 / 11) minicar-commuter market. Then for FAW the entire series of micro-car products for accurate market positioning, from different positioning perspective to implement the product market attribution. Finally, in view of the above series of analysis results. To develop a set of marketing mix strategies that can solve the marketing problems of FAW brand microcar products in Peru market, that is, to increase the localization configuration in line with the needs of Peru market at the product level. Reduce the supply types of low-demand models, increase the reserve of common spare parts; At the price level, according to the different levels of vehicle pricing, give volume orders preferential pricing policy, increase the impact of marketing funds on the price; In the channel level, actively follow, learn from the industry competitive channel construction line, strengthen the importer and dealer team training, implement standardized operation; In the promotion level, the accurate delivery of each product wide publicity activities, improve the consumer to shop car consumption experience, extend the existing after-sales service policy. In order to ensure the smooth implementation of this combination strategy. It is also suggested that FAW and the importer should work together from their respective perspectives to support the formulation and implementation of marketing strategies in terms of people, money and goods, and to ensure consistency and consistency of the strategies.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F752.6;F274
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本文编号：1473691