广东摩托车企业的营销策略

论文编号:GS093  字数:22048,页数:29，有外文翻译

摘   要
     近年来，广东省摩托车企业遭遇重重的困境，而营销策略问题已经成为摩托车企业发展的难点和热点问题。广东省摩托车企业是我国摩托车行业的三大板块之一，其各项配套体系和营销服务网络完善，企业具有无限的发展潜力和竞争力。但随着广东部分大城市“禁摩、限摩”的出现以及摩托车消费市场的饱和，广东摩托车企业渐入低微状态。因此，广东摩托车企业要走出困境，必须要从总体上分析其发展现状，从营销策略问题的症结入手，才能更好地保证广东摩托车企业的可持续发展战略的实施和提高企业的核心竞争力。本文通过运用营销学的专业知识理论以及相关资料的研究，在分析当前广东省摩托车营销问题症结的基础上，依据摩托车企业未来的发展需要和市场定位，提出广东省摩托车企业营销问题的解决措施和策略方案，从根本上使企业打破旧模式的发展思维模式，用创新的营销理论获得新的发展契机，从而使企业从困境中浴火重生，走出一条冲破困局的新路。

关键词：广东，摩托车，营销

Abstract
 In recent years, the Guangdong Province motorcycle enter present countered the layered difficult position, but the marketing strategy question already became the difficulty and the hot topic which the motorcycle enterprise developed. The Guangdong Province motorcycle enterprise is our country motorcycle profession one of three big tectonic plates, it’s each necessary system and the marketing service network is perfect, the enterprise has the infinite development potential and the competitive ability. But "endures the motorcycle” the appearance as well as the motorcycle expense market saturation along with the Guangdong partial cities, the Guangdong motorcycle enterprise gradually enters the mean condition. Therefore, the Guangdong motorcycle enterprise must go out the difficult position, must have to analyze its development present situation from the overall, obtains from the marketing strategy question crux, can maintain the Guangdong motorcycle enterprise well the sustainable developmental strategy and enhance the enterprise the core competitive ability. This article through the utilization marketing study specialized knowledge theory as well as the correlation data research, in the analysis current Guangdong Province motorcycle marketing question crux foundation, based on the motorcycle enterprise future development will need with the market localization, to propose the Guangdong Province motorcycle enterprise marketing question solution measure and the strategy plan, fundamentally will cause the enterprise to hit the worn-out pattern the development thought pattern, will obtain the recent development turning point with the innovation marketing theory, Thus causes the enterprise from the difficult position the bath fire rebirth, goes out to break through the sleepy bureau the new road.

Key words: Guangdong, motorcycle, marketing

目      录
1 绪论....................................................................1
 1.1 题目背景及目的......................................................1
 1.2 国内外研究状况.......................................................1
 1.3 题目研究方法.........................................................2
 1.4 论文构成及研究内容...................................................3
2 广东摩托车企业现状及存在的问题........................................4
 2.1 广东摩托车企业的发展现状.............................................4
 2.1.1 广东摩托车企业发展停滞不前.....................................4
 2.1.2 企业遭遇禁摩难题...............................................4
 2.1.3 摩托车企业竞争激烈.............................................5
 2.1.4 摩托车价格不断下降.............................................5
 2.2 广东摩托车企业营销过程中存在的问题...................................6
 2.2.1整体竞争力不强..................................................6
 2.2.2 缺乏专业化营销管理队伍.........................................6
 2.2.3 摩托车消费市场临近饱和.........................................7
 2.2.4 部分城市实行禁摩制度...........................................7
 2.2.5 摩托车企业急需市场转型.........................................8
3 广东摩托车企业营销问题原因分析....................................9
 3.1摩托车企业市场转型困难...............................................9
 3.1.1 产品线过于单一.................................................9
 3.1.2 产品隔离性强...................................................9
 3.1.3 风险防御能力脆弱...............................................9
 3.2消费者市场受到冲击...................................................9
 3.2.1 家用轿车成为新宠..............................................10
 3.2.2 农村购买力有限................................................10
 3.3落后的营销管理模式制约企业发展......................................11
 3.3.1 营销管理模式落后..............................................11
 3.3.2 营销队伍素质良莠不齐..........................................11
 3.4 摩托车行业之间竞争激烈..............................................12
 3.4.1 行业间恶性竞争越演越烈........................................12
 3.4.2 行业间缺乏良性合作............................................12
4  广东摩托车企业的营销策略..............................................14
 4.1 增强服务树品牌产品..................................................14
 4.1.1 把握客户群...................................................14
 4.1.2 以优质的产品取胜.............................................16
 4.2优化企业营销渠道....................................................17
 4.2.1 维护现有的终端网络............................................17
 4.2.2 实施伙伴关系型营销组织模式....................................18
  4.3 转变摩托车价格营销策略............................................18
      4.3.1 让消费者进行产品定价..........................................18
      4.3.2 开发高新产品提高价格..........................................19
  4.4 转变促销营销策略....................................................19
 4.4.1 用售后服务实现产品促销策略....................................20
 4.4.2 开展公益活动..................................................20
 4.5 专业化营销队伍建设..................................................21
 4.5.1 专业营销人员的培训............................................21
 4.5.2 专业销售人员的管理能力........................................22
 4.5.3 提高营销队伍的总体素质........................................24
 4.6 企业间由竞争转向合作................................................25
 4.6.1 改变传统的竞争思维............................................25
 4.6.2 认真识别合作双方的核心竞争力..................................25
结论.....................................................................27
参考文献.................................................................28
致谢.....................................................................29