【作者】 李锐；

【导师】 李开；

【作者基本信息】 安徽大学 ， 工商管理， 2016， 硕士

【摘要】 汽车工业对国民经济的发展具有极其重要的的拉动和促进作用。2015年,中国汽车市场的产销量连续七年蝉联世界第一,成为名符其实的汽车大国。但中国的民族自主品牌的市场占有率却持续下降,中国离汽车强国的目标还有着很长的路要走。作为自主品牌的一员,江淮汽车公司同样面临着艰难的局势。如何改进现有的营销策略、持续拓展市场,成为江淮汽车公司必须要解决的难题。为了给江淮汽车公司乃至其他民族自主品牌汽车企业提供建议和支持,本文进行了一系列的研究和分析。本文以4C营销组合理论为依据,采用文献研究、比较分析、实地调研等多种研究方法,以江淮汽车公司乘用车业务为研究对象,在详细介绍江淮汽车公司主要情况及乘用车业务发展历程的基础上,利用SWOT、PEST、波特五力模型等分析工具,对江淮汽车公司乘用车业务所面临的宏观环境、优势、劣势、机会和威胁等要素进行深度剖析；进而认真研究江淮汽车公司乘用车现行的营销策略,详细分析现行策略存在的不足之处。在此基础上,本文提出了江淮汽车公司从4P营销向4C营销转变、从以产品为中心的营销理念向以客户为唯一中心的营销理念转变的整体改进方向,并提出了基于客户需求、成本、方便和沟通等方面的营销策略改进建议。同时,为保障相关改进工作的顺利实施,本文又进一步研究,提出了强化战略引领、深耕企业文化、推进机制创新、坚持关爱员工、强化汽车金融等几个方面的改进保障措施。希望本文的研究结论能对江淮汽车公司的乘用车业务乃至中国其他自主品牌汽车企业的营销策略改进提供借鉴,为中国民族自主品牌汽车企业的持续发展和崛起提供帮助。更多还原

【Abstract】 The automobile industry plays a very important role in stimulating and promoting the development of national economy. In 2015, Chinese auto market production and sales ranked first for seven consecutive years in the world, becoming a big auto power. But at the same time, China’s national independent brand market share has continued to decline, there is still a long way for China to become a real automobile power. As a member of the independent brand, JAC also meets the difficult situation. How to improve the existing marketing strategy, continuing to expand the market, has become the problem to solve. In order to give suggestions and support to JAC and other independent brand automobile companies, this article carries out a series of research and analysis.On the basis of the 4C marketing theory, we set JAC passenger car business as the object by using literature research, comparative analysis, field research and other research methods.We illustrate the main business unit of JAC and developing process of JAC passenger car by SWOT, PEST, Porter’s five forces model analysis tools, and then make a detailed analysis on the macro environment, strengths, weaknesses, opportunities and threats factors facing JAC passenger car; JAC passenger car current marketing strategy and its deficiencies also concluded in this article;Following, the article puts forward the marketing transformation from 4P to 4C Product-oriented to customer-oriented, and marketing strategy improvement advises concerning of customer needs, cost,convenience and communication aspects.At the same time, in order to ensure the smooth implementation of the related improvement, this article further studies on the supporting measures such as strategy, corporate culture,mechanism innovation,love to staff,auto finance. I hope the research conclusion can provide a reference to the development of JAC passenger car business and other independent brand companies and finally support the sustainable development and rising of China’s independent brand car enterprises.更多还原