摘 要
汽车是“改变世界的机器”,随着社会的进步，汽车成为人们生活中形影不离的伴侣。而福特发明的流水线生产方式，使汽车的产量大幅度增加、生产效率空前提高。汽车从此不再是“奢侈品”,开始走入普通百姓家。汽车促进了人与人之间的沟通，加快了人们的生产、生活节奏。与此同时，汽车发展也带来了深刻的社会变革。本论文通过对安国市凯航汽车贸易公司营销的现状，存在问题、发展趋势等问题分析的基础上，提出面向农村汽车市场需求的营销策略、服务策略等建议，可以为更多面向农村的汽车企业和经销商提供准确的市场信息及科学的决策依据，从而为新农村建设贡献一份力量。研究结果表明：安国市汽车销售市场潜力较大，即将进入一个汽车消费的发展期。
未来用户群基础会进一步扩大：工薪阶层收入者、小经营者/业主。未来靠产业转移带动当地的产业工人增多，这是未来用户规模扩大的基础，并且伴随产业工人增多，小经营者/业主这种服务性行业也会迅速发展。用户购车意愿较高用户的生活形态看，存在用户居住和工作距离较远，也存在过年过节探亲访友的需求，种种这些需求导致用户的购车意愿还是比较高的。需求特征以自主车系为主，更为偏好“车型大”、“价位低” 的车。
目前，凯航汽贸以市场导向营销为理念，充分考虑安国市场的客户需求尤其是农村客户需求，不断改善产品结构、宣传方式及途径等。但由于起步晚、资金少等因素，企业在经营方式，特别是营销方式上存在不少问题。公司应适应县域汽车消费需求，逐渐调整营销策略，积极探索开展售后服务，为广大农民服务。
关键词 汽车 营销 农村市场
Abstract
sAutomobile is the machine that changing the world. Along with the social progress, Theautomobile has become the people's life partner follow like a shadow. The Production linedesigned by Ford has improved the output and efficiency significantly. Car which has notbeen the “luxury” stepped into ordinary family. The car promotes the people`s communication,and speeds up the production and the rhythm of life At the same time, the development ofthe automobile has also brought a profound social change. This paper is based on the analysisof Anguo Kai Hang Automobile Trade Company by present marketing situation, existingproblems and development trend, and give out the marketing strategy and service strategy oncustomer demanding of rural auto market, and providing scientific decision-making basis andcorrect market information reference to the rural car distributing company or dealers, so as tocontribute to a new rural construction.
The Result shows that, the city Anguo automobile consumption market is huge withgreat potential. It is entering into a fast developing stage. The consumer base will furtherexpand in the future, including salary income working class, small business owners andoperators. Local industrial workers increase with the improving of the local industry in thefuture and the fast development on service industry of small business owners and operators.
Depending on the life style of the high willing customers, with long distance from workingplace to home, and visiting relationships and friends etc, all of these increased the willing ofcustomers` car demand. The main character as referring the large space, low price models, themain brands are Chinese brands.
At present, the marketing philosophy is based on the customers guide, fully consider themarket demand especially the rural customers', changing the products series, adverting modesetc. concerning the late start, lock of money, some problems on company marketing operation.
The company should adapt the county size market demand and adjusting the strategy progressively, and start the service study and operation to serve the local rural customers.
Keywords Automobile Marketing Rural Market
目 录
第 1 章 绪 论··················································································································1
1.1 研究背景和意义 ········································································································1
1.2 研究方法、过程、创新点 ························································································1
1.2.1 研究方法 ·············································································································1
1.2.2 研究过程 ·············································································································3
1.2.3 本文创新点 ·······································································································3
第 2 章 研究现状················································································································5
2.1 国外汽车营销模式研究现状 ····················································································5
2.1.1 国外汽车营销模式现状特点·············································································5
2.1.2 国外汽车营销理论研究 ····················································································6
2.2 我国汽车营销模式研究现状 ····················································································6
2.2.1 我国汽车营销模式现状特点·············································································6
2.2.2 农村汽车市场状况研究 ····················································································7
2.2.3 我国汽车营销模式创新方向·············································································8
2.3 小结···························································································································9
第 3 章 安国市凯航汽车贸易公司营销现状···································································10
3.1 安国市凯航汽车贸易公司简介··············································································· 10
3.1.1 凯航汽贸发展状况 ··························································································· 10
3.1.2 凯航汽贸人员状况 ··························································································· 10
3.2 安国市凯航汽车贸易公司营销现状······································································· 11
3.2.1 产品策略 ··········································································································· 11
3.2.2 价格策略 ··········································································································· 11
3.2.3 渠道策略 ··········································································································· 11
3.2.4 促销策略 ··········································································································· 12
第 4 章 安国市汽车消费市场特点分析···········································································14
4.1 购车群体特征分析 ·································································································· 14
4.2 购车行为分析 ·········································································································· 18
4.3 经销商对消费者者影响情况分析··········································································· 25
第 5 章 安国市凯航汽车贸易公司营销策略中存在的问题分析 ···································32
5.1 不注重企业形象 ···································································································· 32
5.1.1 店面形象 ··········································································································· 32
5.1.2 产品形象 ··········································································································· 32
5.1.3 员工形象 ··········································································································· 32
5.1.4 组织形象 ··········································································································· 32
5.2 员工素质偏低 ·········································································································· 34
5.2.1 文化水平低 ······································································································· 34
5.2.2 业务素质低 ······································································································· 34
5.3 产品组合存在的问题 ······························································································ 34
5.4 推广及促销策略存在的问题 ·················································································· 34
5.5 服务水平低 ·············································································································· 34
第 6 章 解决对策··············································································································35
6.1 提升公司形象 ·········································································································· 35
6.1.1 改进硬件设施 ··································································································· 35
6.1.2 提升产品形象 ··································································································· 35
6.1.3 提升员工形象 ··································································································· 35
6.1.4 提升组织形象 ··································································································· 36
6.2 提升员工素质水平 ·································································································· 36
6.2.1 加强文化素养培训 ··························································································· 36
6.2.2 加强专业素养培训 ··························································································· 36
6.3 优化公司产品组合 ·································································································· 37
6.3.1 调整低端产品组合 ··························································································· 37
6.3.2 优化中端产品组合 ··························································································· 38
6.3.3 增加中高端产品展车 ······················································································· 38
6.4 拓宽车源渠道 ·········································································································· 38
6.5 调整推广及促销策略 ······························································································ 39
6.5.1 丰富推广手段 ··································································································· 39
6.5.2 构建信息发布体系 ··························································································· 39
6.5.3 加大促销力度 ··································································································· 40
6.5.4 善用口碑营销 ··································································································· 40
6.6 提升服务水平 ·········································································································· 41
6.6.1 做好推介服务 ··································································································· 41
6.6.2 加强售后服务 ··································································································· 41
总 结····························································································································43
参考文献····························································································································44
致 谢····························································································································46
