新新星摩托車銷售有限公司的營銷策略研究

工商管理論文編號:GS185  論文字數:19661,頁數:29 附任務書,開題報告,文獻綜述

目        錄
1 緒論 2
1.1研究背景和意義 2
1.2研究內容和方法 2
2相關理論 4
2.1市場營銷含義 4
2.2品牌營銷策略 4
2.3分銷策略 5
2.4服務營銷策略 5
2.5促銷策略 6
3新新星摩托車銷售有限公司現狀分析 8
3.1企業介紹 8
3.2銷售現狀分析 8
3.3新新星摩托車銷售有限公司在銷售中存在的問題 9
4新新星摩托車銷售有限公司營銷環境分析 13
4.1宏觀環境分析 13
4.2寧晉縣的摩托車市場分析 14
4.3寧晉縣的消費者市場分析 15
4.4競爭對手分析 16
4.5 SWOT分析 17
5寧晉縣新新星摩托車銷售有限公司的營銷策略 19
5.1品牌營銷策略 19
5.2分銷渠道策略 20
5.3服務營銷策略 21
5.4促銷策略 22
結束語 25
參考文獻 26
致    謝 27

摘        要
 隨著近年來電動車的出現，汽車的普及，摩托車的銷售現狀一直欠佳，甚至出現了各種衰退型行業所具備的特征。但是，對于一些經營者來說，在摩托車行業付車了大量的資金，又不能立即撤出此行業去投入其他的行業。而且現在在農村還存在著一定的購買力，如果可以經營的好的話，依然可以獲利。在這樣的市場壞境下，讓一些依然可以獲利或者可以維持的摩托車經銷商都不想退出該行業。新新星摩托車銷售有限公司就是這種情況的經銷商，在市場壞境下滑的情況下，雖然利潤率開始下滑，但是依然有一定的利潤可圖，所以不想放棄該行業，在這種情況下，我們可以從市場營銷方面出發，增加企業的營業額從而讓企業獲利。
 
 關鍵詞：營銷；管理；摩托車；利潤

 Motorcycle Sales Co., Ltd. New Star Marketing Management
Abstract
 With the emergence of electric vehicles in recent years, the popularity of car, motorcycle sales situation has been poor, even the recession-based industry with a variety of features. However, for some operators, in the motorcycle industry have to pay a lot of money, they can not immediately withdraw from the industry to go into other industries. And now there are still some rural purchasing power, if it can operate well, it would still be profitable. Bad in this market environment, let some of you can still be profitable or to maintain the motorcycle dealers do not want to exit the industry. New Star Motorcycle Sales Co., Ltd. is the distributor of this situation, the bad environment in the market downturn, although the profit margins began to fall, but still have some profits to be made, I do not want to abandon the industry, in this case We can start marketing to increase business turnover so that corporate profits.
 
Keywords: Marketing; Management; Motorcycle; Profit