【作者】 施燕燕；

【导师】 马向阳；

【作者基本信息】 天津大学 ， 工商管理， 2021， 硕士

【摘要】 近年来,城市交通问题日益严重,而且交通信息化管理水平不高,城市拥堵,道路安全等问题成为社会难题,随着国家政策大力支持,5G新基建的加持,中国正在积极布局车路协同产业链,车联网先导区、测试示范区及智慧道路建设,由点到面在全国推开,各地市都在积极推动车路协同产业发展。车路协同将V2X车联网技术应用于自动驾驶,同时与传统的智能交通深度融合,构建人-车-路-云的车路协同交通智慧体系,通过"聪明的车+智慧的路+强大的云"实现车路协同自动驾驶,有效解决了城市道路交通拥堵、城市交通安全、环境污染等社会治理难题,助力实现更安全、舒适、畅通的智能交通出行方式。本课题采用了文献研究法、案例综合剖析法、问卷调查法,首先分析了车路协同的国内外行业发展、技术演变、市场营销状况,然后以从事车路协同行业D公司的市场营销策略作为研究对象,以D公司当前市场营销策略为依据,利用4P理论、外部环境PEST分析、竞争;竞争力波特五力分析、内部环境SWOT分析、QSMP矩阵分析等理论,结合消费者问卷调查提出D公司当前在营销策略上存在的问题和不足,包含D品牌知名度不高、D公司产品的营销渠道单一,缺乏营销渠道管理机制、D品牌产品组合有待完善、价格有待商榷等问题,不利于D公司在业内获得竞争优势,接着运用STP营销策略与市场营销组合理论剖析D公司目前市场定位、营销策略现状,提出符合D公司当前发展的市场营销策略建议,提升D品牌知名度、扩展D公司市场营销渠道,D公司产品组合完善的建议,以促使D公司在市场竞争中获得良好的可持续发展,也为车路协同行业的可持续发展提供自己的助力。更多还原

【Abstract】 In recent years,urban traffic problems have become increasingly serious,and the level of traffic information management is not high.Urban Congestion,road safety and other problems have become social problems.With the strong support of the national policy and the support of the new 5G infrastructure,china is actively laying out the industrial chain of vehicle-road coordination,and building pilot areas,test demonstration areas and smart roads.From Point to point,all over the country,cities are actively promoting the coordinated development of vehicle-road industry.Vehicle-road collaboration applies V2 X vehicle networking technology to automatic driving,and at the same time,it is deeply integrated with the traditional intelligent traffic to construct a vehicle-vehicle-road-cloud cooperative traffic intelligence system,through “Smart car + Smart Road + powerful cloud”to achieve vehicle-road coordinated automatic driving,effectively solve the urban road traffic congestion,urban traffic safety,environmental pollution and other social governance problems,help to achieve a safer,more comfortable,smooth intelligent transport travel.This topic has adopted the literature research method,the case comprehensive analysis method,the questionnaire survey method,first has analyzed the domestic and foreign trade development,the technical evolution,the marketing condition,then take the marketing strategy of D Company as the research object,take the current marketing strategy of D Company as the basis,use 4P theory,external environment PEST analysis,competition;Competitiveness Baud five strength analysis,internal environment SWOT analysis,QSMP Matrix analysis and other theories,combined with consumer survey,D Company’s current marketing strategy problems and deficiencies,including D brand awareness is not high,D company’s products have a single marketing channel,lack of marketing channel management mechanism,D brand product mix needs to be improved,price needs to be discussed and other issues,which is not conducive to d company gaining competitive advantage in the industry,then use STP marketing strategy and marketing mix theory to analyze the current market positioning and marketing strategy status of D Company,and put forward marketing strategy suggestions that accord with the current development of d company,promote D brand awareness,expand D company marketing channels,D Company product mix perfect suggestions,in order to promote D company in the market competition to achieve good sustainable development,it also provides its own impetus for the sustainable development of the vehicle-road cooperation industry.更多还原