【作者】 辛春亮；

【导师】 张代胜；

【作者基本信息】 合肥工业大学 ， 车辆工程， 2007， 硕士

【摘要】 我国专用汽车行业有着巨大的发展空间,目前,随着我国国民经济的发展和社会分工的进一步细化,市场对专用汽车的需求将更加多元化,对具有特殊功能的专用汽车的需求必将越来越多,在这种快速发展和竞争日益激烈的市场经济条件下,如何应用现代营销手段和策略去扩大产品市场占有率,提高经济效益,已成为所有企业所关注的主要问题。因此,从长远发展来看,市场营销策略研究在企业经营中将起着越来越重要的作用。本论文是在对我国专用车行业发展现状的全面剖析,以及对市场的细分消费分析的基础上,提出未来专用车企业市场营销管理可行性战略,运用现代营销理论和方法,通过大量的市场调研和资料采集,详尽分析和预测了国内专用车产品市场及发展趋势,阐述了目标市场的规划方法,提出了适合专用汽车企业发展的营销战略规划。最后介绍了CRM(客户关系管理)软件在市场营销中的作用,进一步拓展到在专用车营销中的应用。更多还原

【Abstract】 Our country special-purpose vehicle profession has the huge development space, at present, along with our country national economy development and the social division of labor is further thin, market to special-purpose vehicle demand even more multiplex, to has the special function the special-purpose vehicle demand to will certainly more and more.Under the market-oriented economic conditions which full of rapidly development and increasingly fierce competition, how to apply modern marketing methods and tactics to enlarge products’ market possess rate and improve economic benefits, has become the main problem which brings to almost all entrepreneurs’ attention. Therefore, in the long run, researching marketing tactics will play a more and more important role in enterprise managnent.The article completely analyzed the present our country special-purpose vehicle dealership industry development situation, as well as subdivides the consumer analysis to the market in the foundation, proposed the future special-purpose vehicle enterprises market marketing management feasible strategy by using modern marketing theories and methods.Completely analyzed the present state and forecast the development of special purpose vehicle product-market at home with a great deal of market survey and data, elaborated the method of the goal market plan, proposed the plan of suits marketing strategy which the special-purpose vehicle enterprise developed. Finally introduced the function of CRM (Customer Relationship Management) software in market marketing, further develops in the special-purpose vehicle marketing application.更多还原