欧舒特汽车股份有限公司的市场营销策略研究
摘要
陕西欧舒特汽车股份有限公司是研发制造客车底盘的专业化大型企业，客车产品已形成公交系列、旅游系列和公路系列的全系列产品格局，覆盖普及型、舒适型和豪华型。在清洁燃料、混合动力、纯电动等领域技术成熟，已实现批量生产。在国内外大中型客车市场竞争日趋激烈的形势下，欧舒特客车面临着来自国内海外的巨大的机遇与挑战，如何面对市场竞争，认清市场形势，发挥自身优势，明晰自身的营销中的问题与不足，制定相应的营销策略对该企业有重要意义。
本文以陕西欧舒特汽车股份有限公司为研究背景，结合国内外型大中客车市场现状，通过对陕西欧舒特汽车股份有限公司的营销环境的分析，同时进行了SWOT分析，在此基础上提出了陕西欧舒特汽车股份有限公司的战略目标及目标市场，针对陕西欧舒特汽车股份有限公司的具体情况，通过在产品、价格、渠道、促销、等方面，试图提出符合陕西欧舒特有限公司的市场营销策略，为企业产品营销提供营销策略建议。
关键字:大中型客车市场 营销环境 目标市场 营销策略
ABSTRACT
Automobile Co., Ltd. Shaanxi Eurostar is specialized in development and
manufacture bus chassis of large enterprises, the products had already formed bus series, tourism and the whole series product series of highway, covering the masses, comfortable model and luxury. In clean fuel, hybrid electric fields, mature technology,
has achieved a batch production.In the conditional of domestic large and medium-sized buses in the fierce market competition, Automobile Co., Ltd. Shaanxi Eurostar is facing the greatest opportunities and challenges from domestic and overseas, and how to recognize the market situation, display own superiority, find the problems,finally formulate the corresponding marketing strategy for the enterprise has important significance.
Taking Automobile Co., Ltd. Shaanxi Eurostar as the research background and combining the domestic medium-sized coach market situation, the appearance of shaanxi province through Automobile Co., Ltd. Shaanxi Eurostar ,the marketing environment of SWOT analysis is based on its strategic goals and objectives for market, Automobile Co., Ltd. Shaanxi Eurostar through the specific situation in product, price, place, promotion, etc. tries to put forward with Automobile Co., Ltd. Shaanxi Eurostar marketing strategy, for the enterprise products providing marketing strategy suggestions.
Key words: large and medium-sized buses, marketing environment, target marketing, strategy
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