力帆摩托越南市场营销策略探讨Study on the marketing strategy of Lifan motorcycle market in Vietnam 摘要:（摘要内容经过系统自动伪原创处理以避免复制，下载原文正常，内容请直接查看目录。） 自20世纪80年月以来，摩托车家当由小到年夜，摩托车产量多年雄居世界首位。但因为国际花费政策、公民花费才能、和摩托车行业临盆才能过度收缩招致外部无序竞争等身分作用，摩托车家当在国际已无足够成长空间，急切须要走出去，在海内市场追求成长。力帆团体是中国摩托车行业中浩瀚走出去公司中具有典范意义的一家公司。力帆团体1992年创建，以技巧开辟和产物开辟为焦点实行本钱抢先战略，率先年夜范围进入国际市场。在迈向国际化的过程中，力帆团体以越南为重要市场目的，胜利地制订了越南市场成长战略。经由过程保持不懈地实行该战略，力帆团体在越南市场取得了很年夜的成就，一举成为越南中低端摩托车市场的领头羊。力帆团体在制订其越南市场战略的进程中，运用了多种战略剖析对象，包含产物市场剖析办法、SWOT模子等。同时，还依据家当转移实际，经由过程研究国际的摩托车市场成长经历来对越南市场的成长停止猜测。经由具体地研究，力帆团体制订了胜利的越南市场营销战略。力帆团体把越南的中低端摩托车市场作为本身的目的市场，对产物、价钱、渠道和促销等营销身分停止了综合设计，从而敏捷进入了越南摩托车市场，并胜利占领了中低端摩托车市场的最年夜份额。在实行产物市场战略的同时，越南语论文题目，力帆团体还制订和实行了品牌战略。在实行品牌战略的进程中，越语论文题目，力帆团体投入了伟大的告白和促销费用，并把体育明星和体育运动联合到品牌扶植中，从而使“力帆”成为越南的著名品牌。经由过程对力帆越南市场战略制订和实行的研究，联合越南市场最新的成长和变更，本文提出了力帆团体越南市场的新战略：1、实行越南外乡化战略，扶植以动员机临盆厂为焦点的独资、合伙和协作公司收集群，从而《WP=5》使越南成为立帆国际化战略中的主要一环。慢慢树立稳固的渠道，使公司在全部渠道链施展主导感化；2、以品牌为焦点，实行品牌延长战略，扶植和运用力帆品牌；3、实行绿色营销战略，使力帆可以或许真正成为越南的名牌公司。 Abstract: Since twentieth Century since the 80's, motorcycle home from small to big, motorcycle production ranks first in the world for many years. But because the spending policy, citizens devote to, and motorcycle industry to give birth to excessive contraction lead to external disorderly competition and other factors, motorcycle possessions in the international has no enough room to grow, is an urgent need to go out, and in the domestic market pursuit of growth. Lifan Group is an enterprise of vast Chinese in motorcycle industry out of business in the paradigmatic. Lifan Group in 1992 created by technology development and product development is the focus of the implementation of cost leadership strategy, the first large-scale enter the international market. In towards the internationalization of the process, the Lifan Group in Vietnam, is an important market for the purpose, successfully formulated the Vietnamese market growth strategy. Through the process of maintaining and tireless efforts to implement the strategy, the Lifan Group in Vietnam market made very big achievements, at one stroke to become the leader in Vietnam in the low end of the motorcycle market. Lifan Group in the formulation of the Vietnamese market strategy in the process, the application of the various kinds of strategy analysis of objects, including product market analysis method, SWOT model. Also according to the belongings real transfer, through discussion on the international motorcycle market growth experience in Vietnam market growth stop guessing. Through specific research, made the victory Lifan Group marketing strategy in vietnam. Lifan Group to Vietnam's lower end motorcycle market as the target market, on product, price, channel and promotion marketing identity stopped comprehensive design, agile thereby entered the Vietnam autocycle market, victory and occupied the the most of the eve of the motorcycle in the low-end market share. In the implementation of the product market strategy at the same time, Lifan Group has formulated and implemented the strategy of the brand. In the implementation of brand strategy in the process, the Lifan Group invested great advertising and promotion expenses and the sports stars and sports combined to brand construction, so that "Lifan" has become a famous brand in Vietnam. Through the process of Lifan Vietnam market strategy formulation and implementation of research, United Vietnam market the latest grow and change, this paper presents Lifan groups in Vietnam market, a new strategy: 1, the implementation of the localization strategy of Vietnam, support to mobilize the birth machine factory is the focus of sole proprietorship, partnership and cooperation enterprise collection group, and the WP=5 make Vietnam made sail internationalization strategy is a major part. To gradually establish stable channel, so that enterprises in the chain of all channels display leading role; 2, in order to brand as the focus, the implementation of brand extension strategy, construction and application of Lifan brand; 3, the implementation of green marketing strategy, the Lifan may become a real brand enterprises in Vietnam. 目录: |
