摘要
随着社会主义经济的飞速发展,人们的生活水平在不断的提升,越来越多的家庭
拥有私家车辆,而车辆出行成为人们生活工作的首选,汽车的普及与使用一方面给人
们的工作生活带来便利,但另一方面由于城市越来越拥堵,城市的规划用地越来越精
细化,汽车消费需求的持续高速增长与城市停车供需不足的矛盾进一步加剧,带来了
一系列的社会问题。我国解决城市汽车停车问题一般是通过建立地下停车车库,但是
随着汽车拥有量的增加,地下停车车库空问己经无法满足人们停车的需求,因此停车
设施建设的机械化、立体化、智能化势在必行。
智能化无避让立体停车设备不仅充分利用和发挥了城市空问的功能,还克服了其
他停车设备存取等待时间长,能耗高的不足,为用户提供便捷的存取车无避让、低能
耗的停车设备,有效地提高城市土地资源的利用率,最大限度的节约土地资源,改善
城市交通问题,提高人民的生活质量,在增加就业人数方面也起到一定的力量。
本论文以MJ企业立体停车设备为研究对象,通过对我国停车设备生产行业的市
场发展状况进行总体的分析,并结合MJ企业的发展实际情况,分析MJ企业的立体
停车设备的市场竞争环境,对MJ企业目前立体停车设备幵展市场营销存在的问题进
行分析,运用STP理论、波特五力竞争模型与STOW分析方法进行分析,从而提出
MJ企业立体车库设备市场营销组合策略的对策建议。
关键词:立体停车设备;市场营销组合;STP理论;
Abstract
With the rapid development of socialist economy, people's living standard continues
to improve, more and more families own private cars, and car travel as people living and
working in the first, hand car popularization and use to bring convenience to people's work
and life, but on the other hand, the city more and more crowded, city planning and 】and
more and more refined, contradiction sustained rapid growth and city parking supply and
demand of automobile consumption demand insufficiency further intensified, brings a
series of social problems. China to solve the parking problem is generally through the
establishment of city underground parking garage, but with the increase in car ownership,
underground parking garage space have been unable to meet the parking demand, so
parking mechanization, three-dimensional, intelligent facilities be imperative.
Intelligent non avoidance parking equipment not only take full advantage of the city
space, but also overcome the other parking equipment access to wait for a long time, high
energy consumption problems, to provide convenient access to car free, low energy
consumption for the user to avoid parking equipment, effectively improve the utilization of
land resources in the city's rate, saving land resources the maximum, to improve the city
traffic problem, improve people's quality of life, the increase of employment also plays a
certain strength.
In this thesis, parking equipment MJ company as the research object, carries on the
overall analysis of the development status of parking equipment production industry in
China market, combined with the actual situation of MJ enterprise development, analysis
of parking equipment of MJ enterprise market competition environment, enterprise of MJ
of parking equipment to carry out marketing problems analysis, using the theory of STP,
Potter five competitive forces model and STOW analysis method, and puts forward some
countermeasures and suggestions of enterprise MJ stereo garage equipment marketing
combination strategy.
Keywords: Stereo parking equipment; Marketing strategy; Marketing-mix STP;