随着我国乃至全球汽车行业的迅猛发展,我国柴油机行业迅速成长,尤其是
多缸小缸径柴油机企业的发展,已打破了 21世纪初云内、朝柴、扬柴三足鼎立的
局面,各个柴油机企业间的市场竞争日益激烈。如何有效开展市场营销已成为各
柴油机企业关注的焦点。
本文以云内动力为研究对象,立足于多缸小缸径柴油机企业的市场营销策略
研究。首先分析了国内外柴油机市场的发展现状及趋势,在此宏观背景下,进一
步对柴油机企业的现状及行业发展状况进行分析,在战略、营销相关理论的指导
下,从云内动力的自身实际出发,与国内外竞争对手进行对比,进而对云内动力
的市场营销策略进行全面分析;从产品策略、价格策略、渠道策略、双品牌促销
策略等方面,找出云内动力目前市场营销策略中存在的问题,挖掘出制约柴油机
企业发展的瓶颈问题,并针对其所存在的问题,结合当前柴油机行业市场销售的
热点,提出具体的优化措施和相应的解决方案。立足企业实际,对所提出的市场
营销策略的实施情况进行效果评估,以便企业对柴油机的市场营销策略进行及时
调整,促进企业市场销售。
关键词:柴油机,双品牌策略,营销策略
I
THE STUDY OF DIESEL ENGINE MARKETING
STRATEGIES OF YN COMPANY
ABSTRACT
With the rapid development of global automobile industry,the diesel engine
industry in our country is growing rapidly. Especially for the development of the small
diameter multi-cylinder diesel engine enterprises, it broke the existed balanced situation
at the beginning of tiie 21st century among Yunnei,chaochai,yangchai. The competition
among these diesel engine enterprises is growing intensely.
This article takes Yunnei Power as the research object,bases on the research of
multi cylinder small diesel engines enterprise marketing strategies. Firstly, it analyzes
the development status and trend of diesel engines at home and abroad market, under
the macro background,analysis the enterprise's present situation and industry
development; From the reality of Yunnei Power, using the marketing and strategy theory,
and compared with the domestic and foreign competitors,it analyses the marketing
strategies of Yunnei Power roundly. From the aspects of product strategy, price strategy,
channel strategy,brand promotion strategy, etc,it finds out the problems existing in
Yunnei Power's current marketing strategy, and digs out the bottleneck problems
restricting the development of diesel engine enterprises. As for this,combining with the
current market hotspot of diesel engine industry,it puts forward the specific measures
and corresponding solutions. At the same time, according to the reality of the enterprise,
it evaluates the implementation effect of the new marketing methods and strategies,so
that the enterprise can adjust the marketing strategies duly to promote the development
of its marketing.
KEY WORDS: diesel engine, Dual brand strategy, marketing strategies
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