特种车在国家基础建设和经济建设中发挥着至关重要的作用，随着社会经 济的不断发展，市场对于特种车的需求也随之增加。消防车作为一种特种车辆， 在保障人们的日常生产生活中发挥着不可替代的重要作用。所谓的消防车又被 称之为救火车，指的是设计制造成适宜消防队员乘用、装备各类消防器材或灭 火剂，供消防部队用于灭火、辅助灭火或消防救援的车辆，承担着我国保障应 急救援任务的重要职责。从国家发展趋势看，消防车市场需求不断扩大，政府 （消防队）、大型易燃易爆企业对消防车发展的支持力度不断加大，无形中为 消防汽车市场的开拓奠定了基础，也使得作为特种车的消防汽车如何选择既能 让用户满意的消防车产品，又能让制造商畅销并获取最大利润的消防车成为许 多消防车制造企业的关注焦点。 WY 公司是中国重型汽车集团旗下的一家专门生产特种车的国有企业，随 着我国特种车业务的蓬勃兴起，WY 公司顺势加入到特种车产业中，在推动特 种车深入发展的同时，也提升了自身的生产制造能力，结合消防车目标客户的 需求以及消防产业的发展需要，优化消防车的整车性能。此外，WY 公司还通 过丰富特种车产品种类的形式，满足了不同用户需求，不断提高自身市场占有 率，从而扩大 WY 公司特种车业务的核心竞争软实力。但近几年，该公司在消 防车营销方面正逐渐暴露出诸如消防车产品重视度不足、营销人才队伍缺乏以 及营销方式单一等问题，成为制约公司整体快速发展的短板。 与世界发达国家相比，我国的特种车正处于发展的起步阶段，狭窄的市场 空间使得大部分的汽车制造厂商纷纷转型生产乘用车或者是商用车，造成现有 的特种车的产能无法满足特种车的使用需求。更为重要的是，其相应的营销模 式也有待优化。特种车市场迟迟难以打开，除了受到产能因素的限制之外，固 化的营销模式同样限制了特种车市场的发展。消防车营销模式的创新对于推动 企业体制创新、技术创新以及管理创新，形成企业文化力、执行力、生产力， 促进营销管理变革和效益提升的强大作用。本文主要围绕 WY 公司特种车营销 模式展开，借助于 4P 营销理论等相关理论，对 WY 公司消防车营销情况进行调 查，针对 WY 公司消防车营销方面存在的问题，从完善 WY 公司消防车产品营 销模式建设体系、培养专业的销售团队等方面提出 WY 公司消防车营销模式的 优化对策。希望能够在对以往乘用汽车、特种车研究成果进行总结的基础上， 弥补消防车营销理论的空缺，改变了特种车行业营销模式方面的研究文献较少 且缺乏系统性的分析的面貌，为后来学者进行消防车产品营销研究提供理论基 础和可参考性资料的同时，为其他特种车企业营销模式的优化提供新的参考思WY 公司消防车营销模式优化研究 2 路，为我国特种车行业的可持续发展提供新的助力。 关键词：WY 公司 消防车 营销模式ABSTRACT I ABSTRACT Special vehicles play a vital role in national infrastructure and economic construction. With the continuous development of social economy, the market demand for special vehicles also increases. As a member of special vehicles, fire engines shoulder the responsibility of protecting people's lives and property and rescue. As a special vehicle, fire truck plays an irreplaceable role in ensuring people's daily production and life. Fire engines, also known as fire engines, refer to vehicles designed and manufactured to be suitable for use by firefighters, equipped with various types of fire fighting equipment or fire extinguishing agents, for use by fire fighting forces in extinguishing, auxiliary fire fighting or fire rescue, and bearing me The country guarantees the important duty of emergency rescue mission. From the point of view of the national development trend, the market demand for fire engines is expanding, and the support of the government (fire brigade) and large flammable and explosive enterprises for the development of fire engines is increasing. WY company is a state-owned enterprise specializing in the production of special vehicles under the China heavy vehicle Group. With the vigorous rise of special vehicle business in China, At the same time, WY company joins the special vehicle industry to promote the development of the special vehicle, improve its own production and manufacturing capacity, combine the needs of the target customers of the fire engine and the development needs of the fire fighting industry, optimize the whole vehicle performance of the fire engine. In addition, WY company also through enriching the form of special vehicle products, to meet the needs of different users, constantly improve their market share, thus expanding the core competitive soft power of WY company's special vehicle business. But in recent years, the company is gradually exposed to fire truck marketing problems such as lack of attention to fire truck products, lack of marketing personnel and single marketing methods, and become Restrict the company's overall rapid development of the short board. Compared with the developed countries in the world, the special vehicles in China are in the initial stage of development. The narrow market space makes most automobile manufacturers transform and produce passenger cars or commercial vehicles one after another. As a result, the existing capacity of special vehicles can not meet the needs of special vehicles. More importantly, its corresponding marketing model also needs to be optimized. In addition to the limitation of production capacity, the solidified marketing model also limits the development of special vehicle market. The innovation of fire truck marketing mode plays a powerful role in promoting enterprise system innovation, technological innovation and management innovation, forming enterprise cultural power, executive power, productivity, promotingWY 公司消防车营销模式优化研究 II marketing management reform and improving efficiency. This paper mainly focuses on WY company's special vehicle marketing model, with the help of 4 P marketing theory and other related theories, to investigate the marketing situation of fire engines in WY company, aiming at the problems existing in the marketing of fire engines in WY company. It is hoped that we can make up for the vacancy of fire truck marketing theory on the basis of summarizing the previous research results of passenger cars and special vehicles, change the research literature of special vehicle industry marketing mode and lack of systematic analysis. Key words: WY company fire engine marketing model目录 1 目录 摘要...........................................................................................................1 第一章 绪论.............................................................................................1 第一节 研究背景与研究意义................................................................................1 一、研究背景.........................................................................................................1 二、研究意义.........................................................................................................2 第二节 国内外研究现状........................................................................................2 一、国外研究现状.................................................................................................2 二、国内研究现状.................................................................................................4 第三节 研究内容和研究方法................................................................................5 一、研究内容.........................................................................................................5 二、研究方法.........................................................................................................6 第二章 营销模式的相关概念及理论......................................................7 第一节 营销模式的相关概念................................................................................7 一、 特种车营销模式相关概念...........................................................................7 二、市场细分理论.................................................................................................8 第二节 营销模式的相关理论................................................................................8 一、 4P 理论及扩展 .............................................................................................8 二、 4C 理论......................................................................................................10 三、4R 理论......................