汕德卡牵引车是中国重汽集团引进德国曼恩公司TG系列重卡技术，由 济南商用车有限公司负责生产和销售的一款全新产品，2015年正式推向市 场，在黑龙江汕德卡牵引车近三年在高端牵引车市场取得不错的表现，但汕 德卡牵引车整体销量偏低，在牵引车总的市场占有率偏低，需要制定有效的 市场开拓策略提升汕德卡牵引车的整体销量和市场占有率。 重型商用车的市场开拓同国家产业政策和当地经济水平密切相关，本文 通过分析国家相关政策法规、黑龙江当地的基础建设和产业需求、黑龙江省 内牵引车市场现状及趋势、以及中国重汽汕德卡牵引车的自身特点，找出汕 德卡牵引车在黑龙江市场存在的问题：总体销量和市场占有率低、产品配置 不够完善、金融服务支持力度不足、网络布局不够合理、服务体系有待提升 等方面存在很多不足。通过对黑龙江市场进行市场细分、目标市场选择、产 品定位，制定汕德卡牵引车总体市场开拓战略。在经销网络层面，通过经销 网络规划、形象建设支持、经销商激励政策、销售人员培训和奖励等方面制 定市场开拓策略；在终端用户层面，通过完善产品型谱和配置优化、举行市 场开拓推广活动、提升金融服务支持、精准定位的限时促销、领袖客户重点 突破等方面制定市场开拓策略；在服务网络层面，通过服务网络优化布局、 服务网络考核机制、全生命周期服务策略当方面制定市场开拓策略。并根据 实际情况从分公司工作安排和责任落实、经销网络资源储备和考核办法、服 务网络具体保障方案的制定等三个方面制定保障方案确保市场开拓策略的实 施。 关键词：市场开拓策略；黑龙江市场；汕德卡牵引车 哈尔滨工业大学工商管理硕士学位论文 - II - Abstract Sitrak tractor is a brand-new product introduced by sinotruk group and manufactured and sold by Jinan Commercial Vehicle Co., Ltd. with TG series of heavy truck technology of German man company. It was officially launched to the market in 2015 and has achieved good performance in the high-end tractor market in recent three years in Heilongjiang shandeka tractor market, but the overall sales volume of shandeka tractor is low, occupying the total market of tractor. The rate is low, so it is necessary to develop effective market development strategies to improve the overall sales volume and market share of Sitrak tractor. Based on the analysis of the relevant national policies and regulations, the local infrastructure and industrial demand in Heilongjiang Province, the current situation and trend of the tractor market in Heilongjiang Province, and the characteristics of SINOTRUK's shandeka tractor, this paper finds out the problems existing in the Heilongjiang market of shandeka tractor: low overall sales volume and market share, imperfect product configuration, and insufficient financial service support , the network layout is not reasonable, and the service system needs to be improved. Through the market segmentation, target market selection and product positioning of Heilongjiang market, the overall strategy is formulated. At the level of distribution network, market development strategies are formulated in terms of distribution network planning, image building support, dealer incentive policies, sales personnel training and incentives; at the level of end-user, market development and promotion activities are held, financial service support is improved, time limited promotion with precise positioning, key breakthrough of leading customers, etc At the service network level, we should optimize the layout of the service network, the assessment mechanism of the service network, and the whole life cycle service strategy. And according to the actual situation from the branch, distribution network, service network three aspects to develop security programs to ensure the implementation of market development strategy. Keywords: Market development strategy, Heilongjiang Market, Sitrak tractor 哈尔滨工业大学工商管理硕士学位论文 - III - 目 录 摘要 ................................................................................................................. I Abstract ............................................................................................................. II 第1章 绪论 ...................................................................................................... 1 1.1 研究背景与问题提出 ............................................................................... 1 1.1.1 研究背景 ........................................................................................... 1 1.1.2 问题提出 ........................................................................................... 1 1.2 研究目的与意义 ...................................................................................... 2 1.2.1 研究目的 ........................................................................................... 2 1.2.2 研究意义 ........................................................................................... 2 1.3 国内外相关研究现状 ............................................................................... 2 1.3.1 国外相关研究现状 ............................................................................ 2 1.3.2 国内相关研究现状 ............................................................................ 4 1.3.3 国内外相关研究综述 ........................................................................ 5 1.4 主要研究内容及方法 ............................................................................... 5 1.4.1 主要研究内容 ................................................................................... 5 1.4.2 主要研究方法 ................................................................................... 6 第2章 黑龙江牵引车市场环境及中国重汽汕德卡目前存在的问题 .............. 7 2.1 黑龙江牵引车市场环境 ........................................................................... 7 2.1.1 牵引车相关的政策环境 .................................................................... 7 2.1.2 黑龙江省牵引车相关基础建设 ........................................................ 8 2.1.3 黑龙江省牵引车相关产业需求 ........................................................ 9 2.1.4 黑龙江牵引车市场现状 .................................................................. 10 2.1.5 黑龙江牵引车市场未来趋势分析 ................................................... 12 2.2 中国重汽汕德卡牵引车简介及在黑龙江的市场现状 ........................... 13 2.2.1 中国重汽集团简介 .......................................................................... 13 2.2.2 汕德卡牵引车简介 .......................................................................... 14 2.2.3 汕德卡牵引车在黑龙江市场的现状 ............................................... 15 2.3 中国重汽汕德卡牵引车在黑龙江市场目前存在的问题 ....................... 15 2.3.1 总体销量及市场占有率低 .............................................................. 15 2.3.2 产品配置不够完善 .......................................................................... 17 哈尔滨工业大学工商管理硕士学位论文 - IV - 2.3.3 金融服务支持力度不足 .................................................................. 17 2.3.4 经销网络布局不合理 ...................................................................... 19 2.3.5 服务保障体系有待提升 .................................................................. 20 2.4 本章小结 ................................................................................................ 21 第3章 中国重汽汕德卡牵引车黑龙江市场开拓策略 ................................... 22 3.1 汕德卡牵引车黑龙江市场的战略制定 .................................................. 22 3.1.1 黑龙江牵引车市场细分 .................................................................. 22 3.1.2 汕德卡牵引车目标市场选择 .......................................................... 23 3.1.3 汕德卡牵引车产品定位 .................................................................. 24 3.2 汕德卡牵引车经销网络开拓策略.......................................................... 24 3.2.1 汕德卡经销网络的规划 .................................................................. 24 3.2.2 经销网络形象建设支持策略 .......................................................... 25 3.2.3 经销网络销量激励策略 .................................................................. 26 3.2.4 销售业务人员定期培训 ...............................