中国SUV市场分析与公司营销策略研究

华中科技大学硕士学位论文中国SUV市场分析与SP公司营销策略研究姓名：罗萍申请学位级别：硕士专业：工商管理指导教师：李长江20080422ISUV2007SUVSPSUVSUVSUVSUVSPSUVSUVSPSPSPSUVSPSPSUVIIAbstractAsapreferredmodelbyurbanconsumer,SUVisoneofthemainmodelsthatacceleratetheautomobilemarkettheseyears.In2007,SUVsegmentwasthefastest-growingsegmentinChina,Majormanufacturerscontinuedtolaunchnewproducts,whilepricescontinuedtodecline.AsaleaderinlocalSUVsegment,SPshouldconsiderSUVmarketanditsowncharacteristicstoformulateascientificandrationalmarketingstrategy.ThisthesisfirstdescribedtheChineseSUVmarket,andthentookSPCompanyastheresearchobject.Basedonmodernmarketingtheory,strategicmanagementtheory,competingstrategictheory,etc.,tookthesystemtheory,informationtheory,dialecticstheoryasmethod,usingfive-strengthmodel,thediamondmodel,enterprisegrowingmodeltostudySUVconsumerswithindifferentareas.Basedonthesestudies,theauthoranalyzedtheSPCompany’ssegmentmarket,theproductposition;themainsensitivefactorconcernedbyconsumer,thengaveascientificpotentialmarketforecasting,pointoutthemostrealisticandmostreasonableproductpositioninginthefuture.Finallytheauthorprovidedthemarketstrategybasedontheresearchinsalesservice,products’priceandbrandmanagementetc.Keywords:SportsUtilityVehicles(SUV)MarketstrategyCompetitivestrategySegmentmarketingConsumer_____111.1SUVSportsUtilityVehicles[1]SUV1984SUV1990“”SUV4SUV2001350SUV[2]SUVSUVSUVSUVSUVSUVSUVSUVSUV[3]20072008SUV2030SUV50SUV2008SUVSUVSUV[4]SUV1.2SUVSP2SUV5SPSUVSPSPSPSUVSUVSPSP[5-7][8-10][11][12]SUV[13]SPSP31.3SUVSPSUVSPSP3[14-17]SPSP3001042SUV2.12007GDP11.4%2-120078.4%8.3%9.1%10.0%10.1%10.4%11.1%11.4%0%2%4%6%8%10%12%200020012002200320042005200620072-1GDP200713723924.8%8921016.8%CPI4.8%2173823.5%1218025.7%955820.8%2622847[18]2.22007650.95645.822.78%24.5%64[19]2-25145157160209241337520575722645.818345115.2%39.4%34.2%2.3%7.8%15.6%14.3%14.0%11.6%26.3%24.5%02004006008001996199719981999200020012002200320042005200620070%10%20%30%40%50%2-2200720%23.8%26%2-3370.05148.84458.26187.552006200754.0%24.6%15.7%25.8%0100200300400MPVSUV0%20%40%60%2006200735.9%19.4%115.0%23.2%5.8%0204060801001200%20%40%60%80%100%120%140%200620072-32006-200762.3SUV2007SUVSUVSUVSUVSUV2007SUV[20-21]2.3.12007SUV37505557.8%,36.12%2007331238409SUV2002-200320042004-200615%2007SUV2008[21]2-4010000200003000040000200512930941215396166821583718968187001887520342161831723223023200614667155353279819408165441409313910164902001219004204222562520072442920119293433089830692338942949031599359913090036300375501234567891011122-42007SUV72.3.2SUV20071-8SUV8.643.8%45%12367862-5SUVSUVSUV05000100001500020000-40%-20%0%20%40%60%80%100%120%140%160%200693954173966381676204643181486998200771996007105511065111051150991290712165-23.4%43.9%9.2%30.4%78.1%134.8%58.4%73.8%123456782-520071-8SUVSUV2007SUV2-6SUV80500010000150002000025000300003500040000450002007737123232902739940425111058200655455232302987205189914540.0%125.9%25.0%337.0%0.0%384.7%968.7%1L1.5L1.5L2.52.5331.51.52.52.52-620072.3.3SUV20071-8SUV1.38307.2%2005184420067894SUV2-7010002000300040000%200%400%600%800%1000%1200%1400%1600%2006281881962244163276731179200712831184288719582001112520981242356.6%1245.51373.0774.1%381.0%244.0%211.7%5.3%123456782-720071-8SUV1.5-2.5LSUV4G649SUV2.5-3.0L2-8INTEC2.8LQD29QD3202000400060008000100001200014000-200%-100%0%100%200%300%400%500%20072121887914047145420061230065010431271-83.3%305.5%46.0%40.0%-100.0%51.6%436.5%11.51.52.52.5331.51.52.52.52-820071-82.4SUV2.4.1SUVSUVSUVSUV30SUV15-30SUV10-15SUV10106.8%41.6%34.1%17.5%5.5%40.3%40.5%13.7%a2006SUVb2007SUV2-92006-2007SUV2-90607SUVSUVSUVSUVSUVSUV1SUV2020/SUV200606SUVSUV11SUV05CUV062SUVBJ2500/2700SUV5000SUVSUVJEEP2500/2700JEEPJEEPJEEPJEEP3SUVCR-VSUVSUVSUVSUV15151215.480715.984SUVSUVSUVCR-VSUVSUVSUV2.4.2SUVSUV122-1SUVSUV13SUVSUV2-1SUV182BJ2500SportOutland83343V63.05561.77/8/9610311512CRV2142.5SUV2.5.1SUVSUVSUV17GDPGDP2103SUV42/39052.5.2SUVSUV1512SUV342.6SUV2007SUVSUVSUV20072008SUV4220%2008SUV16SUVSUVSUVSUVSUVSUV2008SUVSUVSUV20SUVSUVSUV2007SUV2008SUVSUVSUVSUVSUV560%173SPSUV3.1[22][23][24][25][26][27]STP[28][29][30][31]3.1.1SUV[32-36]SPSUV3-1183-1SPSUV,PajeroSUVMPVSUVSPSUVSPKDSPSPSPSP193.1.2SPSP1995SUVSUV3-1SP21%0%14%7%4%15%1%24%1%GM2%4%0%7%3-12007SUVSP32%3-2SP32%1%22%4%2%22%11%6%3-22007203-33-3SPSPSPSP15-252.0-3.0LSPSPSPSPSPSPSPSP21SPABCASPSUVBSP80C200710000BGLX2.4XE2.5BJ2021EB3-43-4BSPCSPC7171747066802.5XEBJ2021EBGLX2.4B6666647259596060616657775352656646466060556558685360526748482.5XEBJ2021EBGLX2.4B22CGLS3.0SE3.5BJ2021A6L3-53-5CSPSPASUVAAASP71686381813.5SEBJ2021A6LGLS3.0AC706767777662615369786155486561646155716363544871583.5SEBJ2021A6LGLS3.0AC233.2SP3.2.1SUVSUV50SUV147030SUV1440603-63-62007SUVSUV35SUV,=14SUV14SUVSUV35%(1)0%100%70%(2)100%40%(2)24SUV1SUV3-23-212345673-33-322593-43-46%8%2%22%17%4%22%16%2%SUV3-53-510510553-6263-63-73-71.2.3.1.2.3.1.2.3.1.2.3.1.2.3.1.2.3.1.2.3.4.1.2.3.4.SP3.2.2273-73-7SUV3-81069965609059619640882961989697948187837875666130889296956386875083417514(10)(3~10)(3)283-83-83-83.2.33-98%26%22%30%43%60%61%58%47%9%9%18%27%45%50%55%45%64%(10)(5~10)(5)22%27%30%38%41%32%41%51%51%