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南京航空航天大学硕士学位论文南京金城摩托营销战略研究姓名：谈静艳申请学位级别：硕士专业：企业管理指导教师：曹锟生20080101iSWOTSWOTiiABSTRACTAftermorethantwentyyears’high-speeddevelopment,Chinesemotorbikeindustryhasmadeagreatprogress,becominganimportantpartofnationaleconomy.Butnowadaysmotorbike’scompetitionissointense.Themotorbikeindustryisverycompetitivethathomemarketisshrinkinguptopresent,theseobviousrisk-factorsincludedomesticpolicycontrollingstrengthensandbrandmonopolizationdegreerises,substitute-productsaremultitudinousetc.Inordertomaintainthesuperiorityintheintensetradecompetitionwiththecraftbrother,themotorbikeenterprisesmustclearlyrecognizethepresentcompetitionenvironment,carryontheanalysisofitanddiscernitownsuperiorityandinferiority.Onthefoundationoftheaboveenvironment,theauthortakesNanjingJinChengmotorbikeforresearchingobject.Thisthesisstartsfromthedomesticdevelopmentactualityofmotorbikemarketandsyntheticallyutilizedtheacademicthoughtofthemarketingmanagementandstrategicmanagementtoanalyzetheoutsidemacroscopicenvironment,whichtheNanjingJinChengmotorbikewillbeconfrontedwithinitsdevelopmentandthestatusofitsdevelopmentthecompetition.UnifiedtheNanjingJinChengmotorbike’sdevelopmentsituationandnaildownitssuperiorityandtheinferiority,theopportunityandthethreatinthecompetition.AfterwardstheauthorevaluatedtheinternalfactorsandexternalfactorsbyInternalFactorEvaluationMatrix(IFE)andExternalFactorEvaluationMatrix(EFE).ThentheauthormadethedevelopmentstrategyofNanjingJinChengmotorbike’sinChinabyusingtheSWOTanalyticmethod.FinallywedrawupthemarketingstrategyofNanjingJinChengmotorbike,andformulatedcorrespondingmarketingtacticstoachievetheaiming.ThisthesisputsforwardtheinvestigationofcountermeasurethroughtheanalysisoftheconditionofJinChengmotorbike.ThisthesisprovidedstrongfoundationforthestrategyofNanjingJinChengmotorbike,andalsosuppliedreferenceforotherenterprisesofmotorbikeinChina.KeyWords:Motorbike,MarketingStrategy,Porter’sModel,SWOTAnalysis,TheMainFactorEvaluatingMethod,11.1205020809019932006856.7618.30%839.6317.38%155.0317.76%170220901.21.2.1202050314Ps1960JeromeMcCarthy4ProductPricePlacePromotion4Ps[1]19674Ps[2]4Ps[3]4Ps4Ps4Ps4Ps4Ps[4]210P4Ps4PsProbing()PartitioningPrioritizingPositioning6P10P[5]434Cs2080901990Lauteborn4Cs4CsCustomerNeedsandWantsCostConvenienceCommunication[6]4Cs4Ps4C[7]1.2.2193820[8]12060DAlfredD.chandler[9]1971R5SWOT[10]SWOT1972[11]1979[12]219801.1[13]1.161.1[13]1.11985[14]31990[15]71.2.3[16]OrivliieCWalkerMarketingStrategy:ADecision-FocusedApproachSTP[17]J.[18][19]2070808202006[20]2005[21]2006[22]2006[23]2001SSDC[24]1.31.3.191.21.2SWOT1.3.2GM11GM11SWOT101.3.3112.12050208019804.9209010%30%19933351997100043.6%19982120012002200320041718.69GDP1%20051776.71774.570014.1720062140200710200016%17.42%14[25]122.22.2.11200710152102001132001122003513C20041213200571[26]20021130200320041220200512814021002004612201014200320042005200771201071IIIIV200573199410%20064110%250ml()3%250ml10%4200461155198517050%200510[27]2.2.218%16200622.1038472061175638.80%36.80%[25]2.12003200602000400060008000100001200014000121220032004200520061731202.2.32.2.418250ml750ml2.32.3.1193C20035020042005462.3.22.162001200626%20067202.120032006200120022003200420052006234.23254405505707282.21998205.420046752005120020062000302.22000200020012002200320042005200629.3621584006751200195030ml40kg20km/h1502002.3.312212.3.412342.3.570%200622120042006122.331270%10%6%2.320042006%%200420052006200420052006200420052006115053201903586230362143.8726.4621.018.7510.7310.83212201351301421137571927.026.655.717.097.336.47310841241086107123426410.310.1813.736.306.125.81410929291270543137193949.6016.257.986.367.166.4551035655950988133136925.49-8.1840.006.025.366.2661018206758765119835728.84-25.4858.265.924.285.63232.320042006()%%20042005200620042005200620042005200671016855920291150662524.27-9.5063.715.915.197.08894639692607675692613.89-2.15-18.275.505.223.56983391790351382783820.098.35-8.384.855.093.8910809963102327911496339.7926.3412.354.715.775.411173304488301491819812.4120.463.984.264.984.321262126367563571277330.338.755.503.613.813.35119178071260321814687262///69.2871.0469.062100ml110ml125ml150ml2005[28]2.499.9%85%2.42005100ml110ml125ml150ml(%)(%)(%)(%)1751379.201615268.49152627080.18387332.031217659.361228029.4451129039.291083348.3214520511.4323522318.5169874355.00463533.6514807713.63975008.9860125055.36687106.3322190023.96//51656955.7880.0009593616.4534909137.9333207536.08779068.4712126315.9812091115.9428301437.30753569.9311066712.2514111215.6248133253.28718207.952432.52.51122425WAVE4015012%2.5102.4EFEExternalFactorEvaluationEFE14011EFE124143213i(01,i=1)i45412.52441EFE2.6262.60.0730.210.0730.210.0620.120.0830.240.0720.140.0730.210.1040.400.1140.440.0730.210.1030.300.1030.300.1030.301.003.08EFE3.08273.1CIMS500500100[29]20051283.23.2.1CIMS3.2.23.1200420064.86%3.95%0506040342.98%293.1200420063.2200520052004%2005%2004%%2005%2004%%35.7234.413.811.630.910.721.610.90.713.2.3197936ml250ml1001ATVJISD1032-104036CCTR36LLPG50ml70ml90ml100ml110ml%%%%%200483563118.64.8683391720.0934.4142.984.8520058448271.14.759035138.353