龙腾快速汽车客运集团市场营销策略研究

沈阳理工大学学士学位论文I摘要本论文根据作者实地调查,运用市场营销理论,从客运市场角度,结合龙腾快速汽车客运集团的实际情况,系统地探索了龙腾快速汽车的客运市场营销问题，对存在竞争的中短途班线进行分析,着重对龙腾客运的市场竞争环境进行深入地分析。本文以企业战略理论和市场营销理论为基础,系统地分析了龙腾客运市场面临的机会和威胁、优势和劣势,重点分析了行业内部企业、铁路、民航客运的竞争实力及其对道路客运的影响,然后对龙腾客运的市场竞争及营销策略进行重点研究,对龙腾客运的产品组合策略、差异化策略、生命周期策略、品牌策略和新产品开发策略等,进行了系统分析和论述,提出了可行的思路和方法，通过优化方案使公司收益得到增加。关键词：龙腾快速汽车；客运市场；营销；道路；竞争沈阳理工大学学士学位论文IIAbstractThisarticle,accordingtothisActualinvestigation,theuseofmarketingtheory,theperspectiveofthepassengermarket,combinedwithfastcarpassengerDragonGroup'sactualsituation,exploredtheDragonfastpassengercarmarketingproblemssystematically,analyzedontheexistenceofcompetitionintheshortclasslines,especiallyontheDragonpassengermarketcompetitionenvironment.Inthispaper,basedonthetheoryofcorporatestrategyandmarketing,analyzedontheopportunitiesandthreats,strengthsandweaknessesofDragonpassengermarket,especiallyonthecompetitivestrengthandtheimpactonroadpassengertransportofwithintheindustry,railways,civilaviation,thenDragonpassengermarketcompetitionandmarketingstrategytofocusresearchonthepassenger'sproductportfoliostrategyDragon,differentiationstrategy,lifecyclestrategy,brandstrategyandnewproductdevelopmentstrategies,conductasystematicanalysisanddiscussionofthefeasibletheideasandmethods,byoptimizingsolutionsenablecompaniestoincreaserevenueobtainedKeywords:LongTengPassenger；Passengermarketing；Road；Competition沈阳理工大学学士学位论文III目录1绪论......................................................................................................................................11.1背景和意义...............................................................................................................11.2国内外研究现状.......................................................................................................11.3主要研究内容...........................................................................................................22鞍山龙腾快速汽车客运集团市场分析............................................................................32.1道路客运产品的特点...............................................................................................32.2客运需求分析基本框架...........................................................................................32.3经济发展...................................................................................................................62.2.1经济持续增长................................................................................................62.2.2产业结构优化................................................................................................62.2.3区域间社会经济联系....................................................................................72.4产业政策...................................................................................................................72.5社会文化...................................................................................................................72.6消费趋势分析...........................................................................................................82.6.1道路客运经营企业消费行为变化趋势........................................................82.6.2旅客人员的构成分析....................................................................................93鞍山龙腾快速汽车客运集团市场竞争现状..................................................................113.1客运市场竞争现状.................................................................................................113.1.1竞争原因......................................................................................................113.1.2竞争范围与内容..........................................................................................113.1.3竞争特点......................................................................................................123.2竞争对手发展现状.................................................................................................133.2.1龙腾快速汽车客运集团竞争发展现状及特征..........................................143.2.2虎跃快客、辽宁城际客运的发展现状......................................................143.2.3铁路客运的发展现状..................................................................................153.2.4航空客运的发展现状..................................................................................153.3龙腾快速汽车客运集团竞争能力综合分析.........................................................163.3.1机会与威胁..................................................................................................163.3.2优势与劣势..................................................................................................173.3.3龙腾快速汽车客运集团综合分析..............................................................194龙腾快速汽车客运集团目标市场战略............................................................................214.1市场细分.................................................................................................................214.1.1按距离进行划分..........................................................................................214.1.2按客流类型的细分......................................................................................224.2目标市场的吸引力和竞争力分析.......................................................