学校代码：10246 学 号：12220690291
硕士学位论文
（专业学位）
奇瑞捷豹路虎网络营销战略研究
Research on the Digital Marketing Strategy of Chery Jaguar
Land Rover
目录
摘要 ....................................................................................................................................... 4 ABSTRACT .......................................................................................................................... 5 第一章引言 ........................................................................................................................... 6 1.1研究问题与背景 .......................................................................................................... 6 1.1.1豪华车企面临的挑战 ........................................................................................... 6 1.1.2豪华车品牌面临的挑战 ....................................................................................... 7 1.1.3奇瑞捷豹路虎面临的战略转折机会 ................................................................... 8 1.2研究的意义 ................................................................................................................ 10 1.3研究的思路与框架 .................................................................................................... 11 1.3.1研究思路 ............................................................................................................. 11 1.3.2研究框架 ............................................................................................................. 11 第二章.理论综述 ................................................................................................................ 13 2.1战略与战略管理理论 ................................................................................................ 13 2.1.1战略的定义 ......................................................................................................... 13 2.1.2战略管理理论描述 ............................................................................................. 13 2.1.3战略管理的分析方法 ......................................................................................... 13 2.2营销管理的相关理论 ................................................................................................ 16 2.2.1 STP分析 ............................................................................................................. 16 2.2.2 营销组合理论 .................................................................................................... 16 2.2.3分销策略理论 ..................................................................................................... 17 2.2.4关系营销理论 ..................................................................................................... 17 2.3网络营销的相关理论 ................................................................................................ 18 2.3.1网络营销的定义 ................................................................................................. 18 2.3.2网络营销的职能 ................................................................................................. 18 2.3.3网络营销的形式 ................................................................................................. 19 2.4本章小结 .................................................................................................................... 19 第三章. 奇瑞捷豹路虎环境分析 ...................................................................................... 20 3.1 宏观环境分析 ........................................................................................................... 20 3.1.1政治法律环境分析 ............................................................................................. 20 3.1.2 经济环境分析 .................................................................................................... 20 3.1.3 社会环境分析 .................................................................................................... 23 3.1.4 技术环境分析 .................................................................................................... 25 3.2.产业环境（SCP）分析............................................................................................. 26
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3.2.1市场结构分析(Structure) .................................................................................... 26 3.2.2市场行为分析（Conduct） ................................................................................ 28 3.2.3市场绩效分析（Performance） ......................................................................... 29 3.3消费者分析 ................................................................................................................ 29 3.4 竞争环境分析 ........................................................................................................... 31 3.4.1 竞争对手识别 .................................................................................................... 31 3.4.2 标杆企业分析 .................................................................................................... 33 3.5内部环境分析 ............................................................................................................ 35 3.5.1 公司财力分析 .................................................................................................... 35 3.5.2 公司人力分析 .................................................................................................... 36 3.5.3 公司技术分析 .................................................................................................... 37 3.6本章小结 .................................................................................................................... 39 第四章.网络营销战略论述 ................................................................................................ 40 4.1制定战略备选方案（SWOT分析） ....................................................................... 40 4.2奇瑞捷豹路虎网络营销战略研究 ............................................................................ 41 4.2.1网络营销战略研究 ............................................................................................. 41 4.2.3网络营销的营销组合分析 ................................................................................. 44 4.4网络营销的客户关系 ................................................................................................ 49 4.6本章小结 .................................................................................................................... 50 第五章.战略实施及研究展望 ............................................................................................ 51 5.1 网络战略实施 ........................................................................................................... 51 5.1.1阶段化路径 ......................................................................................................... 51 5.1.2 关键节点 ............................................................................................................ 51 5.2保障措施 .................................................................................................................... 52 5.2.1重塑营销组织结构 ............................................................................................. 52 5.2.2确保资金保障 ..................................................................................................... 53 5.2.3营造企业文化 ..................................................................................................... 54 5.3 小结 ........................................................................................................................... 54 5.4 本文总结 ................................................................................................................... 54 参考文献 ............................................................................................................................. 56 致谢 ..................................................................................................... 错误！未定义书签。
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摘要
随着时代的推移，以80后、90后为主的时尚成功人士开始成为社会消费的主力。时尚成功的消费者伴随着中国改革开放和互联网的普及长大，在消费习惯上与60、70后的消费者有着明显的不同。时尚成功消费者更加注重产品个性化和体验性，偏爱运用网络收集信息、货比三家，同时对品牌的重视程度更强。奇瑞捷豹路虎作为一家豪华车制造企业，也需要抓住这一消费习惯改变带来的机遇，增加数字放投投入，运用网络营销方式，大力拓展网上渠道，在数字化渠道上与年轻消费者塑造紧密关系，缩小与一线豪华车品牌的差距甚至赶超。
本文通过对战略管理理论，营销管理理论和网络营销理论知识的梳理，在此基础上运用PEST分析，消费者分析，SCP分析，竞争对手分析和内部资源分析等方法分析了奇瑞捷豹路虎所面临的外部环境和独具的内部资源。然后运用SWOT分析对环境中的机会和威胁，公司内部的优势和劣势进行了梳理，得出奇瑞捷豹路虎的销量规划以及实现方案，主要建立网络整合营销这来实现战略目标。具体的网络营销战略是在未来10年内，以时尚成功中产阶级为主体，以技术进步和网络渠道建设为两翼，打造时尚舒适豪华车品牌，促进豪华车市场现有的ABB市场格局向ABB+JLR格局转变。
最后本文从组织流程设计，财务资源建设，文化培养三个方面为新的奇瑞捷豹路虎网络营销战略进行保障。本文为处于行业中的二线品牌超越领导者提供了借鉴，即在保持自身原有客户的同时，抓住环境中的机遇，进行整合营销，从而提高市场占有率。
关键词：奇瑞捷豹路虎；营销战略；网络营销； 中图分类号：F62
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Abstract
With the past of time, the new generation born in 80s and 90s becomes the main consumer of society. Along with China's reform and development and the popularity of the Internet, consumers of this generation has different consumer habits compared with consumers who born in 60s and 70s. The new generation pays more attention to product personalization and experience, they prefer to use the digital to collect information, compare price and pay more attention to brand popularity. Chery Jaguar Land Rover, as a luxury car manufacturer, needs to seize the opportunity of this consumption habitschange, with usingdigital marketing, vigorously developing online channels. Then it can narrow the gap with first-line luxury car brands.
Based on the analysis of strategic management theory, marketing management theory and digital marketing theory, PEST analysis, consumer analysis, competitor analysisand internal resource analysis is used to analyze the external environment and internal resources faced by Chery Jaguar Land Rover. And then use the SWOT to analysis the opportunities and threats in the environment, the company's strengths and weaknesses.According to the analysis of SWOT, Chery Jaguar Land Rover cars should take differentiation strategy and use digital marketing to achieve strategic objectives. The specific marketing strategy is to target the new generation of middle class as the main market, with technological progress and online channels as two wings, to create fashionable and comfortable luxury car brand and promote the luxury car market ABB market structure change to ABB + JLR pattern in the next 10 years.
Finally, we use organizational process design, financial resources and cultural training to ensure the implement of digital marketing strategy of Chery Jaguar Land Rover in this article. This article provide a reference for the second-tier brands beyond the leaders to, that is seizing the opportunities in the environment, opening up new channelswhile maintaining its original customers, thereby increasing market share.
Key Words：Chery Jaguar Land Rover; Marketing Strategy；Digital marketing; Classification Code: F62
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