文档介绍：本科毕业论文(设计) 题目: 郑州宇通客车营销管理策略的研究姓名: 张文龙学号: 08106111 院(系): 经管学院专业: 工商管理指导教师: 王柏轩职称: 教授评阅人: 王辉职称: 副教授 2010 年6月本科生毕业论文(设计)原创性声明本人以信誉声明:所呈交的毕业论文(设计)是在导师指导下进行的研究工作及取得的研究成果,论文中引用他人的文献、数据、图件、资料均已明确标注出,论文中的结论和结果为本人独立完成,不包含他人成果及为获得中国地质大学或其他教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。毕业论文作者(签字): 签字日期: 年月日摘要郑州宇通客车股份有限公司是国内大中型客车领域的龙头企业,在当前国内外大中型客车市场竞争日趋激烈的形势下,宇通客车作为我国客车行业的龙头企业面临着来自国内海外的巨大的机遇与挑战。如何面对市场竞争, 认清市场形势,发挥自身优势,明晰自身的营销中的问题与不足,制定相应的营销管理策略对该企业有重要意义。本文以宇通客车公司为研究背景,结合国内外大中型客车市场的现状和特点,运用市场营销理论,从营销观念的建立入手,通过对宇通客车公司的营销环境、内外部资源、市场细分及市场定位的针对介绍,分析了宇通客车公司在市场营销上的情况; 并且以 4P、4C 、全面营销等营销理论为指导,针对宇通客车公司的具体情况,对其国内外目标市场的产品、价格、渠道、关系营销和海外市场营销等营销组合策略提出了建议。试图为宇通客车公司提供一些比较客观又有一定可操作性的市场营销策略。关键词:营销管理;市场细分;全面营销 Abstract Zhengzhou Yutong Bus Co., Ltd. is the leading enterprise in the field of medium and large passenger buses . .competition is very keen in domestic or overseas large-sized and medium-sized bus market. At present,pany ,which has grown into the largest and most technically advanced large-and medium-sized bus manufacturing base in the world, is facing wit petitive stress and challenge .How to petition,recognize the situation ,develop its owns advantage,make sure its own problem and deficiency in marketing,and to make marketing strategy is very important pany . The paper uses Zhengzhou Yutong Bus Co., Ltd. for the r esearch bined with domestic and foreign large and medium sized passenger car market situation and characteristics through the Yutong pany's marketing environment, internal and external resources and markets fine points and market positioning for the introduction of the Yutong pany in marketing the situation; and use 4P, 4C, comprehensive marketing, marketing theory asa guide for the specific circumstances of Yutong pany, its domestic and international target marketsproduct, price, channels, relationship marketing and overseas marketing strategies marketing mix mendations. Attempt to provide some workable marketing strategies for Zhengzhou Yutong Bus Co., Ltd. Key