本科毕业论文--捷安特自行车销售策略分析.docVIP

目录 中文摘要 I ABSTRACT 3 引言 4 一、自行车行业现状分析 5 （一）行业概况 5 （二）行业经济运行特点 5 （三）我国自行车产业今后的发展趋势 6 （四）自行车行业面临的主要问题 6 二、捷安特自行车环境分析 7 （一）企业背景分析 7 （二）捷安特（中国）的运营模式 9 （三）捷安特自行车SWOT分析 12 三、捷安特自行车营销策略分析 15 （一）捷安特自行车产品特点 15 （二）捷安特销售策略 16 （三）捷安特价格策略 18 四、针对捷安特自行车营销策略对策 18 （一）产品结构调整 18 （二）调整销售策略——内销 19 （三）定价策略的完善 20 （四）实施促销策略 20 （五）构建自己完整一体化的产业链 20 结束语 21 参考文献 21 谢辞 22  中文摘要 2008年第29届奥运会在北京的成功举办，2010年以“让生活更美好”为主题的上海世博会的成功举行，处处彰显着中国人民的生活状态与精神状态的新面貌。在人民生活水平有了显著改善与提高的情况下，人们的生活方式与健康意识也有了很大的改观。低碳生活与保护环境已经深得民心。而具体的做法有哪些呢？人们在交通工具、休闲工具的选择方面就可反映此问题。 自行车作为交通工具在城市中其功能日渐衰退，更多的人会选择公共交通或自驾出行。但自行车作为健身、休闲工具的功能去日渐体现出来，尤其是中高档自行车。而捷安特自行车作为一款自行车品牌自身有哪些优势与劣势，在外界环境中又面临着怎样的机遇与威胁？通过分析所提出的问题，得出捷安特自行车在营销策略方面的策略。 关键词：自行车 捷安特自行车 营销策略 SWOT分析 The Marketing Strategy Research of Giant ABSTRACT In 2008, the 29th Olympic Games is successfully being held in Beijing, and in 2010, “Better City, Better Life”as the theme of the Expo 2010 shanghai, it also being successfully held. Just as what I have said, everything shows that Chinese people have changed a lot both in physical life and in spirit life .With the improvement of our life level, our life style and the recognization of health care have developed a lot as well .Low carbon lifestyle and environment protection have been the morality of Chinese people .However, what we should do? And by analyzing people’s choice of traffic tools and leisure tools, we can better understand this question. The function of bicycle as traffic tool in cities is fading. More and more people choose public transportation or auto-driving travel. But the other functions of the bikes especially high-grade bikes are increasingly reflected, such as fitness and entertainment and leisure. Giant as a well-known brand, it not only has some strengths and disadvantages as a company, it also in the outside has some opportunities and threats. By analyzing these problems, we can acquire some useful and constructive marketing strategies. Keywords: Bicycle Giant Marketing SWOT analyze  捷安特自行车营销策略研究 引言