学位论文 > 优秀研究生学位论文题录展示

巴基斯坦轻骑市场分析-基于市场营销理论视角

作　者: Naqeeb Ullah Khan
导　师: Chuanxing Chen
学　校: 上海外国语大学
专　业: 工商管理
关键词: 轻骑摩托车有限公司巴基斯坦营销理论
分类号: F416.47
类　型: 硕士论文
年　份: 2014年
下　载: 1次
引　用: 0次
阅　读: 论文下载

内容摘要

经济全球化已成为必然的发展趋势，越来越多的国际企业进入巴基斯坦进行投资，中国轻骑摩托车有限公司就是其中的一家。巴基斯坦的摩托车行业发展迅速，外国投资者，尤其是中国投资者试图通过投资源丰富的经济来提高国际产量。巴基斯坦政府最近勾画出新的投资政策来鼓励中国投资者在多领域进行投资。本文主要围绕轻骑摩托车有限公司在巴基斯坦所面临的市场问题，运用PEST分析法和波特“五力”分析法分析了巴基斯坦汽车行业及其轻骑公司面临的外部环境。其次运用SWOT分析方法对轻骑公司的市场环境进行了分析。最后运用市场营销理论阐述了轻骑公司存在的问题，并提出了解决方法及其对策。

全文目录

Acknowledgements  5-6
摘要  6-7
Abstract  7-8
Contents  8-11
Chapter One Introduction  11-15
  1.1 Research Backgroung & Purpose  11-12
    1.1.1 Research’s Background  11-12
    1.1.2 Research's Purpose  12
  1.2 Main Contents & Framework  12-13
    1.2.1 Main Content  12
    1.2.2 Thesis' Framwork  12-13
  1.3 Methodology & Innovative Idea  13-15
    1.3.1 Methodology  13-14
    1.3.2 Innovative Idea  14-15
Chapter Two Theories and Literature  15-28
  2.1 STP Model  15-20
    2.1.1 Stage One-Segment Indentification  16
    2.1.2 Stage Two-Segment Evaluation  16-17
    2.1.3 Stage Three-Targeting Through Marketing Mix  17-19
    2.1.4 Positioning  19-20
  2.2 Brand and Image  20-25
    2.2.1 Brand Image  21
    2.2.2 Image Influencing Behavior  21-22
    2.2.3 Psychological Factors of Creating Images  22-24
    2.2.4 Building an Image  24
    2.2.5 Image Building Efforts and the Perceptions of Customers  24-25
  2.3 4 Ps Model in Marketing  25-28
    2.3.1 Product  25
    2.3.2 Price  25-26
    2.3.3 Place  26
    2.3.4 Promotion  26-28
Chapter Three Automobile Industry Analysis  28-38
  3.1 Pakistan Automobile Industry  28-31
    3.1.1 General Introduction  28-30
    3.1.2 Automotive Industry Analysis  30-31
  3.2 Pest Analysis of Auto Industry in Pakistan  31-34
    3.2.1 Political Factors  31-32
    3.2.2 Ecoomics Factors  32-33
    3.2.3 Socio-cultural Factors  33
    3.2.4 Technological Factors  33-34
  3.3 Porter's 5 Forces Model  34-38
    3.3.1 Barries to Entry  34-35
    3.3.2 Substitute's Effect  35
    3.3.3 Competative Rivalry  35-36
    3.3.4 Buyer's Power  36-37
    3.3.5 Suppliers's Power  37-38
Chapter Four Introduction and Analysis of the Company  38-49
  4.1 General Introduction  38-41
    4.1.1 Company Management  38-39
    4.1.2 Production  39-40
    4.1.3 Marketing  40-41
    4.1.4 Business Management  41
  4.2 Comparative Analysis of the Marketing Strategies  41-43
  4.3 SWOT Analysis  43-45
    4.3.1 Strength  43
    4.3.2 Weakness  43-44
    4.3.3 Opportunities  44
    4.3.4 Threat  44-45
  4.4 Problems Facing  45-49
    4.4.1 Low Sale Volume of Motorbikes  45-46
    4.4.2 Quality Misperception  46
    4.4.3 High Inflation and Inability to Raise Prices  46-47
    4.4.4 High Competition  47-49
Chapter Five Solutions and Recommendation  49-56
  5.1 Proper Market Segmentaton  49-50
    5.1.1 Segment Identification  49
    5.1.2 Segment Evaluation  49
    5.1.3 Targeting through Marketing Mix  49-50
    5.1.4 Positioning  50
  5.2 Create New Brand Image  50-51
    5.2.1 Organization Image vs Product Image  50
    5.2.2 Image Profile  50-51
    5.2.3 Image Building Efforts  51
  5.3 Promotion  51-52
    5.3.1 Promotion through Mass Media  52
    5.3.2 Word of Mouth  52
  5.4 Introduce Sales Incentives  52-54
    5.4.1 Incentives by Japanese Companies  53
    5.4.2 Incentives by Local Companies  53
    5.4.3 Incentive Solution for Qingqi  53-54
  5.5 Upgrade Display & Service Centres  54-56
Conclusion  56-57
References  57-60

巴基斯坦轻骑市场分析-基于市场营销理论视角

内容摘要

全文目录

相似论文