一本大學(xué)所出 放心購買


摘    要

近年來隨著汽車行業(yè)的迅猛發(fā)展，車載導(dǎo)航產(chǎn)業(yè)也在這樣的環(huán)境中迅速走紅，當(dāng)行業(yè)迅速發(fā)展的同時，也引來許多的競爭者，隨著競爭的加劇，各種競爭手段日益凸顯，行業(yè)逐漸出現(xiàn)洗牌的局面，在眾多企業(yè)慘烈競爭的今天，各個企業(yè)都尋求自己未來的發(fā)展道路，深圳市路暢科技也在不斷探索著行業(yè)的未來模式。本文主要研究深圳市路暢科技在車載導(dǎo)航中所采用的營銷戰(zhàn)略，在產(chǎn)品差異化、完善客戶服務(wù)，建立營銷體系等各方面如何有效實(shí)施。本文運(yùn)用定性研究的方法，從車載導(dǎo)航的發(fā)展現(xiàn)狀到車聯(lián)網(wǎng)的運(yùn)用，到一鍵導(dǎo)航，到未來的智能交通領(lǐng)域的發(fā)展，這些發(fā)展戰(zhàn)略的制定都需要企業(yè)一步步的實(shí)現(xiàn)好維護(hù)好企業(yè)當(dāng)下的經(jīng)營戰(zhàn)略，才能在未來的研究領(lǐng)域有所建樹。本文以路暢科技當(dāng)下的經(jīng)營戰(zhàn)略為主線，闡述這一行業(yè)，希望對以后的經(jīng)營戰(zhàn)略決策有一定的借鑒。
 
關(guān)鍵詞：車載導(dǎo)航； 經(jīng)營戰(zhàn)略； 競爭； 路暢科技

 Abstract

With the rapid development of the automotive industry in recent years, the car navigation industry also become popular in such an environment quickly, with the rapidly developement of the industry, and also attracted many competitors, so, many competition means become more and more fierce,the industry gradually emerge resource integration, with so fierce competition, many companies are seeking their development of the future.Shenzhen RoadRover Technology are constantly exploring the future of the industry pattern.This paper studies the marketing strategy of the RoadRover in navigation industry , the product differentiation, improveing customer service, marketing system and how to establish effective implementation.This paper uses qualitative research methods, from the development of the car navigation to the car networking, from the key navigation to the future development of intelligent transportation, which require companies to maintain good step of the business strategy in order to accomplish something in the area of the future .the main line of this paper described the industry and hope that it can reference the decisions of the RoadRover on future business strategy.

Key words: Car Navigation; Business Strategy; Competition; RoadRover Technology

目    錄

序    言 1
一、公司及產(chǎn)品簡介 1
（一）公司簡介 1
（二）產(chǎn)品簡介 2
二、環(huán)境分析 4
（一）宏觀環(huán)境分析 4
（二）中觀環(huán)境分析 7
（三）微觀環(huán)境分析 10
（四）SWOT分析 13
三、戰(zhàn)略規(guī)劃 15
（一）戰(zhàn)略目標(biāo)及步驟 15
（二）目標(biāo)市場選擇及定位 16
（三）主要營銷戰(zhàn)略 17
四、戰(zhàn)略實(shí)施保障措施 21
（一）加強(qiáng)人才隊(duì)伍的建設(shè) 21
（二）加大企業(yè)的研發(fā)力度 22
（三）加強(qiáng)與其他公司的合作 23
（四）加強(qiáng)企業(yè)文化的建設(shè) 23
五、結(jié)束語 24
致    謝 25
參考文獻(xiàn) 26