论文部分内容阅读
背景:在当今卡车市场环境中,需求量一次次起伏波动曾使得不少的卡车及相关零部件企业措手不及,市场的发展方向也不止一次地否决了企业和“专家”的预测,这些都说明企业和部分“专家”并没有完全把握住全国各地不同区域用户的需求动态及经营实况,也从侧面说明了用户的真实信息往往才是预判市场走势的重要根据。中国卡车用户购买车辆由感性向理性转变还需要一个漫长的过程。不断更新的卡车车型,过多的卡车品牌,以及卡车用户自身的局限性,使得太多的用户在选车、购车面前迷茫。“用户自身预测不了当地的法规动向和执行力度,一些经销商无法向用户进行专业的技术指导和预测企业产品发展方向”,这些都让用户很难理性地选择到最适合自己的卡车,而跟风购买的保守办法,最终形成了一种“习惯”,同时导致不同品牌在不同区域的销量产生了巨大差异。在这种背景下,《商用汽车》杂志作为国内最早创办的商用汽车类期:刊正致力于为企业和终端用户搭建理性的桥梁,促进理性的口碑宣传。东凤商用车公司作为国内著名的卡车研发、制造企业,自2007年以来进行了大刀阔斧的营销转型,“以市场和客户为中心”的营销理念不断深化。
Background: In today’s truck market environment, the ups and downs of demand have caused many trucks and related parts companies to be caught by surprise. The market’s direction of development has more than once rejected the enterprises and “experts” And some “experts” do not fully grasp the needs of users in different regions of the country’s dynamic needs and business situation, but also from the side shows that the user’s real information is often an important basis for predicting the market trend. Chinese truck users to buy vehicles from emotional to rational change also takes a long process. Constantly updated truck models, excessive truck brands, and the limitations of truck users themselves make too many users confused in the choice of cars or cars. “Users can not predict the local laws and regulations and the implementation of their own strength, some dealers can not provide users with professional technical guidance and forecast the direction of enterprise products,” These are difficult for users to rationally choose the most suitable for their own truck, and follow suit The conservative approach to buying eventually resulted in a “habit,” which led to huge differences in the sales of different brands in different regions. In this context, “Commercial Vehicle” magazine as the earliest founded commercial vehicle period: published is dedicated to business and end users to build a rational bridge, and promote rational word-of mouth. Dongfeng Commercial Vehicle Company as a well-known domestic truck research and development, manufacturing enterprises, since 2007, a drastic marketing transformation, “market and customer-centric” marketing philosophy continues to deepen.