Study on the Market of Oil Vehicle and the
Entering Strategies
A Dissertation Submitted for the Degree of Master
Candidate:Li Xinxin
Supervisor:Prof. Han Liang
Chang’an University, Xi’an, China
摘要
随着金融危机后世界经济逐渐复苏,国际石油价格虽然出现频繁起伏、暴涨暴跌的
情形,但整体上呈现出不断震荡上行的格局,各国对石油能源的需求量仍在不断增长,
随之而来的就是对石油开采的迫切需求,而石油的开采离不开石油开采机械设备,这必
将对石油专用车行业产生拉动作用,为其发展提供广阔的市场空间和机遇。我国石油专
用车行业发展迅速,有着极其广阔的发展空间和巨大的市场机遇,但同时,也不可避免
的面临着行业竞争日趋激烈的挑战。其他专用车生产企业想要成功进入这一巨大的潜在
市场,就必须对这一市场进行系统、深入地调查与分析,找到开发石油专用车的切入点,
并实施正确的市场营销策略。
本文运用实地调查和文献调研相结合的方法,系统分析了国内外石油专用车行业发
展现状和我国石油专用车行业发展特点及驱动因素,发现我国石油专用车行业虽然与国
外发达国家存在差距,但是正处于成长中的产业,有着极其广阔的发展空间和强劲的发
展势头;综合运用时间序列预测法和组合预测模型,对石油专用车主要产品未来五年市
场需求进行预测,运用波特五力竞争模型分析了行业内现有企业、潜在进入者、替代品、
供应商和购买者这五种竞争力量对行业的影响,重点对我国主要石油专用车生产企业的
产品情况、质量技术、营销策略等方面进行了对比分析,得出我国石油专用车未来市场
容量大、前景广阔的结论,虽然市场竞争激烈,但无论产品技术和创新等方面都存在极
大的发展空间;分析典型用户的购买决策和关注点,使企业在开发石油专用车产品时,
能够精确把握消费者的购买特征和需求特点,一切以市场需求为导向,生产出具有针对
性的产品;最后,综合以上的分析和结论,以郑州宇通重工有限公司为研究对象,探讨
石油专用车市场的进入策略和营销策略。
关键词:石油专用车、市场分析、市场预测、进入策略
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Abstract
With the gradual recovery of the world economy after the financial crisis, the
international oil price on the whole has been increasing continuously although it is in frequent
ups and downs. And every country’s demand for oil continues to increase, followed by the
urgent demand for oil drilling. However, oil drilling needs special machines and equipments,
which will definitely promote the expansion of the oil vehicle industry and provide its
development with broad market space and opportunities, but also inevitably faces the
increasingly petition. If other special vehicle manufacturing enterprises want to
enter this huge potential market, they must make systematic investigation and analysis at first
to find the appropriate ways to develop the oil vehicle market, and implement proper
marketing strategies.
In this paper, the bines practical survey with literature research to make a
systematic analysis of the pr
石油专用车市场分析和进入策略研究 来自淘豆网www.taodocs.com转载请标明出处.