1、武漢理工大學碩士學位論文東風商用車公司營銷戰(zhàn)略初探姓名：賈向華申請學位級別：碩士專業(yè)：管理科學與工程指導教師：李海嬰20050401武漢理一I：人學頌二P學位論文ABSTRACTStrategyinnarrowsensemeanstheplanandguidanceofthewar；StrategyinbroadsensemeanstheoverallorlongtermstrategyanddesignofthewarMarketin

2、gstrategyistheorganicpartofthecompany’SdevelopingstrategyItisthemarketingStrategyofthecompany，andsuchStrategysarefortheoverall，long—termandbasicissuesofthecompany’SmarketingInshort，marketingstrategyistoestablishthedirect

3、ionforthecompanytoachievecompetitiveadvantagesoverothersinthemarketcompetition，BasedontheanalysisofglobalandChinesedomesticcommercialvehiclemarket，thisarticleanalyzethemarketcompetitiveofDongFengCommercialVehicleCompany(

4、DongFengCVl：DongFangisnolongeramongthemainmanufactureroflightdutytrucks，anditsprospectsisnotclear；DongFengenjoyssomeadvantagesinthecategoryofmediumdutytrucks，however，theprospectsofmediumdutytruckitselfisnotoptimistic；Don

5、gFengneedstoconsolidateitsadvantagesinthecategoryofthepromisingheavydutytruckmarketInthemostimportantareaforcommercialvehiclemarket，ie，EastChinamarket，DongFengisinainferiorpositionFurthermore，basedontheanalysisofmarketin

6、gnetworksofDongFengCVwefindthatimproperpositioningofDongFeng’9networksandcomparativelyweakcompetitiveofitsnetworkshavebecomethebottleneckorDongFang’SseekingforbiggerandstrongercompanystrategyBasedontheaboveanalysis，thisa

7、rticlegivestheprioritiestothematterofDongFengCV’Smarketingstrategyorientationaswellastothematterofitslackofsystemicconsideration，andformulatestheanalysismethodsTheestablishmentofmarketingstrategyhastoanalyzetheeffectofbr

8、oadenvironmentsonthecompany，andhastobeveryaccurateforthedirectionBesides，theoptimizedtacticshavealsotobeconsideredDongFengCommercialCompanystilladoptstheoldmarketingstrategywhichwasestablishedintheyear2000Thatis‘。Consoli

9、datethreeSouth；ReoccupyEastChina；DecisivebattleinNorthChina；DefendWestChina；AnabasisNortheastChina”SuchmarketingstrategywasthestrategyofD0ngFengTruckCompany(theformercompanyofDongFengCommercialCompany)，Themainpurposeofsu